Radio Ads Not Considered Helpful, Says Survey
July 6, 2009 at 5:03 AM (PT)
HARRIS INTERACTIVE posed the question, "With so many different types of advertising being used TODAY -- the question becomes what types are considered most helpful?
The results of a new ADWEEKMEDIA/THE HARRIS POLL of 2,521 adults surveyed online by HARRIS INTERACTIVE say over one-third of AMERICANS (37%) say that television ads are most helpful in making their purchase decision while 17% say newspaper ads are most helpful and 14% say the same about Internet search engine ads. Radio ads (3%) and Internet banner ads (1%) are not considered helpful by many people.
Over one-quarter of Americans (28%), however, say that none of these types of advertisements are helpful to them in the purchase decision making process. Half of people aged 18-34 (50%) say television ads are most helpful while three in 10 (31%) of those aged 55 and older say they find newspaper ads to be most helpful. There is also a slight regional difference. Two in five Southerners (40%) say they find television ads most helpful, while only one-third (33%) of Midwesterners feel the same.