attitudinal survey 2012
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Attitudinal Survey 2012. English 18-34. March 2012. 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 - PowerPoint PPT PresentationTRANSCRIPT
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Attitudinal Survey 2012English 18-34
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 18-34
52.9%
4.5%10.9%
2.6%
24.6%
0.8% 2.1% 1.6%
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 18-34
37.0%
9.9%
19.9%
6.4%
15.9%
1.4% 1.7%
7.8%
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 authoritative?
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Most Powerful Advertising
English 18-34
50.4%
4.2% 5.7%0.0%
32.6%
0.9% 2.1% 4.1%
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 18-34
50.7%
2.9%
9.7%
0.6%
34.2%
0.0% 0.0% 1.9%
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 18-34
48.0%
5.8%10.2%
6.1%
20.0%
0.9% 2.9%6.2%
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 18-34
31.3%
11.0%
5.3% 4.3%
40.8%
2.4% 2.2% 2.6%
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 18-34
34.6%
2.1%
21.2%
6.8%
29.6%
0.0%3.8% 2.0%
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 18-34
42.9%
6.7%
13.4%
1.4%
34.5%
0.0% 0.5% 0.6%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media is your primary source for News?