• by Wayne Friedman , November 9, 2010

Media's influence in general, and television's in particular, among "in-market" consumers -- those ready to buy products and services -- continues to be effective, even in the midst of a still rough economy.

For marketers, television continues to be a key part of decision making all the way through the purchasing funnel -- from the broader awareness stage through interest, consideration, influence to go to a Web site or store, through making a purchase. These results are from a study released by Futures Company (formerly the Yankelovich Group) and the TVB -- the local media/advertising group for TV stations.

The study says television effectiveness and consumer influence at all points through the purchasing funnel remain dominant among all media. Share of media influence remains high -- a 71.0 share in the awareness stage; 67.7 share at the interest stage; 62.7 for consideration; 65.0 in the want-to-purchase stage; 61.0 when at a Web site or store; and 59.7 share in the actual purchase stage.

The study says consumers respond to all media more strongly when "in-market," as opposed to elsewhere.

For consumers, media has contributed to better results in 2010 over the rough 2009 economy when it comes to the purchase of products/ services. For those "in-market," the data is higher across all consumer buying stages: awareness, interest, consideration, Web site/store visit, and purchase.

Awareness levels are 16.3% higher; interest has grown 20.0%; consideration is at a 23.9% gain; want-to-purchase levels were up 31.2%; Web site/store visit influence has moved up 30.5%; and purchase influence is 36.4% up over 2009.

Internet effectiveness is also strong. When asked for ad recall, 35% of 18-34 consumers who were "in-market" responded as having remembered a new media ad -- email, online display, online search, blog/consumer review or mobile. Twenty-five percent of 35-49 consumers who were "in-market" had new media recall, 19% of those 50-64, and 18% of those 65+. Those older than 18 were at an average of 27%.

But the study noted that traditional media -- just as with television -- still works best. Consumers 18-34 who were in-market had 94% ad recall; 35-49 consumers were at 76% recall; 50-64 consumers were at 69%; and those 65 and older were at 68%. All those older than 18 came in with an average of 81%.

The study was conducted online back in July among 2,500 people.