Every toll-free number used in television commercials that aired during Super Bowl XXXIV was a vanity number, one which translated into words for easy recall, and 16% of all the ads had one, according to a new study from Response Marketing Group.
The report, “Direct Response in Television Commercials: Super Bowl XXXIV,” also found that 16% of all ads aired used toll-free numbers, while 63% had an Internet address. Seventy-three percent used either one or both of these mechanisms, with 36% of the commercials with toll-free numbers also featuring Internet addresses and 9% of the commercials with an Internet address having toll-free numbers.
Of those using toll-free numbers, 91% used the 800 prefix, as opposed to the newer 888 and 877. Sixty-four percent displayed their toll-free numbers prominently, as opposed to the 45% that made their Internet addresses front-and-center.
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