The Impact of TV Commercial Favorability on Consumer Behavior Funnel

Abstract

We collected data from Video Research Ltd.'s "Creative Carte", a large-scale CM survey dataset (3,387 CMs, ~1.8 million responses), and conducted path analysis to quantitatively analyze the impact of TV commercial (CM) favorability on consumer purchase behavior using a purchase funnel. The analysis examined the influence of CM favorability and persuasiveness on each stage of the purchase funnel (awareness, interest, and purchase intention). Results showed that CM favorability had a remarkably high overall effect (0.701) on purchase intention. Text mining was performed on viewers' free-form responses, utilizing a large language model and principal component analysis, suggested the importance of factors contributing to "intuitive appeal," such as visual elements, in effective CMs. Conversely, the analysis indicated that factors such as insufficient or unclear expressions could potentially detract from CM effectiveness. This research provides empirical evidence of CM favorability's significant impact on consumer purchase behavior, particularly through factors such as intuitive appeal and expression quality. These findings offer practical insights for advertisers aiming to enhance CM performance.