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How Media Works: Advertising and the Purchase Funnel for Home Improvement Stores and Services

How Media Works: Advertising and the Purchase Funnel for Home Improvement Stores and Services. A Yankelovich Study for the Television Bureau of Advertising. Study Objectives.

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How Media Works: Advertising and the Purchase Funnel for Home Improvement Stores and Services

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  1. How Media Works:Advertising and the Purchase Funnelfor Home Improvement Stores and Services A Yankelovich Study for the Television Bureau of Advertising

  2. Study Objectives Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand: • The role of television advertising in driving consumer actions throughout the purchase decision process • How television interacts with other media platforms, including new media such as the Internet • How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle Source: TVB/Yankelovich “How Media Works,” April 2009

  3. Methodology • Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them. • Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded. • Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them. • Each respondent then completed an ad survey for up to three of these categories. • The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc. • The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied. Source: TVB/Yankelovich “How Media Works,” April 2009

  4. Customer Profile for Home Improvement Stores/Services Source: TVB/Yankelovich “How Media Works,” April 2009

  5. TV ads for home improvement were recalled by one-third of survey respondents Saw an ad that got your attention: Source: TVB/Yankelovich “How Media Works,” April 2009

  6. Over 40% of home improvement TV ad viewers have made a purchase in the past month, and nearly 90% have made such a purchase in the past year Last time made a home improvement purchase: 44% of those who recently saw a home improvement ad on TV made a category purchase in the past month Source: TVB/Yankelovich “How Media Works,” April 2009

  7. The vast majority of home improvement TV ads are remembered positively Type of impression made by TV ad for a home improvement store or services: 71% of those who saw these advertisements rated them positively Source: TVB/Yankelovich “How Media Works,” April 2009

  8. Total Home Improvement TV commercials for home improvement stores and services are perceived as informative and relevant Ratings of Home Improvement Store/Service Television Ads: How much did it get your attention? How relevant was it? How informative was it? 53% total 52% home imp. 54% total 45% home imp. 42% total 43% home imp. Source: TVB/Yankelovich “How Media Works,” April 2009

  9. Half of home improvement TV commercial viewers take action after seeing an ad; most commonly, they considered or made a category purchase, or visited a store to learn more Source: TVB/Yankelovich “How Media Works,” April 2009

  10. Most TV commercials for home improvement stores and services are seen multiple times Number of times saw home improvement store or services TV commercial in past 2 months: 42% of those who saw a home improvement store or services ad on TV have seen it more than once (compared to 53% for total) Source: TVB/Yankelovich “How Media Works,” April 2009

  11. Those who are exposed to the ad multiple times are more likely to take action after seeing the ads Actions taken after seeing a Home Improvement store TV ad Source: TVB/Yankelovich “How Media Works,” April 2009

  12. In addition to TV ads for home improvement stores, 28% of respondents also reported seeing ads in newspapers Source: TVB/Yankelovich “How Media Works,” April 2009

  13. Home Improvement Stores/Services Advertising Impact at Various Stages ofthe Consumer Purchase Funnel Index = 103 Index = 103 Index = 113 Index = 108 Index = 119 Index = 108 Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase Source: TVB/Yankelovich “How Media Works,” April 2009

  14. Home Improvement Stores/Services Media Impact at Various Stages of the Consumer Purchase Funnel Media cited by less than 3% of respondents were incorporated into the total for “other.” Source: TVB/Yankelovich “How Media Works,” April 2009

  15. Conclusions • The Home Improvement category is highly responsive to media impacts. • Home Improvement ads are considered informative and relevant, and cause key ROI actions at a very high level. • TV ads out-perform all other media ads for driving traffic into Home Improvement stores. • Newspapers are a good #2 medium in this category, mostly in the price/item and transaction phases. Source: TVB/Yankelovich “How Media Works,” April 2009

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