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Understanding Perceptions of Advertising Among Young Adults: Insights from the 2012 Survey

In March 2012, a nationally representative telephone survey was conducted to explore the perceptions of advertising among individuals aged 18-34. This comprehensive study focused on various media channels and assessed which platforms are believed to deliver the most influential, authoritative, powerful, effective, persuasive, engaging, and relevant advertising messages. Year after year, television continues to be recognized as the leading medium for effective advertising. This survey sheds light on the advertising landscape as perceived by the younger demographic, providing valuable insights for marketers and advertisers.

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Understanding Perceptions of Advertising Among Young Adults: Insights from the 2012 Survey

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Presentation Transcript

  1. Attitudinal Survey 2012 English 18-34 • March 2012

  2. Perceptions of Advertising • In a nationally representative telephone survey, people were asked about their perceptions of the advertising to which they are exposed in a variety of media • Based on a number of attributes, people were asked to state which medium they believe delivers the most effective advertising messages • Year after year television advertising is quoted as the top performer And the survey says…

  3. Most Influential Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most influential? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  4. Most Authoritative Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most authoritative? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  5. Most Powerful Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most powerful? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  6. Most Effective Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most effective? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  7. Most Persuasive Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most persuasive? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  8. Most Engaging Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most engaging? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  9. Most Relevant Advertising English 18-34 Q. Which ONE of the following media carries advertising that you believe to be the most relevant? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

  10. Main Source for News English 18-34 Q. Which ONE of the following media is your primary source for News? • Source: BBM Analytics March 2012 – TVB Attitudinal Survey 2012

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