Australian advertising preferences are stuck in the ’90s: Kantar
Australians are drifting back towards offline channels, as the repetition, high volume, and intrusive nature of online advertising begins to grate.
This is according to the latest Kantar Media Reactions 2023 report, which showed that consumers prefer advertising that comes at them in real life.
This all rings so true. Since we connected to NBN, our household accesses ALL television programming – live or otherwise – via that source. SBS comes closest to a constructive way of exposing commercials, by running a bracket of single commercials then putting up a message (accompanied by a restfully moving graphic) to the effect that commercials are running via free-to-air, so have a restful break till the program material returns. The absolute worst use of this “commercial time” is to repeat the same TVC, back-to-back and, in some breaks, repeat the whole TVC bracket AGAIN! This is such a strong disincentive to establishing interest and empathy with the audience. In fact, where the bracket includes one of the many brainless gambling ads (twice) and the program content has been borderline to seeing it through, this has been sufficient motivation for me to hit the OFF button. This kind of ‘bonus’ scheduling ends up being anything but a bonus for the advertisers concerned.