Have purchased a product that has been shown / featured on a TV show

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Presentation transcript:

Have purchased a product that has been shown / featured on a TV show A&A Above All, Given Multicultural Viewers’ Greater Personal Investment In Television Content, TV Programming Is More Likely Than YouTube Original Content To Inspire Purchase Blacks are 19% more likely and Hispanics are 9% more likely to purchase a product that’s been featured on TV than they are a product featured by their favorite YouTube personality Have purchased a product that their favorite YouTube personality has shown / featured during a video Have purchased a product that has been shown / featured on a TV show 44% 37% 37% 34% 39% 38% Hispanic Black Non-Hispanic White Source: VAB / Research Now “Program Engagement” Survey, April 2018. TV: Q10: Which of the following statements are true for you? (Respondents: African American/Black/Caribbean American = 160, Hispanic = 188, Non-Hispanic White = 744). YouTube: Q19: Again, keeping your favorite YouTube personalities in mind, which of the following statements do you believe are true for you? Check any that apply; (Respondents: African American/Black/Caribbean American = 84, Hispanic = 106, Non-Hispanic White = 245); Base = Those who regularly watch original content on YouTube. 1