TV is the key decision driver for purchases

Findings from a recent study commissioned by the trade association for the American broadcast TV industry shows that television is the major influencer of decisions throughout the consumer purchase funnel process from awareness at the top through to purchase at the bottom. The research study found that 64% of respondents say TV is the “primary action driver” of awareness and 39% of purchase.

Newspapers came in second with awareness at 10%, while the Internet (online behavior save email) was second at 10% for purchase, as TV watchers may have gone online to seek more information about advertised products.

In the automobile category, TV led the way at 70% with awareness and 43% for purchase, while the Internet was at 9% and 12%, respectively. However, the Internet did particularly well in the consideration phase of the consumer purchase funnel at 17%.

With the supermarket/grocery category, there is evidence that newspaper coupons still play an important role, but 28% said TV influences purchase decisions in-store — well above the level for all 10 categories combined.

The entertainment category (movies/shows/concerts) is one area where TV leads, but there is considerable fragmentation. In awareness, TV is at 21%, but newspaper, social and Internet display are all at 10% or higher. In purchase, TV is at 22%, with social and Internet display at 10% and newspapers down at 7%.

The results come from a survey conducted by Yankelovich (now the Futures Co.) of about 2,500 consumers who have seen a TV ad in the last two months. The interviews took place in March.

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