The proposals to restrict television advertising of foods deemed high in fat, sugar or carbohydrates to the under-16s could just shift messages to other media formats.
According to education specialists Heist, looking at six-sheet poster panels in secondary schools on behalf of in-school media agency Ten Nine, the average student sees 23 advertising messages per fortnight for six-sheet advertising panels.
“Marketers and media planners, faced with the internet’s sustained assault on ‘business as usual’, may find themselves re-evaluating some ancient maxims. Outdoor [advertising], traditionally viewed as a primarily mass-coverage vehicle, may be due for a rethink,” wrote Alan Scurfield, managing partner at Ten Nine, commenting on the findings in Marketing Week
Combined with adverts on public transport, cinemas, or even in common rooms, the research claims that high amounts of opportunities to see led to students showing a recall level of 80 per cent or above for poster messages.
“Real value may be offered by a growing catalogue of destination vehicles, such as the typical secondary school, where a single six-sheet panel can seemingly ‘pressure cook’ hitherto unprecedented levels of prompted awareness across the core target audience,” concluded Mr Nine.