Despite promotional campaigns by TV makers hyping fashion, design and brand purpose in their product messaging, U.S. consumers continue to rank value (40%), specific features (35%) and quality (32%) as their top considerations when purchasing a television.

That was what TV manufacturer Hisense USA said came out of the findings of a recent consumer TV shopping survey it commissioned this year. The data is being used by the company to more effectively position its marketing message to counter the onslaught of “TV companies with bloated budgets and boastful brand blurbs.”

The data gathered in its ” `BS’ Report Brand Survey” is being used by Hisense to herald its own forthcoming brand campaign beginning June 7th, called the “Less Talk, More TV” campaign. The effort will once again feature Hisense brand spokesman and popular comedian Joel McHale.

The ad campaign — titled “Less Talk Means More TV” — hopes to prove to U.S. TV shoppers that having “the worst marketing budget in the industry” is actually a good thing since 86% of consumers agree they’d rather brands spend money and resources on the products they produce rather than advertising, Hisense said.

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The TV brand survey, or “BS Report,” surveyed 2,500 U.S. adults earlier in 2022.

Hisense 2022 Consumer Survey On TV Buying Considerations

Among the findings of the study were the following:

• When considering popular television brands’ purpose statements, most consumers associate these messages with fashion brands instead of TV brands.
• Some 1/6th of TV purchasers regret their decisions; Televisions rank fifth on a list of items consumers most regret purchasing at 14.04% , below furniture (23.72%), vehicles (22.02%), and video game consoles (18.76%).
• Some 82% of those surveyed think “there are too many advertisements these days.”
• Fifty-one percent of respondents said they consider TV manufacturers that present themselves as “purpose driven” as solely using marketing jargon.

Finally, the company said that while many television brands pride themselves on their brand purpose, fewer than 5% of consumers consider brand purpose to be among the top two considerations when making a television purchase.

Consequently, Hisense said it traditionally invests 5% of global revenue into research and development and seeks “to put premium TVs within reach for consumers with options… with the features they care about most.”

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By Greg Tarr

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