ThinkTV’s AdNation Study surveyed more than 1,600 adland professionals and more than 1,000 ‘normal’ people to identify differences and similarities in the two groups’ lifestyles and their usage of – and attitudes towards – different media.
The results were pretty striking.
When it came to advertising, normal folks clearly identified TV as the most likely place to find advertising that draws attention to a product, brand or service they had not heard of.
But guess what? Adlanders had an entirely different view nominating social media as the most likely medium to get people’s attention. Yet when asked where they would be most likely to find trusted advertising that would make them feel emotional and stick in the memory, our adlanders agreed with the normals that TV was the winning medium.
And that wasn’t the only difference between the two groups. Us adlanders have radically different lifestyles and media consumption habits compared to the general public including a much larger online footprint, particularly when it comes to social media.
It turns out that many advertising, marketing and media professionals are uninformed about the media consumption habits and attitudes of ‘normal’ Australians as adlanders significantly overestimate people’s use of online platforms.
Here’s what the research discovered: