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Receptivity Survey 2014English 18-49

June 2014

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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 advertising messages to which they are most open to receiving

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

And the survey says…

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Most Noticed Advertising

English 18-49

Television Radio Newspaper Magazines Internet Out of home Other Don't know

48.4%

13.0%

1.6% 0.3%

32.4%

1.9% 1.8% 0.7%

Source: BBM Analytics June 2014 – TVB Receptivity Survey 2014

Q. In which medium are you MOST LIKELY TO NOTICE advertising?

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Most Receptive To Ads While...

English 18-49

35.9%

17.8%

4.5% 4.6%

20.6%

9.2%5.7%

1.6%

Source: BBM Analytics June 2014 – TVB Receptivity Survey 2014

Q. When are you MOST RECEPTIVE to advertising messages?

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Most Attentive To Ads While...

English 18-49

38.9%

13.6%

5.9% 5.6%

16.4%

8.8%5.0% 5.7%

Source: BBM Analytics June 2014 – TVB Receptivity Survey 2014

Q. When do you pay the MOST ATTENTION to advertising messages?

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Favourite Advertising

English 18-49

Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

51.1%

9.5%

1.1% 1.5%

25.0%

1.0% 2.9%7.9%

Source: BBM Analytics June 2014 – TVB Receptivity Survey 2014

Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?

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Most Emotive Advertising

English 18-49

Yes No Don't know

82.8%

17.2%

0.0%

Source: BBM Analytics June 2014 – TVB Receptivity Survey 2014

Q. Have you ever seen/heard an ad that has made you LAUGH or CRY?

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Most Emotive Advertising

English 18-49

Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

69.7%

7.6%

0.7% 0.0%

19.3%

0.9% 1.2% 0.6%

Source: BBM Analytics June 2014 – TVB Receptivity Survey 2014

Q. Where did you see/hear the ad? (subset of previous question)