As we dive into the back-to-school shopping season, TVB's latest report concludes that TV advertising is a crucial player in influencing consumer behavior. And with the NRF predicting that this season will have the second highest spending on record, with an estimated $38.8 billion, it's more important than ever for advertisers to properly allocate their spending budgets. Here are four reasons why TV advertising is essential in this year's back-to-school season:
- All Sales are Local and Broadcast TV Has the Reach to Capture Them
School start dates vary from city to city with some starting as early as July 31 and others not until September 5. In addition, each retailer has differing pockets of strength and variable sales by location. Reach these shoppers in their unique shopping windows by capitalizing on broadcast TV’s high reach. The 2024 Media Comparisons Study showed broadcast TV reached 80% of consumers in one day. Compare that to cable’s 56% one day reach, radio’s 48% and free streaming programs on TV’s 43% reach.
- Local TV Creates a Trusted Environment
Local broadcast TV offers an environment of high trust. Study after study has shown that local broadcast TV news is top for trust of any news platform. By sharing an association with local broadcast TV news, advertisers can benefit from being under the umbrella of its high trust levels.
- TV Reaches Both In-Store and Online Shoppers
Whether consumers are shopping online or heading to retail stores, TV plays a key role in guiding their purchasing decisions. 51% of consumers who browsed in-store, as well as purchased in-store, cited TV as the most important influence for their awareness of a product. 46% of those who browse and shopped online cited TV as being most important. In second place? No comparison, social media with only 5% in-store and 6% online. Consumers may use social media, but it doesn’t hold a candle to TV as the most important influence.
- Digital and Broadcast: It’s Not Either/Or, It’s AND
Some advertisers assess the value of their campaigns by looking at the last click of a user’s search. But what motivates consumers to go to the search sites and what influenced them once they were there? An overwhelming majority of holiday retail shoppers, (85% percent of in-store and 84% of online shoppers) said TV ads influenced their search selections (GfK Purchase Funnel Study 2024)
For brands looking to make a significant impact this back-to-school season, leveraging the power of local broadcast TV advertising will be key to capturing the attention of active and engaged consumers.
This article was written by Hadassa Gerber, Chief Research Officer, TVB.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.