Touchpoints: Web’s influence rises, TV’s declines

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Frank Janssen van Frankwatching

You might wonder what’s behind big advertisers’ discontent with TV ads. One factor could be that the Internet is encroaching on TV’s turf as the most influential medium for those who want to make a purchase. A recent DoubleClick Touchpoints survey saw TV’s influence waning while the Net is gaining. TV lost ground in the categories of automotive, movies and electronics, while the Net ranked highest in generating awareness for travel, mortgages and investments. TV did still lead other media with movie ads, though online ranked even with newspaper movie ads. The survey took place in December 2003 with 2,000 respondents split evenly between males and females. “While TV still impacts awareness, the influence of interactive marketing — including advertising, search, and email — is chipping away that share,” DoubleClick’s Doug Knopper said. [DMNews] [BizInk]