MAM

London Business School study questions efficacy of TV ads

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/04/Untitled-1_32.jpg?itok=52oXnUdK

LONDON: Is advertising on television really a value for money proposition? Not if you go by the findings revealed in a recent study by the London Business School (LBS).

The LBS study has also put a question mark on viewership ratings, which according to it only measure how many people have their television sets on, rather than the number of people actively watching.

The study found that people who watched television with family or friends were far more likely to talk to each other during the commercial breaks than to focus on the ads.

In a radical departure from established norm, which sees the maximum ad spend going onto shows with the highest viewership, the study claims that less-watched shows could in fact be a better option for advertisers. The reasoning behind this is that lone viewers were more likely to be concentrating on the ads.

"In a breathtaking example of ignorance and strategic naivety, advertisers have spent millions in the mistaken belief that they have purchased an audience for their advertising that never existed," LBS assistant professor of marketing Mark Ritson was quoted as saying by the Financial Times.

"They could have spent less money and ensured more exposure by buying spots that delivered a lonely but more attentive viewer," Ritson was quoted as having said.

Ritson made his findings based on a sample comprising people ranging from retired couples to a group of immigrant office workers over a single week using miniature cameras and microphones.

The observations indicated that those viewers derides products and ads and passed negative comments on the products and services. Others spent the commercial break doing housework, reading or channel hopping.

Several avid viewers watched not more than half the ad commercials. "This is important because most countries use "peoplemeters" to measure advertising audiences. The problem is that the peoplemeter assumes that people in living rooms during commercial breaks are watching the advertising if they are present in the room," the report says.

Research agencies confirm that there is no method to verify whether the ads are being watched or not. Separate studies have to be conducted in order to verify the same. The debate on viewership ratings continues!

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/gny_labs.jpg?itok=ysRXjekV
GenY Labs Closes Seed Round Funding

Mumbai: GenY Labs has announced today that it has raised seed round funding totaling approximately $700k. The round was led by Mr.  BVR Mohan Reddy, Executive Chairman of Cyient and other Indian and Canadian investors. This funding will be used for further development of their unique IP and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/mother.jpg?itok=dn8_WTwq
Mother Sparsh launches social media campaign #UnscentedHappiness

MUMBAI: Mother Sparsh - India's leading organic and eco-friendly baby care products brand is successfully running an online campaign on Instagram and Facebook called #UnscentedHappiness. Began in November 2019, the campaign is an extension of Mother Sparsh's focus on using eco-friendly products for...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/sa.jpg?itok=ni3mOYXj
Pepsi announces Salman Khan as brand ambassador

MUMBAI: Pepsi India has constantly innovated and reinvented itself to create experiences that connect with consumer passions, be it Bollywood, Music or Sports. The brand has also consistently partnered with artists and new age icons of today’s generation, as it has built strong connect with its...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/BIG.jpg?itok=COkWc73s
Big Trunk Communications wins digital mandate for Akshaya Motors

MUMBAI: Akshaya Motors has roped in Big Trunk Communications for the digital transformation of the brand. Akshaya Motors has been one of India’s largest automotive retail chains in the luxury cars segment and the most trusted authorised dealers of Mercedes Benz in South India. Following a multi-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/world.jpg?itok=uUNcDDAo
Laqshya Media Group’s OOH agency OMI bags Global Marketing Excellence Award

The Global Marketing Excellence Awards organised by the World Brand Congress concluded last week in Mumbai and honoured the best work in the field of marketing across various categories. Laqshya Media Group’s OOH Agency arm OMI executed Tanishq Campaign on OOH was adjudged the Best Outdoor and...

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/10/ayu.jpg?itok=aEFfyPcx
FableStreet raises Rs 21 cr in series A round led by Fireside Ventures

FableStreet - a technology-enabled premium work wear brand, offering timeless, versatile pieces, with custom fits for women, has raised Rs 21 crore in Series A led by Fireside Ventures. Industry power-lifters including Uber India and South Asia president Pradeep Parameswaran,Deutsche Bank MD and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/09/Ashish-Bhushan-Director.jpg?itok=yBlZpvJO
Procam International wins ‘Best Innovation’ at Mass Participation World Awards 2019 for Tata Mumbai Marathon Inspiration Medal

Mumbai: Thriving towards attaining excellence in sports management, Procam International, India’s leading sports promoter, won the ‘The 'Best Asian Innovation' honor at the Mass Participation World Industry Awards 2019 in Singapore yesterday. The honor was bestowed on Asia’s most prestigious Tata...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/09/evermedia.jpg?itok=PfJ-kZtA
Everymedia Technologies wins perception management mandate for Alpha 7 Seas

MUMBAI: Everymedia Technologies, widely acknowledged as one of the top 10 independent media- tech companies in India. It has won the perception management mandate for Alpha 7 Seas, a renowned strength and conditioning gym founded by Vedharth Thappa, the fittest man in India 2016, 2017 and 2018.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/09/idate.jpg?itok=CQh0mPz7
IdeateLabs appoints Divya Ajitkumar as business head

MUMBAI: IdeateLabs, one of India’s largest independent full-service digital-first creative agencies has roped in Divya Ajitkumar as Business Head. She will be based out of the Mumbai office and will be reporting to the Director, Vrutika Dawda.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories