News

Agency people consider newspapers as ‘only good for cleaning windows’ suggests research

Adshel how in love with advertising are you surveyNearly half of agency employees consider newspapers “only good for cleaning windows and BBQs” despite 26 per cent of media spent going straight to newspapers, new research from out of home company Adshel suggests.

The survey – based on responses to a “How in Love with Advertising Are you?” survey carried out by Adshel – appears to suggest the media consumption of people working within the industry differs widely from that of real Australians.

Quizzing over 1,000 people working in agencies, the survey found that 51 per cent of them think the secret to TV commercial success was “big budget productions with catchy jingles and celeb ambassadors”, despite more than half (63 per cent) of people leaving the room during TV commercial breaks.

Nicole McInnes, Adshel’s chief marketing and product officer said the survey “does challenge the media split in relation to how people today consume media.”

According to the survey 64 per cent of ad land people skip video ads, 21 per cent less than the public, while just over half of those surveyed (56 per cent) do not buy magazines, but instead use Buzzfeed as an entertainment source.

The ‘How in Love with Advertising Are You?’ survey follows on from the 2013 ‘How Agency are You?’ research which suggested more than twice as many Sydney agency people have eaten in trendy restaurant North Bondi Italian as have been to Parramatta.

Adshel_How-in-Love-With-Advertising-Are-You_The-Results

Click to enlarge

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.