Mexicans are Bothered by (Bad) Radio Advertising
MEXICO CITY (Expansion) - Advertising in audio format is intrusive, interrupts and cuts off inspiration. This is perceived by 42% of the listeners surveyed in the 'Digital Audio Study in Mexico', prepared by IAB Mexico, Audio.ad, Nielsen, Grupo Acir and Spotify.
Of the 1,000 radio listeners surveyed in 28 locations in the country, mainly in Mexico City, Guadalajara and Monterrey, 47% say that the ads that are broadcast on the Internet radio are the most annoying, followed by those that are shared in traditional radio (43%) and streaming music platforms (40%).
Toni Pellicer, CEO of Nielsen IBOPE, an audience research firm, told a press conference that the youngest audiences, those that have the most activity on digital platforms, are the least receptive, as they say the ads are very long. "The new generations are more critical, they feel that the advertising content takes time away and prevents them from consulting content," he said.
CREATIVITY CHANGES THE PERCEPTION
This is a wake-up call for advertisers. "It is a competition and the one that has more capacity to understand the consumer and offer creative, specific and disruptive content is what is going to win over the public," Pellicer warned. The radio listeners assured that if the advertising is attractive and interesting, they are willing to pay attention to it and even modify their consumption decisions.
29% of users who listen to online radio advertisements - which are the least receptive - indicate that interesting advertising motivates them to investigate about the promoted products, while 33% reveal that they have purchased some.
Regarding the categories most remembered by radio listeners are food and beverages (52%), fashion (46%), electronics (42%), department stores (41%) and health and beauty brands (37%).
THE POSITIVE SIDE
The 'Digital Audio Study in Mexico' also shows that there is a 34% of users that have a positive perception towards advertising on audio platforms. This group qualifies the ads as interesting and with relevant information that helps you to know new products.
"Generation X (between 35 and 44 years old) and baby boomers (between 45 and 60 years old) are the ones that are more accustomed to hearing publicity and like it when it comes to ads with offers or with disruptive messages," shared Pellicer.
It is worth mentioning that 21% of listeners who are open to consume ads do so through traditional radio, 17% through online radio and streaming music platforms and 15% on podcast.