VIEWERS APPROVE OF ADVERTISING DURING WAR COVERAGE: STUDY
By Adnews Staff
According to a recent study commissioned by MediaCom Group Services on behalf of The Media Company/MBS, media consumers approve of seeing commercial messages during war coverage. The study, conducted by Ipsos-Reid Express, is based on 1,000 telephone interviews. Seventy-six percent of those surveyed felt it is appropriate to air regular paid television advertising or a reduced amount of advertising during war coverage. The number is 83% for newspaper advertising. Additionally, the survey found that 17% of respondents spend more time reading newspapers during a major international event and 11% spend more time listening to the radio. Thirty-two percent of respondents described themselves as much more attentive to television war coverage than to normal viewing material, 35% are slightly more attentive and 25% are neither more nor less attentive.