Survey Shows Radio Ads Not Ignored As Much As Others

Radio Ads Not "Ignored"

Radio came in 4th -- and that's a good thing in a recent ADWEEK/HARRIS poll. Discussing advertising, the poll asked "Which of these do you tend to ignore or disregard the most?"

The respondents picked Internet Banner Ads as "most ignored," with 43% choosing that form of advertising. "Internet search engine ads" was 2nd, with 20%, 14% choosing TV ads and just 7% picking radio's advertising as something they tune out.

"Despite having come of age with the Internet, the survey's 18-34-year-olds were about as likely as their elders to pick banner ads as the genre they ignore the most (42% made that choice)," wrote ADWEEK. "Likewise, 21% of the 18-34s said search-engine ads are the genre they're likeliest to ignore. While advertisers might think of the 55-plusers as a comparatively docile TV audience, that age group had the highest proportion of respondents picking TV ads as the kind they ignore the most. Twenty percent of the 55-plusers made that choice, vs. 9% of the 18-34s, 13% of the 35-44s and 14% of the 45-54s."

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