UK consumers have a better perception of brands advertised on TV than on social platforms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 25, 2020, 12:17 PM UTC

House51 surveyed 3,600 UK consumers on behalf of Thinkbox, based on the academic theory of “signalling”.

43% of consumers perceived brands advertised on TV as of high quality, while only 19% perceived the same for adverts on social media and 22% on video-sharing sites. Half of the respondents perceived the brands that advertised on TV were financially strong.

Majority of consumers perceived brands advertised on TV, magazines and radio as ones that could be trusted most to deliver on promises made. 30% of participants rated brands advertised on TV as the most trusted ones. However, magazines and radio were close behind at 29% and 28%, respectively.

Almost half of the consumers perceived brands advertised on TV as more popular and successful. Catherine Heaney, co-founder and partner at house51, said: “… the effect is consistent across product categories and audience demographics.”

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