TV/Movie Websites Generate Highest Online Ad Attentiveness

Websites visited for TV and/or movie information generate the highest awareness of advertising among all age groups except 55+, according to the new Myers Emotional Connections™ Research Report on Audience Attentiveness to Advertising. Forty-five percent of teens 15 to 17, 41% of adults 18 to 24 and 33% of adults 25 to 54 who visit websites say they are likely to pay attention to ads appearing at TV and movie sites.

Myers asked 8,000 Americans aged 15 to 64 in multi-channel TV homes how likely they are, on a one-to-seven scale, to pay attention to advertising that appears in 68 different media types, including 11 Internet categories. There are significant variables in the results based on age, gender and ethnicity. The full methodology for the Myers Emotional Connections Research and details on the Report on Audience Attentiveness to Advertising are available at JackMyers.com.

AOL, Yahoo!, MSN and other portals rank second in ad attentiveness among teens 15 to 17 and fourth among 18 to 24 adults, but drop to fifth rank among 25 to 54 year olds. Conversely, "websites visited for commerce and shopping" generate high ad attentiveness among the 25 to 54 group, but are less impactful among 15 to 24 year olds. "Websites visited for information" are the top ranked for ad attentiveness among the 55 to 64 cohort, but rank sixth and seventh respectively among 15 to 17 and 18 to 24 ages.

The eleven online categories included in the report, based on rank among 18 to 49 year old adults follow.

Thirty nine percent of teenagers (compare to average of 39% within the internet advertising category) are likely to pay attention to advertising messages, whereas in adults 18-64 this number falls below the average of 29%.Overall, teens and 18 to 24 year olds are significantly more likely to pay attention to advertising on all sites. Across all eleven online categories, 39% of teens and 36% of adults 18 to 24 say they are, on average, likely to pay attention to website advertising. Twenty-nine percent of adults 25 to 54 claim they are likely to pay attention to advertising on sites, while only 22% of adults 55 to 64 acknowledge they are likely to pay attention to online ads.

In addition to the Internet categories, the Myers Emotional Connections Report includes ad attentiveness data for 25 television programming genres, eight magazine categories, 13 place-based and out-of-home categories, four radio programming genres, five Spanish language media groups, and two newspaper categories. Overall, the Internet ranks sixth for ad attentiveness among the seven groups (adults 18 to 49), with newspaper advertising and Spanish language media achieving dominant superiority for generating ad attentiveness.

Among the 68 media types measured, daily newspapers rank first among adults 18 to 64. Although a similar percentage of teens and adults who read newspapers are likely to pay attention to advertising, daily newspapers rank seventh overall among the teen group. Movie theater advertising, and especially pre-movie video entertainment, achieves high ad attentiveness, especially among the 18 to 24 age group.

Other than Spanish language television, which ranks second overall among the 68 media categories, the highest ranking television programming genre for ad attentiveness among 18 to 49 year olds is primetime drama series, which rank 27th (32% saying they are likely to pay attention to ads). The best performing Internet category for ad attentiveness (websites visited for TV and/or movie related information) ranks 19th among adults 18 to 49 and adults 25 to 54; 11th among teens 15 to 17; 16th among 18 to 24; and 31st among the 55 to 64 group.

Additional information on the Myers Emotional Connections Research Reports is available at JackMyers.com or by contacting Jack Myers at jm@jackmyers.com

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