Nationwide US television advertising campaigns are failing to reach a large portion of their target audiences, according to new research based on TV viewing data.
Using figures from Nielsen and Kantar Media, ad targeting company Simulmedia has found that more than three-quarters of TV ads are viewed by just 20 per cent of 18 to 24-year-old adults.
According to its report, Unilever’s $6.3m TV ad campaign for its Axe body spray, for example, was not seen by 60 per cent of the 18 to 24-year-olds it was intended to reach in March this year.
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