TV ADS TOP THE CHARTS FOR PURCHASES, AND FOR ANNOYANCE

TV ads drive purchase behavior for 49% of consumers, making them the most effective channel, even though 36% find them disruptive, according to a January report from DISQO.

Beyond the chart:

TV's effectiveness has some science behind it. Across generations, 43% of US adults say TV is the most acceptable place for advertising, according to Tenetic and CivicScience, and linear TV boosts purchase intent by 9.6%, outpacing lifts on CTV and digital.

Meanwhile, social media's purchase-driving power is growing beyond the scroll. Some 34% of US TV viewers have bought merchandise inspired by a show, and 31% have shopped using QR codes or links during a show, according to Horowitz Research, suggesting the line between TV viewing and social commerce is collapsing.
Use this chart: Drop this in your next media planning meeting to make the case for TV investment. Show clients that disruptiveness and effectiveness aren't mutually exclusive, and use the channel comparison to benchmark where social, web, and podcast ads fall on both dimensions.



Source: eMarketer.com