Vital Stats - Traditional media ads get most positive reactions

by Media Week, Media Week 01-Jul-08

Print advertising generates the most positive reaction from UK consumers and is seen as having the most relevance.

Research by WPP-owned outfit Dynamic Logic, which examined consumers' views about all forms of advertising, shows that newer formats struggle to produce positive opinions.

More than half (53%) of respondents react positively to newspaper ads, whereas mobile advertising received a positive response from just 6%.

This trend was reflected in views about which ad formats are relevant or useful. Traditional forms, such as magazines (56%) and cinema (41%), are considered by most to be relevant.

However, formats such as online search are considered by many not to be useful. More than two in three (68%) respondents did not find mobile ads to be relevant.