One in 20 people actually watch TV commercials

January 24, 2008 by Dave Haynes

Ohio-based BIGresearch, among other things, does work looking at how people consume media … particularly how they consume media while doing other stuff at the same time.

The 11th such survey, of some 15,000 people, found people are multi-tasking more than ever.

“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” said Gary Drenik, President of BIGresearch in a press release. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media.

Specifically, TV’s influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased. Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn’t providing the requisite information,” said Drenik.

This does not mean all traditional media are declining in influence. Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.

He didn’t mention screens in retail and in targeted public environments, but his key points apply.

Other interesting findings:

— Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1% to 35%, depending on the medium.

— Channel surfing remains the #1 regular activity engaged in during TV commercials with 41.2% doing so followed by:
— 33.5% talk with others in the room or by phone
— 30.2% mentally tune out
— 5.5% regularly fully attend to commercials

Think about … 1 in 20 actually stop and watch the ad spots on TV. It kinda shoots down the argument you hear sometimes about in-store media competing for attention while TV at home has viewers locked on.

Also, Top 3 In-Store Promotions for influence of purchasing a product: Product Samples, Shelf Coupons and Special Displays.You can ask for a copy of key findings

  1. LisaJ says:

    TIVO is not for me. I love to watch commercials on TV but I channel surf and hate hearing commercials on the radios.

  2. Russ Burke says:

    I hope someone actually reads this and cares enough to pass this along.
    The quality of TV commercials has gone right down the pooper. In most cases it is hard to even identify the product they are trying to sell. The Ad Agencies are trying so hard to be clever they turn the ad into nothing more than an insult to the viewers intelligance. The worst part of this is that the Advertisers are buying this crap that makes them look like they are wasting their advertising budget. My very favorite for stupid is Geico. I would never buy anything from a company that wastes their money that much.
    Oh yes, my favorite reason for muting the commercial is that the volume goes up to insult us even more. How stupid can you get.
    I am 80 years old and I can still remember some of the great commercials produced years ago like “N E S T L E S, Nestles is the very best Chocklet”. You didd’nt have to ask somebody what the hell was that all about?
    I believe in Advertising of all types but the quality has become really bad. I can only hope enough people will say what I have said to wake up the advertisers.

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