Campaign has commissioned an exclusive survey in honour of its 30th anniversary. Audience Selection carried out the survey, across a representative sample of 1,000 people which revealed that 52% of people switch over when commercials come on. However, 48% of people said that the ads were actually more enjoyable than the shows which they came between. Two out of three people felt that there was too much advertising on TV, and tobacco advertising (in sport) was more of a concern than sex and violence.
According to Campaign, a spokesperson for MindShare said that the fact that people think that there is already too much advertising is a serious issue, especially with the approach of the launch of digital television. Programme makers as well as marketers and agencies wish to attract those precious ad avoiders, but this seems unlikely in light of the fact that the majority of people have a low of tolerance of advertising.
Campaign: 0171 413 4036
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