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Third of Americans 'Ad Adverse' Says MRI
Mediamark Research & Intelligence (MRI) has released new consumer segmentation analysis, which categorizes US adults according to the media in which they prefer to receive advertising messages.
The firm's new 'Responsiveness to Ads across Media' study is segmented by six consumer preferences:- Ads on Emerging Media Vehicles - non-traditional media such as mobile devices and product placement in movies, TV shows, and in video games
- Ads on the Road - ads on billboards, taxis, buses and trains, and at bus stops and train stations
- Ads in Mass Media - magazines and electronic media such as TV, radio, and the Internet
- Ads on Paper - print
- Ads at Events - at sports or entertainment events and through product placement in movies and TV shows
- Ad Adverse - those not interested in or who have not been exposed to ads in TV, radio, newspapers, magazines and the Internet.
The findings suggest that 9% of US adults belong in the 'Ads on Emerging Media Vehicles' segment, whose median age is 35.5 - younger than that of the other five segments.
Ads delivered via mass media are preferred by 17% of US adults, while an additional 17% of consumers belong in the 'Ads on Paper' group.
The most populous segment at 32% is labeled 'Ad Adverse', meaning they are either disinterested in advertising delivered by any medium or they have not been exposed to a particular ad platform.
'Today's marketers are extending their messaging through non-traditional advertising vehicles to engage today's busy audiences,' states Anne Marie Kelly, VP of Marketing and Strategic Planning. 'This segmentation analysis helps them to target the kinds of consumers most receptive to their media plan.'
Founded in 1979, MRI interviews approximately 26,000 US adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes. Last month, the company acquired sister agency Starch Communications, which specializes in providing marketing intelligence on print ad effectiveness.
Web site: www.mediamark.com .
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