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

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

MEDIA BUYERS CLAIM TO PREFER QUALITY INVENTORY

14. 7. 2022

A whopping 98% of European media buyers agree that buying inventory in a quality media environment is important, according to a survey by industry organisation IAB Europe. It’s hard to find a media buyer who disagrees with the importance of a quality media environment and most (92%) will also say they prefer to spend with suppliers adhering… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

TV ADVERTISING IS THE MOST TRUSTED BY VIEWERS

18. 6. 2022

The latest Screenforce study was presented as Screenforce Day (24 May 2022). This year it focused on the on the trustworthiness of different moving image channels. The study was presented and developed by the Insight Institute, over 1000 respondents were surveyed online and 30 by phone. Based on the results of the study, Screenforce Switzerland,… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

AN OPEN LETTER TO THE AD COMMUNITY FROM NIELSEN’S BRAD KELLY

27. 7. 2020

Toxic Behaviors in Advertising — and Your Business: What’s Your Threshold? The pull that Social Media exerts on today’s world is unquestionable. It helps us stay connected, keep informed, and is generally a source for light entertainment. But we now know there’s a dark side which exists in social media that’s tearing the fabric of who we… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

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