THE GLOBAL VIEW
OF TV ADVERTISING
We are living through what has been described as a 'televisual revolution'.
The growing number of channels, internet TV, the transfer of advertising to other types of media and curbs on junk food and alcohol promotion are all altering the position of TV advertising. Using the latest TGI data from across the world, we investigate attitudes and behaviour towards traditional advertising as well as sponsorship and product placement.

Ad appreciation in Africa and Latin America
Africans have some of the most positive perceptions of TV advertising; over 60% of Kenyans, 52% of Ugandans, 48% of Tanzanians* and nearly half of South Africans* enjoy adverts as much as the programmes they watch. Similarly, in Latin America, nearly three quarters of Brazilians* and 68% of Peruvians* are interested by TV advertising. In Europe, Germans are relatively positive about advertising; over half generally like it and a third say it helps them make the best purchasing decisions.

Europeans less impressed
In much of Europe, however, there are signs of fatigue with traditional advertising. Half of the Spanish population say they are annoyed by all TV advertising and three quarters of French people feel that it is devious. 54% of Poles say they find advertising a waste of their time, 80% of Spaniards feel bombarded by it and 76% of Czechs think there are too many ads on TV. Americans seem similarly unimpressed - 44% say they try to avoid watching any advertisements at all.

The impact of new technology
The challenges faced by TV advertisers are likely to be compounded by the growing ownership of new technology such as PVRs (Personal Video Recorders) and DVD recorders. Already a quarter of British people have at least one of these in their households and nearly 80% use them to fast forward through the ads when watching a recorded programme. In Asia, many people are similarly keen to avoid the ads; around half of Indians** switch channels during the break, as do the same proportion of people in China* (often because the same ads are repeated very frequently or because their creative is not very novel).


Alternative means of brand promotion
These concerns, along with a relaxation of government restrictions in some countries, are prompting brand owners to look at new means of promoting themselves on TV. One alternative is product placement, which has been used in the US for years; half of Americans don't mind brand name products being used in TV programmes and a quarter say they would remember brands shown in their favourite show. In other countries, sponsorship is a more common option, although only 18% of people in Greece and 6% in Ireland say they tend to buy products from companies who sponsor TV programmes.

About TGI
Did you know that TGI is the single most robust research study ever conducted in East Africa? With a 16,000+ sample, TGI covers the following sectors:

- Toiletries & Cosmetics - Food
- Pharmaceuticals - Clothing
- Holidays and Travel - Communication
- Confectionery - Household
- Shopping - Alcoholic beverages
- Leisure - Tobacco
- Non-Alcoholic Beverages - Motoring
- Appliances and Durables - Financial Services


Data source: TGI
Inferences: Consumer Insight
More information: Call Githinji on 536764/5
email: voices@ciafrica.com

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