Most US consumers are no longer influenced by TV commercials to buy new products: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 29, 2020, 4:14 PM UTC

New York-based Macias PR surveyed 2000 American consumers to understand their attitude towards advertising.

Television commercials are beginning to lose their influence over Americans, with 70% of consumers saying they believe TV commercials don’t motivate them to buy new products anymore. In contrast, 45% of respondents mentioned positive online consumer reviews and positive news stories influence their purchase decisions.

Additionally, more than a third of consumers said they reach for their mobile phones or laptops when a TV program goes to commercial break. 17% of Americans fast-forward through the commercials, while 10% even leave the room to complete a task. Only a mere 10% of consumers watch ads

This data was collected during the period when news consumption reached peak-levels due to the pandemic. Online news (42%) was the primary source for daily news, followed by local news (19%).

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