TV the most trusted form of advertising in Asia

Louise Duffy ©RapidTVNews | 18-04-2012

TV is the most trusted form of paid advertising in Asia Pacific according to a recent report by analyst firm Nielsen.
Its Global Trust in Advertising Survey questioned 28,000 consumers across 56 countries, and aimed to gauge customer perceptions of 19 advertising formats.
Television, which enjoys the lion’s share of advertising expenditure in the Asia Pacific region, ranks as the most trusted form of ‘paid’ advertising for consumers in Asia Pacific, with 55% indicating they trust ad messages delivered via TV. This was followed by other paid ads including magazines (54%) newspapers (52%), cinema ads (47%) and ads on the radio (47%). Although paid advertising on new media platforms, such as ads on social networking sites, text ads on mobile phones and online banner ads, still trails traditional forms of advertising in terms of the degree to which consumers trust it, this appears to be shifting; text ads on mobile phones and online banner ads posted some of the highest gains in consumers’ trust levels since 2007, up 18 points and 13 points respectively.
Consumers across the Asia Pacific region also regard ‘earned’ media content as the most relevant when it comes to looking for information on products and services, with information delivered via word of mouth and online consumer reviews ranking as the two most relevant forms of product information. In contrast, information delivered via ads on newer media platforms such as online video and banner ads, ads on social networks and mobile ads held less relevance to consumers than more traditional forms of advertising, a possible indicator that the messages contained in these ads is not yet hitting the mark. Randall Beard, Neilson’s global head of advertiser solutions, said: “Although television advertising will remain a primary way marketers connect with audiences due to its unmatched reach compared to other media, consumers around the world continue to see recommendations from friends and online consumer opinions as by far the most credible.”