CIA Discovers High TV Ad Avoidance
Consumers in the US and Europe believe that advertising has increased significantly in during the last five years, and almost half try to avoid TV advertising. The latest CIA Sensor survey results represent the consumers’ evaluation of the amount of advertising, rather than an objective measure, but nevertheless demonstrates the danger of advertising being perceived as clutter.
David Fletcher, vice chairman of CIA UK, said: “These findings support theories about TV’s reducing veneration and emphasises the importance of more innovative and impactful solutions, not just good ads to deliver sales. Creativity needs to be channel and message driven.”
Overall, the survey found that more people claim to avoid advertising related to buying things than claim to be inspired by it. However, across markets, magazines and newspapers provide more inspiration than avoidance, while the opposite its true of TV, with the exception of the UK, Italy and Ireland. Of ten markets surveyed, the UK had the second highest level of claims to be inspired to buy by advertising and the second lowest level of ad avoidance.
The survey found that the amount of advertising avoidance is affected by the medium. When print ads are well matched with content, they are percieved as relevant messages, and ads on the radio when the medium is used for background to an activity are seen as less invasive than on TV. However, when programmes on TV are engaging and involving, ads are seen as more intrusive and the remote control offers more avoidance opportunities.
Across the US and the nine European countries taken in by the survey, an average 45% tried to avoid ads. In Italy and Spain, where TV advertising is heaviest, the avoidance levels were similarly high. In Italy, where around 700 ads per week are viewed, CIA found 76% tried to avoid them, while in Spain, where more than 600 ads are viewed each week, the avoidance level was 69%.
Despite this level of avoidance, when ads are viewed on TV they come out first among consumers as a source of inspiration for things to buy, followed by print advertising. In contrast, while outdoor advertising was less likely to be directly avoided than other media, only 3% of consumers said it inspired them to buy. Ads on at the Cinema, seen as an entertainment rather than information medium, also scored low on both ad avoidance and level of inspiration to buy.
The survey found that in certain countries, namely the US, Germany and the UK, the internet is regarded as a good source of inspiration for buying things. In fact, the internet was rated overall as the third most useful medium after TV and print.
CIA: 020 7803 2000 www.cia.co.uk
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