Your TV Ads Ain’t Being Watched
BIGresearch heeft recentelijk onderzoek gedaan naar het gelijktijdig gebruik van media en naar de bezigheden van mensen tijdens TV commercials. Het resultaat kwam voor mij niet als een echte verassing, de meeste mensen kijken dus niet naar TV commercials!
“When asked when you watch TV and a commercial comes on, what do you do?
15.3% of population regularly leave the room
30.2% of population regularly mentally tune out
30.1% of population regularly watch, but not with full attention
30.8% of population regularly channel surf
32.4% of population regularly talk with others in the room or on phone”
So, what’s an advertiser to do? Give in to media multitasking. Some of the BIGresearch findings, while focusing on the question of developing a model for media planning when there is simultaneous media usage, show that:
32.7% of males and 36.4% of females regularly watch TV when they go online.
23.8% of males and 29.1% of females regularly go on online when they are watching TV.
16.8% of males and 22.2% of females regularly watch TV when they read the mail.
Use the web, it works!
Bron:
Oprichter/partner Upstream, Marketingfacts, Arnhem Direct, SportNext, TravelNext, RvT VPRO, Bestuur Luxor Live, social business, onderwijs, fotografie en vader!