TV IS THE MOST MEMORABLE FORM OF ADVERTISING - ScreenVoice.cz

This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study - a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the study (conducted in 2016) uncovered a chasm between the media consumption habits of the UK public and media professionals. We commissioned Ipsos to see whether this has changed.

‘Adnormal Behaviour’ is based on a random probability survey by Ipsos of 1,158 people weighted to be representative of the national population, and a survey of 216 media professionals. It examines claimed attitudinal and behavioural data on TV content and viewership, device/platform usage, and perceptions of advertising.

Looking specifically at attitudes towards advertising, the data reveals that TV is the form of advertising that the UK public believes is most likely to stick in their memory (57%) and make them feel emotional (47%). TV is also the form of advertising they most like (40%) and trust (35%).