Consumers are most receptive to TV advertising

The representative survey of 1,000 Canadians aged 18 and over looked at various parameters of advertising impact, which relate to receptivity to advertising on the one hand and attitudes towards advertising on the other. The study shows that television - as in previous years - achieves by far the best receptivity values in an inter-media comparison. First of all, consumers are most likely to notice advertising when they are watching television: 57% of consumers state that they are most likely to notice television advertising. 20 percent say the same about advertising on the Internet, while 9 percent of respondents say that they are most likely to notice advertising on the radio or in newspapers.

The perception of advertising may be a necessary prerequisite for its impact - but it is of course not sufficient. The Canadian study therefore investigated further questions. For example, it investigated when consumers are most open to advertising messages. Here, too, TV achieved the best results across all media: Four out of ten respondents said they were most receptive to advertising when watching TV. In comparison, consumers are less receptive to advertising messages when listening to the radio (14%), when using the internet (12%) and when reading newspapers (11%).

A similar result can also be seen when looking at the question of which form of advertising consumers pay the most attention to. Here too, TV advertising is in first place with 42% of mentions, followed by advertising in newspapers (12%), radio advertising (11%) and online advertising (10%). However, according to the study, TV advertising not only scores highly in terms of the aforementioned receptivity parameters, but also in terms of attitudes towards advertising. This is significant because "Attitude towards Advertising" research shows that the impact of advertising also depends crucially on consumers' attitudes towards advertising. Among other things, TV advertising is considered to have the greatest persuasive power in an inter-media comparison: At 54 percent, more than half of respondents say that TV advertising is particularly persuasive from their point of view. Online advertising (21%) and advertisements in newspapers (10%) followed in second and third place. Moreover, no other advertising medium arouses as many emotions as TV. Of the consumers who have ever laughed or cried because of an advertisement - the vast majority at 84% - 78% state that they have seen the corresponding advertisement on television. Online (13%) or radio advertising (5%) elicit significantly less emotion. The other genres examined, such as print or poster advertising, play virtually no role for consumers when it comes to emotions (at most 1 percent of mentions in each case).

TV advertising is therefore also seen as engaging by significantly more consumers (55%) than other advertising media such as online (22%), print (5- 7%) or radio advertising (6%). Last but not least, consumers also clearly attach the greatest relevance to TV advertising. Advertising on television has the greatest relevance for four out of ten consumers. By comparison, 23% of respondents consider online advertising to be particularly relevant, newspaper advertising 16% and radio advertising 9%.

Clemens Koob

Key Facts

- Perception: 57% of consumers are most likely to
advertising on TV (web 20%, radio 9%, newspapers 9%).
- Openness: Consumers are particularly interested in television (40%)
open for advertising (radio 14%, web 12%, newspapers 11%).
- Attention: Consumers pay particular attention to TV advertising
(42%) Attention (advertising in newspapers 12%,
Radio advertising 11%, online advertising 10%).
- Persuasive power: TV advertising (54%) is most convincing
(online advertising 21%, advertisements in newspapers 10%).
- Emotions: Advertising on TV (78%) is most likely to arouse emotions
(online advertising 13%, radio advertising 5%).
- Relevance: No genre is as relevant as TV advertising (39%;
Web 23%, newspaper ads 16%, radio 9%).