Television Ads Most Helpful; Internet Banner Ads Most Ignored, According to Harris
There are age and regional differences. Half of those aged 35-44 (50 percent) and 51 percent of Midwesterners say they ignore Internet banner ads compared to 43 percent of 18-34 year olds as well as Easterners and Southerners. One in five Americans 18-34 years old (20 percent) say they ignore Internet search engine ads while 20 percent of those aged 55 and older say they ignore television ads.
While advertisers scramble to create their ad campaigns, one thing they need to remember is that, even if viewership may be down and even with the increased use of digital video recorders so people can fast forward through commercials, television ads are the most helpful to consumers. Also, while an Internet strategy is essential for a comprehensive ad campaign, Internet banner ads are not considered helpful by few and are ignored the most. People are more likely to ignore ads on their computers but are more likely to pay attention to those on their television.
This AdweekMedia/The Harris Poll was conducted online within the United States June 4 and 8, 2009 among 2,521 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online. Full data tables and methodology are available at www.harrisinteractive.com.
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