Ad Receptivity Survey 2011

In this survey conducted by BBM Analytics in June 2011, respondents were asked a series of questions regarding their response to advertising delivered by the various media channels. The following questions were posed:

1. In which medium are you MOST LIKELY TO NOTICE advertising?
2. When are you MOST RECEPTIVE to advertising messages?
3. When do you pay the MOST ATTENTION to advertising messages?
4. Thinking about your FAVOURITE advertisement, where did you see it?
5. Have you ever seen an ad that has made you LAUGH or CRY?
6. Where did you see the ad?

The answers were consistent across all demographic groups and regions:

• Television ads are the most noticeable
• People are most receptive to advertising delivered on TV
• People pay the most attention to advertising delivered on TV
• By a wide margin people's favourite advertisement is a TV commercial
• TV advertising is more emotive than any other form of advertising

These findings corroborate the Attitudes survey conducted by BBM Analytics, and the biometric Media Effectiveness study conducted by Innerscope Research. Those studies found that:

• TV delivers the most effective ads as reported by respondent on the following levels: Influential, Authoritative, Powerful, Effective, Persuasive, Engaging, Relevant
   
• TV delivers the most effective ads on both the cognitive and emotional levels which translates into the highest Recall and Emotional Engagement relative to other media

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