Vertis Study: Ad Insert Influence Grows

BALTIMORE—TV advertising is no longer the leading influencer of purchasing decisions for men 18 and older, as advertising inserts have become the leading medium among not only men but all adults, according to the “Vertis Customer Focus: Decade of Data” study.

The Vertis Customer Focus, a proprietary study by Vertis Communications which is marking its 10th anniversary this year, analyzes the key trends behind consumer purchasing behaviors, entertainment preferences and media usage patterns. The “Decade of Data” further underscores television’s perceived dwindling influence: In 1998, 30 percent found it to be the leading influencer of buying decisions, a level that has dropped to 22 percent.