BY Kathy Crosett
Advertisers must stay top of mind with consumers by regularly promoting themselves. They should know that TV and advertising combine to make a big impression on consumers. And when they expand an ad campaign to additional media formats, consumers notice, and their purchase intent increases.
The High Value of TV Ads
Updated research from Thinkbox, produced by Tapestry, uncovers compelling data about the combined impact of TV and advertising. Specifically, TV appears uniquely qualified to positively impact purchase intent. When your accounts combine TV advertising and target consumers using data from AudienceSCAN by AdMall, they can boost revenue.
The Need to Advertise in More Than One Channel
In the Tapestry study, researchers measured details such as purchase intent, brand affinity, ad recognition and more for over 19,000 panelists. They also tracked the reported media interaction of these panelists ranging from live TV to VOD to social media.
Specifically, researchers tracked whether panelists saw specific ads and in how many channels. The importance of advertising in more than one channel became immediately clear. Around 40% of panelists reported a purchase intent after seeing an ad on 4+ channels. Only around 17% said the same if they saw no ads that were part of the study.
Tapestry findings also point to differences between media platforms. When engaging with VOD, younger consumers maintain a 76% purchase intent 6–8 weeks out. That number falls to 64% for online video. And to 58% for social media.
TV does very well with respect to maintaining its influence on purchase intent at 80% for 6–8 weeks out. For social media for all ages, it’s 65%.
In the study produced by Tapestry, most consumers saw advertising in more than one media format. The absence of TV typically results in steeper drops in purchase intent when the 6–8 weeks after ad exposure is measured.
The Need to Advertise Frequently
Of the consumers who would definitely consider purchasing a product soon after seeing an ad, only 81% have the same opinion 6–8 weeks out. Research indicates that for consumers aged 18–34, that purchase intent falls to 71%. Analysts call this trend “decay.” To stay fresh in consumers’ minds, brands must continue to advertise.
Why TV Matters
Based on these findings, your account should consider TV and advertising as a joint package. In confirming why TV is so effective at boosting purchase intent, analysts:
- It’s seen on the big screen – implying that the larger images may make a bigger impact.
- It’s seen with others – implying that conversation with others will influence purchase intent.
Researchers also implicated the trust factor in advertising. Credibility is an important consideration. In our most recent State of Credibility in America study, only 24% of surveyed consumers agree or strongly agree that media companies are credible.
In the media landscape, ads appearing on TV generate more trust than when they appear in other formats. The Tapestry research shows how many consumers trust the brands that advertise on specific media formats:
- TV 24%
- Newspapers/Magazines 20%
- Radio/Podcasts 17%
- YouTube 12%
- Social media 9%
TV is the clear winner. Interestingly, researchers found that brand trust falls across all media channels as consumers age. Around 26% of 18–34 year-olds trust brands that advertise on radio/podcasts. For consumers age 55+, that figure drops to 11%.
How Audiences Respond to Brands
There’s little question that TV and advertising play a big role in influencing purchase decisions. AudienceSCAN data reveals that 77% of appliance shoppers responded to TV ads they’ve seen in the past year. These responses range from doing an online search (57%) to purchasing the advertised product (43%). As you talk with your accounts about their advertising mix, let them know that over 70% of appliance shoppers also responded to social network ads and streaming TV ads in the past year.
Appliance shoppers also use advertising to gauge a business’s health. Around 18% of appliance shoppers believe “stores that advertise are typically better than those that do not.”
Because consumers are more receptive to advertising when they are enjoying themselves, encourage your clients to advertise during specific programs. Appliance shoppers enjoy watching movies (53%), sports (40%) and comedies (40%).
While TV and advertising combine to influence consumer purchases, your accounts should be doing more. Remind them to expand their campaigns to media formats that resonate with their target audiences. In today’s competitive environment, they must develop campaigns, monitor performance and make adjustments quickly.
Image by cottonbro studio on Pexels.
