How Media Works: Advertising and the Purchase Funnel for Furniture, Mattress or Carpet/Flooring Store Advertising

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How Media WorksAdvertising and the Purchase
Funnel for Furniture, Mattress or Carpet/Flooring
Store Advertising
A Yankelovich Study for the Television Bureau of
Advertising
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Study 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

Source TVB/Yankelovich How Media Works, April
2009
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Methodology

• 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.

Source TVB/Yankelovich How Media Works, April
2009
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One-Third of Respondents are In the Market
Are you currently considering a purchase in the
Furniture, Mattress, or Carpet/Flooring Stores
Category? (Asked of those who recalled seeing a
TV ad for furniture, mattress, or carpet/flooring
stores in the last 2 months)
Source TVB/Yankelovich How Media Works, April
2009
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Customer Profile Furniture, Mattress or
Carpet/Flooring Store Advertising
Saw an Ad in This Category that Made an Impression Currently Considering a Purchase in this Category Made a Purchase in this Category in the Past 6 Months Made a Purchase in this Category in the Past 4 Weeks
Male 43.6 36.2 37.6 29.3
Female 56.4 63.8 62.4 70.7
18-34 29.0 35.7 36.1 26.8
18-49 56.0 67.9 64.7 48.8
25-54 54.3 66.3 60.9 43.9
55 37.2 26.5 30.1 43.9
Urban 34.9 36.7 35.3 34.1
Suburban 43.8 42.9 48.1 53.7
Rural 21.3 20.4 16.5 12.2
HHI lt30K 24.4 23.0 21.1 19.5
HHI 30-70K 41.4 37.2 37.6 46.3
HHI 70K 25.5 32.1 35.3 26.8
HHI 100K 11.8 17.3 19.5 7.3
Source TVB/Yankelovich How Media Works, April
2009
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Over a Third of Consumers Recently Saw a TV Ad
for a Furniture, Mattress, or Carpet/Flooring
Store That Caught Their Attention
Saw an ad that got your attention
Source TVB/Yankelovich How Media Works, April
2009
7
A Third of Those Who Recently Saw an Ad in This
Category Say They Bought a Related
Product/Service in the Past Year
Last time made a furniture, mattress or
carpet/flooring store purchase
32 of those who recently saw a furniture,
mattress or carpet/flooring store TV ad made a
purchase in the past year
42
Source TVB/Yankelovich How Media Works, April
2009
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Two-thirds of Those Who Saw the Furniture,
Mattress or Carpet/Flooring Store Ads Remember
Them Positively
Type of impression made by furniture, mattress or
carpet/flooring store TV ad
65 of those who saw these advertisements rated
them positively
Source TVB/Yankelovich How Media Works, April
2009
9
Furniture Ads Are Seen as Informative and
Attention-Getting
Ratings of Furniture/Mattress/Flooring Store
Television Ads
How much did it get your attention?
How relevant was it?
How informative was it?
43 total 34 furniture
53 total 52 furniture
54 total 47 furniture
Source TVB/Yankelovich How Media Works, April
2009
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TV Ad Viewers Are Likely to Consider a Purchase,
or Seek More Information
Actions Taken After Seeing TV Commercial for Furniture, Mattress or Carpet/Flooring Stores Actions Taken After Seeing TV Commercial for Furniture, Mattress or Carpet/Flooring Stores
  Furniture, Mattress or Carpet/Flooring Stores
Any (Net) 39
Considered purchasing the product or service 18
Talked with others about the advertisement 13
Remembered you had seen the product or service advertised before 11
Went online to learn more about the product or service advertised 9
Visited a store or location to learn more about the product or service 7
Purchased the product or service in a store 5
Tried to find the advertisement on the Web 3
Looked in a newspaper or magazine to learn more about the product or service 2
Purchased the product or service online 1
Contacted the company in the advertisement 1
Sent someone an Email about the product or service 1
Sent someone a Web-site link about the product or service 1
Other action 1
Did nothing 61
Source TVB/Yankelovich How Media Works, April
2009
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Nine-in-ten consumers who saw TV ads in this
category report seeing the ads multiple times
Number of times saw furniture, mattress or
carpet/flooring store TV commercial in past 2
months
Source TVB/Yankelovich How Media Works, April
2009
12
Multiple Exposure to TV Ads Leads to a Much
Higher Purchase Consideration
Actions taken after seeing a Furniture, Mattress
or Carpet/Flooring Store TV ad
Among those who recently saw a TV ad for Furniture, Mattress or Carpeting/Flooring store Among those who recently saw a TV ad for Furniture, Mattress or Carpeting/Flooring store Among those who recently saw a TV ad for Furniture, Mattress or Carpeting/Flooring store Among those who recently saw a TV ad for Furniture, Mattress or Carpeting/Flooring store
    TV Ad Exposures TV Ad Exposures
  Furniture/Mattress/Flooring Store Recall 1-3 ad exposures Recall 4 ad exposures
Any (Net) 39 34 43
Considered purchasing the product or service 18 15 20
Talked with others about the advertisement 13 10 15
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 11 7 14
Went online to learn more about the product or service 9 8 9
Visited a store or location to learn more 7 6 8
Purchased the product or service in a store 5 5 6
Tried to find the advertisement on the Web 3 4 3
Looked in a newspaper or magazine to learn more 2 3 2
Sent someone an Email about the product or service 1 1 1
Contacted the company in the advertisement 1 1 1
Sent someone a Web-site link about the product or service 1 1 1
Purchased the product or service online 1 1 0
Other action 1 0 2
Did nothing 61 66 58
Source TVB/Yankelovich How Media Works, April
2009
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Those Who Saw TV Ads in the Furniture, Mattress
or Carpet/Flooring Store Category Also Recall
Newspaper Ads
Saw ad for same product or service in a media other than TV Saw ad for same product or service in a media other than TV Saw ad for same product or service in a media other than TV Saw ad for same product or service in a media other than TV
  Total Furniture/Mattress/Flooring Stores Index to Total
Any (Net) 46 42 91
On the Internet 20 9 45
In a newspaper 18 24 133
On the radio 12 12 100
In a magazine 11 7 64
In an Email offer 8 3 38
On a billboard or other outside sign 7 4 57
Other media 3 3 100
Did not see, hear, or read in any other media 35 41 117
Not sure 19 18 95
Source TVB/Yankelovich How Media Works, April
2009
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Furniture/Mattress/Flooring Stores Advertising
Impact at Various Stages ofthe Consumer Purchase
Funnel
Awareness Interest Consider Want to Visit Make
Purchase Purchase Store/Website Purchase
Source TVB/Yankelovich How Media Works, April
2009
15
Furniture/Mattress/Flooring Stores Media Impact
at Various Stages of the Consumer Purchase Funnel
Media cited by less than 3 of respondents were
incorporated into the total for other.
Source TVB/Yankelovich How Media Works, April
2009
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Conclusions

• Over one-third of consumers are in the market for
  products in this category.
• This category is defined by a long purchase
  cycle only 7 of consumers are in the purchase
  phase at any given time.
• Television advertising awareness is high, and TV
  ads are effective at creating consideration and
  conversation, and driving store traffic.
• TV is the dominant media driver, and is most
  effective mid-funnel, in the Consideration phase.
• Closing deals in this category happens in the
  showroom driving consumers to the showroom is
  key.

Source TVB/Yankelovich How Media Works, April
2009