01-21-2009 TV MOST INFLUENTIAL MEDIA ON PURCHASING DECISIONS A study conducted in September/October 2008 by Deloitte says that TV still has the most influence on purchasing decisions. (LINK) Television�s dominance came despite the majority of consumers in all five countries saying their computers were used more for entertainment than their TVs. Deloitte said the top two Internet ad influences across all countries were search engine results and banner ads. �In the US, television commands one-fourth of total ad dollars across all media,� said Carol Krol, eMarketer senior analyst. �Many marketers indicate despite the fragmentation of media and consumers� shift in media consumption toward digital media, TV still does the best job of reaching a critical mass of customers. It remains the most effective way to boost brand awareness.� The reason TV continues to hold such sway is partially a matter of momentum, since TV ad spending still dwarfs spending on other media�especially online. eMarketer estimates advertisers spent nearly $70 billion on TV ads in 2008, compared with $23.6 billion online.
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