A twenty year old guy, for example, is less likely to avoid a bike ad on a sports channel like ESPN than on Star Plus.

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This is because when the involvement of the viewer with the channel or the show is high, he or she tends to be more attentive thus ad avoidance on these channels by those audiences is low. As per aMap, ad avoidance on a high involvement channel varies around 15-20% and on other channels it is around 70-80%. A twenty year old guy, for example, is less likely to avoid a bike ad on a sports channel like ESPN than on Star Plus. This helps marketers and advertisers choose genres and channels for specific customer segments.

Thus to address ad avoidance, companies must follow basic principles – unearth better and more compelling consumer insights, use tools, approaches and human judgment to ensure communication is placed in environments where people are receptive, use the right media mix and create killer ideas that stick. As the better ‘half’ shrinks further, companies will be increasingly compelled to undertake such due diligence in formulating their communication budgets.

For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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