Local TV still leads awareness, even for heavy streamers
Key findings from the 2026 Purchase Funnel Study by TVB/GfK/NIQ and a Sky Media analysis highlight the effectiveness of linear TV and addressable TV advertising in driving brand awareness and consumer decisions. These studies indicate that local linear TV remains a trusted and influential medium, even among heavy streamers, with addressable TV campaigns showing stronger, more accountable results compared to linear TV alone. These insights will be featured at BroadcastAsia 2026.
Key Takeaways
- TVB commissioned GfK/NIQ’s 2026 Purchase Funnel Study across more than 20 media platforms in traditional and digital categories.
- Television ranked as the most important driver at every stage of the purchase funnel, five times higher than social media and seven times higher than non-TV streaming video such as YouTube.
- Local TV station assets, especially local broadcast TV news, were identified as the most trusted media platforms.
- Sky Media’s addressable TV analysis covered 2,400 campaigns from 535 advertisers across a five-million-home panel between 2020 and 2025.
- Sky Media said addressable campaigns delivered a one-times uplift in awareness, a +121% increase in aided ad recall, and a three-times uplift in incremental web traffic versus linear TV alone.
Why It Matters
The immediate takeaway is that local linear TV still carries measurable influence in purchase decisions, including among heavy streamers, and that addressable TV can add stronger accountability on top of linear. For broadcasters and ad buyers, the data points to a two-layer model: broad TV reach for awareness, plus household-level addressability for measurable lift. The study also reinforces local broadcast TV news as a trust anchor. What to watch is how these findings get used at BroadcastAsia 2026, where they will be featured in sessions on monetization and distribution.
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