Advanced Television

Study: Linear TV has biggest influence on purchase decisions

March 11, 2025

TVB, the trade association of America’s local broadcast television industry, has released a study highlighting the importance of media platforms that influence consumers during the purchase decision process.

Study findings confirm that linear TV remains the most important influence by far among a variety of different media platforms (traditional & digital including streaming), through all stages of consumers’ purchase decision process.

The 2025 Purchase Funnel Study, conducted by GfK/NIQ and commissioned by TVB, analysed the behaviour of consumers exposed to advertising across six categories through any of 20+ media platforms.

Key findings include:

  • TV is the most important influencer at all stages of the purchase funnel. This is true for all categories, key demos and ethnic groups. It is also true of streamers.
  • Among those who cited TV as the most important for awareness, seven out of ten respondents chose broadcast TV versus cable.
  • At 68 per cemt, TV is the top platform for exposure to advertising. This is about three times that of each of the next five runners up.
  • Exposure to a media platform is not a guarantee of consumer importance, except for TV.
  • Broadcast TV is the primary source of news.
  • Local broadcast TV news is #1 for trust among media platforms. Social media is the least trusted.
  • 82% of total respondents said that linear TV ads influence their online search selections.
  • Focusing in just on streamers, the study found that streamers also deemed linear TV as most important in making them aware of a product or service.

Categories: Advertising, Articles, Consumer Behaviour, Research

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