Commentary

The Whole Story: TV As A Path To Purchase Medium

3-26 

A path-to-purchase medium is typically thought of with regard to its proximity to the time and place when the consumer makes their choice at retail.

As such, TV tends not to be front and center in our minds as a path-to-purchase medium -- perhaps because we mostly focus on prime time. Or, because we think of media such as radio, outdoor, digital place-based and increasingly mobile as being more relevant to reaching consumers close to the time of purchase.

However, when we look at early evening TV, before dining out, going to the movies or socializing, and daytime TV, then we are able to look at TV in a different way: It occupies a different place on the path-to-purchase.

For example, in USA TouchPoints it is possible to align media consumption with location and activity (among other things) before during and after the media exposure itself.

With that in mind, we looked at a prominent daytime broadcast property -- in this case ABC’s "The View" – which occupies a regular and ongoing slot in the schedule. The same could be done for "CBS This Morning," etc.

Looking at women 18-49 who watched ABC during the time the program airs on a weekday, we found that a significant percentage of them then left the home and were in retail locations in the hour immediately following the show.

As indicated in the chart, 15% of the sample were shopping, with 7% visiting a QSR and 5% a Restaurant / Bar – perhaps to meet a friend for lunch. Grocery shopping inevitably features prominently at 7% of the sample, but with Mall and “Other Store” also showing strongly in this first hour after "The View," there is clearly a broader range of shopping taking place. 

This analysis does not look at the time beyond the first post-viewing hour, when those in restaurants may continue to shop, as previous analyses have implied.

This simple analysis of USA TouchPoints illustrates the value of key daytime broadcast properties to deliver shoppers with the full combined weight of sight, sound and motion delivered by TV, with a plan and creative oriented toward a point-of-purchase call to action.

Combined with radio to bridge the gap between home and store and perhaps digital place-based or outdoor, it becomes possible to envisage a coherent and consistent campaign that starts, for example, with "The View" and ends at the cash register.

5 comments about "The Whole Story: TV As A Path To Purchase Medium".
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  1. John Grono from GAP Research, March 28, 2013 at 8:41 a.m.

    Mike, love your work. Would also love to see the chart you refer to.

  2. Mike Bloxham from Magid, March 28, 2013 at 7:52 p.m.

    Thanks John - chart now included.
    Mike

  3. John Grono from GAP Research, March 28, 2013 at 8:10 p.m.

    Thanks Mike. I assume each 'event' is not mutually exclusive. Would you have the proportion who basically "left the home", or is the cumulative the 15% who went "shopping" (as a generic term)?

  4. Mike Bloxham from Magid, March 29, 2013 at 10:28 a.m.

    John - you're correct. The 15% who are Shopping are involved in that activity (as opposed to Working, Socializing etc.). The proportion that "left the home" is within the larger data set but was not the focus of this analysis.
    And as for the different locations etc., they are not mutually exclusive. Someone who went to a QSR may also have gone to a Mall for example. One thing we do with our data is detail the sequential nature of customer journeys - maybe that should be the subject of a future piece.
    Cheers - Mike

  5. John Grono from GAP Research, March 29, 2013 at 10:32 a.m.

    Thanks again Mike. I just wanted to make sure I was reading it correctly. The best thing is (1) it makes sense (2) the proportions are believable. Were it that all research was such!

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