In short, the answer is simple - implement a supporting search engine marketing campaign.
In a study recently released by Advertising Age, over 66% of consumers regularly use the Internet while they are watching TV. In addition, over 80% of Internet traffic begins at search engines and over 40% of web users find brands through search rather than by typing in a URL.
Simply stated, when somebody sees your TV spot, there is a good chance they are jumping on to Google to learn more about your production. Make sure you can easily be found when they are searching for you.
What's even more important to pull out of this story is the clear, essential need to ensure all parties involved in your campaign development including press, marketing and advertising are all working in a collaborative environment. This is just another example of how all marketing channels working side-by-side will ultimately maximize your campaign's return on investment.
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