Once again, consumers cited traditional television advertising as having the strongest influence on their purchasing behavior, greater than the influence of all other media combined. That was the key takeaway from a research study, 2019 Purchase Funnel, conducted by GfK which measured the influence of media on consumers during their purchase decision-making process.
Other key findings:
- 96% of in-market consumers became aware of a product/service from advertising on media, with 85% stating that media influenced their purchase decision
- 56% of consumers cited TV as the most important driver of their awareness about a product/service, greater than all other media combined at 40%
- 85% of adults and 91% of Millennials reported TV advertising influenced their online searches
- 78% of opinion leaders who saw TV ads took some kind of action
- Adults and Millennials cited local broadcast TV news and local newspapers as the most trusted and cable news and social media as the least trusted
GFK Study
The study was funded by TVB, The Television Bureau of Advertising.
“With more options for advertisers to deliver their messages than ever before, television continues to have the greatest impact on driving awareness and motivating consumers to take action,” said Hadassa Gerber, TVB Chief Research Officer.