In most cases, the VAB discovered a one-to-one ratio or higher of TV spending to increased traffic in comparisons of the first and second halves of the year extending from February 2014 to March 2015. Humana upped TV spending by 24% and saw unique visitors jump 49%. Mastercard saw a 114% rise in traffic on a 98% spending increase, and Burger King reaped a 79% visitor boost on 23% more ad dollars.