attitudinal survey 2012
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Attitudinal Survey 2012. Females 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 2012Females 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
Females 18-34
59.1%
2.2%
11.4%
2.6%
19.2%
1.2% 2.0% 2.4%
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 influential?
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Most Authoritative Advertising
Females 18-34
34.4%
11.9%
25.0%
6.9%10.2%
3.9%0.0%
7.6%
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 authoritative?
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Most Powerful Advertising
Females 18-34
58.9%
1.4%6.2%
0.0%
24.2%
0.0% 3.1% 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 powerful?
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Most Effective Advertising
Females 18-34
59.7%
1.8%
9.8%
1.0%
24.8%
0.0% 0.0% 2.9%
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
Females 18-34
50.9%
1.8%
11.4%7.4%
15.4%
0.0%3.8%
9.3%
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 persuasive?
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Most Engaging Advertising
Females 18-34
32.6%
11.5%
6.8%9.1%
33.3%
3.0%1.2% 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
Females 18-34
40.4%
2.6%
20.7%
10.2%
19.2%
1.8% 3.5% 1.7%
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 relevant?
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Main Source for News
Females 18-34
35.4%
12.6%15.2%
2.2%
32.4%
0.0% 0.0%2.3%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media is your primary source for News?