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Attitudinal Survey 2012. French 55+. March 2012. 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 - PowerPoint PPT Presentation
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Attitudinal Survey 2012French 55+
March 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 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
French 55+
65.4%
4.3%
16.8%
4.6%0.9% 3.8%
0.0%4.1%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most influential?
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Most Authoritative Advertising
French 55+
45.4%
2.8%
21.9%
10.8%
0.0% 1.3%5.9%
12.0%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most authoritative?
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Most Powerful Advertising
French 55+
58.0%
4.9%
23.1%
3.3% 2.1% 2.0% 2.5% 4.1%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most powerful?
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Most Effective Advertising
French 55+
59.9%
1.3%
22.9%
9.5%2.7% 1.3% 0.0% 2.4%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most effective?
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Most Persuasive Advertising
French 55+
59.7%
2.4%
24.8%
4.6%0.0% 1.5% 2.1% 5.0%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?
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Most Engaging Advertising
French 55+
56.3%
4.5%
15.8%10.4%
0.0% 1.3% 2.1%
9.7%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most engaging?
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Most Relevant Advertising
French 55+
48.0%
8.3%
24.8%
7.5%2.4% 2.8% 0.9%
5.3%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media carries advertising that you believe to be the most relevant?
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Main Source for News
French 55+
64.4%
10.0%18.3%
2.6% 4.7%0.0% 0.0% 0.0%
Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012
Q. Which ONE of the following media is your primary source for News?
