TV ad breaks need to be shorter, but more frequent, to keep
viewers' attention, according to a pan-European survey of consumer
attitudes by CIA.
Almost 50 per cent of European TV viewers try to avoid ads, but the
figure rises dramatically in countries that have higher levels of TV
ads, such as Italy and Spain.
In the US, where there are shorter and more frequent breaks, only 17 per
cent of viewers try to avoid them.
But the report added that when European viewers do engage with TV ads,
they find it the most inspirational ad medium, with print coming a close
second.
Advertising avoidance in outdoor is lower than in other media, but it is
also the least effective way of selling a product - only 3 per cent of
consumers found it inspired them to buy.
However, while more Europeans avoid ads than are roused by them,
consumers in the UK enjoy higher levels of advertising enthusiasm than
avoidance.
CIA vice-chairman David Fletcher said: "These findings support theories
about the public's lowering estimation of TV and emphasise the need to
be innovative in communications. And that creativity needs to be
channel- and message-driven."
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