FACT 1: The first ever TV ad was shown on September 22 1955 on ITV in the UK.
FACT 2: 56% of Brits think, “sometimes a great ad can be better than the TV programme.”
The first fact is the reason why J.Walter Thompson Intelligence embarked on research into how Brits feel TV advertising has changed over time.
The second is one of the surprising pieces of knowledge it collected when it
surveyed 1,010 UK 18+ individuals were surveyed in September 2015.
Here are a few more:
- Brits think TV ads are better (and more creative) now than in the past
More than half of consumers think TV ads are more entertaining (56%), funny (58%), sophisticated (53%) and high quality (63%) than in the past. - 70% of them think they are more creative.
- 24% also think TV advertising is more sexist than in the past.
33% also think it is more stereotyped.
64% think that advertising is more effective at selling than it used to be. (68% in 18-34s)
54% think that companies speak more directly to them through TV ads these days.
People think 2010s are the best decade ever for TV advertising
(25%) think this decade is the golden age of advertising. This is driven strongly by Millennials: 36% of 18 – 34s said this.
(Note Millennials were not alive to experience ads in the early decades)
- The 70’s came in second with 20%.
- The 90s came third with 16%.
- The 80s was the best decade for 15%
- The 60s and the 2000s came equal last with 12%.
People think the introduction of the internet is one of the main reasons why TV ads are better now than in the past. This result too was driven by Millennials.
More than half of Brits strongly believe that the internet has made TV advertising
- More creative (59%)
- More effective (50%)
- More entertaining (52%)
- More high quality (59%)
- Funnier (53%)
Out of 20 shortlisted ads consumers named Gocompare’s Gio Compario campaign as the one they most loved to hate.
The ads they love to hate: the full list
1. Gocompare.com: Gio Compario Opera Singer
2. Moneysupermarket: #EpicStrut
3. Cillit Bang: Bang and the Dirt is Gone! with Barry Scott
4. Muller Yogurt: Muller Corner with Nicole Scherzinger
5. Jackpotjoy.com: Queen of Bingo with Barbara Windsor
6. Shake & Vac: Do the Shake & Vac
7. Chicken Tonight: I Feel Like Chicken Tonight
8. Wonga.com: Puppets”
9. Dolmio: Italian Family Puppets
10. Halifax: ISA ISA Baby
11. AXA SunLife: Life Insurance Plan with Sir Michael Parkinson
12. T-mobile Dance Flash Mob
[NOTE: This 2009 ad won a CLIO Hall of Fame award this week]
13. Iceland: With Kerry Katona and Jason Donovan
14. Bodyform: Shape for You
15. Daz: Doorstep Challenge
16. Glade: Poo at Paul’s
17. Webuyanycar.com: Dancing Newscaster
18. Gillette: Roger Federer, Thierry Henry, and Tiger Woods in The Best a Man Can Get
19. DFS: Nickelback Rockstar
20. Vauxhall Zafira: Little Dads
