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

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

With changes in both the media and consumer landscapes, how impactful is TV in the consumer purchase decision process? The Purchase Funnel study, fielded by GFK, looked at the influence of over 20 media platforms, both traditional and digital, on consumers’ decision-making process – from awareness to actually making a purchase.

• This year we looked at 9 categories: Auto, Banking, Furniture, Legal, Medical-Urgent Care, Medical- Dentist/Eye doctors, QSR, In-Store Retail and Online Retail.
• Findings on the most influential media platforms are especially valuable for TV sellers.
• Given the unusual times we have been in for almost two years, we also examined what consumers’ current perspectives are on future purchases. For example, will auto or furniture buyers be purchasing online, or going to showrooms? How are consumers getting their food from restaurants – online or in person? What are they doing more and less of?

Hadassa Gerber presents an overview of the Purchase Funnel Study and its valuable marketing media insights!