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Attitudinal Survey 2013Females 35-49

March 2013

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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 35-49

64.2%

3.6%9.7%

1.3%

18.0%

0.0% 2.4% 0.9%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

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 35-49

42.2%

6.0%

18.1%

4.0%

15.7%

0.6%

6.3% 7.1%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

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 35-49

57.5%

1.9%5.6%

2.4%

26.2%

0.0%5.4%

1.1%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

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 35-49

55.8%

3.5%7.5%

0.7%

27.2%

0.7% 3.1% 1.4%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

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 35-49

64.3%

4.9% 7.6%2.0%

12.6%

0.0%5.3% 3.3%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

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 35-49

61.4%

3.2% 1.2%7.5%

23.2%

1.9% 0.7% 0.9%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

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 35-49

43.9%

8.6%

16.9%

5.5%

20.2%

0.0%3.5% 1.3%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

Q. Which ONE of the following media carries advertising that you believe to be the most relevant?

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Most Effective Video Advertising

Females 35-49

80.1%

15.4%3.7% 0.9%

Source: BBM Analytics March 2013 – TVB Attitudinal Survey 2013

Q. Which ONE of the following VIDEO advertising types do you believe to be the most effective or influential?