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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...
British Columbia Adults 18+
36.2%
11.9%
18.2%
6.9% 7.8% 6.4%2.1%
10.5%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. When are you MOST RECEPTIVE to advertising messages?
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Most Attentive To Ads While...
British Columbia Adults 18+
36.1%
6.6%
25.7%
6.5%10.9%
2.8% 2.9%
8.5%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. When do you pay the MOST ATTENTION to advertising messages?
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Favourite Advertising
British Columbia Adults 18+
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%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. Thinking about your FAVOURITE advertisement, where did you see/hear it?
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Most Emotive Advertising
British Columbia Adults 18+
Yes No Don't know
87.0%
12.6%
0.4%
Source: BBM Analytics June 2012 – TVB Receptivity Survey 2012
Q. Have you ever seen/heard an ad that has made you LAUGH or CRY?