TV beats digital rivals in ad response across Western Europe

Joseph O'Halloran | 17-04-2014

Despite the growing number of alternative locations for advertising investment, TV has fended off smartphones and tablets for advertising revenue in Western Europe, at least according to data released by eMarketer.

Citing a study from Millward Brown, eMarketer concluded that when it comes to consumer responses, TV advertisers in most Western European markets have little to fear from other screens. The survey sampled multiscreen users people ages 16-44 who owned or had access to a television and a smartphone and/or tablet in 30 countries between November 2013 and March 2014, and found a strong preference for TV advertising all markets.
Nearly a quarter of French respondents said they reacted very or somewhat favourably to ads on television, which compared with only a tenth who expressed a preference for ads on their smartphones, and 9% welcomed ads on their laptops. In Germany, just less than a fifth (19%) had positive reactions to advertising on TV, but only 10% said they liked ads on their laptops, and a mere 8% thought favourably of smartphone ads. Spanish consumers were more inclined to like ads on any platform, with nearly a third (31%) saying that they liked ads on TV. This compared with 19% and 14% respectively for laptops and smartphones.
Looking at the increasingly important tablet sector, the Millward Brown survey found that in Germany and Spain tablets scored higher for ad favourability than either smartphones or laptops. In France, the percentage who considered ads on tablets very or somewhat favourably was about the same as the proportion favourable to ads on smartphones and laptops.
On a general encouraging point, significant numbers acknowledged paying attention to ads even if they were not particularly favourable to ads on a given screen. In this regard TV scored highest once again, with at least half of consumers in France, Germany and Spain saying they paid attention to ads on television. In all these countries, the percentage who paid attention was at least twice the proportion who said they generally had a favourable reaction to ads on those screens.