Television advertising is growing in popularity worldwide. At least that is the finding of a survey by tvScientific, which tracked the impact of advertising across Generations Z, Millennials, Generation X and Baby Boomers, specifically on a sample of 600 American viewers. The results show that television represents a sales channel covering the entire purchasing process, from discovering new brands and building trust to purchasing behaviour in a multi-screen environment.
The survey reveals that 65% of consumers made a purchase after seeing a TV advert, with many taking immediate action such as searching for the brand, visiting the website or reading reviews.
The highest levels of engagement are seen among the youngest audience; Generation Z viewers show the highest levels of multi-screen engagement, with 91% of them using social media whilst watching TV, and they are more likely to prefer personalised and interactive advertising formats.
It is perhaps no surprise that streaming is a central part of TV viewing in America across all age groups, with 92% of Gen Z viewers preferring it, 90% of millennials, 83% of Generation X viewers, and the lowest among baby boomers (61%). Most households subscribe to multiple services, with 70% reporting three or more subscriptions.
TV advertising comes across as premium
At the same time, TV advertising continues to score highly in perception metrics. Roughly half of respondents said that TV adverts feel more premium, less intrusive and more trustworthy than adverts on social media platforms.
The report also highlighted the growing importance of cross-channel behaviour. The discovery of new products takes place across social media, search engines and television, with each of these channels reinforcing the others and increasing the likelihood of conversion.
Also of interest is the view on multi-screen usage, which has gradually become common practice – 78% of viewers report using other devices whilst watching television. Consequently, common activities whilst watching include browsing social media, sending messages, searching for products and online shopping.
Source: mediaguru.cz