US shoppers see TV ad influence

26 September 2012

NEW YORK: Almost two thirds of US consumers say that TV is the biggest factor behind driving product awareness, a new report has shown.

The research, conducted by The Futures Company on behalf of TVB, the trade association for America's commercial broadcast television industry, also suggested that around 40% see TV as the "primary action driver" behind purchase decisions.

Around 2,500 consumers who had seen a TV ad in the previous two months were questioned for the survey.

In terms of awareness, newspapers were ranked as the second most-influential channel, cited by 10% of respondents.

For purchase intent, second position was reserved for digital marketing, also on 10%.

Looking at specifics, TV led awareness and purchase in the auto category with shares of 70% and 43% respectively. The internet also made a significant showing here in term of consideration, recording a 17% share.

In the supermarket/grocery category, 28% said TV influenced purchase decisions in-store, although newspaper coupons also played an important role.

The entertainment category is very fragmented and while TV still leads awareness here, its 21% share was well below that in other categories.

Similar figures were recorded for purchase intent in the entertainment category with TV on 22%, social and internet display on 10% while and newspapers dropped to 7%.

Data sourced from MediaPost; additional content by Warc staff