Media Big Spur To Purchasing, TV Remains Key

Media's influence in general, and television's in particular, among "in-market" consumers -- those ready to buy products and services -- continues to be effective, even in the midst of a still rough economy.

For marketers, television continues to be a key part of decision making all the way through the purchasing funnel -- from the broader awareness stage through interest, consideration, influence to go to a Web site or store, through making a purchase. These results are from a study released by Futures Company (formerly the Yankelovich Group) and the TVB -- the local media/advertising group for TV stations. The study says television effectiveness and consumer influence at all points through the purchasing funnel remain dominant among all media. Share of media influence remains high -- a 71.0 share in the awareness stage; 67.7 share at the interest stage; 62.7 for consideration; 65.0 in the want-to-purchase stage; 61.0 when at a Web site or store; and 59.7 share in the actual purchase stage. The study says consumers respond to all media more strongly when "in-market," as opposed to elsewhere.