The Screenforce study now provides the insight that TV advertising positively influences the immediate purchase decision in addition to long-term brand building. With 23 percent more than the average, it activates people more strongly to buy a brand. The probability that a brand will be bought again in the near future is also 28 percent higher with TV than the average across all media. This makes TV the top purchase activator - even ahead of POS advertising measures.
In addition to investing in sales activation, it pays for brands to invest in brand education. The study shows that advertising recall of a brand is directly related to brand strength. This connection is important because it has a direct and lasting effect on market share for a brand. For example, TV advertising has a significantly higher advertising recall of 32 percent than advertising on YouTube or Facebook (both 1 percent). In addition, TV advertising supports the brand image by 28 percent more than the average of the other channels and ensures a better brand understanding (34 percent more than average), which strengthens brand building.
For the Screenforce study an online survey was carried out among 1200 people in German- and French-speaking Switzerland aged between 18 and 74.