Kellogg: Digital ROI Surpasses That of TV†

After Success With Special K, Marketer to Shift More Spending Online

Advertising Age, September 4, 2008 — The digital divide is narrowing for Kellogg Co., which today said its return on online investment for the Special K brand has surpassed that of broadcast TV over the past 18 months.

"It's still relatively early in our learning," Mark Baynes, chief marketing officer at the Battle Creek, Mich., company told the Lehman Bros. Back to School Consumer Conference during a discussion on how Kellogg is trying to increase advertising and marketing efficacy. "But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI."