How Media Works:How Media Works:Advertising and the Purchase Funnel for Advertising and the Purchase Funnel for

Furniture, Mattress or Carpet/Flooring Store Furniture, Mattress or Carpet/Flooring Store AdvertisingAdvertising

How Media Works:How Media Works:Advertising and the Purchase Funnel for Advertising and the Purchase Funnel for

Furniture, Mattress or Carpet/Flooring Store Furniture, Mattress or Carpet/Flooring Store AdvertisingAdvertising

1

A Yankelovich Study for the Television Bureau of Advertising

Study ObjectivesStudy ObjectivesStudy ObjectivesStudy 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 2

Source: TVB/Yankelovich “How Media Works,” April 2009

MethodologyMethodologyMethodologyMethodology

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.

3Source: TVB/Yankelovich “How Media Works,” April 2009

One-Third of Respondents are In the One-Third of Respondents are In the Market Market

One-Third of Respondents are In the One-Third of Respondents are In the Market Market

4

“Are you currently considering a purchase in the Furniture, Mattress, or Carpet/Flooring Stores Category?”

(Asked of those who recalled seeing a TV ad for furniture, mattress, or carpet/flooring stores in the last 2 months)

Source: TVB/Yankelovich “How Media Works,” April 2009

Yes36.2%

No63.8%

Customer Profile: Furniture, Mattress or Customer Profile: Furniture, Mattress or Carpet/Flooring Store AdvertisingCarpet/Flooring Store Advertising

Customer Profile: Furniture, Mattress or Customer Profile: Furniture, Mattress or Carpet/Flooring Store AdvertisingCarpet/Flooring Store Advertising

5Source: TVB/Yankelovich “How Media Works,” April 2009

Saw an Ad in This Category that Made an Impression

Currently Considering a

Purchase in this Category

Made a Purchase

in this Category in the

Past 6 Months

Made a Purchase

in this Category

in the Past 4 Weeks

Male 43.6% 36.2% 37.6% 29.3%

Female 56.4% 63.8% 62.4% 70.7%

18-34 29.0% 35.7% 36.1% 26.8%

18-49 56.0% 67.9% 64.7% 48.8%

25-54 54.3% 66.3% 60.9% 43.9%

55+ 37.2% 26.5% 30.1% 43.9%

Urban 34.9% 36.7% 35.3% 34.1%

Suburban 43.8% 42.9% 48.1% 53.7%

Rural 21.3% 20.4% 16.5% 12.2%

HHI <$30K 24.4% 23.0% 21.1% 19.5%

HHI $30-$70K 41.4% 37.2% 37.6% 46.3%

HHI $70K+ 25.5% 32.1% 35.3% 26.8%

HHI $100K+ 11.8% 17.3% 19.5% 7.3%

Over a Third of Consumers Recently Saw a TV Ad for a Over a Third of Consumers Recently Saw a TV Ad for a Furniture, Mattress, or Carpet/Flooring Store Furniture, Mattress, or Carpet/Flooring Store

That Caught Their AttentionThat Caught Their Attention

Over a Third of Consumers Recently Saw a TV Ad for a Over a Third of Consumers Recently Saw a TV Ad for a Furniture, Mattress, or Carpet/Flooring Store Furniture, Mattress, or Carpet/Flooring Store

That Caught Their AttentionThat Caught Their Attention

6

Saw an ad that got your attention:

55%

46%

46%

46%

41%

40%

40%36%

36%

34%

34%

33%

28%

27%

25%

80%Any (NET)

Restaurants

Vehicles or auto dealers

Telecommunications or electronic products

Entertainment activities

Automobile or life insurance

Department stores or discount stores

Food, convenience, or grocery stores / supermarkets

Furniture, mattress, or carpeting / flooring stores

Travel or travel websites

Financial services

Healthcare products or services

Home improvement stores or services

Services

Schools / colleges / learning centers / vocational schools

Commercial websites

Source: TVB/Yankelovich “How Media Works,” April 2009

A Third of Those Who Recently Saw an Ad in This A Third of Those Who Recently Saw an Ad in This Category Say They Bought a Related Product/Service Category Say They Bought a Related Product/Service

in the Past Yearin the Past Year

A Third of Those Who Recently Saw an Ad in This A Third of Those Who Recently Saw an Ad in This Category Say They Bought a Related Product/Service Category Say They Bought a Related Product/Service

in the Past Yearin the Past Year

7Source: TVB/Yankelovich “How Media Works,” April 2009

Last time made a furniture, mattress or carpet/flooring store purchase:

4%

3%

7%

4%

7%

8%

19%

23%

17%

9%

Within the last 2 weeks

3-4 weeks ago

1-2 months ago

3-4 months ago

5-6 months ago

7-11 months ago

1-2 years ago

3-5 years ago

6 or more years ago

I have never purchased in this category

Furniture

32% of those who recently saw a furniture, mattress or carpet/flooring store TV ad

made a purchase in the past year

42%

Two-thirds of Those Who Saw the Furniture, Two-thirds of Those Who Saw the Furniture, Mattress or Carpet/Flooring Store Ads Mattress or Carpet/Flooring Store Ads

Remember Them PositivelyRemember Them Positively

Two-thirds of Those Who Saw the Furniture, Two-thirds of Those Who Saw the Furniture, Mattress or Carpet/Flooring Store Ads Mattress or Carpet/Flooring Store Ads

Remember Them PositivelyRemember Them Positively

8Source: TVB/Yankelovich “How Media Works,” April 2009

Type of impression made by furniture, mattress or carpet/flooring store TV ad:

32%

38%

26%

3%

1%

25%

41%

30%

4%

1%

Very positive

Somewhat positive

Neither positive nor negative

Somewhat negative

Very negative TotalFurniture

65% of those who saw these advertisements rated them positively

Furniture Ads Are Seen as Furniture Ads Are Seen as Informative and Attention-GettingInformative and Attention-Getting

Furniture Ads Are Seen as Furniture Ads Are Seen as Informative and Attention-GettingInformative and Attention-Getting

9Source: TVB/Yankelovich “How Media Works,” April 2009

Ratings of Furniture/Mattress/Flooring Store Television Ads:

Total Furniture

How much did it get your attention?

19.6%

15.4%

18.9%

15.6%

12.2%

9.0%

3.6%

2.8%

1.3%

1.5%

15.0%

13.0%

19.0%

17.0%

15.0%

10.0%

5.0%

4.0%

1.0%

2.0%

10 -Completely

9

8

7

6

5

4

3

2

1 - Not at all

54% total

47% furniture

43% total

34% furniture

How relevant was it?

53% total

52% furniture

How informative was it?

TV Ad Viewers Are Likely to Consider a Purchase, TV Ad Viewers Are Likely to Consider a Purchase, or Seek More Informationor Seek More Information

TV Ad Viewers Are Likely to Consider a Purchase, TV Ad Viewers Are Likely to Consider a Purchase, or Seek More Informationor Seek More Information

10Source: TVB/Yankelovich “How Media Works,” April 2009

Actions Taken After Seeing TV Commercial for Furniture, Mattress or Carpet/Flooring Stores

 

Furniture, Mattress or Carpet/Flooring

Stores

Any (Net) 39%

Considered purchasing the product or service 18%

Talked with others about the advertisement 13%

Remembered you had seen the product or service advertised before 11%

Went online to learn more about the product or service advertised 9%

Visited a store or location to learn more about the product or service 7%

Purchased the product or service in a store 5%

Tried to find the advertisement on the Web 3%

Looked in a newspaper or magazine to learn more about the product or service

2%

Purchased the product or service online 1%

Contacted the company in the advertisement 1%

Sent someone an Email about the product or service 1%

Sent someone a Web-site link about the product or service 1%

Other action 1%

Did nothing 61%

Nine-in-ten consumers who saw TV ads in this Nine-in-ten consumers who saw TV ads in this category report seeing the ads multiple timescategory report seeing the ads multiple timesNine-in-ten consumers who saw TV ads in this Nine-in-ten consumers who saw TV ads in this category report seeing the ads multiple timescategory report seeing the ads multiple times

11Source: TVB/Yankelovich “How Media Works,” April 2009

Number of times saw furniture, mattress or carpet/flooring store TV commercial

in past 2 months:

14%

33%

26%

14%

13%

10%

33%

26%

17%

15%

Just this one time

2-3 times

4-5 times

6-9 times

10 times or more

TotalFurniture

Multiple Exposure to TV Ads Leads to Multiple Exposure to TV Ads Leads to a Much Higher Purchase Considerationa Much Higher Purchase ConsiderationMultiple Exposure to TV Ads Leads to Multiple Exposure to TV Ads Leads to a Much Higher Purchase Considerationa Much Higher Purchase Consideration

12Source: TVB/Yankelovich “How Media Works,” April 2009

Among those who recently saw a TV ad for Furniture, Mattress or Carpeting/Flooring store

    # TV Ad Exposures

 

Furniture/Mattress/

Flooring StoreRecall 1-3 ad

exposuresRecall 4+ ad exposures

Any (Net) 39% 34% 43%

Considered purchasing the product or service 18% 15% 20%

Talked with others about the advertisement 13% 10% 15%

Remembered you had seen the product or service advertised before

(i.e., the newspaper, radio, or the Internet) 11% 7%14%

Went online to learn more about the product or service 9% 8% 9%

Visited a store or location to learn more 7% 6% 8%

Purchased the product or service in a store 5% 5% 6%

Tried to find the advertisement on the Web 3% 4% 3%

Looked in a newspaper or magazine to learn more 2% 3% 2%

Sent someone an Email about the product or service 1% 1% 1%

Contacted the company in the advertisement 1% 1% 1%

Sent someone a Web-site link about the product or service 1% 1% 1%

Purchased the product or service online 1% 1% 0%

Other action 1% 0% 2%

Did nothing 61% 66% 58%

Actions taken after seeing a Furniture, Mattress or Carpet/Flooring Store TV ad

Those Who Saw TV Ads in the Furniture, Mattress Those Who Saw TV Ads in the Furniture, Mattress or Carpet/Flooring Store Category or Carpet/Flooring Store Category

Also Recall Newspaper AdsAlso Recall Newspaper Ads

Those Who Saw TV Ads in the Furniture, Mattress Those Who Saw TV Ads in the Furniture, Mattress or Carpet/Flooring Store Category or Carpet/Flooring Store Category

Also Recall Newspaper AdsAlso Recall Newspaper Ads

13Source: TVB/Yankelovich “How Media Works,” April 2009

Saw ad for same product or service in a media other than TV:

  Total

Furniture/Mattress/

Flooring StoresIndex to

Total

Any (Net) 46% 42% 91

On the Internet 20% 9% 45

In a newspaper 18% 24% 133

On the radio 12% 12% 100

In a magazine 11% 7% 64

In an Email offer 8% 3% 38

On a billboard or other outside sign 7% 4% 57

Other media 3% 3% 100

Did not see, hear, or read in any other media 35% 41% 117

Not sure 19% 18% 95

Furniture/Mattress/Flooring Stores Furniture/Mattress/Flooring Stores Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of

the Consumer Purchase Funnelthe Consumer Purchase Funnel

Furniture/Mattress/Flooring Stores Furniture/Mattress/Flooring Stores Advertising Impact at Various Stages ofAdvertising Impact at Various Stages of

the Consumer Purchase Funnelthe Consumer Purchase Funnel

14

80%75%

67%61% 59%

53%

20%25%

33%39% 41%

47%

76%68%

59%51% 53%

38%

24%32%

41%49% 47%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Media Influence (Any)-All Cat. No Media Influence-All Cat.

Media Influence (Any)-Furn/Matt/Flrg Store No Media Influence-Furn/Matt/Flrg Store

Source: TVB/Yankelovich “How Media Works,” April 2009

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

Furniture/Mattress/Flooring Stores Furniture/Mattress/Flooring Stores Media Impact at Various Stages of the Media Impact at Various Stages of the

Consumer Purchase FunnelConsumer Purchase Funnel

Furniture/Mattress/Flooring Stores Furniture/Mattress/Flooring Stores Media Impact at Various Stages of the Media Impact at Various Stages of the

Consumer Purchase FunnelConsumer Purchase Funnel

15Source: TVB/Yankelovich “How Media Works,” April 2009

Media cited by less than 3% of respondents were incorporated into the total for “other.”

47%39% 43%

34% 35%22%

11%

10% 7%

7% 6%

7%

6%

8%

4% 6%

4%

6%

5%

6%

6%

9%6%

5%

24%32%

41%50% 47%

62%

6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Awareness Interest Consider Purchase Want to Purchase Visit Store/ Website Make Purchase

Television Newspaper Internet Radio Other No Media Influence

ConclusionsConclusionsConclusionsConclusions

Over one-third of consumers are in the market for products in this category.

This category is defined by a long purchase cycle; only 7% of consumers are in the purchase phase at any given time.

Television advertising awareness is high, and TV ads are effective at creating consideration and conversation, and driving store traffic.

TV is the dominant media driver, and is most effective mid-funnel, in the Consideration phase.

Closing deals in this category happens in the showroom; driving consumers to the showroom is key. 16

Source: TVB/Yankelovich “How Media Works,” April 2009