Television Ads Most Helpful; Internet Banner Ads Most Ignored, According to Harris
July 1, 2009 — One of the main purposes of advertising is to help consumers decide what products and services they should buy or use. With so many different types of advertising being used today the question becomes what types are considered most helpful, that is they help people decide what products or services to actually purchase and which ones are most likely to be ignored or disregarded?
These are some of the results of a new AdweekMedia/The Harris Poll® of 2,521 adults surveyed online by Harris Interactive between June 4 and 8, 2009.
What Ads Are Most Helpful?
Over one-third of Americans (37 percent) say that television ads are most helpful in making their purchase decision while 17 percent say newspaper ads are most helpful and 14 percent say the same about Internet search engine ads. Radio ads (3 percent) and Internet banner ads (1 percent) are not considered helpful by many people. Over one-quarter of Americans (28 percent), however, say that none of these types of advertisements are helpful to them in the purchase decision making process.
Half of people aged 18-34 (50 percent) say television ads are most helpful while three in ten (31 percent) of those aged 55 and older say they find newspaper ads to be most helpful. There is also a slight regional difference. Two in five Southerners (40 percent) say they find television ads most helpful, while only one-third (33 percent) of Midwesterners feel the same.
What Ads do People Ignore?
Almost half of Americans (46 percent) say they tend to ignore Internet banner ads. Much further down the list are Internet search engine ads (17 percent of people ignore), television ads (13 percent), radio ads (9 percent), and newspaper ads (6 percent). One in ten Americans (9 percent) say they do not ignore any of these types of ads.
There are age and regional differences. Half of those aged 35-44 (50 percent) and 51 percent of Midwesterners say they ignore Internet banner ads compared to 43 percent of 18-34 year olds as well as Easterners and Southerners. One in five Americans 18-34 years old (20 percent) say they ignore Internet search engine ads while 20 percent of those aged 55 and older say they ignore television ads.
So What?
While advertisers scramble to create their ad campaigns, one thing they need to remember is that, even if viewership may be down and even with the increased use of digital video recorders so people can fast forward through commercials, television ads are the most helpful to consumers. Also, while an Internet strategy is essential for a comprehensive ad campaign, Internet banner ads are not considered helpful by few and are ignored the most. People are more likely to ignore ads on their computers but are more likely to pay attention to those on their television.
Methodology
This AdweekMedia/The Harris Poll was conducted online within the United States June 4 and 8, 2009 among 2,521 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online. Full data tables and methodology are available at www.harrisinteractive.com.
About Harris Interactive
Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research, powered by our science and technology, it assist clients in achieving business results. Harris Interactive serves clients globally through its North American, European and Asian offices and a network of independent market research firms. For more information, please visit www.harrisinteractive.com.
About AdweekMedia
AdweekMedia encompasses the publications, websites, digital products and events produced by Adweek, Brandweek and Mediaweek. Through this dynamic media network, each brand keeps the agency, marketing and media communities competitive and connected by delivering the latest news and expert analysis most relevant to their specific needs. For more information, visit www.adweek.com.
