A recent study has found a vast majority of Australians are annoyed at advertising on free-to-air television.
The study, by Roy Morgan Research, was conducted to see if the likes of Channels Seven, Nine and Ten could improve their ad targeting and whether the public liked what they currently saw and heard blaring from their flat screens.
The answer to the former enquiry is yes. The answer to the latter, a resounding no.
Roy Morgan found all three channels could benefit from advertising targeted to segmented audiences (ie: life insurance ads should air while people aged 40+ are watching and not in the midst of Saturday morning cartoons).
On a negative note, the study also found that a great majority of Australians are sceptical about ads they see on TV, with a whopping 75 per cent of respondents agreeing “some TV advertising is devious” and a further 67.6 per cent saying that “nearly all TV advertising annoys me”.
While stream TV and the internet are taking a lot of eyes away from traditional television, the old-school channels still have a chance. In fact, over 90 per cent of Australians over the age of 14 watch TV at least once a week.
Over 80 per cent of Australians aged 14-plus watch commercial television on an average day while only 32 per cent watch pay TV or video on demand.
However, said Roy Morgan CEO Michele Levine in an interview with Mumbrella, “The priority and attention older Australians give to the TV when watching isn’t shared by their younger peers who are content to have the TV on in the background while consuming content via the Internet whether on their laptop, their smartphone, or both.
“These choices clearly have a significant impact on the effectiveness of advertising and underline the importance for content providers of understanding consumer preferences in a world undergoing rapid change.”
Despite rapid technological change and modes of consumerism, it appears traditional TV does have the opportunity to be appreciated by contemporary audiences – if only it could sort out what ads to play when.
And, puhlease, get your shit together with regards to the quality of these ads; a lot of them just sound like galahs squawking, or at least hawkers spruiking redundant products. Antonino Tati