TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of 20+ media platforms.
As new media platforms proliferate and become more widely adopted by consumers, it is critical to ascertain their impact. While this study recognises the role of a variety of different media platforms, it confirms that TV remains the most important influence by far, through all stages of the purchase decision process.
Key findings:
- TV is the most important influencer at all stages of the purchase funnel. This is true for all categories, key demos, and ethnic groups. It is also true of streamers.
- Among those who cited TV as the most important for awareness, two-thirds of respondents chose broadcast TV versus cable.
- At 67 per cent, TV is the top platform for exposure to advertising.
- 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 TV.
- Local broadcast TV news is #1 for trust among media platforms.
- Local broadcast TV station websites/apps are the most trusted among digital platforms. Social media is the least trusted.
- Exposure to TV ads motivated consumers to act and influenced their online search selections.
- Streamers are more exposed to advertisements on linear TV than the average adult 18+.
Source: advanced-television.com
