Advertising Spirits On TV

CIA Sensor survey has revealed that more than eight out of ten people (81%), believe that spirits such as whisky and gin should be allowed to advertise on television. The fortnightly survey conducted by CIA MediaLab examines attitudes towards media and advertising. The latest findings come as spirits advertisers look to advertise on television for the first time after the lifting of the 40 year voluntary ban by these companies; the Broadcast Advertising Clearance Centre announced in April that it had received a formal application by a spirits company. 76% of peopled surveyed said that spirits, lager, bitter, liqueurs, cocktails, cider and wine should not be banned from advertising on TV; 86% of 15 to 24 year olds agreed with this compared to 64% of the over 65s.

CIA Sensor also questioned viewers on their reactions to more advertisements being shown on television – one of the ways to keep airtime costs down for advertisers. 86% said that longer or more frequent advertising breaks would spoil their enjoyment; 63% would find it very irritating and it would seriously affect their enjoyment. Only 5% said they would not mind and 1% said they would enjoy seeing more advertising. Upmarket ABs were particularly against longer and more frequent breaks – 93% said it would spoil their viewing.

Anthony Jones of CIA said, “Advertisers want to increase the amount of time they can use on television as this would help control the cost. Viewers, not surprisingly, are definitely against the idea as they feel that it would spoil their enjoyment of television. The challenge is to find ways of controlling costs without losing the audience.”

Anthony Jones CIA: 0171 633 9999