Half of Brits ‘think advertising industry needs to change’

May 20, 2019

Almost half of UK consumers believe that advertising needs to change, according to new figures from Conversant.

The research found that 48 per cent of Brits don’t like seeing the same advert more than once, leading them to believe that things should change in the industry.

Similar responses were seen in the US and Germany, where 47 per cent and 49 per cent of consumers respectively said they didn’t like seeing the same creative multiple times, as Marketing Week report.

Meanwhile almost a third (29 per cent) of UK consumers think poorly of brands when they produce what they see as bad advertising.

And, perhaps just as importantly for advertisers, 44 per cent said they would prefer to see fewer ads overall.

Separately, last month the UK’s Advertising Association brought together a panel of industry experts to consider how to restore trust in the advertising industry.

The Association’s Trust Report found that there has been a long-term decline in public sentiment towards advertising, with just 25 per cent of Brits expressing favourability in 2018, compared with 50 per cent in the early 1990s.