Study Shows TV’s Impact on Consumer Purchasing Behavior

This article explained a study that was conducted to find out how television affects consumer behavior. This ranged from awareness to actually purchasing the product. The results showed that television has the most influence on a consumer's awareness but when it comes to a consumer's purchase, it depends on the category of the product. I think that seems accurate because it is common for people to see products on television for the first time and may become interested in them. However, when it comes to actually purchasing the product there probably won't be as many doing so compared to just becoming aware or interested in the product. The study was very interesting to read since it was just done recently and the percentages were closer than what I expected.

April 15, 2009 7:00 AM
By Jon Lafayette

With the upfronts just around the corner and the economy in need of stimulation, a new study by the Television Bureau of Advertising offers insights into how advertising affects consumers as they make their way toward purchase decisions.

The report, called “How Media Works: Advertising and the Purchase Funnel,” was conducted by Yankelovich for the TVB to determine the role TV plays as part of a multiplatform environment for advertising.

At a time when economic conditions make it more important than ever to maximize their advertising expenditures to get consumers to purchase their goods, the study examines the role of television advertising in driving consumer actions throughout the purchase decision process; how television interacts with other media platforms and how purchase decisions are made as a result of interactions with media.

http://www.tvweek.com/news/2009/04/study_shows_tvs_impact_on_cons.php