A heads-up for broadcasters who turn up the volume on ads ...
Ever noticed that the ads on some television stations are louder than the programming? It is a practice that spread throughout the world. But now we have the first evidence that consumers are reacting negatively. A survey of U.S. television viewers has found that they are so annoyed by loud TV commercials that they reduce or mute the volume, or change the channel altogether.
The telephone survey of 1,000 TV viewers, conducted for Harris Corporation, showed that 89 percent are bothered by the often dramatic variation between regular TV programming and advertising volumes. Eighty percent took matters into their own hands by:
- Turning the volume down — 41 percent.
- Muting — 22 percent.
- Changing the channel altogether — 17 percent.
Classic blowback! Push too hard and the consumer will react in just the way you do not want.
Brashness and pushiness doesn't always work. A bit of subtlety can pay off.
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