2026 Purchase Funnel Study

The Impact of Advertising on Purchase Behavior

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PRESENTED ON | Thursday, March 5, 2026 | 1:00p (ET)
PRESENTED BY | Hadassa Gerber,EVP, Chief Research Officer, TVB

View the full Purchase Funnel Study

How impactful is TV in the purchase decision process among category consumers exposed to advertising? Are ad exposures across different platforms equally important to these consumers?

Watch the exclusive webinar reviewing insights from the 2026 Purchase Funnel Study, fielded by GfK/NIQ, which examines the advertising influences of over 20 media platforms on the consumer decision-making process.

Findings Include:

  • The most influential media platforms for TV sellers.
  • How linear TV compares to streaming as well as other digital options that influence the consumer.
  • The impact of multiple linear TV ad exposures on credibility, importance, and trust.
  • Demographic comparisons of the study’s findings across age, ethnicity, household income, and net-worth.
  • Consumers’ current purchase patterns and their perspectives on future purchases.
  • Key insights for major local TV categories including: Auto, Banking, Furniture/Bedding/Carpet, Legal, QSR, and Retail (in-store and online).

Don’t miss this opportunity to watch and uncover the latest data on the role of assets of broadcast TV  in shaping consumer behavior!