Most Influential Ad Medium By Generation, June 2012 [CHART]

The reason advertising spend keeps pouring into TV is that it remains the single most influential medium influencing consumer purchase decisions. A recent TVB survey found that when asked the advertising medium they find most influential in making a purchase decision, 37.2% of American adults singled out TV – almost quadruple the proportion who pointed to the nearest competitor, newspapers (10.6%). In addition, TV’s influence holds true across all age groups, and is in fact highest among the 18-34-year-old set. Indeed, despite older consumers watching more TV on average, TV’s purchase influence appears to wane with age, although it still far outpaces newspapers among those over 65 (32.7% vs. 18.5%). Read the rest at MarketingCharts.