NEW YORK – Television’s impact on consumer purchasing behaviour is greater than all other media combined, says a new study from TVB, the trade association representing the local broadcast television industry in the U.S.
Conducted by GfK, the 2019 Purchase Funnel examined seven advertising categories and approximately 20 media platforms across the five phases of the purchase funnel (Awareness, Interest, Visit, Consideration and Purchase). Responses from an opt-in panel of 3,000 consumers (A18+) who were “in the market” for each product or service and who had seen, heard or read an advertisement in any one of the media platforms analyzed.
Key findings included:
– 96% of in-market consumers became aware of a product/service from advertising on media, with 85% stating that media influenced their purchase decision
– 56% of consumers cited TV as the most important driver of their awareness about a product/service, greater than all other media combined at 40%
– 85% of adults and 91% of millennials reported TV advertising influenced their online searches
– 78% of opinion leaders who saw TV ads took some kind of action
– Adults and millennials cited local broadcast TV news and local newspapers as the most trusted and cable news and social media as the least trusted
“The most important insight for marketers from the GfK study is that exposure to an advertising platform does not guarantee its importance to consumers— with the exception of television,” said TVB chief research officer Hadassa Gerber, in the study’s news release. “With more options for advertisers to deliver their messages than ever before, television continues to have the greatest impact on driving awareness and motivating consumers to take action.”
