Consumer preferences for advertising content have evolved, and certain trends are emerging. Here are some key findings from a recent GWI study:
1. Desired Ad Content:
- Product Information: 55% of US and UK consumers want ads to provide them with product information.
- Discounts/Special Offers: 46% desire ads that offer discounts or special deals.
- Entertainment: 45% appreciate entertaining ads.
2. Age Variations:
- Younger consumers prefer entertaining ads, while older consumers prioritize ads related to sales or promotions.
3. Declining Interest in DE&I and CSR Messaging:
- Only 12% of respondents want ads to promote diversity and inclusivity, down significantly from February 2021.
- 11% want ads to raise awareness about social or environmental causes, showing an even sharper decline.
4. Purpose Messaging Across Channels:
- Heavy podcast listeners (4+ hours per day) are more receptive to purpose messaging (49% want ads promoting diversity or social awareness).
- Broadcast TV viewers and heavy radio listeners are less interested in purpose-driven ads.
In summary, advertisers should consider tailoring their messaging to specific channels and demographics, recognizing the shifting preferences of consumers
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