Trust in advertising increases significantly during the pandemic
The AANA/IPSOS Advertising Sentiment Index (ASI) shows that the Australian community’s trust in advertising increased across the 12 months to March this year. 52% said advertising was either very or mainly trustworthy with only 17% declaring it untrustworthy. COVID played a big part in this latest ASI reporting period with 50% of the 1000 respondents saying they have received the right amount of information through advertising whereas 43% claim there has been too much. However only a third of the respondents had a favourable opinion towards brands referencing COVID, sending a clear message to marketers that referencing the obvious is a difficult strategy to execute successfully.
Amongst the different advertised categories, financial services stood out in driving advertising favourably and achieved a positive sentiment score for the first time in the ASI’s history. This was thanks to the switch in message to provide information & help during the pandemic and supporting the economic recovery.
The ASI is a six-monthly advertising sentiment tracker conducted by the AANA in partnership with IPSOS amongst a n=1000 representative sample of the community. The ASI is used by the AANA to monitor community sentiment on advertising content. The ASI objectively guides the AANA’s in matching the advertising content self-regulatory codes to prevailing community standards on advertising.
ASI data is available to AANA members by clicking on the below link (requires login):