Masthead or Info brand ads disliked!

22Feb11

Consumers dislike masthead advertising:

• 61.8% of people 18+ disliked or were ambivalent to masthead/advertorial style ads* Those that disliked them found them 1) Fake/pretending to be news/annoying/lame; 2) Boring; 3) Lack of intelligence/condescending; 4) Too many of these style ads now

• There are now 13 (and growing) masthead format ads on TV in New Zealand

• 74.7% of Baby Boomers disliked masthead/advertorial style ads** This sector is the fastest growing, biggest spending demographic in NZ

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* UMR Research Omnibus July 2009. Margin of error 3.6%

** Senioragency Goldmine Baby Boomer Study 2007. Margin of error 3.0%