TV Still On Top For Ad Effectiveness, Says Survey
Television is holding its own as an effective and memorable advertising medium, despite the entry of new methods into the market. A survey released today by the Chartered Institute of Marketing (CIM) has revealed that TV adverts are most likely to be seen, remembered and enjoyed of all forms of advertising. CIM’s Claire Forbes commented, “We know that consumers are exposed to anything up to 1,300 advertising messages a day. However, it seems that a large proportion of these messages go unheeded.”
Three quarters of consumers surveyed said that they could remember seeing a TV ad in the last day, while just under half said that they saw at least 20 TV ads in any given week. Only 6% said they saw no TV advertising in an average week. By contrast, just under 75% said that they never saw digital TV advertising, mobile phone ads or internet banner ads. Between one and two per cent said they saw at least 20 internet ads per week and under 10% could recall seeing such and advert within the preceding 24 hours.
“The internet and other new media have now moved into the mainstream as an essential element in the marketing mix,” said Forbes. “However, it is clear that the new media have a long way to go before they are as important to advertisers as television.”
Comparing TV to other media also produced results in favour of the box. Around 30% of respondents said that they saw no poster advertising in an average week, while less than 20% said they remembered seeing a poster ad during the past day. Similarly, around 30% claimed they heard no radio advertising in any given week, while the number who recalled hearing one during the past 24 hours was 25%. Newspaper advertising only managed a slightly better response, with a quarter of respondents claiming never to see this type of advertising and a little over a third remembering seeing it during the previous 24 hours.
Forbes pointed out that “In an increasingly cluttered world, advertisers will have to pull out all the stops to make us sit up and take notice.” At present TV apparently does the best job of being “informative, interesting or entertaining”, at least according to just under 75% of survey respondents. Only 7% said the same of newspaper advertising, 5% of radio and 2% of poster advertising.
TV is also seen as the most influencing factor on the all-important spending behaviour. Around 50% of respondents said that they would respond to a TV ad, compared to 14% for newspapers and magazines, 3% for radio and 1% for posters.
Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk
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