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Attitudinal Survey 2014English 60+

March 2014

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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

English 60+

54.3%

4.4%

19.1%

4.3%8.4%

0.5% 2.8%6.1%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

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Most Authoritative Advertising

English 60+

38.2%

5.8%

24.7%

5.0%9.3%

1.3%3.8%

11.8%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

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Most Powerful Advertising

English 60+

64.0%

6.2%11.6%

2.0%7.2%

0.6% 2.3%6.1%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

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Most Effective Advertising

English 60+

55.1%

5.0%

14.7%

5.6% 7.7%1.4% 3.3%

7.3%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

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Most Persuasive Advertising

English 60+

57.8%

4.9%

16.0%

3.4%7.0%

0.3%3.5%

7.0%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

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Most Engaging Advertising

English 60+

55.9%

5.8%11.5%

5.0%11.1%

0.4%4.2% 6.2%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

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Most Relevant Advertising

English 60+

38.9%

8.2%

25.0%

5.1%9.0%

0.8%3.3%

9.5%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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

English 60+

80.3%

8.4% 6.1% 5.1%

Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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