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Television Measurement in the Purchase Funnel: TVB Study Highlights

September 21st, 2017   ||    by Callie Wheeler   ||    No Comments

Television measurement is proving once again that TV is the place to be, whether you’re a consumer or brand, media planner or seller. Recent surveys continue to find that consumers turn to television as a medium they can trust, even while television’s influence reaches beyond the news.

A recent study from the Television Bureau of Advertising (TVB), the nonprofit local broadcast trade association, found more evidence that television is a significant tool for brands—namely, that TV is the most powerful medium for influencing buyers throughout all stages of the purchasing funnel and across every age demographic, including the coveted millennial demographic.

So beyond the obvious—the importance of investing in TV—what does this mean? For one, it means taking a close look at the best ways to leverage television at every stage of the funnel.


TVB’s study found 62 percent of consumers reported television as the strongest source of awareness of products or services, securing TV’s place in a media plan intended to create awareness among current and new customers. Tiffany & Co., for instance, leveraged local television ads to reach key markets with the launch of a new jewelry collection during the 2017 Super Bowl.

The strategic use of local (as well as national) television buys allows brands to reach the right audience. Television measurement has come a long way, and it now provides plenty of opportunity for targeting specific audiences and delivering tailored awareness messages that fit each viewer.


But the power of television ads doesn’t stop at awareness. The TVB study found 65 percent of consumers say television influences their online searches. The second screen—smartphones or laptops used while watching TV—provides advertisers with additional opportunities to reach consumers. Most viewers use a second screen, checking social media and conducting searches, and consumers at the intent stage are likely reading reviews, looking for discounts, and searching product alternatives.

For the brand reaching customers at this stage, ads that highlight differentiators, provide customer testimonials, or announce promotions are likely to get those customers’ attention.


The consumer who makes the decision to purchase is still influenced by the ads he or she sees on TV. Rather than providing an opportunity for competitors to reach their customers, brands should use ad buys to further develop customer loyalty. Many brand campaigns—like these Emmy-nominated ads—are designed to communicate brand values and engender affinity beyond product purchase or use.

Both media buyers and sellers can use this study as a starting point for future ad buys, creating a cohesive television strategy for each stage in the purchasing funnel, all leading to stronger consumer relationships.

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