Purchase Funnel 2025
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The 2025 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 advertising across six categories through ANY of 20+ media platforms. The key finding confirms that linear TV remains the most important influence by far, through all stages of the purchase decision process. 43% of respondents selected linear TV as the most important influence on their awareness of a product or service. All other media platforms lagged far behind in the single digits- e.g. only 6% selected paid streaming with ads as the most important influence.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.
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