Television “continues to play a powerful role in creating brand awareness and influencing consumer purchase decisions.”
That’s a key finding from a study conducted by the trade association squarely focused on attracting marketers and advertisers to local broadcast TV.
With GfK/NIQ conducting the research, the TVB’s “2026 Purchase Funnel Study” examined more than 20 media platforms, both traditional and digital, and consumers in key local categories who have been exposed to advertising. The study, importantly, measured the importance of media platforms on their purchase decision process.
Several takeaways were offered by TVB. Among them is that exposure to a media platform was not a guarantee of consumer importance … except for TV.
“Television was the most important influencer at all stages of the purchase funnel,” the organization said. “In the awareness stage for total adults, TV was five times higher than the nearest runner up, social media, and seven times higher than streaming video other than TV/movies (e.g., YouTube). TV was also the most important influencer for all key age groups, higher income households, high net-worth households, and ethnic groups.”
Further, increased exposure to TV ads increases importance for awareness, trust, and preference.
The study found that the top four most trusted media platforms were local TV station assets, with local broadcast TV news leading the way at 70%. Local TV digital assets were closely behind.
Social media (47%) and email newsletters (46%) were the least trusted.
Meanwhile, local TV websites/apps (38%) were the preferred websites for local news and events.
“Even among streamers, linear TV was the most important influence for awareness,” the TVB shared. “At 71%, short-form video streamers (like those using YouTube) chose local broadcast TV news as the most trustworthy platform.”
Additionally, some 89% of respondents said that the ads they see on linear TV influence their online search selections. And 87% said when visiting a television station’s website or app, they viewed the ads.
