We Filipinos are the world’s most gullible consumers when it comes to commercial advertising. We shared the crown with Brazilians. No wonder print and broadcast advertising are still strong (billions!) in the country.
That’s according to a recent Nielsen Global Online Consumer Survey:
In its Trust in Advertising report, Nielsen found that at 67 percent, Filipinos and Brazilians were the most trusting overall in all forms of advertising.
Trust was lowest among Danes at 28 percent; Italians, 32 percent; Lithuanians, 34 percent; and Germans, 35 percent.
The survey is conducted twice a year to gauge consumer attitudes and opinions on a variety of topics and current affairs. It surveyed 26,486 Internet users in 47 markets from Europe, Asia Pacific, the Americas and the Middle East.
The Nielsen survey also found that overall, consumers trust other consumers above all platforms.
“Traditional media fare reasonably well, but online and mobile-phone ads aren’t to be trusted,†Nielsen said.
While new platforms like the Internet are beginning to catch up with older media in terms of ad revenues, traditional advertising channels continue to retain the public’s trust, the survey said.
It said that advertising in newspapers rank second worldwide among all media categories at 63 percent overall, while television, magazines and radio each ranked above 50 percent. {source: Manila Times}
Big giants like ABS CBN and GMA 7 are still king of the skies and it’s not likely that they’ll be extinct anytime soon. Wow, can’t believe it — two of every 3 Pinoys will buy a product just because they saw on ad on TV or in the newspaper.
Case in point — me. My recent grocery list unconsciously included that new Samba corned beef. Yep, just because I kept on seeing that damn TV ad. The canned corned beef though still remains in the closet for weeks now. Dang, I could pretty well be part of statistics.
Surprisingly, the same survey revealed Filipinos don’t like online advertising and SMS Spam Ads. Not click-happy, eh?
P.S. Wonder how IMMAP would respond to this?
Samba tastes good :P and clear works and smells great, I really like good, funny and clever advertising.
“Or read too much Newspapers and Magazines?”
Could be the educational gap. Our creatives are just too creative. Remember in the last senatorial election the biggest TV ad spender didn’t win.
“Obviously, the more developed a society is, the more skeptical they are of media. Especially the paid kind.”
That means Brazila and the Philippines are the most under-developed countrie sin the world?
Masyado tayong nadadala sa ads eh. ;D
Or 2 out of every 3 Pinoys are honest enough to admit the truth about ads? ;-)
Hi, Abe,
Obviously, the more developed a society is, the more skeptical they are of media. Especially the paid kind.
Yes, 2 out of 3 Filipinos “trust” the ads they see. This phenomenon is made more likely when viewers have a disconnection between fact and fiction, such as when one cannot tell whether celebrities are playing themselves or are in character in a show. That’s conjecture; still, see how Willy Revillame the host is never disassociated with Willy Revillame the personality.
Keep our eyes on the ball here: there is hence an enormous responsibility that comes with this knowledge. If Filipinos are so trusting of advertising, how will advertisers honor this trust?
B
In the case of cellphones, i agree and know a lot of people who are just annoyed with those promos/ads that they keep on sending to your mobile phones. It’s almost as annoying as those pop up ads that keeps on appearing when you surf some internet websites (good thing God invented Firefox). Funny thing is, some pinoys just can’t resist to click that famous “Fart” button the moment they see it :)
most filipinos are gullible anyway so i’m not surprised with the results
Or read too much Newspapers and Magazines?
It’s not that we’re suckers; it’s just that we watch too much TV.
So how did Samba taste like? I heard somewhere that its not that good.
sometimes i enjoy watching the commercial rather than the program
When Clear shampoo came out. My entire family shifted to that shampoo. Full blast kasi Ads nila. Kahit saan nakikita. baka nga totoo yung survey.
Advertising is certainly a different world here, to an outsider like me … the continual ads for vitamins and other health aids that claim to cure cancer, heal heart disease and make you kids smarter than Einstein … all with a tiny 2 or 3 second disclaimer in black and white at the end .. no therapeutic claim made … they claim for 58 seconds and then disclaim for 2.
I don’t think 2 out 3 will buy just because they saw the ad rather 2 out of 3 believes whatever an ad says… I’m not really surprised that pinoys are “gullible” just look at the politicians who get elected again and again…
BTW, that girl in the Samba corned beef is hot, hot, hot!
This is an interesting post Abe.
In other words, “madali tayong mabola.” :)
I bought a can of Samba too last week. Yes i saw the ad on tv. I tasted a Brazilian corned beef a decade ago and it had an awful taste, and i’m just curious of this new Samba.