TVB, the trade association of America’s local broadcast television industry, has released a study highlighting the importance of media platforms that influence consumers during the purchase decision process.

Study findings confirm that linear TV remains the most important influence by far among a variety of different media platforms (traditional & digital including streaming), through all stages of consumers’ purchase decision process.

The 2025 Purchase Funnel Study, conducted by GfK/NIQ and commissioned by TVB, analysed the behaviour of consumers exposed to advertising across six categories through any of 20+ media platforms.

Key findings include:

• TV is the most important influencer at all stages of the purchase funnel. This is true for all categories, key demos and ethnic groups. It is also true of streamers.
• Among those who cited TV as the most important for awareness, seven out of ten respondents chose broadcast TV versus cable.
• At 68 per cemt, TV is the top platform for exposure to advertising. This is about three times that of each of the next five runners up.
• Exposure to a media platform is not a guarantee of consumer importance, except for TV.
• Broadcast TV is the primary source of news.
• Local broadcast TV news is #1 for trust among media platforms. Social media is the least trusted.
• 82% of total respondents said that linear TV ads influence their online search selections.
• Focusing in just on streamers, the study found that streamers also deemed linear TV as most important in making them aware of a product or service.