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Ads on the Idiot Box

Last week, Deloitte released a report concluding that `TV advertising still has the greatest impact on consumers`. This unexpected finding was derived from survey research conducted in July by YouGov on 2100 British consumers - research which, in the opinion of your humble BSI blogger, is absolute and total crap.

Let`s start with the method. YouGov asked consumers to think about different forms of advertising they had seen or heard, and indicate which `impacted` them the most. In my opinion, asking consumers to self-report complicated issues such as the persuasive impact of communications is ridiculously invalid.

It`s not that consumers lie when asked a question like this - rather, they simply do not know the answer. Self-reporting data has been proven to be invalid for questions as basic as estimating a consumer`s household income. It is therefore unlikely that any of the consumers in the YouGov sample had the faintest clue which advertising medium truly had the most `impact` on them. They provided an answer, but the answer was bogus.

Source:
http://www.brandingstrategyinsider.com/2009/08/covering-up-the-fall-of-tv-advert

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