ANA Members Press All the Right Buttons in Instant Poll

07 March 2008

NEW YORK: America's Association of National Advertisers last week staged a happening snappily titled TV and Everything Video Forum. Not, you might think, a headline grabbing event.

Except that it featured a pithy method of instantly polling the views of over 500 attendees on issues such as marketing, media, wooing the elusive consumer ... and the meaning of life. 

Pondering these vital matters were marketers, agency executives and media folk, all grasping handheld polling devices that enabled them to respond instantly to questions on a variety of topics.

Whether Manhattan's practitioners of the black arts had their tongues firmly implanted in their cheeks as they thumbed their buttons is unknown. Any which way, these are the key results of their electronic interrogation ...

  • 79% of respondents feel that a 52-week TV season is the right model to use going forward, with only 21% thinking networks should stick to a traditional fall kickoff.
  • 55% felt that branded products in movies and television shows enhance the overall brand image. 34% felt that branded products can appear forced, or too “commercial.”
  • The remaining 11% thought that this marketing strategy has no image impact.
  • The respondents were split when discussing the timeframe of when brand-specific commercial ratings would become a reality.
  • 42% feel that it will happen within 1-3 years.
  • 43% feel it would be more than three years out.
  • 5% feel the industry is within one year of having brand-specific commercial ratings.
  • 9% of respondents stated that this would never become a reality.
  • 53% of respondents think that in five years, their preferred way of watching their favorite TV program will be recorded through DVR.
  • 22% think that it will be watching it in real-time.
  • 14% think that it will be downloaded onto a personal viewing device.
  • 11% think that it will be online via a  computer.
  • 54% of clientside marketers polled said that online video advertising is already a part of their media mix.  Another 30% said they will have it as part of their mix within one year.
By their nature these data are based on snap judgements and, some would say, all the more valid for that reason.

Data sourced from Association of National Advertisers (USA); additional content by WARC staff