Television is the most important influencer at all stages of the purchase funnel, and holds true across all key age groups and ethnicities.
That’s a key conclusion from the TVB’s just-released 2024 Purchase Funnel Study, conducted by GfK for the association.
The study, which examines the importance of media platforms in influencing consumers during their purchase decision process, saw GfK poll some 4,000 respondents.
The respondents, who were at least 18 years of age, were required to be in the market for a product/service category surveyed and to have been exposed to an advertisement for that product/service in any of the 20 traditional and digital media platforms measured.
The TVB notes that they did not have to be exposed to linear TV advertising to be included in the survey.
Nevertheless, television’s importance was made loud and clear by those participating in the study, as TV was also most important for awareness among all key household income levels and consumer categories. In fact, the higher the household income, the more important TV is in creating awareness, the TVB says.
EXPOSURE LEADER
At 67%, television was the top platform for exposure to ads. By comparison, social media and radio had 22% and 21% exposure, respectively.
TVB also found that exposure to a media platform is not a guarantee of consumer importance, except for TV.
The highest proportion of those exposed to a media platform that felt it had any importance (most, second or third important) in influencing the awareness of a product/service, was linear television. A very large percentage of respondents deemed streaming services to have no importance at all for awareness.
Meanwhile, higher frequency of exposure (4+ times in a month) to TV ads increases importance for awareness, trust, and preference, TVB concludes.
