Jun 3, 2019

Trust in Advertising: Where Does Traditional TV Stand?

There are many challenges facing advertisers today, from attention and engagement to ad blocking and fraud. But trust in advertising trumps them all, according to MediaPost. If you don’t have trust, you don’t have viewer connection. Here’s a look at the state of trust in TV advertising today.

On-Demand vs. Linear TV
A recent Advertiser Perceptions study of 200 ad executives found that 73 percent factor in trust when deciding how to allocate their media ad budgets. For consumers, YouGov found that there is an attitudinal difference among on-demand TV viewers compared to linear TV viewers; on-demand viewers are more averse to traditional television commercials. For example:
  • 56 percent of on-demand viewers tend to mute TV ads compared to 48 percent of linear viewers.
  • 43 percent of on-demand viewers enjoy watching TV ads compared to 47 percent of linear TV viewers.
  • 54 percent of on-demand viewers don’t trust TV ads compared to 48 percent of linear TV viewers.
All of these results are unsurprising. Linear TV viewers expect commercials, whereas on-demand viewers find commercial breaks to be intrusive.

Digital vs. Linear TV

Read the full article on the Videa blog.

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