More than one-third of Americans (37%) say that TV ads are most helpful to them in making a purchase decision, while nearly half say they ignore internet banner ads, according to a poll from AdWeekMedia and Harris Interactive.
In second place, 17% of Americans said that newspapers are most helpful, while 14% say the same about internet search-engine ads.
Radio ads (3%) and internet banner ads (1%) are not considered helpful by many people. The poll found also that more than one fourth (28%) of Americans say that none of these types of ad are helpful when making purchase decisions.
Almost half of Americans (46%) say they tend to ignore internet banner ads. Much further down the list are internet search engine ads (17% of people ignore), television ads (13%), radio ads (9%), and newspaper ads (6%). One in ten Americans (9%) say they do not ignore any of these types of ads.
This AdweekMedia/The Harris Poll was conducted online within the United States on 4 and 8 June, 2009 among 2,521 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
A recent US study from Condé Nast and McPheters & Company found that ads running on websites with related content are 61% more likely to be recalled than ads running on sites with unrelated content (see Online ads more memorable in context)
In April, the IAB revealed that UK online adspend grew 17.1% in 2008, to £3.4 billion (see UK online adspend grew 17.1% in 2008).
