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 partners, Strategic Marketing and Research, Incorporated (SMARI) and Rakuten Research, 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, 2006-Spring, 2007-Spring, 2008-Spring, 2008-Total
2009-Fall, 2009-Spring, 2010-Spring 2009-Spring, 2009-Total, 2010-Total, 2011-Total
2010-Fall (TV only), 2011- Fall,
2012-Spring, 2012- Fall
Winter: 2007, 2008, 2009, 2010 2007, 2011
In 2008, Visit California aired three distinct TV ads to a US national target audience. The ads portrayed three distinct but interrelated themes. Because of their interrelationship, the results of all three campaigns have been included in one "Domestic" report.
Canada: 2007, 2008, 2009, 2010, 2012 2007, 2008, 2009, 2010, 2011, 2012
UK: 2008, 2009 TV-only, 2009, 2010 2008, 2009, 2010, 2011
Japan: 2008 2008, 2009, 2010
Australia: 2010 (Wave 1), 2010 (Wave 2) 2010, 2010 (Target: 18-35)