1 Receptivity Survey 2012 British Columbia Adults 18+ June 2012.

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Receptivity Survey 2012British Columbia Adults 18+

June 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 advertising messages to which they are most open to receiving

• Year after year television advertising is quoted as the top performer

And the survey says…

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Most Noticed Advertising

British Columbia Adults 18+

Television Radio Newspaper Magazines Internet Out of home Other Don't know

54.1%

2.8%

13.9%

2.0%

22.2%

1.7% 0.0%3.4%

Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012

Q. In which medium are you MOST LIKELY TO NOTICE advertising?

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Most Receptive To Ads While...


36.2%

11.9%

18.2%

6.9% 7.8% 6.4%2.1%

10.5%


Q. When are you MOST RECEPTIVE to advertising messages?

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Most Attentive To Ads While...


36.1%

6.6%

25.7%

6.5%10.9%

2.8% 2.9%

8.5%


Q. When do you pay the MOST ATTENTION to advertising messages?

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Favourite Advertising


Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

62.3%

5.8% 5.1% 3.6% 4.0% 3.0% 0.9%

15.3%


Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?

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Most Emotive Advertising


Yes No Don't know

87.0%

12.6%

0.4%


Q. Have you ever seen/heard an ad that has made you LAUGH or CRY?

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Most Emotive Advertising


Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

81.3%

6.0%2.4% 0.0%

7.1%1.5% 0.6% 1.1%


Q. Where did you see/hear the ad? (subset of previous question)

1 Receptivity Survey 2012 British Columbia Adults 18+ June 2012.

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