A new Yankelovich survey for the Television Bureau of Advertising finds overall ad impact on consumers depends on the product category and where the consumer is in the purchase process. But television is strong throughout the entire process.
In the midst of the worst recession since the 1930s, consumers credit media advertising with influencing their purchase considerations, according to a study released today by Yankelovich and the Television Bureau of Advertising. The study was unveiled at the Paley Center for Media in New York City before an audience of ad agency executives.
The study shows overall ad impact depends on the product category and where the consumer is in the purchase process, ranging from “Awareness” to “Consideration” to “Preference” to “Purchase.”
The research shows, for example, in the travel category, 87 percent of consumers report being influenced by media in the Awareness phase, while 59 percent are influenced in the Purchase stage. In the automotive category, on the other hand, 81 percent report being influenced by media in the Awareness phase, while 41 percent are influenced in the Purchase stage. The study examined advertising impact on 15 different ad categories.
Susan Cuccinello, TVB senior vice president-research, said: “The purchase funnel has been widely accepted as an important way of looking at how consumers move toward a purchase decision, but up to now very little research existed to determine the impact of advertising. This study breaks new ground and the advertising community has already expressed great interest in seeing our results.”
Yankelovich, part of The Futures Co., conducted a survey among U.S. adults between Jan. 29 and Feb. 10 to determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand the role of television advertising in driving consumer actions throughout the purchase decision process, how television interacts with other media platforms, including new media such as the Internet, and how purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle.
Two consistently strong contributors in most categories and purchase funnel phases, the study found, are television and the Internet. Other media experience a wider range of impact based on category and purchase funnel stage. Television is impactful at all stages of the purchase funnel.
TVB will be presenting more specific research, drilled down into individual categories, on one-on-one calls on agencies in the coming weeks.