CIA MediaLab’s latest Sensor survey investigates how disappointed respondents would be if certain media were not available. BBC Television came out highest with 80% of respondents saying they would be disappointed if it was not available. ITV followed shortly behind, at 76%.
BBC TV’s popularity was steady across age and class groupings, but ITV was more popular with the young. 69% of under 35s claim that they would be very disappointed if ITV was not available, compared to 46% of people over 65.
National newspapers are most wanted by upmarket people, with 64% of ABs claiming that they would be very disappointed if these were not available. 73% of broadsheet newspaper readers say they would be very disappointed if this were the case, compared to 57% of mid-market readers and 47% of tabloid readers.
CIA also investigated whether advertising over-hypes products – 46% of respondents claim that advertised products fail to live up to their promises. Heavy ITV viewers are more likely than average, 60% to believe this.
How disappointed would you be if the following were not available?
Total
Very
Fairly
Not at All
BBC TV
80%
66%
14%
13%
ITV
76%
55%
21%
15%
National Newspapers
64%
44%
20%
28%
Channel 4
60%
39%
21%
26%
Local Newspapers
58%
31%
27%
31%
BBC national radio
48%
30%
18%
38%
General magazines
37%
16%
21%
49%
BBC local radio
36%
20%
16%
47%
Specialist magazines
35%
20%
15%
48%
Commercial local radio
33%
16%
17%
51%
Satellite/Cable TV (overall)*
28%
19%
9%
60%
Commercial national radio
25%
12%
13%
59%
None of these
26%
7%
19%
8%
* In sat/cable homes
65%
53%
12%
27%
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