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CMの効果

cnetの記事で紹介された電通の調査によると、HDDレコーダのようなデジタル録画機器を保有している人の方がCMの認知度が高いとのこと。

何を当り前のことを、という感じがしますがこれは以前に録画する人はCMを見ていないという調査報告が挙げられていたためです。

TVなんてものは今では2万円くらいで購入できます。にもかかわらず、さらに5万円以上もするようなHDDレコーダやDVDレコーダを購入してまでTV番組を見ようとしているわけですから、当然そのような人達はTVを長時間視聴しているでしょう。この人達は、本来無料で見られていたはずのものに対して、お金を出してまで見ようとするほどTV番組を見るのが好きなのです。当然、CMとの接触率も高くなるはずです。

視聴率だけで計算するのではなく、視聴時間で考えるべきだと思います。

デジタル録画機器の保有者との意識の違いということでとられたアンケート項目が面白いので紹介します。

広告は時代の流れを反映している
ここでいう「時代の流れ」というのは、アンケート対象者が認識している時代の流れです。広告を見ている時間が長ければ、広告を流行だと認識するでしょう。広告から入力された「時代の流れ」なので「時代の流れ」は広告に一致するのは当然です。
広告で生活に便利な情報が分かる
広告と接する時間が増えれば、当然その他のメディアから摂取できる情報量が減ります。たとえば、4時間TVを見るが新聞は読まない、という人ならTVからは便利な情報が得られるでしょうが新聞からは得られません。広告と長時間接している人は広告以外のメディアからはあまり情報を得ていないのは当然のことです。

話題になるTVCMは見たい
話題を追いかけたい、という心理に付いては特に触れません。話題になる映画は見たい、とか本は読みたい、とかそれらと同じことでしょう。
広告で見たことを日常の話題にする
話題にできる事柄と言うのは基本的には身近なものか共通する認識があるものでしょう。広告が身近な存在なのでそれを話題にしてしまうわけです。そして話題になるから広告を見たくなる。先の項目とも関連します。
関心のある広告の商品は注視する
そりゃ、関心のあるものは見るでしょう。関心のある試験の答案とか。
TVCMの商品は親しみが持てる
身近なものには親近感を抱くという錯覚です。TVCMが身近な存在なのでそれらについて親近感を抱いているわけです。

アンケート項目からして鶏が先か卵が先かという雰囲気がしますが、TVが好きだからデジタル録画機器を購入してまでTVを視聴しているわけで、そうした方々にとってはTVCMというのは身近で親近感のある存在なのでしょう。

TVCMの価値は下落していない、という結論を導くために提出した資料という印象です。高額なデジタル録画機器を購入してまでTVを見ようとしてくれる人に、どうやってスキップされずに広告を見せるかというのが今後の課題なのですが、その問題に付いては一切触れていません。

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