TV still the greatest influencer of consumer purchasing: GfK study

NEW YORK — When it comes to consumers making purchasing decisions, television continues to have the greatest influence as a marketing platform when compared to all other media, according to a recent study from global market research firm GfK.The GfK study, titled 2017 Purchase Funnel, was conducted in collaboration with TVB, the not-for-profit trade association for the local broadcast television industry in the U.S. Among its findings, the study reveals that from consumer awareness through the purchasing stage, television remains the most important influencer in all stages of the purchase funnel and for all age demographics, including millennials.The study examined...