Gen Z and TV: An Analysis of Traditional Advertising Medium and Perception

Abstract

Television as a medium of marketing communication has a decreasing exposure rate among generation Z due to the increasing patronage on Internet-based communication. However, marketers could not fully shift into online platforms because of television’s high market reach attribute especially in the Philippines. Establishing awareness is a crucial work for unknown brands but repetition does not guarantee familiarity. A comparative analysis on the impact of energetic commercials on deactivating audiences was performed while this research aimed to identify the factors affecting Gen Z’s consumer perception towards television as an advertising medium. Data collection was done through survey questionnaires distributed to 385 respondents. Data were treated with statistical tools such as measures of central tendency, measures of variability and partial least square - structural equation modelling (PLS-SEM). The results revealed that Perceived Ease of Use is an insignificant variable to consumer perception. It was discovered that watching TV news, movies, series, and more is not usually preferred by consumers; they would rather stream online. However, Information Gratification is found to significantly influence consumer perception on TV as an advertising medium. Consumers get to know new products and brands when watching TV. The results of this study will mostly benefit advertising agencies because they will further understand the current perception of the generation on television advertising. Thus, more effective strategies concerning television advertising will be implemented. Keywords: TV, advertising, gen Z, consumer perception, perceived ease of use, perceived usefulness, information gratification