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Television Is Most Important in Influencing Purchase: TVB Study

A family watching TV
(Image credit: Getty Images)

Television is the most important influencer of consumers at all stages of the purchase funnel, according to a new study from the TVB.

In a survey, 49% of respondents said TV was most important for awareness than all other media platforms combined. It was also tops by a wide margin in terms of influencing interest, visits to stores or websites, consideration and ultimately purchase.

Even among those who do online searches, 89% said that TV ads influenced their search selections. Among young adults (18 to 34), 96% said TV influenced their searches. Similarly, 95% of African Americans also said TV influenced their searches.

2022 TVB Purchase Funnel Study

(Image credit: 2022 TVB Purchase Funnel Study)

TV initiates word of mouth, the study said. It also helps ad recall in other media.

Also: TVB: TV Was Biggest Influence in Virginia Governor's Race

Eight out of 10 respondents shopped both in-store and online, while 91% of in store retail shoppers and 90% of online shoppers said that TV ads influenced their search selections.

TV’s influence also extends over a variety of product categories. It was the most influential for automotive, banking services, furniture/bedding/carpet, legal, hospitals/urgent care/clinics, dentists/orthodontists and eye doctors/Lasik, QSR, in-store retail and online retail. 

TVB commissioned Gfk to conduct its 2022 Purchase Funnel study, which looked at consumers exposed to advertising across more than 20 media platforms. ■

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.