Intellect, the research and technologies wing of Lintas Media Group, has released the findings of ‘Engross’, a media management and ad avoidance study conducted in association with Hansa Research Group. According to the report, ad avoidance has crossed the 70 per cent mark across all media and is set to go even higher given the high rates of both active and passive avoidance. Ad avoidance is higher in rural areas than urban areas.
Ad avoidance, along with consumer engagement with the media, has been measured for the first time ever among rural audiences using the Bharat Barometer (Intellect’s JV with ITC’s e-choupal Network).
High ad clutter has been stated to be the most contributing factor for ad avoidance. News on television has emerged as more engaging than newspapers. Multiple concurrent use of media is almost 10 per cent across target groups – students, housewives, working people. The more consumers are engaged with a particular genre, the less likely are they to avoid ads in that genre. Using ‘Engross’, Intellect has devised 301 CRIP (Content, Relevance, Interactivity, Personalisation – leading to Engagement) scores across media 61 genres and five target groups to be used by media planners to improve media selection.
During October-November 2006, Intellect engaged Hansa Research to update its bi-annual ad avoidance measures. This year the study included a deeper study of how various consumer segments engage themselves with different genre of mass media, including sports, news, movies, education, fashion, serials, etc.
All mass media, including TV, radio, newspapers, magazines, outdoors and the Internet were covered. A total of 1,073 people were interviewed in Mumbai, Delhi, Chennai and Hyderabad, and administered a set of 1,260 statements drawn from four focus groups conducted previously. These people were all from SEC A and consisted of working men and working women. In addition, the Bharat Barometer was used to estimate the same measures by contacting 892 people in rural Uttar Pradesh, Maharashtra and Andhra Pradesh. These included 606 e-choupal sanchalaks and 286 rural women.
“We have all been battling with ad avoidance for a while,” said Lynn de Souza, Director, Lintas Media Services. “Last year we developed ‘Inteligrip’ to help us plan on TV audiences better to reduce ad avoidance that was still based on TV ratings data. There was a real need felt to understand what consumers find genuinely appealing in a medium and what makes them avoid ads. If we could find a measurable link between the two that would definitely improve our media choices,” she added.
De Souza further said, “What we certainly didn’t expect were such high avoidance levels even in rural areas or in the Internet. That is clearly a reflection of the consumers’ overall disapproval of the enormously high and growing ad clutter levels and is an issue that media owners should seriously take on board. In an attempt to reduce per unit prices they often simply increase the inventory on offer in an ad sales package, which results in high clutter and high avoidance of the very ads they are trying to get more of.”
Lintas Media Group and ITC e-Choupal to launch Bharat Barometer