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How should you take TV advertising clutter into account?
Millward Brown: Knowledge PointHow Should You Take TVAdvertising Clutter Into Account?The level of TV advertising clutter varies greatly by country, and the amount of clutter affectsthe ability of ads to cut through. The natural response to clutter is to increase the spend behindyour ad, but that money might be wasted if thought is not given to how the spend is phased.Despite the explosion in multimedia activity, TV is still the main both ad clutter information (from Eurodata, Zenith Marketbrand-building medium for big advertisers in most markets. and Media Facts) and reliable audience measurement data,But the amount of TV advertising in different markets varies we conducted an analysis of the average response per Grossdramatically. Ad clutter is twice as high in the Philippines as it Rating Point (GRP) in terms of advertising impact. Based onis in Hong Kong, and twice as high in Hong Kong as in Ireland. the scores across a range of different advertisers, an average for each country was calculated. To aid comparison, the levelReduced ad impact of clutter was then indexed back to the average of all these countries.Advertising clutter – the sheer volume of advertising thatconsumers encounter every day – makes it hard for any The finding is clear; more ads on air means reduced adindividual ad to achieve its most fundamental goal, which is impact. This is probably due to a combination of factors.to be noticed. For example, consumers may leave the room during long ad breaks, or engage in other activity that makes them lessResearch by Millward Brown and others has highlighted the likely to see or remember the ads.importance of achieving and maintaining a share of voice The more TV Clutter, the harder it is to cut throughwithin your category that is at least equal to your marketshare. But the total amount of advertising within a country – 9 AI by 2008 Clutter levels MB Database Average Awareness Index for Country Taiwanthe overall level of clutter - must also be considered. 8 China Russia 7 Sweden UK MalaysiaThe more ads there are vying for a viewer’s attention, the 6 Ireland Australia India Mexico Japanharder it is for each advertisement to get its message 5 Netherlands Thailand France Hungary Italy USA Argentinaacross. This is apparent from the relationship we’ve observed 4 Czech Republic Poland Brazil Germanybetween ad clutter and the Awareness Index (AI). The AI is 3 Hong Kong R∂ = 0.5712 Spainour measure of “ad impact,” and it describes the increase in 2advertising awareness per hundred GRPs, after accounting 1 Philippines 0for effects due to media weight, diminishing returns, and 0 50 10 0 150 20 0 250advertising history. For each of the markets where we had Index of relative advertising clutter by countryMay 201 1