Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB | Page 72

Which mediums
attracted complaints?
Consistent with previous years, in 2016, the
majority of complaints (70.34 per cent) related to
advertisements shown on television. The highest
percentage was in 2006 when 85.81 per cent of
complaints related to television advertisements.
In 2016 complaints relating to internet advertising
almost doubled from 3.7 per cent in 2015 to
6.90 per cent, with social media advertising
also doubling from 1.99 per cent in 2016 to
4.55 per cent in 2016.
Complaints about radio advertising was slightly
lower at 2.37 per cent of all complaints than the
previous year, with the lowest recorded percentage
in 2010 at just 1.66 per cent. Forms of outdoor
media were considered under transport, billboard
and outdoor mediums. Complaints relating to
billboard advertisements were at similar levels
to the previous year at 3.24 per cent, dropping
from a high in 2011 of 26.35 per cent when
one billboard campaign generated a significant
number of complaints. Advertisements on
transport (buses, bus shelters) received just
1.58 per cent of all complaints, with other
outdoor advertising (signage outside stores and
road side signs) receiving less than one per cent
(0.47 per cent) of all complaints.
70
70.34%
TV
6.90%
Internet 4.55%
Social Media 3.85%
Poster
3.48%
Pay TV 3.24%
Billboard 2.37%
Radio 1.58%
Transport
1.17%
Other 1.09%
Print 0.57%
Cinema 0.47%
Outdoor
0.39%
Mail 0.00%
Multi Media
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Advertising Standards Bureau