TORONTO – Despite claims that television is losing a battle for young adults to the Internet, a new study by the Television Bureau of Canada says that consumers aged 18-34 are most receptive and attentive to TV advertising.
Conducted by BBM Analytics, the TVB Ad Receptivity Survey found that 46.9% of adults aged 18-34 said that they are most receptive to advertising messages on television, well ahead of out-of-home (14%), the Internet (10.4%), radio (8.2%), newspaper (8.2%), and magazine (4.9%). For adults aged 18-49, 45% said that TV was the medium that they were the most receptive to for advertising messages. Radio and out-of-home rounded out the top three, at 12.7% and 11.2%, respectively.
The survey also found that adults aged 18-34 paid the most attention to advertising on television (46.9%), outperforming out-of-home (17.5%), newspaper (9.1%), the Internet (8.5%), radio (7.5%), and magazine (5.1%). Adults aged 18-49 also said that they also paid the most attention to advertising messages on television (43.5%), well ahead of out-of-home at 13.4%, and newspaper at 11.6%.
“This survey confirms television’s ability to connect with Canadians of all age segments better than any other medium,” said Theresa Treutler, TVB president and CEO, in a press release announcing the survey.
The telephone survey polled 1,000 people in June.
