2025 Home Improvement Purchase Funnel Study
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The 2025 Home Improvement Purchase Funnel Study identifies the importance of media platforms that influence consumers during the purchase decision process. TVB commissioned GfK/NIQ to conduct this study, which looked at consumers exposed to home improvement services advertising through ANY of 20+ media platforms. The results of the study confirm that linear TV is by far the most important influence through all stages of the purchase funnel. 44% of respondents selected linear TV as the most important influence on their awareness of a home improvement product or service. All other media platforms lagged far behind, in the single digits — e.g. only 6% selected streaming TV services with ads as the most important influence.
