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TVB today released a new study highlighting the importance of media platforms that influence consumers during the purchase decision process. Study findings confirm that linear TV remains the most important influence by far among a variety of different media platforms (traditional and digital including streaming), through all stages of consumers’ purchase decision process.
The 2025 Purchase Funnel Study, conducted by GfK/NIQ and commissioned by TVB, analyzed the behavior of consumers exposed to advertising across six categories through any of 20+ media platforms.
Key FindingsTV 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, seven out of 10 respondents chose broadcast TV versus cable. At 68%, TV is the top platform for exposure to advertising. This is about three times that of each of the next five runners up. Exposure to a media platform is not a guarantee of consumer importance, except for TV. Broadcast TV is the primary source of news. Local broadcast TV news is No. 1 for trust among media platforms. Social media is the least trusted. 82% of total respondents said that linear TV ads influence their online search selections. Focusing in just on streamers, the study found that streamers also deemed linear TV as most important in making them aware of a product or service.
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