Receptivity Survey 2013
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Receptivity Survey 2013Ontario Adults 18+
July 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 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
Ontario Adults 18+
Television Radio Newspaper Magazines Internet Out of home Other Don't know
55.8%
9.8% 11.1%
0.8%
17.1%
2.0% 2.4% 1.0%
Source: BBM Analytics July 2013 – TVB Receptivity Survey 2013
Q. In which medium are you MOST LIKELY TO NOTICE advertising?
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Most Receptive To Ads While...
Ontario Adults 18+
44.4%
12.6% 13.5%
5.2%8.8% 8.0%
2.8% 4.6%
Source: BBM Analytics July 2013 – TVB Receptivity Survey 2013
Q. When are you MOST RECEPTIVE to advertising messages?
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Most Attentive To Ads While...
Ontario Adults 18+
46.9%
13.2% 12.5%
4.6% 6.2% 8.1%2.2%
6.3%
Source: BBM Analytics July 2013 – TVB Receptivity Survey 2013
Q. When do you pay the MOST ATTENTION to advertising messages?
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Favourite Advertising
Ontario Adults 18+
Television Radio Newspaper Magazine Internet Out-of-home Other Don't know
64.2%
5.3% 2.9% 1.3%
7.9%2.0% 2.4%
13.9%
Source: BBM Analytics July 2013 – TVB Receptivity Survey 2013
Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?
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Most Emotive Advertising
Ontario Adults 18+
Yes No Don't know
84.2%
14.6%
1.2%
Source: BBM Analytics July 2013 – TVB Receptivity Survey 2013
Q. Have you ever seen/heard an ad that has made you LAUGH or CRY?
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Most Emotive Advertising
Ontario Adults 18+
Television Radio Newspaper Magazine Internet Out-of-home Other Don't know
83.1%
6.0%0.8% 0.6%
6.9%0.3% 0.7% 1.7%
Source: BBM Analytics July 2013 – TVB Receptivity Survey 2013
Q. Where did you see/hear the ad? (subset of previous question)
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