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TVB Webinar: Purchase Funnel: The Impact of Advertising on Purchase Behavior

February 28, 2023 @ 1:00 pm 2:00 pm

Presented by: Hadassa Gerber, EVP, Chief Research Officer, TVB

With the growth of competitive media platforms, 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, both traditional and digital, on consumers’ decision-making process – from awareness to actually making a purchase.

  • Key local TV categories include: Auto, Banking, Furniture, Legal, two Medical categories (Hospital/Urgent Care and Dentist/Orthodontist/Eye Doctors), and Retail (Online and In-store shoppers).
  • Findings on the most influential media platforms are especially valuable for TV sellers.
  • Do multiple viewings of TV advertising add or detract from its importance, credibility and preference?
  • What are consumers’ current purchase patterns and their perspectives on future purchases? For example, how did they shop this past holiday season, online or in store? Will auto or furniture buyers purchase online or go to showrooms?