The influence of traditional media platforms, particularly linear television, remains unparalleled in guiding consumer choices throughout their purchasing journey. A recent study conducted by a leading market research firm and commissioned by the trade association for America's local broadcast television industry has revealed compelling insights into this phenomenon. The research explored how consumers interact with advertising across various media channels, including both conventional and digital formats. One of the most striking discoveries is that despite the rise of streaming services, linear TV consistently ranks as the foremost influencer at every stage of the purchase decision process. This holds true across diverse product categories, demographic groups, and even among those who primarily use streaming services.

Furthermore, the study uncovered that when it comes to exposure to advertisements, linear TV stands out as the dominant platform, reaching 68% of respondents—nearly three times more than any other medium. Interestingly, while exposure does not always translate to importance for other media platforms, this correlation is particularly strong for TV. Broadcast television also emerges as the primary source of news, with local broadcast TV news being the most trusted among all media platforms. Social media, on the other hand, was found to be the least trusted. Additionally, the research highlighted that a significant majority of participants indicated that linear TV ads influenced their online search decisions, underscoring its pivotal role in shaping consumer behavior.

This study reinforces the enduring significance of linear television in today’s rapidly evolving media landscape. It serves as a reminder that despite the proliferation of digital platforms, traditional TV continues to play a crucial role in informing and influencing consumer decisions. The trust placed in local broadcast TV news further emphasizes the value of credible and reliable information sources. As we move forward, it is essential to recognize the power of these established platforms in fostering informed and confident consumer choices, ultimately contributing to a healthier and more vibrant marketplace.