BETWEEN 35 and 38 per cent of the British public ‘never or seldom’ believe the claims made by adverts on TV, newspapers or magazines – according to a survey.
Says an Ipsos MORI survey of over 2,000 respondents through GB – commissioned by the Energy Saving Trust – the most potent way to support advertising claims is by using statistics and evidence.
Almost six in ten of those questioned (57 per cent) stated that offering this in support of claims was the most important thing advertisers could do to build belief. Second most important was third-party support and verification from a trusted organisation (41 per cent).
The survey found…
The extent to which the British public believe advertising claims on TV, in newspapers and magazines:
‘Sometimes’ believe claims: TV 46 per cent, newspapers 47 per cent and magazines 46 per cent
‘Never/seldom’ believe claims: TV 35 per cent, newspapers 38 per cent and magazines 38 per cent
‘Always/usually’ believe claims: TV 15 per cent, newspapers 11 per cent and magazines 11 per cent
What would increase the British public’s trust in advertising claims on TV or in newspapers and magazines?
Statistics or evidence to support the claim: 57 per cent
Third party verification, from a trusted organisation you trust: 41 per cent
Benefits to health: 16 per cent
A presenter/author/journalist you are familiar with: Five per cent
A presenter/author/journalist you like: Four per cent
Celebrity endorsement: One per cent
Other: Three per cent
What the British public believe has the most impact on whether they believe advertising claims:
Personal experience: 60 per cent
Word of mouth: 11 per cent
News reports or documentaries on TV: Eight per cent
Consumer reviews: Four per cent
Reputation of the brand/organisation: Three per cent
Newspaper stories: One per cent
Comments or posts on social media: One per cent
Consumer chatter on social media: One per cent
Other: One per cent
Source: Energy Saving Trust, January 7 2014.