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Consumers: Traditional Ad Channels More Engaging


February 2012 -- According to a 2012 BrandSpark International/Better Homes and Gardens study, traditional advertising channels outperform digital channels in engaging American consumers.

Ads in Traditional Channels Noticed More

Data from the “2012 American Shopper Study” shows Americans engaged in a variety of traditional media are more likely to take note of ads than those engaged in digital media channels.

For example, among users of traditional media, 97% say they always or sometimes notice TV ads, with magazine ads (86%), direct mail (82%), outdoor ads (80%), radio (79%), and paid daily newspapers (74%) following behind.  

Examining digital media, only 71% of search engine users say they always or sometimes notice ads on that channel, while 66% say they notice ads placed on social media. One-third of respondents shared that they never noticed social media ads; Search engine user responses were similar.

Chart source:  Marketing Charts



Women More Apt to Notice Traditional Ads


The study also finds that women are more likely than men to notice ads among the various kinds of media -- most often in traditional media. Marketing Charts reports the largest discrepancy is in magazines, with 88% of women who read magazines saying they often notice advertising in the medium (giving it a top 2 box score), compared to 80% of men. There is also a difference for direct mail (84% of female users vs. 78% of male users).  The disparity is narrower for outdoor ads (81% vs. 79%), paid daily newspapers (75% vs. 73%), and online editorial/blogs (55% vs. 52%).

Young Adults Pay More Attention to Digital Ads

Not surprisingly, online users aged 18-24 were far more likely than those aged 65 and older to notice Internet ads (91% vs. 69%), search engine ads (76% vs. 52%), social networks ads (80% vs. 41%), and online editorial/blog ads (70% vs. 32%).


About:  BrandSpark International, in collaboration with SSI, conducted an online survey of over 60,000 American consumers (age 18+). The survey, fielded between November and December 31, 2011, was weighted by gender, age and region to conform to US MRI data and reflect the principal shopper.

Source: Marketing Charts, TV and Magazine Ads Get Most Attention, February 9, 2012.