Cable/Satellite TV is the Most Effective Source of Advertising in US & UK

For respondents in the US and UK, cable/satellite TV provides the most effective advertising, while in China, respondents indicated that OTT video services (e.g. Youku, Iqiyi) are most effective. Respondents perceive broadcasted TV commercials to be less forceful and pushed on the consumer, as many expect them to be a part of the live broadcasted TV viewing experience. The majority of respondents in the US and UK indicated that their most effective source of advertising has not changed over the past five years, compared to significantly less respondents in China. For those that noted a change, several respondents in all regions indicated that they changed their most effective source of advertising to an online/internet source. The negative perception of advertisements stems from the choppy experience of viewing and submerging one’s self in content of interest; only to be disturbed by an intrusive, boring advertisement that is trying to sell a product or service. For respondents in this study, the most used adjective to describe advertisements was “annoying,” followed by “boring,” “informative,” “long,” “interesting” and “repetitive.”

1 Executive Summary
2 Introduction
3 Consumer Attitudes toward Advertisements
4 Effective Advertisements
4.1 Region
4.1.1 US
4.1.2 UK
4.1.3 China
4.1.4 Over Time
4.2 Gender
4.2.1 US & UK
4.2.2 China
5 Annoying Advertisements
5.1 Region
5.1.1 US
5.1.2 UK
5.1.3 China
5.2 Gender
5.2.1 US
5.2.2 UK
5.2.3 China
5.3 Age
5.3.1 US & UK
6 Video Advertisements
6.1 Effective Video Advertisements
6.1.1 Region
6.1.2 Gender
6.1.2.1 US
6.1.2.2 UK
6.1.2.3 China
6.1.3 Age
6.2 Ideal Video Advertisements
6.2.1 Region
6.2.2 Gender
6.2.3 Age
7 Conclusion
8 Analyst Contacts
9 Appendix: Respondent Profiles