2021 Purchase Funnel

The Impact of Advertising on Purchase Behavior 

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The goal of the 2021 Purchase Funnel study was to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study which looked at consumers exposed to advertising across seven 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 recognizes the role of a variety of different media platforms, it does confirm that television remains the most important influence by far, through all stages of the purchase decision process.

Media Platforms Analyzed

Some key findings:

  • Television is the most important influencer at all stages of the purchase funnel. This is true for all age groups, even adults 18-34 and ethnic groups studied, including African Americans and Hispanics, as well as opinion leaders.
  • Local broadcast television 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 action.

Source: GfK TVB Purchase Funnel 2021 A18+ QA4/QA5/QA6/QA7/QA8 Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled)

Source: GfK TVB Purchase Funnel 2021 A18+ B2 “I trust the news that I see/hear on this media source.” (Agree Strongly + Agree Somewhat)

If you have any questions, contact Hadassa Gerber, EVP, Chief Research Officer.

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