Research Recommends TV Ads To Target Students

According to research from online analysis group, Harris Interactive, students pay more attention to adverts shown on TV, than any other ad platform.

Although the researchers noted that students are not particularly interested in adverts, TV was found to be the most effective medium with 87% of respondents paying some attention to ads on the box. Magazines and outdoor advertising also scored highly, with 79% of respondents paying some attention. Radio (72%) and newspaper (71%) ads scored slightly less highly but came well above the internet where advertising attracted the attention of just 48% of students.

Students were also canvassed for their opinions on advertising and it appears that attitudes are at least partly dictated by gender. For instance, men are four times as likely as women to insist on ads being “sexy”.

According to the study, students want humour and everyday people to be included most frequently in advertising. However, 6% of respondents want to see no advertising at all.

The research also revealed that male students are more likely to be against the use of their favourite song, while women are more likely than males to always want everyday people included in ads.

Internet advertising’s poor performance in the research will come as a blow to the industry which is battling to make its mark in the media advertising landscape. Earlier this month, Carat and Sky launched a major research project designed to give advertisers greater insight into interactive television audiences (see Carat And Sky Launch Research Into Interactive Ads).

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