How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnelfor Commercial Website Advertisingfor Commercial Website Advertising

How Media Works:How Media Works:Advertising and the Purchase FunnelAdvertising and the Purchase Funnelfor Commercial Website Advertisingfor Commercial Website Advertising

A Yankelovich Study for the Television Bureau of Advertising

Study ObjectivesStudy ObjectivesStudy ObjectivesStudy Objectives

Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:

The role of television advertising in driving consumer actions throughout the purchase decision process

How television interacts with other media platforms, including new media such as the Internet

How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle 2

Source: TVB/Yankelovich “How Media Works,” April 2009

MethodologyMethodologyMethodologyMethodology

Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them.

Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded.

Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them.

Each respondent then completed an ad survey for up to three of these categories.

The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.

The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.

3Source: TVB/Yankelovich “How Media Works,” April 2009

Customer Profile: Commercial WebsitesCustomer Profile: Commercial WebsitesCustomer Profile: Commercial WebsitesCustomer Profile: Commercial Websites

4Source: TVB/Yankelovich “How Media Works,” April 2009

Saw a Commercial Website Ad That

Made an Impression

Currently considering

a purchase in this category

Made a purchase in this category

in past 6 months

Male 49.9% 54.5% 52.2%

Female 50.1% 45.5% 47.8%

18-34 39.7% 41.5% 42.4%

18-49 68.1% 69.6% 73.9%

25-54 63.6% 67.0% 68.8%

55+ 24.1% 22.8% 18.5%

Urban 32.7% 37.9% 35.0%

Suburban 46.4% 46.0% 44.3%

Rural 21.0% 16.1% 20.7%

<$30K 20.0% 16.1% 17.8%

$30-$70K 42.1% 39.7% 42.0%

$70K+ 31.2% 39.3% 33.8%

$100K+ 13.7% 17.0% 15.0%

TV ads for commercial websites are seen less TV ads for commercial websites are seen less often often

than TV ads for any other type of product or than TV ads for any other type of product or serviceservice

TV ads for commercial websites are seen less TV ads for commercial websites are seen less often often

than TV ads for any other type of product or than TV ads for any other type of product or serviceservice

5Source: TVB/Yankelovich “How Media Works,” April 2009

Saw an ad that got your attention:

55%

46%

46%

46%

41%

40%

40%36%

36%

34%

34%

33%

28%

27%

25%

80%Any (NET)

Restaurants

Vehicles or auto dealers

Telecommunications or electronic products

Entertainment activities

Automobile or life insurance

Department stores or discount stores

Food, convenience, or grocery stores / supermarkets

Furniture, mattress, or carpeting / flooring stores

Travel or travel websites

Financial services

Healthcare products or services

Home improvement stores or services

Services

Schools / colleges / learning centers / vocational schools

Commercial websites

The majority of viewers in this category The majority of viewers in this category have made a purchase in the past yearhave made a purchase in the past yearThe majority of viewers in this category The majority of viewers in this category have made a purchase in the past yearhave made a purchase in the past year

6Source: TVB/Yankelovich “How Media Works,” April 2009

Last time made a commercial website purchase:

22%

13%

13%

8%

3%

5%

5%

1%

2%

30%

Within the last 2 weeks

3-4 weeks ago

1-2 months ago

3-4 months ago

5-6 months ago

7-11 months ago

1-2 years ago

3-5 years ago

6 or more years ago

I have never purchased in this category

Commercial websites

63% of those who recently saw

a TV ad for a commercial website made a category

purchase in the past year

Nearly three-quarters of TV ads for Nearly three-quarters of TV ads for commercial websites are recalled commercial websites are recalled

positivelypositively

Nearly three-quarters of TV ads for Nearly three-quarters of TV ads for commercial websites are recalled commercial websites are recalled

positivelypositively

7Source: TVB/Yankelovich “How Media Works,” April 2009

Type of impression made by TV ad for commercial website:

32%

38%

26%

3%

1%

34%

38%

26%

2%

0%

Very positive

Somewhat positive

Neither positive nor negative

Somewhat negative

Very negativeTotalCommercial websites

72% of those who saw these advertisements rated them positively

TV ads for commercial websites are TV ads for commercial websites are deemed attention-getting, relevant, deemed attention-getting, relevant,

informative informative

TV ads for commercial websites are TV ads for commercial websites are deemed attention-getting, relevant, deemed attention-getting, relevant,

informative informative

8Source: TVB/Yankelovich “How Media Works,” April 2009

Ratings of Commercial Website Television Ads:

16.9%

15.0%

21.2%

18.1%

12.3%

8.8%

3.1%

2.1%

1.0%

1.5%

16.1%

17.3%

20.0%

18.9%

10.6%

10.4%

3.7%

1.1%

0.7%

1.1%

10 - Very

9

8

7

6

5

4

3

2

1 - Not at all

19.6%

15.4%

18.9%

15.6%

12.2%

9.0%

3.6%

2.8%

1.3%

1.5%

22.3%

15.8%

19.1%

13.7%

10.8%

8.5%

4.1%

3.3%

1.7%

0.7%

10 -Completely

9

8

7

6

5

4

3

2

1 - Not at all

16.4%

11.7%

14.1%

11.9%

9.7%

9.9%

5.3%

4.9%

3.9%

12.3%

21.0%

13.0%

10.9%

11.9%

10.6%

8.5%

5.0%

4.5%

3.5%

11.1%

10 - Very

9

8

7

6

5

4

3

2

1 - Not at all

53% total

53% comm. websites

54% total

57% comm. websites

42% total

45% comm. websites

How informative was it?

How much did it get your attention?

How relevant was it?

Total Commercial Websites

Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites are are

Much More Likely to Take Action After Seeing the Much More Likely to Take Action After Seeing the AdAd

Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites are are

Much More Likely to Take Action After Seeing the Much More Likely to Take Action After Seeing the AdAd

9Source: TVB/Yankelovich “How Media Works,” April 2009

Actions Taken After Seeing TV Commercial for Commercial Websites

  TotalCommercial

WebsitesIndex to

Total

Any (Net) 49% 62% 127

Went online to learn more about the product or service advertised

14% 33% 236

Talked with others about the advertisement 16% 22% 138

Considered purchasing the product or service 17% 15% 88

Remembered you had seen the product or service advertised before

(i.e., the newspaper, radio, or the Internet)11% 15% 136

Tried to find the advertisement on the Web 5% 13% 260

Visited a store or location to learn more about the product or service

8% 12% 150

Purchased the product or service in a store 10% 9% 90

Purchased the product or service online 3% 8% 267

Sent someone a Web-site link about the product or service 2% 8% 400

Looked in a newspaper or magazine to learn more about the product or service

4% 7% 175

Contacted the company in the advertisement 3% 7% 233

Sent someone an Email about the product or service 3% 7% 233

Other action 3% 2% 67

Did nothing 51% 38% 75

While TV ads for commercial websites are generally While TV ads for commercial websites are generally seen 2-3 times, about one in four are only viewed seen 2-3 times, about one in four are only viewed

onceonce

While TV ads for commercial websites are generally While TV ads for commercial websites are generally seen 2-3 times, about one in four are only viewed seen 2-3 times, about one in four are only viewed

onceonce

10

Number of times saw TV ad for commercial website in past 2 months:

14%

33%

26%

14%

13%

23%

39%

21%

8%

9%

Just this one time

2-3 times

4-5 times

6-9 times

10 times or more

TotalCommercial websites

38% of those who saw a TV ad for a commercial website recently have

seen it 4+ times

(compared to 53% for total)

Source: TVB/Yankelovich “How Media Works,” April 2009

Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites Multiple Times are Much More Likely to Take Multiple Times are Much More Likely to Take

ActionAction

Those Who View Ads for Commercial Websites Those Who View Ads for Commercial Websites Multiple Times are Much More Likely to Take Multiple Times are Much More Likely to Take

ActionAction

11Source: TVB/Yankelovich “How Media Works,” April 2009

Among those who recently saw a TV ad for Commercial Websites

    # TV Ad Exposures

 

Commercial

Websites

Recall 1-3 ad

exposuresRecall 4+ ad exposures

Any (Net) 62% 59% 68%

Went online to learn more about the product or service advertised 33% 30% 40%

Talked with others about the advertisement 22% 18% 29%

Considered purchasing the product or service 15% 12% 21%

Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet)

15% 12% 20%

Tried to find the advertisement on the Web 13% 10% 17%

Visited a store or location to learn more about the product or service 12% 7% 18%

Purchased the product or service in a store 9% 7% 13%

Purchased the product or service online 8% 6% 12%

Sent someone a Web-site link about the product or service 8% 4% 14%

Looked in a newspaper or magazine to learn more about the product or service

7% 5% 11%

Contacted the company in the advertisement 7% 5% 12%

Sent someone an Email about the product or service 7% 5% 11%

Other action 2% 2% 2%

Did nothing 38% 41% 33%

In addition to TV ads for commercial websites, In addition to TV ads for commercial websites, 38% of respondents also reported seeing ads on 38% of respondents also reported seeing ads on

the internetthe internet

In addition to TV ads for commercial websites, In addition to TV ads for commercial websites, 38% of respondents also reported seeing ads on 38% of respondents also reported seeing ads on

the internetthe internet

12Source: TVB/Yankelovich “How Media Works,” April 2009

Saw ad for same product or service in a media other than TV:

  TotalCommercial

WebsitesIndex to

Total

Any (Net) 46% 57% 124

On the Internet 20% 38% 190

In a newspaper 18% 19% 106

On the radio 12% 13% 108

In a magazine 11% 14% 127

In an Email offer 8% 16% 200

On a billboard or other outside sign 7% 9% 129

Other media 3% 2% 67

Did not see, hear, or read in any other media 35% 26% 74

Not sure 19% 17% 89

Commercial Websites Commercial Websites Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of

the Consumer Purchase Funnelthe Consumer Purchase Funnel

Commercial Websites Commercial Websites Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of

the Consumer Purchase Funnelthe Consumer Purchase Funnel

13Source: TVB/Yankelovich “How Media Works,” April 2009

80%75%

67%61% 59%

53%

20%25%

33%39% 41%

47%

86% 83%

69% 65%74%

61%

14% 17%

31%35%

26%

39%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Media Influence (Any)-All Cat. No Media Influence-All Cat.Media Influence (Any)-Commercial Websites No Media Influence-Commercial Websites

Index = 108

Index = 111

Index = 103

Index = 107

Index = 125

Index = 115

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

Commercial WebsitesCommercial Websites Media Impact at Various Stages of the Media Impact at Various Stages of the

Consumer Purchase FunnelConsumer Purchase Funnel

Commercial WebsitesCommercial Websites Media Impact at Various Stages of the Media Impact at Various Stages of the

Consumer Purchase FunnelConsumer Purchase Funnel

14Source: TVB/Yankelovich “How Media Works,” April 2009

Media cited by less than 3% of respondents were incorporated into the total for “other.”

42%34% 29% 31% 34%

23%

23%27%

25% 20% 20%

23%

6%6%

4%4%

8%

5%

5%6%

5%5%

6%

6%

4% 5%

6%

6%5%

4%

14% 17%31% 35%

26%39%

6%

5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Awareness Interest Consider Purchase Want to Purchase VisitStore/ Website

Make Purchase

Television Internet Email Newspaper Magazine Other No Media Influence

ConclusionsConclusionsConclusionsConclusions

Commercial Website ads are considered informative and relevant, and cause key ROI actions at a very high level. Those who viewed ads 4+ times are more

likely to take action than those with less exposure.

The Commercial Website category is highly responsive to media impacts at all stages of the purchase decision process.

TV ads are powerful drivers of traffic to Commercial Websites, topping even internet ads in this function. At the purchase/transaction phase, TV and

internet ads are of equal importance. 15Source: TVB/Yankelovich “How Media Works,” April 2009