Warc, 5 February 2013
JOHANNESBURG: Over 60% of young consumers in South Africa
have low levels of trust in television advertising, although a similar number
still find commercials enjoyable, a report has revealed.
Pondering Panda, the insights provider, polled 1,924 people
in the 15–34 year old demographic via mobile phone, and found 71% positively
"enjoyed" watching TV spots, as reported by BizCommunity.
An additional 64% of interviewees agreed these ads were
typically "not truthful" about the goods and services they promoted.
By contrast, just 32% of respondents held the opposite opinion.
"Most young South Africans are clearly receptive to
television advertising," Butch Rice, co-founder of Pondering Panda, said.
"However, their lack of trust in the honesty of advertising is a challenge
to marketers – but it's not the only one.
“There are too many campaigns out there that are poorly
branded, leading to a serious wastage of advertising budgets ... Viewers often
recall the ad, but can't say who it was for. Worse, they also often think it
was for a competitor."
Elsewhere, a 56% majority of those surveyed
"liked" ads and preferred having them as part of the overall viewing
"experience" than not.
A smaller 35% share of contributors outlined a wish to see
no TV commercials whatsoever if that was an option.
When discussing the impact of television ads on purchase
habits, some 32% of the sample bought things "quite often" after
being exposed to relevant spots.
An additional 55% "seldom" did so, while 13%
asserted that advertising exerted no influence on their buying decisions.
Data sourced from BizCommunity; additional content by Warc
staff
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