Schedule a Tour
Does My Company Subscribe?
TV still has the most influence on purchasing decisions in five major markets—even among Internet users—according to a study conducted in September and October 2008 by Deloitte.
The Internet and traditional media such as magazines, newspapers and radio constituted a second tier of influence among online consumers surveyed in the US, UK, Japan, Germany and Brazil.
Television’s dominance came despite the majority of consumers in all five countries saying their
computers were used more for entertainment than their TVs. Deloitte said the top two Internet ad influences across all countries were search engine results and banner ads.
“In the US, television commands one-fourth of total ad dollars across all media,” said Carol Krol, eMarketer senior analyst. “Many marketers indicate despite the fragmentation of media and consumers’ shift in media consumption toward digital media, TV still does the best job of reaching a critical mass of customers. It remains the most effective way to boost brand awareness.”
The reason TV continues to hold such sway is partially a matter of momentum, since TV ad spending still dwarfs spending on other media—especially online. eMarketer estimates advertisers spent nearly $70 billion on TV ads in 2008, compared with $23.6 billion online.
Agencies and brands from all verticals rely on eMarketer Total Access for analysis and data. Daily articles are just the tip of the iceberg. Find out what you are missing. Learn more about Total Access today.
Join eMarketer for a free webinar:
Thursday, September 17, 1pm ET
Space is limited.
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.