Advertising Effectiveness - ROI

California Advertising Effectiveness

Visit California has tracked the effectiveness and ROI of its advertising efforts for many years, using the same
methodology since 2004. The research efforts follow the same pattern so that results will be comparable
to past years. 

Advertising research is conducted in two phases.

Phase 1 is conducted immediately after the conclusion of an ad run and measures:

  • The reach of the campaign
  • Reactions to the creative
  • The impact of the campaign on changing attitudes toward California
  • The ways in which the campaign influenced consumer interest in visiting the state.

Phase 2 of the advertising research is conducted after a period of time deemed reasonable to allow for travel
which is related to advertising exposure. It measures:

  • Incremental travel and spending associated with Visit California's marketing efforts
  • ROI as determined by this travel spending in relation to campaign expenditures

Visit California and its research partner, Strategic Marketing and Research, Incorporated (SMARI), attempt to be conservative in calculating ROI by only considering incremental travel and not influenced travel.  Also, in estimating total audience, Visit California considers only its target demographic and not the whole population exposed to the advertising. 

  Ad Effectiveness ROI
Domestic: 2006 Spring, 2007 Spring, 2008 Fall, 2009 Fall
2009 Spring2010 Spring 2010 Fall (TV only), 2011 Fall, 2012 Spring, 2012 Fall, 2013 Fall, 2014 Spring

2006 Spring, 2007 Spring, 2008 Spring,
2008 Total  2009 Spring, 2009 Total, 2010 Total, 2011 Total, 2013 Total

Winter: 2007, 2008, 2009, 2010 2007, 2011
Website: 2009, 2014  
Australia: 2010 (Wave 1), 2010 (Wave 2), 2013  2010, 2010 (Target: 18-35), 2013
Canada: 2007, 2008, 2009, 20102012, 2014 Spring 2007, 2008, 2009, 2010, 2011, 2012, 2013
China: 2014 Spring  
Japan: 2008  2008, 2009, 2010
Mexico: 2014 Spring   
UK: 2008, 2009 (TV only), 2009, 2010, 2011, 2012,
2013 (Wave 1), 2014
2008, 2009, 2010, 2011, 2013


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Visitors spent $117 billion in California in 2014, providing $9.5 billion in tax revenues for vital local services.

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