Ad avoidance highest in main target group, claims Initiative-BBC World study
The latest round of Initiative–BBC World study to assess the habit of advertising avoidance across all media, throws up a number of worrying facts before the advertisers and planners. The study establishes that ad avoidance is most prevalent among the main target audience group for most of the brands. Mumbai tops with highest avoider’s quotient.
Whenever someone mentions targeting the ‘upper SEC, younger audience’, all prominent brands come rushing to one’s mind – obviously reflecting the trend that most media communications today aim at this target group.
Keeping this trend in view, if the recently released Initiative–BBC World Ad Watch 2004 findings are observed, media players, inclusive of advertisers and planners, have some reasons to worry. The study claims that ad-avoidance attitude is most prominent among younger viewers and those representing the upper socio-economic strata.
Initiative, part of the Lintas Media Group, in association with BBC World, has released the findings of the annual survey, Initiative–BBC World Ad Watch that the duo has been conducting since the past three years.
The Initiative–BBC World Ad Watch 2004
The objective of the survey is to assess the habit of advertising avoidance across all media. The research was commissioned in India in an extension of interviews conducted across the local markets in areas like Europe, the UK, the US and other Asian markets.
The annual survey offers information on trends and provides an impact analysis on traditional and non-traditional formats of advertising. Amongst other areas, the survey also throws light on the impact of technology on ad avoidance and the relation between advertisers and shoppers.
The research is based on data collected from a sample size of 1,750 from the four metro cities - Mumbai, Delhi, Kolkata and Chennai. The findings give insight on details like demographics, lifestyle, consumption pattern and exposure of the sample to various media.
The research studies national, local and personal media and categorises its audience into four clusters – non-users, those who do not expose themselves across media, non–avoiders, those who do not avoid advertisements across media, avoiders – those who sometimes avoid advertisements across media and extreme avoiders – who always avoid advertisement across media.
A look at the key findings:
The study clearly establishes that only 31 per cent of the surveyed population is receptive to advertising. The worrying factor revealed in the study, says that ad avoidance is higher in upper SECs, in younger age groups and among males. As per the study, people with stressful lifestyle and late working hours are more inclined to avoid advertisements. In essence, the study establishes that segments that consciously avoid ads, in fact, fall into the key target band for majority of brands.
Giving a look into the characteristics of the avoider segment, one would find that the habit is more prominent among higher SEC, younger and male audience. The segment also features those who are heavy users of personal media, possess a negative attitude towards advertisements, socially active, enjoying high comfort-level with technology, prudent shoppers and those living a fast-paced life.
The features reiterate the fact that incidentally, for majority of brands today, this is precisely the set of people to whom all ad messages are targeted.
Taking a look at the behavioural pattern of this target group, the findings indicate that this cluster is very critical about advertising and often even shuns channels if they are heavy on advertisements. In key markets like Mumbai, the quotient of avoiders is the highest and extreme avoiders are high in cities like Delhi and Kolkata, while non-avoiders mostly come from Chennai.
The study also looks into the present market solutions to the problem. One of the prime ways that advertisers feel they can address the problem is through sponsorships. However, as per the study, this medium too is losing identity. Where 76 per cent don’t see sponsorships as different, 48 per cent don’t notice sponsorships at all.
Programme promos, however, have some solace. Fifty-two per cent prefers programme promos to advertisements and 60 per cent decides which programme to watch based on these promos. Pop-ups and screen tickers too have a chance with 60 per cent finding pop-ups innovative and 72 per cent admitting that they pay attention to screen tickers. Sixty per cent, however, believes that interactive programmes are interesting.
An interesting factor that the study clearly establishes is that while ad avoidance continues, content has not lost its credibility and that only innovation can retain its target audience.
Commenting on these findings, Lynn de Souza, Director, Media Services, Lintas Group, expresses, “Most of the advertising created is not viewed by the target audience. The Initiative–BBC World Ad Watch, 2004 establishes a trend that indicates a waning impact of ads. Some of this could be attributed to rowing exposure to new forms of media and increase in clutter in the old forms. As a consequence, more than a third of the money spent on traditional advertising is a sheer waste. This knowledge is sure to assess and contribute in being better prepared to meet the future of advertising.”
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp