TV Ads Most Helpful; Web Banners Most Ignored
More than one-third of Americans (37%) say that TV ads are most helpful to them in making a purchase decision, while nearly half say they ignore internet banner ads, according to a poll from AdWeekMedia and Harris Interactive.
In terms of the helpfulness of ads in other media, newspapers rank second behind TV, with 17% reporting that newspaper ads are most helpful, while 14% say the same about internet search-engine ads, according to (pdf) the report (via Marketing Charts).
At the other end of the spectrum, radio ads (3%) and internet banner ads (1%) are not considered helpful by many people. The poll found also that more than one fourth (28%) of Americans say that none of these types of advertisements are helpful to them in the purchase-decision-making process.
The types of ads Americans find helpful vary by age and, slightly, by region:
- 50% of people ages 18-34 find TV ads most helpful.
- 31% of those ages 55+ say newspaper ads are most helpful.
- 40% of Southerners find TV ads most helpful, while only one-third (33%) of Midwesterners feel the same.
Almost half of Americans (46%) say they ignore internet banner ads. Much further down the list of ignored items are internet search engine ads (17% ignored), television ads (13%), radio ads (9%), and newspaper ads (6%).
One in ten Americans (9%) say they do not ignore any of these types of ads.
Age and regional differences:
- 50% of those ages 35-44 and 51% of Midwesterners say they ignore Internet banner ads compared with 43% of 18-34 year olds as well as Easterners and Southerners.
- 20% of Americans 18-34 years old (20%) say they ignore Internet search engine ads while 20% of those ages 55+ ignore TV ads.