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.

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STUDY UK: TRUST IN ADVERTISING IS ON THE RISE

19. 6. 2024

For the first time in a decade, advertising is no longer the UK’s least trusted industry, as new research* from advertising industry think tank Credos shows it overtaking government and media. Dan Wilks, Director of Credos, outlines three reasons why trust is so important: “Firstly, when it comes to results, trust in brands and trust… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

YES, TV IS STILL THE PLACE TO BE FOR TODAY’S ADVERTISERS

6. 5. 2024

Here’s how to navigate the brave new world of streaming Linear television is still a dominant force in today’s media mix, however, audiences continue to flock to streaming for a seemingly endless amount of on-demand content. Although CTV is now taking home the largest slice of total TV usage, it doesn’t always provide advertisers with… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING

18. 4. 2024

Television continues to appeal to a large number of viewers today, stirring emotions, offering the highest efficiency and return on investment, maximum attention and trust. This is not the only reason why it remains a highly effective, important and often key element of the media mix.

THE BIG SCREEN HAS AN UNDENIABLE CHARM FOR VIEWERS

14. 4. 2024

The numbers are clear. The undefeated queen of home entertainment is still television. Modern technology may be exciting, but it hasn't dethroned television. Why? Read our summary to find out what aces today's TV has up its sleeve.

REGULATION BUILDS TRUST IN ADVERTISING

29. 3. 2024

When people are aware that advertising is regulated, they are more likely to trust and have favourable views towards the industry generally, as well as displaying higher levels of trust across individual media channels. That’s the main takeaway from research by the UK’s Advertising Standards Authority (ASA) into the effectiveness of a recent campaign that… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

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

CNN PRIMA NEWS GOES TO BATTLE AGAINST DEEPFAKE VIDEOS

21. 3. 2024

Multiplatform CNN Prima News is fighting so-called deepfake videos. The presenter Pavlina Wolfová warns the public in a new spot. Like other faces of CNN Prima News, she has become an unwitting tool of scammers using artificial intelligence to deceive people. Using stolen and doctored footage, scammers try to convince internet users that celebrities are… Continue reading THEME OF THE MONTH: TRUSTWORTHINESS

TELEVISION HAS THE HIGHEST TRUST AND ATTENTION. THESE FACTORS MAKE IT MORE POWERFUL THAN OTHER MEDIA

14. 3. 2024

Behind the strong position of television as an advertising medium is the credibility and ability of television advertising to gain and retain the attention of the audience.

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

TV ADVERTISING AND SOCIAL MEDIA PROMOTION ARE TWO DIFFERENT WORLDS THAT CAN BE EASILY CONNECTED

7. 3. 2024

The former myth that advertisers can get by with social networks has long been debunked. Television advertising has undeniable advantages that no other medium offers. And that is why it is crystal clear that the ideal way to get the most out of advertising is to include both channels in your advertising plan.

CHALLENGES FOR MEDIA PLANNING IN AN AI-DRIVEN WORLD

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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

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