A 2006 study by Marketing Evolution in 2006 for Magazine Publishers of America found that campaigns combining TV and web can create increased brand awareness:

"With TV alone indexing at 100, brand awareness increased to 138 when online was added to TV in the mix. This increase was the average across an aggregate of 20 studies, 10 of which had sufficient sample size to examine each combination of media.

Clearly, where affordable for ! a client, a media mix is beneficial and the addition of Web activity t o TV activity can increase both awareness and sales."

From MediaPost