Study: Advertising more popular than expected

Advertising is more popular than is generally assumed - at least if a German study commissioned by Mediaedge:cia is to be believed. Of the around 1,700 Germans surveyed, more than half like to look at advertising in free advertising papers at least once in a while, and 44 percent do so for newspaper advertising. According to Werben & Verkaufen, 41 percent of respondents like to look at magazine advertising occasionally. 35 percent like to watch TV advertising from time to time. For billboard advertising, the approval rate is 32 percent, for radio commercials 24 percent and for Internet advertising ten percent. According to the study, those forms of advertising that contain specific offer information are particularly popular. Overall, women are much more open to advertising than men. However, there are considerable differences depending on the age of the women: While women over 30 are primarily interested in print advertising, with around 60 percent agreeing, TV commercials, posters and Internet advertising are more popular among younger women. However, the acceptance of advertising is generally lower in this age group.