JUL 2008 - Kiwis Revealed to be a Nation of Advertising Fans
Auckland, 4 July 2008 – It’s official – contrary to what some might have you believe, Kiwis aren’t a bunch of advertising haters. In fact, the results of a new study show that the vast majority of us don’t mind it at all – and 18% of the population consider themselves to be lovers of all forms of advertising.
The ground-breaking research was commissioned by the Advertisers Association in association with Nick Jones & Associates and Nielsen Media Research Panorama, and shows for the first time what New Zealanders really think about advertising.
Some 12,000 New Zealanders aged 10+ were canvassed on their attitudes to advertising, and identified as belonging to one of seven segments – Ad Lovers, Offers For Me, Neutrals, Online & Out There, Connoisseurs, Ad Avoiders and Ad Haters.
Ad Lovers (those positive about advertising and media as a whole) total 18% of the population, while the Offers For Me group (keen fans of direct marketing) total 13%.
Ad Tolerator segments – Connoisseurs, Online & Out There and Neutrals – total 46%, with 15% of respondents classified as Ad Avoiders and only 8% of the population identified as Ad Haters.
Advertisers Association Executive Director Jeremy Irwin says the research was commissioned to provide members with a better understanding of the key motivators that drive people to select brands, products and services.
He says, “While there are many local and international studies on advertising to consumers, we realised there was not sufficient research from the consumers’ perspective – what do Kiwi consumers actually think about advertising?
“The great news for our members is that the vast majority of New Zealanders are clearly tolerant of advertising, with nearly 20% of the population considered Ad Lovers. Conversely, those who dislike advertising make up just 8% of the population, and even this group use and absorb advertising messages for the purposes of making purchasing decisions.”
Mr Irwin says the research identified 38 variables that directly relate to attitudes to advertising – a further 30,000 variables are available for drilling down further to brand and product level.
He adds, “We believe this research gives New Zealand advertisers the opportunity to be even more relevant and targeted in their messages, and more efficient in their media planning.”
The Advertisers Association will continue to develop and update this consumer research study. The report will be posted on the Association’s website next week, and updated regularly. Inquiries are welcome.
About the Advertisers Association (ANZA):
The Advertisers Association provides a collective voice in dealing with government, media, advertising agencies and other organisations integral to the advertising industry. Members represent the top 100 advertisers within New Zealand and the majority of national brand advertising.
ANZA’s mission is to promote and advocate for an industry environment of free and legitimate commercial communication guided by industry self-regulation. ANZA has led the promotion of self-regulation and runs the LAPS (Liquor Advertising Pre-vetting System) and TAPS (Therapeutics Advertising Pre-vetting System), ensuring that advertising meets the industry codes of practice well before reaching New Zealanders.
Members from all major national brands are represented within ANZA and the governing Council works hard to ensure members have a high level of understanding of issues and access to useful resources and information. The recent Strategic Management Workshop, conducted for ANZA members, was a huge success and reflects the thought leadership position that the Advertisers Association is known for.
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