Title: How Media Works: Advertising and the Purchase Funnel for Home Improvement Stores and Services
1How Media WorksAdvertising and the Purchase
Funnelfor Home Improvement Stores and Services
A Yankelovich Study for the Television Bureau of
Advertising
2Study 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
3Methodology
- 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
4Customer Profile for Home Improvement
Stores/Services
Saw a Home Improvement Ad That Made an Impression Currently considering a purchase in this category Made a purchase in this category in past 4 weeks
Male 56.6 58.4 63.9
Female 43.4 41.6 36.1
18-34 22.2 23.9 20.2
18-49 54.3 62.1 54.6
25-54 57.1 67.2 59.2
55 37.9 29.0 36.6
Urban 31.1 31.1 27.3
Suburban 44.0 45.1 52.5
Rural 25.0 23.9 20.2
HHI lt30K 19.6 13.7 11.3
HHI 30-70K 43.4 42.3 44.1
HHI 70K 31.1 40.6 40.8
HHI 100K 12.9 18.4 18.1
Source TVB/Yankelovich How Media Works, April
2009
5TV ads for home improvement were recalled by
one-third of survey respondents
Saw an ad that got your attention
Source TVB/Yankelovich How Media Works, April
2009
6Over 40 of home improvement TV ad viewers have
made a purchase in the past month, and nearly 90
have made such a purchase in the past year
Last time made a home improvement purchase
44 of those who recently saw a home improvement
ad on TV made a category purchase in the past
month
Source TVB/Yankelovich How Media Works, April
2009
7The vast majority of home improvement TV ads are
remembered positively
Type of impression made by TV ad for a home
improvement store or services
71 of those who saw these advertisements rated
them positively
Source TVB/Yankelovich How Media Works, April
2009
8TV commercials for home improvement stores and
services are perceived as informative and relevant
Ratings of Home Improvement Store/Service
Television Ads
How informative was it?
How much did it get your attention?
How relevant was it?
53 total 52 home imp.
54 total 45 home imp.
42 total 43 home imp.
Source TVB/Yankelovich How Media Works, April
2009
9Half of home improvement TV commercial viewers
take action after seeing an ad most commonly,
they considered or made a category purchase, or
visited a store to learn more
Actions Taken After Seeing TV Commercial for Home Improvement Stores/Services Actions Taken After Seeing TV Commercial for Home Improvement Stores/Services Actions Taken After Seeing TV Commercial for Home Improvement Stores/Services Actions Taken After Seeing TV Commercial for Home Improvement Stores/Services
Total HomeImprovement Index to Total
Any (Net) 49 51 104
Considered purchasing the product or service 17 21 124
Talked with others about the advertisement 16 10 63
Went online to learn more about the product or service advertised 14 10 71
Remembered you had seen the product or service advertised before 11 10 91
Purchased the product or service in a store 10 16 160
Visited a store or location to learn more about the product or service 8 18 225
Tried to find the advertisement on the Web 5 2 40
Looked in a newspaper or magazine to learn more about the product or service 4 4 100
Purchased the product or service online 3 2 67
Contacted the company in the advertisement 3 2 67
Sent someone an Email about the product or service 3 2 67
Sent someone a Web-site link about the product or service 2 1 50
Other action 3 2 67
Did nothing 51 49 96
Source TVB/Yankelovich How Media Works, April
2009
10Most TV commercials for home improvement stores
and services are seen multiple times
Number of times saw home improvement store or
services TV commercial in past 2 months
42 of those who saw a home improvement store or
services ad on TV have seen it more than once
(compared to 53 for total)
Source TVB/Yankelovich How Media Works, April
2009
11Those who are exposed to the ad multiple times
are more likely to take action after seeing the
ads
Actions taken after seeing a Home Improvement
store TV ad
Among those who recently saw a TV ad for Home Improvement stores/services Among those who recently saw a TV ad for Home Improvement stores/services Among those who recently saw a TV ad for Home Improvement stores/services Among those who recently saw a TV ad for Home Improvement stores/services
TV Ad Exposures TV Ad Exposures
Home Improvement Stores/Svcs Recall 1-3 ad exposures Recall 4 ad exposures
Any (Net) 51 47 56
Considered purchasing the product or service 21 22 21
Visited a store or location to learn more 18 15 22
Purchased the product or service in a store 16 13 19
Went online to learn more about the product or service 10 8 13
Remembered you had seen the product or service advertised before (i.e., the newspaper, radio, or the Internet) 10 8 13
Talked with others about the advertisement 10 8 12
Looked in a newspaper or magazine to learn more 4 4 5
Contacted the company in the advertisement 2 2 3
Tried to find the advertisement on the Web 2 2 2
Sent someone an Email about the product or service 2 2 3
Purchased the product or service online 2 1 3
Sent someone a Web-site link about the product or service 1 1 2
Other action 2 2 2
Did nothing 49 53 44
Source TVB/Yankelovich How Media Works, April
2009
12In addition to TV ads for home improvement
stores, 28 of respondents also reported seeing
ads in newspapers
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 Home Improvement Index to Total
Any (Net) 46 49 107
On the Internet 20 14 70
In a newspaper 18 28 156
On the radio 12 12 100
In a magazine 11 7 64
In an Email offer 8 7 88
On a billboard or other outside sign 7 6 86
Other media 3 4 133
Did not see, hear, or read in any other media 35 32 91
Not sure 19 19 100
Source TVB/Yankelovich How Media Works, April
2009
13Home Improvement Stores/Services Advertising
Impact at Various Stages ofthe Consumer Purchase
Funnel
Index 103
Index 103
Index 113
Index 108
Index 119
Index 108
Awareness Interest Consider Want to Visit Make
Purchase Purchase Store/Website Purchase
Source TVB/Yankelovich How Media Works, April
2009
14Home Improvement Stores/Services 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
15Conclusions
- The Home Improvement category is highly
responsive to media impacts. - Home Improvement ads are considered informative
and relevant, and cause key ROI actions at a very
high level. - TV ads out-perform all other media ads for
driving traffic into Home Improvement stores. - Newspapers are a good 2 medium in this category,
mostly in the price/item and transaction phases.
Source TVB/Yankelovich How Media Works, April
2009