UK consumers find TV ads most entertaining

09 April 2010

LONDON: Television commercials are considered to be the most entertaining form of advertising by consumers in the UK.

McKinsey, the consultancy, conducted a survey of 2,000 adults in the country, with a particular focus on respondents who regularly read or watch news content.

Some 88% of its panel said internet banner and pop-up ads were "annoying", compared to 69% for sponsored search links, 65% for radio spots, 50% for TV commercials and 38% for newspaper ads.

By contrast, 66% described press advertising as "informative", a score that fell to 44% for TV, 30% for radio, 25% for paid search and 12% for the other forms of online communications assessed.

Elsewhere, 29% of contributors agreed that television advertising was "entertaining", with radio on 12% and all the other forms of featured media posting ratings in single digits.

Respondents in the 18–24 year old age-range were found to spend 61 minutes a day consuming news content, an increase of 33% when compared with a similar study in 2006.

Totals climbed to over 70 minutes each day for every demographic between 25 and 64 years old, with people aged 55 years old or more the only group posting a decline on this measure over the last four years.

Nearly 90% of the sample said TV was their favourite source for accessing news, with the web on 65.6%, daily newspapers on 62.4%, radio on 52.4%, Sunday newspapers on 35.8% and magazines on 22.6%.

Philipp Nattermann, a principal in McKinsey's London office, added that while newspapers ads typically enjoyed the highest levels of trust, the industry faces major challenges in adapting to the new era.

"To survive in the digital age, newspapers will need to develop deeper skills, example, in managing advertiser relationships and gaining customer insights," he said.

"Opportunities present themselves for publishers to drive up revenues for their print as well as online versions by becoming trusted intermediaries."

"They must walk a fine line to retain editorial independence and quality to capture these opportunities."

Data sourced from McKinsey; additional content by Warc staff