Articles

20.10.2010 TV advertising most influential in US

Television ads have the greatest influence on purchase decisions among US consumers, according to a survey. A poll by trade title AdWeek and research firm Harris Interactive found 40% of respondents thought advertising did not typically play a part in shaping ultimate buying habits. Some 25% agreed that TV spots had the biggest influence, with the media channel reaching 34% for 18-34 year olds.

Generally, younger people give television a higher status than 35-44 year olds, on 24%, 45-54 year olds, on 29%, and the over-55s, on 15%. For online, 18% of the panel suggested paid search links exerted the biggest impact on which goods and services they bought, while banners received just 2%.

Participants aged 55 years old or more gave search ads the highest total, 20%, falling to 19% for 45-54 year olds, 18% for 35-44 year olds and 16% for contributors between 18 and 34 years old. Finally, newspaper advertising generated a score of 15% when it came to exercising the strongest persuasive power on in-store behaviour.

B.L. 20.10.2010