Key Points
- A TVB-commissioned study found television remains the most influential advertising medium across every stage of the purchase funnel, from awareness to brand preference.
- TV’s impact in the awareness stage was five times greater than social media and seven times greater than non-TV streaming video platforms.
- Local broadcast TV news ranked as the most trusted media source, with 70 percent of respondents expressing confidence in it.
Television continues to play a dominant role in shaping consumer awareness and purchase decisions, according to a new study commissioned by the Television Bureau of Advertising (TVB).
The group’s 2026 Purchase Funnel Study, conducted by research firm GfK/NIQ, examined how exposure to advertising across more than 20 traditional and digital media platforms influences consumers as they move from brand awareness to purchase. The analysis focused on consumers in key local advertising categories who had been exposed to ads and evaluated which platforms played the most meaningful role in influencing their decisions.
The report concludes that TV is the most-influential medium at every stage of the purchase funnel, including awareness, trust and preference.
In the early awareness stage among all adults surveyed, TV’s influence was five times greater than the nearest competing platform, social media. It was also seven times more influential than streaming video services outside of TV and movie platforms, such as YouTube.
Television’s influence extended across key demographic groups, including younger audiences, higher-income households, high net-worth consumers and diverse ethnic groups, according to the report.
The study also found that greater exposure to TV advertising increased its importance to consumers across several measures, including awareness, trust and brand preference.
Trust in media platforms was another area where TV stood out. The four most trusted platforms identified in the study were all associated with local TV stations. Local broadcast TV news ranked as the most trusted source, with 70 percent of respondents expressing confidence in it. Local TV digital assets also ranked highly, while social media and email newsletters were among the least trusted platforms at 47 percent and 46 percent, respectively.
Local TV websites and mobile apps were also preferred destinations for local information. Around 38 percent of respondents said they rely on local TV websites or apps when looking for news and information about events in their communities.
The study suggests that consumers do not view TV and streaming video as mutually exclusive options. Even among viewers who frequently stream short-form video content, traditional linear TV still played a significant role in shaping brand awareness.
Among respondents who regularly watch short-form video services such as YouTube, 71 percent identified local broadcast TV news as the most trustworthy platform.
Television advertising also appears to drive online engagement. Nearly nine in ten respondents — 89 percent — said advertisements they see on linear TV influence the online searches they perform afterward. Additionally, 87 percent said they notice advertising when visiting a TV station’s website or mobile app.
The full report is available to view by clicking or tapping here.
