MediaBuyerPlanner: When it comes to consumer interest in non-traditional advertising media, billboards and product placement in television top the list, according to the latest research data from Mediamark Research Inc. (pdf).
In its Spring 2007 in-person, in-home survey of approximately 26,000 adults (ages 18+), MRI asked whether consumers had seen advertising delivered via various alternative media and, if they had, whether they had considerable, some or not much interest in those advertisements.
Of consumers who had seen at least one billboard ad, 49.3 percent report considerable or some interest in the ads that appear in this format. This compares with 43.5 percent of adults (who have seen at least one instance of TV product placement) who report considerable/some interest in this genre of advertising. Third in order of consumer interest were ads at sports or entertainment events, with 35.8 percent of adults who had seen such ads expressing interest in them.
The data also show that younger people are more likely to report interest in the more non-traditional forms of advertising than are older consumers.
In-theater ads are found interesting by nearly one third of movie-goers.
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