A study on Viewers attitude towards TV commercials

Submitted by: Babasa N Dhongade
Dated on 19/05/2017
Submitted to: PES University, Bangalore( Academical Research)

Executive Summary

Nowadays the TV commercials that we see are basically creative and innovative which are totally different comparingly how they used to show in an early 21st century so looking at this a study is made to find out the behavioral aspect of such TV commercials.
This study is based on “VIEWERS BEHAVIOUR TOWARDS TV COMMERCIALS” for the Indian context. And this study tries to find out how the viewers reacting to modern TV commercials.
The report majorly covers the data collected from a set of Questionnaire and analyzed and interpreted with the help of data that has been collected through the questionnaire.

Objectives of the study:

The objectives of this study are as follows:

• To study how the viewers are perceived towards TV commercials
• To know what is the ideal time of a TV commercial according to the viewers
• To measure the viewer’s attitude on TV commercials
• To know whether the TV commercials are useful to the viewers

RESEARCH METHODOLOGY

A methodology is defined as “a particular or a set of procedures, the analysis of these principles or procedures of inquiry in a particular field.” This chapter gives a clear picture of how the study has been carried on. It summarises the procedures followed in this study. Nature and source of data:

The data requirements for this project report is collected through.

PRIMARY DATA:

The data is directly collected from the Questionnaire.

SECONDARY DATA:

Secondary data are those which have already collected by someone else and which is already been passed through the statistical process.
For this study, there is no data collected through Secondary data sources.

Type of Research: The study is Descriptive research.

Sampling Method

Sampling Method used in the study is the Simple survey random sampling Method.
“It is incumbent on the researcher to clearly define the target population. There are no strict rules to follow, and the researcher must rely on logic and judgment. The population is defined in keeping with the objectives of the study”.

Sample Size: The sample size used in this study is 38.

Sample population:

The sample population is individuals whose age is above 15 years irrespective of their gender, occupation, income level, and other demographical characteristics.

DATA ANALYSIS AND INTERPRETATION ANALYSIS AND INTERPRETATION:

Analysis of the behavior of viewers towards TV commercials such behavior contains in a set of questionnaire that has been answered by the 38 respondents.

1. Gender distribution of Respondents.

1.1 Graphical presentation:

Interpretation:

• The Male respondents are more in number than female as you can see in the above graph Male 65% and female 35%.
• Majority of the responses are according to the male point of view

2. Age distribution:

2.1 graphical presentation

Interpretation:

• The age distribution shows that the respondents whose age is between 21 to 25 are more in number.
• The majority of responses are based on the category of 21-25 year age group.

3. TV commercials found useful? 

3.1 graph showing responses on the usefulness of the TV commercials.

Interpretation: 

• 73% of respondents found TV commercials as interesting.
• 16.2% of respondents may found TV commercials are interesting.
• 10.8% of respondents found that TV commercials are not interesting.
• Looking at the percentages one can say that most of the respondents Aged Between 21-26 are interested in TV commercials.

4. The ideal time of a TV commercial of Respondents.

4.1 graph showing the ideal time of a commercial according to the time intervals.

Interpretation:

• The ideal time of a TV commercial should be In between 10-20 sec as per respondents.as result, viewers are comfortable watching TV commercial of the time span of 10-20 seconds.

• And second, most responded time interval is within 10 seconds.

5. Viewers found Annoyed or Interested in TV commercials:

5.1 Graphs showing whether the viewers are Annoyed or found interesting.

Interpretation:

• In all of the channels I mentioned above in the graph, the majority of respondents feel neither Annoying nor interesting towards the TV commercials.
• Comparing Music channel with all the other channels the annoying rate is high.
• In music channels, TV commercials are found interesting by viewer’s (respondents).
• In Movie channels, the viewer’s found neither annoyed nor interesting compared to other TV channels.

  CONCLUSION

Based on the study, I would like to conclude that,

• With behavior that we have observed throughout the study is clearly stating that the attitude of viewers of varies from ages to gender
• Also, I would like to conclude that the viewers are interested in TV commercials as they are much creative and innovative and youngsters dig that.
• The perfect TV commercial to be is within 10-20 sec
• I lastly conclude that irrespective of different TV channels most of the respondents feel neither annoyed nor found interested.