Attitudes to Advertising


Methodology & Background:
The research was conducted by ireach as part of their Monthly Omnnibus Consumer Survey. The online survey took place between 2nd and 10th May 2009 among a nationally representative sample of 1,000 Irish consumers.

The purpose of the study was to gauge consumer attitudes to various advertising media, with a focus on the use of TV and Online advertising together.

 

Key Findings:
The most significant finding was the continuing strength of TV as an advertising medium. Both in terms of recall and impact, Television scored highest for all demographics. However, in terms of synergies between media; TV and Online were deemed to be very complementary and when used together, they can result in a more effective advertising campaign. Respondents felt that TV ads are best positioned to build brand awareness and to drive brand values while Internet ads can complement a TV campaign, providing in-depth information about brands and products to help consumers make purchasing decisions.

The study found that there is a growing trend in dual usage of TV & Internet usage in Ireland, which has no doubt been driven somewhat by the growth in penetration of mobile broadband services. Fixed line with internet represents half of the Irish Internet market but mobile broadband now accounts for almost a quaRTÉr of homes with Internet access.

With the recent launch of online TV content services by the major broadcasters earlier this year, there has been a upward trend in online viewing. However, the biggest reason cited for watching online TV content was to catch-up with broadcast TV programmes that had been missed, which indicates that consumers are not replacing traditional television viewing with online viewing, but rather using it as a catch-up service.

 

Advertising remembered most positively:
When respondents were asked what types of advertising they remember most positively, TV ads scored highest with 54% of Adults mentioning it as their top choice. The next highest ranking medium only gained 1st preference position among 20% of Adults. Television ads proved even more popular among younger consumers with 70% of those aged under-25 and 63% of 25-34's giving TV their first preference.

 

Respondents were given a list of the following media on which to rank their preferences from 1 to 6:
TV, Radio, Newspapers, Outdoor, Magazines & Online Ads

 

Advertising most likely to make consumers purchase a product:
Television ads also emerged as the strongest way to influence consumers with 54% making this their first preference when asked which types of advertising were most likely to make them purchase a product. The next highest medium only achieved top-box choice among 18% of consumers.

 

Respondents were given a list of the following media on which to rank their preferences from 1 to 6:
TV, Radio, Newspapers, Outdoor, Magazines & Online Ads

 

Advertising by Medium - Preference and Impact:
When compared with other media channels, TV has the highest rate of positive recall as well as impact based on first preferences mean scores. Irish consumers rate Television Ads as the most powerful level among all types of advertising.

 

TV & Online Advertising
The research results strongly indicated the continued strength of Television in building brands and keeping them top-of-mind. The vast majority of Adults agreed that TV is more impactful than internet advertising when advertisers are trying to tell consumers about a new brand, sparking interest in a brand, causing a re-evaluation of a brand or persuading people to try a new brand or product. However, when asked whether TV or Internet advertising was better at providing enough information to make a purchase decision, Internet ads were deemed stronger.

This suggests that Internet advertising should not be seen as a replacement for TV advertising or vice versa. Rather, the two should be used as complementary media, resulting in a more effective advertising campaign.

 

Growing Trend in dual usage of TV & Internet:
Over a quaRTÉr of Irish adults claim to watch TV while using the internet daily or weekly. A further 18% said they watch TV while using the internet a couple of times a month.

Simultaneous consumption of TV and Internet was higher among younger demographics with 60% of those aged under 35 saying they regularly use both media at the same time.

 

Main reasons for watching Online TV Content:
Over half of Adults said that their main reason for watching TV online was to catch-up with broadcast TV programmes that had been missed. Just under a third said they used online TV content to catch up on missed series. The research results indicated that consumers are not replacing traditional TV viewing with online viewing but rather using it as a supplementary medium.

  Adults under 25 25-34 35-44 45-54 55+
Catch-up with broadcast TV programmes that have been missed 58% 54% 59% 49% 5&% 66%
Catch-up on missed series 32% 58% 39% 31% 24% 22%
Watch previews or trailers 175 27% 25% 17% 12% 9%
Catch-up on programmes that have been recommended 15% 28% 24% 5% 19% 9%
Watch highlights of a programme 24% 14% 20% 22% 29% 21%