TV Remains Decision Driver For Purchases

by David Goetzl @dgoetzl, September 24, 2012

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.

cross-platform, newspapers, retail, tv

4 comments about "TV Remains Decision Driver For Purchases".

Check to receive email when comments are posted.

Brent Walker from Soundscapes, September 25, 2012 at 11:12 a.m.
A study commissioned by an organization whose sole purpose is to promote television advertising, shows that television advertising is better than any other medium.
Will wonders never cease?
Reply

Doug Garnett from Protonik, LLC, September 25, 2012 at 1:16 p.m.

I think their overall conclusion is true. When it is right for the situation, experience continues to show that TV is far more powerful at driving action than other mediums. And I agree with Brent about taking care because this is from the board driving TV. I'd feel better if there was some surprisingly interesting insight in the survey - meaning they looked hard. But it's kind of a yawner.

John Grono from GAP Research, September 25, 2012 at 6:50 p.m.

I agree with Brent and Doug. But to give credit, at least it takes a marketers POV in that it looks at the entire purchase funnel and not just the last-click attribution model (which is so myopic in its focus that is runs the risk of consigning online to being a DM medium which would be a huge opportunity lost).

Tim Orr from Barnett Orr Marketing Group, Inc., September 25, 2012 at 7:20 p.m.

Just because TVB promotes television advertising is not evidence the results have been falsified. It just might be that the study is valid. In fact, it's more likely valid than a fraud (both Yankelovich and TVB have reputations to uphold). What is more of an issue is that it appears the study reports end-user statements about their likely future behavior rather than actual tracking of that behavior. After all, if we believe what end users say, nobody watches television and nobody is influenced by advertising.