Sex in advertising is turning women off, according to research conducted for CIA Media Labs.
Women are more than twice as likely than men to agree with the statement “ads make too much use of sex to sell their products”. Some 61 per cent of women questioned do not like campaigns that rely on overt sexuality.
Age is also a key factor. Forty- one per cent of 15 to 24-year-olds agree with the statement, rising to 72 per cent of the over-65 age group.
The new report, called CIA Sensor, also found that more than half of the country thinks there are too many foreign TV programmes.
A similar number felt “the advertising industry is really quite important”.
CIA Sensor is a bi-weekly national survey of about 500 adults, which looks at how and why people consume media and advertising. Results will appear fortnightly in Marketing Week.
* The Advertising Standards Authority is expected to decide on March 1 whether or not to uphold the 240 complaints it has received about Saatchi & Saatchi’s controversial ad campaign for Club 18-30.