The Guide to... TV Advertising Cynics
Written by BMRB
29 Mar 2005
There are almost 9.5 million adults (20% of the population aged above
15) who agree that `nearly all TV advertising annoys me` and also that
`quite a lot of TV advertising in devious`.
A quarter of them are in the `empty nesters` lifestage group and are 32% more likely than the average to be 55 plus.
These `ad cynics` are 7% more likely than average to have a family
income of ?50,000 plus. They account for almost 30% of all first time
buyers of gardening tools and 26% of all those who have spent between
?800 to ?1,000 on living-room furniture expenditure in the past 12
Two million of them have a broadband internet connection.
61% of `ad cynics` feel that `the growth in stations is diluting the
quality of television` and they`re also 20% more likely than the
average adult to watch seven hours or less of TV a week.
They are 22% more likely than the average adult to be `more inclined to
purchase a product from a corporation that sponsors events than one
Ad cynics are 34% more likely than the average adult to have bought 10 or more books in the past 12 months.
22% of `ad cynics` are `very interested` in puzzles and crosswords in
newspapers – they are 30% more likely than the average adult