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.