Consumers More Likely To Respond To TV Ads
TV advertising delivers a stronger call to action than national press or radio ads, according to an independent study commissioned by BSkyB.
The research, carried out by ICM, reveals that 56% of respondents are most likely to respond to ads on TV, compared with 24% for national press and just 6% for radio.
Consumers also claim to enjoy ads on TV more than through any other medium, with 80% of respondents believing television offers the most entertaining, interesting or enjoyable advertising, compared with just 6% each for national newspapers and radio.
The study, which is being seen as an attempt to scupper the Newspaper Marketing Agency’s attempt to promote newspaper ads over TV, claims 75% more respondents recalled seeing advertising on TV than in the national press during the last 24 hours.
More than 50% of respondents cited television as their main source of news and 77% believe it is more entertaining than either national newspapers or radio. When asked which medium they could not do without, more than twice as many consumers named TV, than national newspapers or radio.
Commenting on the findings, BSkyB’s director of sales, Mark Chippendale, said: “This research exposes the chasm between consumer attitudes to different media and reminds us yet again why television is the most powerful tool available to advertisers. Quite simply, television is the medium most capable of wide and effective communication with today’s consumers.”
The Newspaper Marketing Agency, which recently launched its first corporate identity (see NMA Unveils First Corporate Identity), is preparing to release the results of a major study involving 150 interviews with national newspaper owners, advertisers and clients into the issues currently facing the sector.
BSkyB: 0207 705 3000 www.sky.com
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