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Attitudinal Survey 2014French 18-34

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

French 18-34

45.1%

0.0%

7.1%2.8%

35.7%

4.5% 4.7%0.0%

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 influential?

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Most Authoritative Advertising

French 18-34

24.3%

4.7%

19.9%

2.8%

21.7%

10.7%8.2% 7.6%

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

French 18-34

52.4%

0.0%

11.0%

0.0%

29.2%

7.4%

0.0% 0.0%

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 powerful?

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Most Effective Advertising

French 18-34

37.3%

5.4% 7.1%

0.0%

45.4%

2.2% 2.6%0.0%

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 effective?

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Most Persuasive Advertising

French 18-34

36.8%

9.0%

2.2% 0.0%

44.6%

0.0%2.6% 4.8%

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 persuasive?

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Most Engaging Advertising

French 18-34

62.4%

2.8%6.9%

2.6%

25.3%

0.0% 0.0% 0.0%

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 engaging?

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Most Relevant Advertising

French 18-34

29.7%

5.2%9.9%

5.2%

40.7%

6.7%2.6%

0.0%

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 relevant?

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Most Effective Video Advertising

French 18-34

47.6% 52.4%

0.0% 0.0%

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?