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Broadcast Breakfast Ads Missed In Chaos?

Whilst almost 90% of the UK consumes some form of media between 06:30 and 09:00, 48% of adults agree with the statement;”I only have the radio or TV on in the background as I’m far too busy to concentrate on them”. This is according to research carried out by media independent KLMB through NOP.
The survey, which ultimately questions the effect of advertisements on breakfast audiences, suggests audiences consume different media simultaneously. TV fared worst, as one might expect, with 55% of satellite viewers, 40% of Big Breakfast viewers and just under 40% of GMTV viewers consuming other media at the same time.
However, amongst GMTV’s core audience, housewives with children, duplication and distraction affect over 50% of viewers. ILR listeners are least distracted (26%), and although the most popular breakfast medium amongst survey respondents, tabloid newspapers achieved the second highest duplication at 44%.
Such research,according to Steve Booth, a managing partner at KLBM, highlights problems with existing research in that it does not compare or combine data for the separate media and only looks at ‘presence to view’ as opposed to the ability to absorb messages. KLMB’s survey was based on 1000 telephone interviews(12-14 Mar) combined with TGI, BARB and RAJAR data.