• Advertising Age, Monday, June 2, 2008 12 PM

Consumers' intent to buy products escalates when they see an ad on TV and in other media compared to seeing ads on TV alone, per market research firm Advertiser Perceptions. Respondents in a April study of 25,000 consumers expressed a greater intention to buy consumer electronics, apparel, automobiles, beer and toiletries if they were exposed to a combination of media than if they were exposed to only one medium.

Online and TV viewers were 27% more likely to intend to buy beer than those who viewed TV alone. Also, intent to buy Abercrombie & Fitch clothes shot up 65% with the mix of online and magazines vs. online alone.

Intent to purchase has become a key metric for media buyers who under the gun to show ROI for all media spending.

Read the whole story at Advertising Age »