TV ads least popular in Germany

20 June 2011

BERLIN: Television spots are the least popular form of advertising among German consumers, Media Analyzer has said.

The research firm surveyed 150 adults in the 25-60 year old demographic to gauge their views about various different ad formats.

Some 47% of the panel agreed TV advertising was "annoying", with the main issues related to the duration of breaks, the interruption of programming and the frequency of commercials.

Internet ads recorded 21% on the same measure, primarily because they covered online content, the creative was too loud or "busy", and it was difficult to close down marketing messages.

Direct mail delivered a total of 19% here, while radio logged 10%, print advertising generated 2%, and outdoor posted 1%.

In terms of the channels receiving favourable feedback, out-of-home secured 38%, print hit 24%, direct mail reached 14%, TV registered 11%, the web scored 8% and radio yielded 5%.

The specific qualities of outdoor were that it was non-intrusive, eye-catching and featured attractive imagery, positive factors also ascribed to newspaper and magazine advertising.

"The results clearly show that consumers generally seem to have nothing against advertising, but want to decide for themselves when, how long and how often they consume it," said Steffen Egner, managing director of Media Analyzer.

"Advertising on TV performs so badly here, because the consumer has no way to proceed with the planned media consumption."

Data sourced from Media Analyzer; additional content by Warc staff