TV Remains Decision Driver For Purchases

By: David Goetzl

MediaPost - A study commissioned by the TVB shows that local television is the dominant influencer of decisions throughout the purchase funnel from awareness at the top through purchase at the bottom. Research shows 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%, suggesting that coupons still have an appeal. 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 auto category, TV led at 70% with awareness and 43% for purchase, while the Internet was at 9% and 12%, respectively. The Internet did particularly well in the consideration phase of the 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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