TV Seen Most Influential Ad Medium For Purchase Decisions

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Marketing Charts

When it comes to the advertising medium they find most influential in making a purchase decision, American adults are far more likely to point to TV (37.2%) than any other, including newspapers (10.6%), the internet (5.6%), and magazines (4.4%), per results from a TVB study released in June 2012. This result aligns with April research from ExactTarget, which analyzed the attitudes of online consumers to various advertising media, finding 53% reporting that a TV ad had influenced them to purchase a product or service in the past 12 months, a far larger proportion than could say the same about newspaper ads (32%) and magazine ads (30%).

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