Despite years of predictions that television would fade into the media sunset, a new study suggests the medium still has a starring role in how consumers discover products and decide what to buy.
Research released by trade group TVB found television remains the most influential advertising channel at every stage of the purchase funnel, from awareness to purchase consideration. The findings come from the 2026 Purchase Funnel Study, which surveyed 4,000 U.S. consumers about how different media platforms influence buying decisions across several major categories.
If you are a media buyer hoping TikTok alone will sell a sofa, a pickup truck or a checking account, the data may require a moment of quiet reflection.