How Media Works:
Advertising and the Purchase Funnel for
Furniture, Mattress or Carpet/Flooring Store
Advertising
A Yankelovich Study for the Television Bureau of Advertising
1
Study 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:
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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
Source: TVB/Yankelovich “How Media Works,” April 2009
2
Methodology
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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.
Source: TVB/Yankelovich “How Media Works,” April 2009
3
One-Third of Respondents are In the Market
“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)
No
63.8%
Source: TVB/Yankelovich “How Media Works,” April 2009
Yes
36.2%
4
Customer Profile: Furniture, Mattress or
Carpet/Flooring Store Advertising
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%
Source: TVB/Yankelovich “How Media Works,” April 2009
5
Over a Third of Consumers Recently Saw a TV Ad for a
Furniture, Mattress, or Carpet/Flooring Store
That Caught Their Attention
Saw an ad that got your attention:
80%
Any (NET)
55%
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
46%
46%
46%
41%
40%
40%
36%
36%
34%
34%
33%
28%
27%
25%
6
A Third of Those Who Recently Saw an Ad in This Category
Say They Bought a Related Product/Service in the Past Year
Last time made a furniture, mattress or carpet/flooring store purchase:
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
4%
3%
7%
4%
7%
8%
19%
1-2 years ago
23%
3-5 years ago
42%
17%
6 or more years ago
I have never purchased in this category
32% of those who recently saw a
furniture, mattress or
carpet/flooring store TV ad made
a purchase
in the past year
9%
Furniture
Source: TVB/Yankelovich “How Media Works,” April 2009
7
Two-thirds of Those Who Saw the Furniture,
Mattress or Carpet/Flooring Store Ads
Remember Them Positively
Type of impression made by furniture, mattress or carpet/flooring store TV ad:
32%
Very positive
25%
38%
41%
Somewhat positive
26%
30%
Neither positive nor negative
Somewhat negative
Very negative
65% of those who saw
these advertisements
rated them positively
3%
4%
1%
1%
Source: TVB/Yankelovich “How Media Works,” April 2009
Total
Furniture
8
Furniture Ads Are Seen as
Informative and Attention-Getting
Ratings of Furniture/Mattress/Flooring Store Television Ads:
How much did it
get your attention?
10 Completely
19.6%
15.0%
15.4%
13.0%
9
18.9%
19.0%
8
15.6%
17.0%
7
12.2%
15.0%
6
9.0%
10.0%
5
4
3
2
1 - Not at all
How relevant
was it?
3.6%
5.0%
2.8%
4.0%
1.3%
1.0%
1.5%
2.0%
16.4%
10 - Very
54%
total
47%
furniture
How informative
was it?
12.0%
34%
furniture
11.7%
9
9.0%
14.1%
13.0%
8
11.9%
11.0%
7
16.9%
15.0%
43% 10 - Very
total
15.0%
14.0%
9
18.1%
20.0%
7
9.7%
11.0%
6
5
9.9%
12.0%
5
12.3%
13.0%
8.8%
7.0%
3.1%
3.0%
4
5.3%
6.0%
4
3
4.9%
6.0%
3
2.1%
2.0%
2
3.9%
6.0%
2
1.0%
2.0%
1 - Not at all
12.3%
17.0%
Total
Source: TVB/Yankelovich “How Media Works,” April 2009
1 - Not at
all
52%
furniture
21.2%
23.0%
8
6
53%
total
1.5%
1.0%
Furniture
9
TV Ad Viewers Are Likely to Consider a Purchase,
or Seek More Information
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%
Source: TVB/Yankelovich “How Media Works,” April 2009
10
Nine-in-ten consumers who saw TV ads in this
category report seeing the ads multiple times
Number of times saw furniture, mattress or carpet/flooring store TV commercial
in past 2 months:
Just this one time
Total
Furniture
14%
10%
33%
33%
2-3 times
26%
26%
4-5 times
6-9 times
10 times or more
14%
17%
13%
15%
Source: TVB/Yankelovich “How Media Works,” April 2009
11
Multiple Exposure to TV Ads Leads to
a Much Higher Purchase Consideration
Actions taken after seeing a Furniture, Mattress or Carpet/Flooring Store TV ad
Among those who recently saw a TV ad for Furniture, Mattress or Carpeting/Flooring store
# TV Ad Exposures
Furniture/Mattress
/Flooring Store
Recall 1-3 ad
exposures
Recall 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%
Source: TVB/Yankelovich “How Media Works,” April 2009
12
Those Who Saw TV Ads in the Furniture, Mattress or
Carpet/Flooring Store Category
Also Recall Newspaper Ads
Saw ad for same product or service in a media other than TV:
Total
Furniture/Mattress
/Flooring Stores
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
Any (Net)
Source: TVB/Yankelovich “How Media Works,” April 2009
Index to
Total
13
Furniture/Mattress/Flooring Stores
Advertising Impact at Various Stages of
the Consumer Purchase Funnel
100%
90%
20%
24%
25%
80%
32%
33%
41%
39%
41%
49%
47%
47%
70%
62%
60%
50%
40%
80%
76%
30%
75%
68%
67%
59%
61%
51%
59%
53%
20%
53%
38%
10%
0%
Awareness
Interest
Consider
Purchase
Media Influence (Any)-All Cat.
Media Influence (Any)-Furn/Matt/Flrg Store
Source: TVB/Yankelovich “How Media Works,” April 2009
Want to
Purchase
Visit
Store/Website
Make
Purchase
No Media Influence-All Cat.
No Media Influence-Furn/Matt/Flrg Store
14
Furniture/Mattress/Flooring Stores
Media Impact at Various Stages of the
Consumer Purchase Funnel
100%
90%
24%
80%
32%
70%
6%
6%
60%
6%
6%
5%
11%
8%
50%
20%
50%
9%
7%
10%
40%
30%
41%
43%
39%
62%
6%
6%
6%
4%
7%
47%
47%
6%
4%
7%
34%
35%
Want to Purchase
Visit Store/Website
10%
0%
Awareness
Interest
Television
Consider Purchase
Newspaper
Internet
5%
Radio
Other
22%
Make Purchase
No Media Influence
Media cited by less than 3% of respondents were incorporated into the total for “other.”
Source: TVB/Yankelovich “How Media Works,” April 2009
15
Conclusions

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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.
Source: TVB/Yankelovich “How Media Works,” April 2009
16