Advertising on radio came up smelling like a rose, and television was almost as sweet, in a new Harris Interactive poll that asked consumers which types of ads they ignore the most. The clear loser: those placed on the internet, which claimed 63% of the vote.
Only 9% of respondents said there is no category of advertisement they ignore.
The lowest score went to newspapers, with 6%. Radio was a close second at 7%, and television scored 14%. The internet was divided into two categories which taken as separate categories would still be #1 and #2 on the loser scale. Banner ads had the worst score with 43%, followed by search engine ads at 20%.
The scores tended to hold fairly consistently across gender, age and educational groups.
If there was a slightly ominous note for radio, it was the fact that the 18-34 demo was the only one to take advertising ignoring levels into double digits at 11%.
It is also possible that individuals did not indicate ignoring a particular medium’s ads because they never make use of the medium in the first place. Harris does not address this possibility. It does suggest that its results do not indicate that advertising is ineffective. Rather, Harris suggests that message and medium needs to be carefully tailored to the target audience to be effective.
RBR-TVBR observation: In all fairness, we would take this poll with a round of salt – some, perhaps even many of those who ignore internet ads also ignore ads on other venues, so scoring low here doesn’t necessarily mean a medium would score super high if the question were asked differently. However, it is what it is, and getting a nice low score in response to this negative question is still a good thing.