Russian television for the past four years the level of “advertising noise” ahead of international standards by 20% and broke into the undisputed leader. According to the media agency Initiative Newsletter, in 2013 one viewer had 470 commercials a week.
According to experts, the dominance of advertising on TV dulled her perception. Chairman of the Commission of Experts of the Association of Communication Agencies of Russia Vladimir Evstafev believes that the reason multiscreen.
“Now almost everyone has a screen on a mobile gadget screens surround people in the subway, ground transportation, railway stations, in cars – everywhere. Broadcast advertising in general increased. Therefore, there is a tendency devaluation advertising. When she was little, they are more memorable. Now it is perceived as noise, – the expert believes.
clips on TV has become more and They become shorter as the cost of advertising on TV every year is only growing, and the effectiveness of short clips are often higher than long. But the main thing that irritates the viewer – not advertising itself, and its unaddressed.
“If a housewife looking soap opera and its advertising breaks on car tires or if during the broadcast of a football match show infomercial about how to cook a chicken, it’s annoying. Federal channels this sin, “- says Evstafev.
According Initiative Newsletter, markedly increased the volume of advertising time on the Russian and small canals. Undisputed leader here – channel Disney (plus 90%). Channels are followed by” Home “(16%), TV3 (13%) and” Pepper “(11%).
Curiously, advertising on cable TV viewers are watching more likely, despite the fact that it can last for several minutes. Cause there she often misses the audience.
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