The decline in consumer spending has been attributed to factors such as lower household incomes, the rise of single-parent households, and non-regular employment. While consumer willingness to purchase remains stable, purchase behavior has decreased, partly due to the diminishing effectiveness of traditional television advertising. This study explores the impact of television advertising on purchase behavior, considering values, demographics, and viewership. A two-stage approach was employed, involving clustering consumers based on values and applying DID estimation to evaluate the effect of advertising exposure. It was found that ads aligning with consumers’ core values positively influenced purchase behavior.