In a recent TVB study, 49% of respondents said TV was more important for awareness than all other media platforms combined. It was also tops by a wide margin in terms of influencing interest, visits to stores or websites, consideration and ultimately purchase.  TV initiates word of mouth, the study said, as well as helps ad recall in other media.

Even among those who do online searches, 89% said that TV ads influenced their search selections. Among young adults (18 to 34), 96% said TV influenced their searches.

90% of online shoppers said TV influenced their searches.

The study found that TV was the most influential for the categories of automotive, banking, furniture/bedding/carpet, legal, hospitals/urgent care/clinics, dentists/orthodontists, eye doctors/Lasik, QSR, in-store retail and online retail.