The growing threat that non-mainstream media poses to traditional
advertising was underlined this week by the annual CIA Sensor tracking
study of 13,000 people’s attitudes to advertising.
Young people aged between 15 and 24 are more responsive to below-the-
line marketing than adults and more inclined to adopt new ways of
buying, according to the survey.
Twenty-two per cent of 15- to 24-year-olds said they would buy financial
services from a catalogue, compared with 13 per cent of all adults,
while 32 per cent of the younger group said they would buy electrical
appliances over the phone compared with 18 per cent of older people.
Marco Rimini, CIA Medianetwork’s deputy managing director, commented:
‘What this means for media agencies is that we need to be able to advise
on all areas of media communications. The findings show that we can’t do
more and more of the same advertising in the future.’
The survey findings also show that the number of adults who claim to be
personally familiar with the Internet has doubled from 8 per cent to 15
per cent in the last year.
There is also a strong interest in satellite and cable television, with
14 per cent of respondents saying they intend to subscribe to these
services in the next year.
However, consumers are less keen on seeing more traditional advertising
on these new channels.
One quarter of adults (26 per cent) said they would rather pay a
subscription fee to watch a TV channel without ads than watch a free
channel with commercials. Upmarket ABs (34 per cent) and current cable
and satellite subscribers (30 per cent) are particularly keen on the