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 $ Advertising Standards Bureau