Cross-channel advertising has grown tremendously in recent years as a means to
better reach consumers. Television and the internet as well as other channels are used in
conjunction to market products. This study attempts to determine the effects of television
advertising and its impact on consumer search behavior. More specifically, how search
behavior is affected by exposure to television advertising. Actual data over a period of 78
weeks from a large Canadian telecommunications company is employed. The analysis
examines how advertising exposure and expenditure impacts search behavior for the
company's brand.