Seems you’re not alone in trying to figure out what went on with a just-viewed television commercial (was in for a car maker, an airline, a tire firm, a tourist destination --- or a promo for the network) since there appears to be much fuzziness with viewers these days, observes Grumpy Editor.
Three-quarters of Americans (75 percent) say they find a TV commercial confusing, according to an Adweek Media/Harris Poll, based on 2,163 U.S. adults surveyed online between July 27 and 29 by Harris Interactive.
Many TV spots tend to be on the artsy, gimmicky or cute side.
(Now that would have been frowned on by the creative folks at the 1960s-era Madison Ave. advertising agency depicted in the TV series, Mad Men on cable network AMC .)
Some of the current ad agency talent often forgets the prime focus with production of a TV commercial, especially in a competitive environment, is to sell a company’s product or service while injecting solid facts and figures.
The latest survey also finds about three out of 10 people (29 percent) 55 years or older say they often find commercials on television confusing.
For those 45 to 54 years old, 17 percent often find commercials confusing as do 18 percent of those 18 to 34 years old and 13 percent of those 35 to 44.