TV ads continue heavy influence on car purchasing behaviour | Ad Tech | News | Rapid TV News
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When it comes to buying a car in the US, TV advertising still has the greatest influence from discovery to purchase among a range of important demographics.

luxury carsAccording to a report from the Video Advertising Bureau, TV is a key influencer for millennials, adults 25-54, and black and Hispanic buyers.

The VAB uncovered that TV ads prompted more than half of likely luxury and economy car buyers to look for more information on a vehicle manufacturers’ website. And, TV is almost twice as likely as online search to drive local dealership awareness among prospective buyers.

Overall, television also has influenced 42% of likely luxury buyers to take a test drive at their local dealership.

The results make sense given the VAB’s other findings that even though digital use is up, television is still king, commanding 89% of total video time (P18+).