NEWS: Research finds response to ads depends on age, sex and class

The age, sex or class of a consumer has a profound effect on their responsiveness to advertising, according to research unveiled at the Media Research Conference in Barcelona this week.

The age, sex or class of a consumer has a profound effect on their

responsiveness to advertising, according to research unveiled at the

Media Research Conference in Barcelona this week.



People aged eight to 15 are more than three times as responsive to

advertising as the over-35s, the research company, Millward Brown, said.



Its report also revealed that ABC1 consumers are on average 30 per cent

more likely to be aware of and responsive to advertising than C2DE

consumers.



The study is based on analysis of Millward Brown’s tracking study

database, which records awareness of ad campaigns and how advertising

pushes through into sales. The results have been analysed to understand

how different target audiences respond to advertising.



Men tend to be more receptive to ads than women, with a 20 per cent

higher level of responsiveness. Awareness and receptiveness are also

different depending on whether the people who see the advertising are

consumers of the product.



Those who already buy the product in an ad are almost 60 per cent more

likely to have a positive response to the ad than non-users -

highlighting the importance of ads in reaffirming buying decisions.



Millward Brown has also introduced a new way to calculate the effect of

an ad campaign. Its system, called First Opportunity to see Response

Created by the Execution, is a measure of the ad’s efficiency at

generating awareness when first seen by consumers. By matching ‘Force’

scores with the likely responsiveness of the target audience, media

planners and buyers can be more effective in their media schedules, it

says.



Paul Dyson, Millward Brown’s group statistician, said: ‘We can go one

step further in planning media laydown by knowing responsiveness amongst

sub-sets of our target audience.’



Anthony Jones, the head of CIA MediaLab, said that the findings have

helped CIA rework media plans for a number of brands. ‘The research is

important in determining how efficiently advertising awareness can be

built,’ he added.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content