TV remains the dominant medium for generating brand awareness for both D2C brands, as well as conventional “incumbent” brands, according to an in depth study of consumer attitudes, perceptions and consumption of both types of brands released this morning by the Interactive Advertising Bureau.

The report, “Disrupting Brand Preferences Study,” which was based on in depth interviews conducted online with more than 3,000 consumers in May, found that half of Americans are now buying so-called “disruptor brands” — products or services marketed direct-to-consumer via digital media platforms.

The study found that 41% of consumers discover or are made aware of such brands via conventional TV advertising, vs. only 37% that learn about them via search advertising or 35% that learn about them either via an online shopping site such as Amazon or via social media.