TV is most trusted ad platform says survey

LONDON - Consumers trust brands advertised on TV over other forms of advertising, new research has revealed.

Trustworthy: a third of survey respondents paid more attention to TV ads featuring price-led offers
Trustworthy: a third of survey respondents paid more attention to TV ads featuring price-led offers

According to an online survey of 16 to 54-year-olds questioned by Ipsos MORI for Channel 4, television advertising also signifies a more reputable and financially stable company.

Of the 1,000 people questioned, 82% agreed that advertising on TV tends to come from bigger, more established companies.

One in three said they trusted newly-marketed brand advertising on TV more than newspapers, magazines, internet or radio.

Looking into the effectiveness of television advertising during a recession, the survey also found that a third of respondents paid more attention to TV ads featuring price-led offers.

Mike Parker, head of strategic sales at Channel 4, said: "Many consumers feel, consciously or subconsciously, that TV advertised brands are most likely to be stable ones, an important consideration before parting with money and investing in these brands."

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