[opendtv] Report: TV advertising has "greatest impact on consumers"
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Fri, 21 Aug 2009 17:38:00 -0400
Heh. This certainly goes against the orthodoxy of some, these days. I've
thought for a long time that advertizers were overreacting.
Bert
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http://www.dtg.org.uk/news/news.php?class=countries&subclass=0&id=3500
Report: TV advertising has "greatest impact on consumers"
Links:
www.mgeitf.co.uk
Television advertising still has the greatest impact on consumers
according to a survey published by Deloitte and YouGov on behalf of the
Media Guardian Edinburgh International Television Festival.
Of the 2,123 viewers polled, 64% of respondents ranked television
commercials as the advertising format with the most impact. Television
advertising had the most impact on young viewers, with three quarters of
18-24 year olds ranking television advertising top.
With regards to online advertising, 12% of consumers chose search
advertising as one of the top three types of advertising with the most
impact and 8% ranked banner advertising in their top three.
Howard Davies, Media Partner said "Online advertising's poor showing
relative to television may surprise given that the former has often been
portrayed as television's nemesis.
"However, what television does best-display and brand building is what
online struggles with. Online advertising is best at search, which
previously newspapers, had excelled at, particularly for classified."
The research also identified that 44% of respondents had researched a
company, product or service online in response to a television advert
and over half of the respondents combined watching television and
internet browsing.
Davies added: "The relationship between television and web advertising
appears to be more symbiotic than directly competitive, with the top
three choices for online activity whilst watching television being:
reading email (81%), social networking (48%) and buying products online
(37%)."
DTG Staff 21.08.2009
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