The author’s theory behind the rise in interactive advertising is a result in the decline in effectiveness of traditional communication in this area. Many different websites argue both sides to the argument, but the surveys that show the number of people watching a channel is not accurate (in the author’s opinion) because they count how many people have the channel on rather than the amount that are actually watching it. When watching TV, audiences tend to multitask while the adverts are being broadcast. Ofcom has revealed that the average UK citizen spends seven hours a day watching or using media:
Almost two-thirds of people in the UK regularly use other types of media while watching television, according to the Social TV Trends Report 2010 released on Thursday. The online survey of 2,086 Britons aged 18-55, found that people resort to “media stacking” while watching TV. The term refers to the use of various media at the same time — such as updating one’s status on Facebook, sending text messages and listening to the radio, while watching TV. The habit is particularly prominent among those aged 18-24, with 76 per cent of them saying they regularly browsed the internet while watching TV.
(New Statesman, 2010)
Advert slots are predominantly used as a break when viewers can do other things rather than watching adverts. The questionnaire results back this up. Also addressed in the questionnaire was whether people remember adverts they have seen while out of the house.
Question 3 resulted in an overall answer ‘Yes’ when asked if they multitask while watching TV. This backs up the statement from the New Statesman and also supports the faults with TV advertising.
Question 4 was multiple-choice, as people do different things during advert breaks. Most respondents chose two answers each, but out of all the choices from ‘watching adverts’, ‘getting something to eat or drink’, ‘talk to others’, ‘use the computer’ or ‘other’, less people chose ‘watch the adverts’ than any other alternative. Most who had stated ‘other’ as a choice also commented that they would change to another channel showing a programme, until the adverts ended. How can an advert be effective if the viewers are not watching it? If TV adverts weren’t repeated it would be likely that they wouldn’t ever be seen. Although it could be said that people don’t always multitask while watching TV or the adverts, the figures could probably work for a large number of the general public
Questions 5 and 6 are linked, but don’t think the results reflect the true meaning of the answers provided. Upon asking ‘How many billboards or adverts do you see in that time?’ most people answered 0-5, but upon review of the results this could also be an example of how people are ignoring messages. A vast majority of the seventeen people who articulated that they were out of the house for 7+ hours also stated that they only saw 0-5 adverts. Considering the statistics of how many adverts the average UK viewer sees per day this outcome could be seen as inconclusive as to the original purpose.
Question 7 shows a considerable difference between the amount of adverts seen and the amount people had actually remembered about them afterwards. Out of forty five responses, 41 respondents said they remembered between 0-5. This perhaps indicates the lack of influence advertising has in today’s society?