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Attitudinal Survey 2012English 50+

March 2012

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Perceptions of Advertising

• In a nationally representative telephone survey, people were asked about their perceptions of the advertising to which they are exposed in a variety of media

• Based on a number of attributes, people were asked to state which medium they believe delivers the most effective advertising messages

• Year after year television advertising is quoted as the top performer

And the survey says…

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Most Influential Advertising

English 50+

59.3%

5.2%

14.8%

4.0%8.1%

0.5% 3.5% 4.5%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most influential?

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Most Authoritative Advertising

English 50+

40.9%

7.3%

23.7%

7.0% 7.3%

0.2%4.0%

9.7%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most authoritative?

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Most Powerful Advertising

English 50+

62.7%

4.6%12.4%

2.8%9.1%

0.4% 2.7% 5.3%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most powerful?

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Most Effective Advertising

English 50+

58.8%

5.4%

16.2%

3.0%6.9%

0.9% 3.0% 5.8%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most effective?

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Most Persuasive Advertising

English 50+

63.1%

4.0%

13.8%

3.5% 3.8% 1.1% 3.6%7.2%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?

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Most Engaging Advertising

English 50+

59.1%

5.6%11.2%

4.3%11.9%

0.2% 2.4% 5.3%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most engaging?

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Most Relevant Advertising

English 50+

39.6%

7.1%

26.6%

5.4%9.8%

0.3%4.8% 6.4%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media carries advertising that you believe to be the most relevant?

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Main Source for News

English 50+

51.8%

14.5%20.1%

0.7%

10.8%

0.0% 0.9% 1.3%

Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

Q. Which ONE of the following media is your primary source for News?