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Consumers display mixed feelings towards TV advertising
Marketing News |
24/08/2010
The majority of television viewers regularly skip through commercial breaks, a new study has revealed.
According to research conducted by Big Four giant Deloitte, almost 90 per cent of consumers skip through the adverts when watching TV, if they have this option.
But despite this finding, 52 per cent of interviewees said television ads are more memorable than those used across any other marketing medium.
Just ten per cent claimed that newspaper promotions stick in their mind, two per cent said online video alerts are most memorable and one per cent cited online banner ads, reports the Guardian.
So while it appears many TV ads may not be hitting the mark, it would appear that successful visual promotions still have the greatest potential to make an impact with their target audience.
Of those surveyed by Deloitte, 48 per cent claimed that shorter ad breaks may encourage them to pay attention, while 32 per cent called for more memorable campaigns.
A further 17 per cent claimed that many adverts are simply too long at present, meaning they are unprepared to give them their attention.
James Bates, media partner at Deloitte, commented that the relevance of the traditional television advert has been questioned in recent times.
However, he noted that consumers still see the traditional, 30-second TV ad as being their favoured marketing format.
Mr Bates added: "Online advertising's poor showing relative to television may surprise, given that the former has often been portrayed as television's nemesis.
"What television does best, display and brand building is what online struggles with. Online advertising is best at search, which previously newspapers, particularly for classified, had excelled at."
Recent research conducted by the Institute of Practitioners in Advertising indicated that 98 per cent of people spend some time watching TV in a normal day.
With consumers spending an average of 3.7 hours in front of their TV sets, the organisation said marketing opportunities continue to exist across this medium.
Posted by Jon Aspinell
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