TV ads still make adults 18-34 laugh, cry the most

According to a BBM Analytics survey commissioned by the Television Bureau of Canada, consumers are most receptive to TV advertising because it connects with viewers on an emotional level.

Although patriotic emotions were running unusually high during the 2010 Vancouver Games, one commercial could make the coldest hearts melt – a Tim Hortons tear-jerker that showed a father shopping for snowsuits to greet his immigrating family.

The most memorable ads draw immediate tears or chuckles as the Tim Hortons spot did, and according to an Ad Receptivity Survey conducted by BBM Analytics in June, the medium that is most likely to have this impact is still television. While some recent studies show that the internet will have the most influence on consumer decisions, the information presented in this study, which was commissioned by the Television Bureau of Canada, an industry association for commercial television broadcasters, shows that people aged 18 to 34 are most receptive and attentive to television advertising. ‘Receptivity’ in this poll of 1,000 people is determined by asking respondents when they pay attention to advertising the most, in what medium, where they saw their favourite ad and if they could recall an ad that made them laugh or cry.

Of those who said they had seen an ad that make them laugh or cry, 85.5% said it was during a TV commercial, 6.3% said the ad was on the internet and less than 1% said it was while reading a newspaper or magazine.

According to the survey, 46.9% of adults aged 18 to 34 said they are ‘most receptive’ to advertising messages on television. This is well ahead of OOH (14%), the internet (10.4%), radio (8.2%), newspapers (8.2%) and magazines (4.9%). In a slightly older demo (aged 18 to 49), 45% of respondents cited television as the medium that they were the most receptive to for advertising messages. Radio and OOH followed with 12.7% and 11.2%, respectively.

When asked when they pay most attention to advertising, again 46.9% of adults aged 18 to 34 said it was while watching television, 17.5% said it was during their OOH activities, 9.1% said it was while reading the newspaper. Less than 9% of respondents said they paid attention to advertising while surfing the web, listening to the radio or reading magazines.

When asked where they saw their favourite advertisement, 68.5% of adults aged 18 to 34 said it was on TV, 9.4% said it was on the internet and 5.8% said they saw it in the OOH medium.