It’s no secret that broadcast air space is a very crowded market. And a new survey has proven the point with 32% of consumers saying that “too many ads” bothered them most when it came to prime-time television.
“What a shock,” quipped Jean Pool, conference chair and executive VP, COO, North America for Universal McCann, during her opening remarks yesterday.
Another 22% said the “quality of the programming” (26% males and 18% females) was the most troublesome, 20% said too much sex and or violence, 15% reported too many reruns, 4% said too much profanity and 8% said “none of these bother me,” according to the first of a number of surveys to be conducted by Harris Interactive in partnership with the American Association of Advertising Agencies based on topics, issues and concerns the ad industry is facing.
“Listen to the consumers,” Pool suggested.
The survey also found that 58% have responded to a promotion or coupon received via e-mail; 22% watched a corporate-sponsored short film on the Web; 13% received a promotion or coupon via text message and 6% reported conversing on a corporate-sponsored blog.
When asked about the credibility of various sources of news and information, newspapers came out on top with 33%, followed by broadcast television (27%) and cable television (25%).
When asked to choose one mobile media device, cell phones reigned with 74%. Older males were more likely to prefer mobile phones than younger males, with males 55 years and older showing the strongest affinity (83%). Females were more consistent in their response across age ranges, though the preference peaks among those ages 35-44 (84%). Six percent of respondents choose PDAs, another 6% chose MP3 players/iPods and 3% picked portable gaming devices like PSP or GameBoy.
The AAAA has partnered with Harris Interactive to conduct the consumer surveys with results being reported to AAAA members once a quarter. Harris Interactive’s QuickQuery omnibus service, fields surveys several times a week and captures responses from more than 2,000 respondents.
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