TV dominates in developed markets

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 13, 2021, 2:44 PM UTC

Borderless Access surveyed both consumers and marketers across 11 countries, including the UK, US, Germany and Singapore, to highlight post-pandemic marketing trends.

The study found TV is still the channel that consumers have the most significant exposure to in the US (67%), closely followed by social media at 66%. In developed markets like the UK and Germany, TV still far outperforms social media in terms of exposure.

TV is also one of the most trusted traditional channels across countries as it elicits a sense of familiarity and comfort among customers. It holds a significant share of trust in consumers’ minds and retains the ability to trigger a purchase.

48% of marketers in the US and 28% in the UK currently spend on TV. In contrast, 60% of marketers in the US and 40% in the UK spend on social media.

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