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During a 2024 survey among adults in the United States, around ** percent of respondents reported seeing or hearing social media advertisements that caused them to buy a product. TV commercials followed, mentioned by ** percent of the interviewees. A year earlier, TV topped the ranking.

TV ads' power in the U.S.

According to the same study, consumers deemed TV the most entertaining ad medium in the U.S., chosen by nearly **** of respondents. Television also topped the list of the most informative ad channels, selected by over ** percent of the interviewees. However, its power to turn commercials into purchases seems to be in decline. Baby boomers and Gen Xers boosted TV ads' conversion rate in the U.S., but less than **** of Gen Zers stated having bought something after watching a commercial. Instead, Gen Z went shopping after seeing social media ads, as reported by over ** percent of respondents from that age group.

Gen Z and ad channels

As of November 2023, U.S. Gen Zers' view of social media as an entertaining ad channel distinguishes them from the four previous generations of consumers. Similarly, Gen Z considers their socials the most informative ad medium. Meanwhile, members of the silent generation, boomers, Gen Xers, and even millennials still preferred TV commercials, signaling a remarkable generational shift in advertisement consumption.