3/4 of Americans find ads confusing

Sep 25, 2010 by Dirk Singer

An interesting study from Ad Week and Harris in the US – 3/4 of consumers find TV ads confusing. Though as you might expect the over 55s are most likely to be ‘often’ confused by TV ads (29%), the second highest group to say that commercials often leave them scratching their heads are 18-34 year olds (21%).

The results made me think of a series of posts penned by Adam Ferrier of Naked Australia, all about how emotional advertising that seeks to make a connection with the audience is often over-rated, and really – though it might not be pretty or win awards – more of an emphasis should be on some sort of A to B action.