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Thursday, Oct 21, 2004

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Ad avoidance highest among key target groups, says study

Our Bureau

Mumbai , Oct. 20

INITIATIVE, the Lintas Media Group flagship brand, today released its annual survey on ad avoidance - `Initiative - BBC World Ad Watch 2004'.

Initiative has globally been monitoring consumer attitudes towards advertising and their relevance to the media in which they appear. With an aim to measure the incidence of advertising avoidance across all media, Initiative in association with BBC World conducts an annual survey - `Initiative - BBC World Ad Watch'.

This research commissioned in India is an extension of interviews conducted across Continental Europe, the UK, the US and other Asian markets.

The annual survey includes extensive and pioneering research on consumer response, information retention and behaviour to ad exposure during the year. It also informs on trends and provides an impact analysis of traditional and non-traditional formats of advertising. Among other areas, the survey also provides light on ad avoidance and the relationship between advertising and hoppers.

Drawing its data from Mumbai, Delhi, Kolkata and Chennai, and a sample size of 1,750, the study analyses issues related to ad avoidance comprising demographics, life-style, consumption pattern and exposure of the sample to the various media.

The key findings of the 2004 study claimed that only 31 per cent of the surveyed population is receptive to advertising. The ad avoidance is higher in higher social economic classes, younger age groups and males. People with a stressful life-style and late working-hours are more inclined to avoid advertisements and besides the segments that consciously avoid ads are in fact key target for majority brands.

In addition to these findings, the study also establishes that while ad avoidance continues content has not lost its credibility and that only innovations can retain the target audience.

According to Ms Lynn de Souza, Director of Media Services for the Lintas Group, "Most of the advertising created is not viewed by its target audience. The Initiative - BBC World Ad Watch 2004 establishes a trend that indicates a waning impact of ads. Some of this could be attributed to growing exposure to new forms of media and increase in clutter in the older forms. As a consequence, more than a third of the money spent on traditional advertising is a sheer waste."

She, however, added, "Forewarned is forearmed! This knowledge is sure to assist and contribute in being better prepared to meet the future of advertising."

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