Televisionation: New Consumer Research from the TVB
December 8, 2020
ITVT/TVOT is pleased to present a new episode of “Televisionation,” our video/audio podcast exploring the advanced/interactive-TV industry in the Coronavirus/Covid-19 Era and beyond. This episode features Hadassa Gerber, Chief Research Officer at the Television Bureau of Advertising (TVB), a trade association representing the US local broadcast industry. She shares with us the results of several studies that the organization has conducted over the past few months in order to better understand media usage and the impact of media on decision making. These studies include two (one in April and one in September) on media usage during the Covid-19 pandemic; a Home Improvement Purchase Funnel Study, which examined the importance of media platforms in influencing home-improvement consumers in their purchase-decision process; and a Voter Funnel Study which, immediately after the general election, canvased 10,000+ registered voters in 10 competitive states in order to identify the importance of over 20 media platforms in influencing the voter decision process.