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Attitudinal Survey 2014Adults 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

Adults 18-34

48.3%

5.2% 4.2% 1.7%

35.3%

2.5% 2.2% 0.6%

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 influential?

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Most Authoritative Advertising

Adults 18-34

36.8%

5.8%

14.5%

3.5%

27.9%

2.7% 3.1%5.7%

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

Adults 18-34

47.0%

3.0%7.1%

1.2%

36.2%

2.5% 1.0% 2.1%

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

Adults 18-34

39.5%

7.2%3.8% 1.9%

43.3%

1.2% 1.6% 1.4%

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

Adults 18-34

43.1%

3.6%6.5%

1.9%

33.8%

3.3% 3.9% 4.0%

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 persuasive?

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Most Engaging Advertising

Adults 18-34

51.3%

4.6% 3.0% 2.8%

35.9%

0.0% 1.0% 1.4%

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

Adults 18-34

33.2%

8.1% 9.2%

3.5%

38.8%

1.7% 3.5% 2.0%

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

Adults 18-34

63.0%

35.2%

1.8% 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?