Traditional media delivers results in Germany

11 October 2010

HAMBURG: Advertising using traditional media like TV and newspapers generates the strongest recall levels in Germany, and is seen as less intrusive than many forms of online communications.

Research firm TNS Infratest surveyed 1,000 web users in the country to produce the Touchpoints Advertising Study 2010.

It reported that consumers recalled TV spots most frequently, on 75%, measured against totals of 62% for newspapers and magazines' 61%.

Billboards, signs and posters recorded 55% on the same metric, with radio ads securing a 53% recollection rate.

Elsewhere, internet banners delivered 55%, pop-ups registered 53% and email advertising reached 52%, TNS Infratest said.

Further new media channels attained more modest figures, including 15% concerning blogs and forums, 13% for SMS and online recommendations, 7% for in-game ads and 6% relating to MMS.

Television advertising was also perceived as having the highest degree of intensity, on 82%, with 57% of viewers suggesting TV commercials were disruptive and only 18% trusting these messages.

Just 15% regarded television ads as useful and 47% adopted the opposite stance.

For print, 70% of those polled cited a high intensity, although under a quarter said such promotional efforts interfered with reading.

Similarly to TV, however, a 14% minority stated newspaper and magazine ads served a valuable purpose, while 40% disagreed.

Radio received a 62% intensity rating, and a 38% score vis-à-vis their interruption of consumers' preferred activities.

Almost a fifth of contributors displayed confidence in radio spots, and half that amount said the information contained was helpful.

Banners were seen as a typical feature of surfing the net, recording 67% in terms of intensity, 47% for disturbing users' desired objectives, and 5% regarding usefulness.

Pop-ups achieved the same numbers for intensity and intrusiveness, on 68%, and merely 8% of netizens had faith in these ads and 5% concurred that they yielded some benefits.

E-mail ads enjoyed a 7% trust quotient, a single percentage point more than their perceived usefulness, and 58% of adults depicted them as an unwelcome distraction.

"Traditional forms of advertising should continue to be a part of the marketing mix, since pure internet advertising campaigns … quickly can become a nuisance for consumers in everyday life," Norbert Dube, account director, brand and communication, at TNS Infratest said.

Looking in-store, 59% of Germans were regularly exposed to brand messages when shopping, but only 17% thought this unnecessarily delayed their trip.

Offering samples scored just 14% on this latter metric, while offline recommendation posted 15%, compared with 71% describing telephone marketing as intrusive.

Point of sale thus constitutes a "particularly good opportunity" to engage customers and avoid courting disapproval, Dube added.

Data sourced from TNS-Infratest; additional content by Warc staff