TV still tops for driving awareness, purchases: TVB study

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...