Nielsen Study: Advertising Appreciated More Than You May Think

By Dolliver, Mark | Editor & Publisher, July 15, 2009 | Go to article overview

Nielsen Study: Advertising Appreciated More Than You May Think


Dolliver, Mark, Editor & Publisher


They may not quite be grateful for advertising. But consumers realize it pays the bills for much of the content they enjoy -- and, for that matter, that it helps the economy to function. Those are among the significant findings of a newly released global survey by Nielsen, E&P's parent company.

Conducted in some 50 markets in March and April, the polling found 67 percent of respondents agreeing (including 14 percent agreeing "strongly") that "Advertising funds low-cost and free content on the Internet, TV, newspapers and other media." Likewise, 81 percent agreed (22 percent strongly) that "Advertising and sponsorship are important to fund sporting events, art exhibitions and cultural events."

More broadly, the survey found 71 percent of global respondents agreeing (13 percent strongly) that "Advertising contributes to growth of the economy." Sixty-eight percent agreed (16 percent strongly) that "Advertising stimulates competition, which leads to better products and lower prices."

Respondents also acknowledged that advertising is useful to them personally as they navigate the marketplace. For example, 67 percent agreed (14 percent strongly) that "By providing me with information, advertising allows me to make better consumer choices." Respondents even confessed to enjoying advertising, at least some of the time, with 66 percent agreeing (13 percent strongly) that "Advertising often gets my attention and is entertaining."

There was some regional variation in the incidence of agreement that advertising enables consumers to make better choices by providing them with information. Among respondents in Latin America, 82 percent subscribed to that statement, as did 72 percent of those in North America. In Europe, though, just 50 percent of respondents endorsed that view.

The survey also detected regional variation in the degree to which consumers trust various forms of advertising. TV advertising is a conspicuous example. On average, 62 percent of global respondents said they trust TV advertising at least "somewhat. …

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