These days, you may find yourself doing more of your shopping online than ever before.  And for many of us, those online purchases seem to be strongly influenced by what we see on TV.

New research for 2020 suggests online shoppers are more influenced by TV than by any other form of advertising media.

According to the 2020 Media Comparisons Study from GfK in collaboration with TVB, television leads social media, email, and online search as the top medium influencing purchase decisions for online shoppers ages 18 and up.  Despite an ever-increasing choice of where advertising can be sold and seen, TV continues to deliver brand messages to attentive and receptive audiences, who remember those brand messages when it’s time to buy.

What does this mean for your brand?

• If you considered shifting your advertising budget from TV to digital, you may want to think again. Not only is TV the leading media influencer for online shoppers, but multiple studies have shown how advertising on TV actually boosts the performance of your digital ads.
• It’s time to take a look at your media mix. Consider how you’re balancing your investment in TV, social media ads, email campaigns, and other forms of advertising you may have included in your media plan.  And keep in mind that the right media mix is different for every brand based on their budgets and needs.  Just make sure yours includes the tools that are right for you.
• Consider making education-based content available to your consumers. Because consumers want to be more informed before they spend money, education-based content is a great way to provide the answers they’re looking for while establishing trust in your brand. (Not sure what this content is or how to create it?  Here’s some info to get you started.)

Have questions about creating memorable and compelling branded TV content that will send viewers to your online store?

Leave us a note in the comments or contact our expert team of media consultants!