THEME OF THE MONTH: TRUSTWORTHINESS

Classic TV advertising is one of the most trusted advertising channels. In the 2022 Nielsen Trust in Advertising global study, 44% of respondents said they trust it completely. Millennials (25-40) and Gen X (41-56) are the age groups that trust advertising the most of all age groups. Similar information was also provided by MNTN research, which revealed that TV and print advertising shared the top position of trust between adult respondents (nearly 50%). Pop-up ads, which are most commonly encountered on social media, came second in the ranking with just 19%.

The more we are surrounded by advertising today, the more some advertising channels are losing credibility. But traditional media (and TV among them), which have firmly established rules, codes of ethics and regulatory laws, still enjoy a high degree of consumer trust and help brands to establish their position in the market. In ScreenVoice MAGAZINE, we look at which brands TV commercials are helping to build more than just reputation and image.

More articles about this topic

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024

Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

DO CONSUMERS TRUST CELEBRITY ENDORSEMENTS ANYMORE? NEW RESEARCH TAKES A LOOK

9. 3. 2024

Celebrities and product advertising have been matched together since the ancient days of marketing. Authenticity wasn’t a big concern back in the day—it was just the way things were done, and often with great results. Whether it was the endorsement or the sheer visibility that moved the needle is a discussion for another day, but… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

STUDY: TV TOP PURCHASE INFLUENCER

8. 3. 2024

US local broadcast television industry trade body TVB has released the findings of the 2024 Purchase Funnel Study which seeks to identify the importance of media platforms in influencing consumers during the purchase decision process. TVB commissioned GfK to conduct this study, which looked at consumers exposed to advertising across eight categories through ANY of… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

21. 2. 2024

Global advertising spend is predicted to top $1 trillion for the first time in 2024, but the adoption of artificial intelligence means there are concerns around media quality which affect all aspects of media planning and buying, says a new WARC report.  Why you should read the report  The Future of Media 2024 takes a look… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

THINKBOX JANUARY’S CHART OF THE MONTH: TV IS A TRUSTED MEDIUM

15. 1. 2024

Recent years have seen a strengthening relationship between advertising trust and advertising driven profit. Comparing IPA survey data from 2014-2022 with data from 2000-2012, trust jumped from the seventh-highest brand metric linked to profit to the second-highest, just below quality. Trust is often correlated with quality and has become increasingly important. Consumers are continuously forming assessments… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

WRONG ADS SERVE TO THE WRONG CONSUMER 1 IN 3 TIMES

22. 12. 2023

Agencies report that the wrong ad creative is served to the wrong consumer nearly one in every three times, according to new research. The joint study from Advertiser Perceptions and Claravine fielded in August analyzed the impact of not having a data standards and a strategy in place. It showed how advertisers and agencies struggle… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

IPSOS STUDY: TRUST IN TRADITIONAL MEDIA CONTINUES – TELEVISION IS THE MAIN SOURCE OF INFORMATION IN AUSTRIA

7. 10. 2023

UNESCO, in cooperation with Ipsos, recently published a groundbreaking study looking at the sources of misinformation in countries where elections will be held next year. The results of the study offer a fascinating insight into the media landscape, particularly in Austria. The latest study, carried out by Ipsos on behalf of UNESCO, shows that television… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

STUDY UK: YOUNGER AUDIENCES WARY OF AD BOMBARDMENT

19. 9. 2023

Ad bombardment is the biggest driver of distrust in advertising and its importance has increased significantly for younger audiences over the last two years.  That’s according to new research* from Credos, UK advertising’s thinktank, which reports that the importance score this demographic attaches to ad bombardment has almost doubled, from 19 out of 100 in 2021… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

A BASTION OF TRUST IN ADVERTISING: WHY DOES TELEVISION STILL WIN OVER MOST OTHER FORMATS?

24. 3. 2023

We live in a world where we are constantly under attack from all directions with advertising messages. The consequence of this is a loss of trust in various forms of marketing, but the losers are mainly online and social media marketing. By contrast, traditional media - and television among them - continue to enjoy a high degree of user and consumer trust. Trust is still a highly sought-after commodity, but paradoxically it is more scarce today than before. But television commercials, for example, continue to show us that if you want it, you can do it.

DON’T WRITE TRUST IN MEDIA OFF AS ‘WOKERY’, WARNS PETER FIELD

16. 3. 2023

Trust shouldn’t be written off as some kind of ‘wokery.’” Effectiveness expert Peter Field delivered that warning within a strong business case for brands to invest in consumer trust at a conference held by newsbrands marketing body Newsworks today. Calling the issue of trust in brands a relatively “novel” development among consumers, Field warned that… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

TV CONTINUES TO RETAIN A POWER THAT CAN BE LEVERAGED BY ADVERTISERS: GROUPM REPORT

7. 11. 2022

According to the study by GroupM’s Consumer Eye, 60% of the respondents agreed that free TV channels make the world a better place The past two decades have seen rapid transformations in the media landscape with the number of options available to advertisers increasing significantly. Many of these options offer excellent opportunities for brands to… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

28. 10. 2022

This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study – a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

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