February 28
@
1:00 pm
–
2:00 pm
Presented by: Hadassa Gerber, EVP, Chief Research Officer, TVB
How impactful is TV in the consumer purchase decision process? Are advertising exposures on different platforms equally important to the consumer? The Purchase Funnel study fielded by GfK looks at the influence of 20 media platforms on consumers’ decision-making process. Findings include:
- The most influential media platforms for TV sellers
- How TV is faring versus digital options in influencing the consumer decision process
- How multiple viewings of TV advertising add or detract from its importance and credibility
- Shifts for different ages, incomes and ethnic groups
- Consumers’ current purchase patterns and their perspectives on future purchases
- Key local TV categories: Auto, Banking, Furniture, Legal, Personal Insurance, QSR, and Retail (Online and In-store shoppers)
