Nielsen Global Consumer Confidence Survey March, 2009
Confidential & Proprietary
Copyright Š 2009 The Nielsen Company
Trust in Advertising
Confidential & Proprietary
Copyright Š 2009 The Nielsen Company
Consumer Confidence Survey
Field dates 22/09/08 – 06/10/08
Page 2
Please indicate your level of agreement with the following statements - Global Average
Strongly agree
Advertising and sponsorship are important to fund sporting events, art exhibitions and cultural events
Agree
Disagree
22
By helping companies succeed, advertising creates jobs in those companies and in the advertising industry
59
15
10 3
65
13
Advertising contributes to growth of the economy
Strongly disagree
12 2
58
17
3
Advertising stimulates competition, which leads to better products and lower prices
16
52
22
5
By providing me with information, advertising allows me to make better consumer choices
14
53
22
6
Advertising funds low cost and free content on the Internet, TV, newspapers and other media
14
53
Advertising often gets my attention and is entertaining
13
Advertising provides useful information on important issues in society, such as safety and health
13 0
Base : All respondents n=26219
10
18
53
21
50 20
30
40
23 50
60
70
4 7 7
80
90
100
% Consumer Confidence Survey
Page 3
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Advertising and sponsorship are important to fund sporting events, art exhibitions and cultural events Strongly agree/Agree
Strongly disagree/Disagree
100 90
89 83
81 77
80
77
70 60
% 50 40 30 20
16 12
13
12
8
10 0 LA
APIMEA
EU
NA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 4
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
By helping companies succeed, advertising creates jobs in those companies and in the advertising industry Strongly agree/Agree
Strongly disagree/Disagree
100 90
84
84
81
80
80 69
70 60
% 50 40 30 22 20 12
14
11
9
10 0 APIMEA
LA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 5
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Advertising contributes to growth of the economy Strongly agree/Agree
Strongly disagree/Disagree
100 90 81 80
74
74
72
70 62 60
% 50 40 27
30
20
19
20
14
14
10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 6
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Advertising stimulates competition, which leads to better products and lower prices Strongly agree/Agree
Strongly disagree/Disagree
100 90 80 80 72 68
70
68 59
60
% 50 40
34 28
30 18
20
27
18
10 0 LA
NA
APIMEA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 7
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
By providing me with information, advertising allows me to make better consumer choices Strongly agree/Agree
Strongly disagree/Disagree
100 90 82 80
73
72 67
70 60 50
% 50
44
40 27
30 22 20
21
16
10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 8
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Advertising funds low cost and free content on the Internet, TV, newspapers and other media Strongly agree/Agree
Strongly disagree/Disagree
100 90 80 71
68
70
67 61
60
60
% 50 40 29
30
27 23
22 20
15
10 0 APIMEA
NA
LA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 9
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Advertising often gets my attention and is entertaining Strongly agree/Agree
Strongly disagree/Disagree
100 90 80
78
75 66
70 62 60 48
% 50
46
40 31
29
30 19
20
20
10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 10
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Advertising provides useful information on important issues in society, such as safety and health Strongly agree/Agree
Strongly disagree/Disagree
100 90 80 71
68
70
63
63
60
% 50
47
46
40 30
30
28
26
24
20 10 0 APIMEA
LA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 11
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
To what extent do you trust the following? - Global Average Trust completely
Recommendations from people I know Brand websites Consumer opinions posted online Editorial content such as a newspaper article Brand sponsorships Ads on TV Ads in newspaper Ads in magazines Ads in radio Billboards and other outdoor advertising Emails I signed up for Ads before movies Ads served in search engine results Online video ads Online banner ads Text ads on mobile phones
Trust somewhat
Don't trust much
34
56
13 57 57 13 59 10 9 54 8 53 54 7 6 53 6 49 5 49 7 48 5 47 4 37 3 34 3 30 47 2 22 0
10
20
Don't trust at all
30
40
50
26 25 27 31 33 34 36 38 39 37 41 48 51 51
9 1 5 5 4 6 6 5 6 7 6 8 7 11 11 16
29 60
70
80
90
100
%
Base : All respondents n=26219
Consumer Confidence Survey
Page 12
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Recommendations from people I know Trust completely/somewhat
Don't trust much/at all
100 92
92
89
90
90
89
80 70 60
% 50 40 30 20 8
10
11
8
11
10
0 LA
NA
EU
APIMEA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 13
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Brand websites Trust completely/somewhat
Don't trust much/at all
100 90 80
77
74 70
69
70
60 60
% 50 40 40 31 30
23
30
26
20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 14
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Consumer opinions posted online Trust completely/somewhat
Don't trust much/at all
100 90 80 72
72
70
69
70 60
56
% 50
44
40 30
28
31
28
30
20 10 0 APIMEA
NA
EU
LA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 15
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Editorial content such as a newspaper article Trust completely/somewhat
Don't trust much/at all
100 90 80 80 70
68
70
69
67
60
% 50 40 30
33
32
31
30 20 20 10 0 LA
NA
APIMEA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 16
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Brand sponsorships Trust completely/somewhat
Don't trust much/at all
100 90 80
76 69
70
64
62 60 52 48
% 50 38
40
36
31 30
24
20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 17
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Ads on TV Trust completely/somewhat
Don't trust much/at all
100 90 80
74 67
70
62
61 60 51
49
% 50 39
40
38
33
30
26
20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 18
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Ads in newspaper Trust completely/somewhat
Don't trust much/at all
100 90 80
75
70
66 62
61
60 50
% 50
50 39
38
40
34
30
25
20 10 0 LA
NA
APIMEA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 19
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Ads in magazines Trust completely/somewhat
Don't trust much/at all
100 90 80
74
70 62
61
59
60 52 48
% 50 38
40 30
41
39
26
20 10 0 LA
NA
APIMEA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 20
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Ads in radio Trust completely/somewhat
Don't trust much/at all
100 90 80 71 70 61 60
54
% 50
52 46
48
55 45
39
40 29
30 20 10 0 LA
NA
APIMEA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 21
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Billboards and other outdoor advertising Trust completely/somewhat
Don't trust much/at all
100 90 80 70
67 59
60
56
53 47
% 50 41 40
55 45
44
33
30 20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 22
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Emails I signed up for Trust completely/somewhat
Don't trust much/at all
100 90 80 70
67 59
60
53 47
% 50
49
51
54 46
41 40
33
30 20 10 0 NA
LA
EU
APIMEA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 23
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Ads before movies Trust completely/somewhat
Don't trust much/at all
100 90 80 70
66
60
54
% 50
56
53
52 47
46
40
48 44
34
30 20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 24
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Ads served in search engine results Trust completely/somewhat
Don't trust much/at all
100 90 80 70 60
64
63
59
57
55
% 50
45
43
41 37
40
36
30 20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 25
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Online video ads Trust completely/somewhat
Don't trust much/at all
100 90 80 67
70
67 63
61 60 51
49
% 50
39
40
37 33
33
30 20 10 0 LA
APIMEA
EU
NA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 26
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Online banner ads Trust completely/somewhat
Don't trust much/at all
100 90 76
80 72 70
67
64
60 52 48
% 50 40
36
33 28
30
24
20 10 0 LA
APIMEA
EU
NA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 27
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Text ads on mobile phones Trust completely/somewhat
Don't trust much/at all
100 90 82
79
80
76
73 67
70 60
% 50 40
33 27
30
24
21
18
20 10 0 LA
APIMEA
EU
NA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 28
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Other than for e-mail, how often are you online? - Global Average
82
Every day
Multiple times a week
15
3
Once or twice a week
Less than once a week
Never
1
0
0
10
20
30
% 40
50
60
70
80
90
Base : All respondents n=26219
Consumer Confidence Survey
Page 29
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Other than for e-mail, how often are you online? - Every day
100 90
86
84
82
82
80 70 58
60
% 50 40 30 20 10 0 EU
NA
APIMEA
LA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 30
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Other than for e-mail, how often are you online? - Multiple times a week
100 90 80 70 60
% 50 40
35
30 20
15
14
13
11
APIMEA
NA
EU
10 0 LA
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 31
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Other than for e-mail, how often are you online? - Once or twice a week
100 90 80 70 60
% 50 40 30 20 10
6
3
2
2
3
APIMEA
NA
EU
Global Average
0 LA
Base : All respondents n=26219
Consumer Confidence Survey
Page 32
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Other than for e-mail, how often are you online? - Less than once a week
100 90 80 70 60
% 50 40 30 20 10 1
1
1
0
1
LA
APIMEA
NA
EU
Global Average
0
Base : All respondents n=26219
Consumer Confidence Survey
Page 33
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Other than for e-mail, how often are you online? - Never
100 90 80 70 60
% 50 40 30 20 10 1
0
0
0
0
NA
LA
APIMEA
EU
Global Average
0
Base : All respondents n=26219
Consumer Confidence Survey
Page 34
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Please indicate your level of agreement with each of the following statements - Global Average Strongly agree
Agree
Neither agree nor disagree
Disagree
I usually find to be funny the ads on TV that are meant to be funny
10
I usually find to be informative the ads on TV that are meant to be informative
8
42
36
11
I usually find to be funny the video ads on the Internet that are meant to be funny
8
41
36
11
I am usually touched by ads on TV that are meant to be emotionally touching
9
I usually find to be informative the video ads on the Internet that are meant to be informative
5
32
I am usually touched by video ads on the Internet that are meant to be emotionally touching
6
27
0
49
36
10
20
9
29
15
35 43
16 20
41 30
40
50
60
70
80
90
100
%
Base : All respondents n=26219
Consumer Confidence Survey
Page 35
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
I usually find to be funny the ads on TV that are meant to be funny Strongly agree/Agree
Strongly disagree/disagree
100 90 80 70
63
61
59
56
60
50
% 50 40 30 17
20 10
17
13
12
9
0 APIMEA
NA
LA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 36
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
I usually find to be informative the ads on TV that are meant to be informative Strongly agree/Agree
Strongly disagree/disagree
100 90 80 70
69
60 51
51
50
% 50 42 40 30 19
20 9
10
14
12
14
0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 37
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
I usually find to be funny the video ads on the Internet that are meant to be funny Strongly agree/Agree
Strongly disagree/disagree
100 90 80 70
64
60 51
% 50
49
46
43
40 30 20 20
15
13
15
9
10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 38
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
I am usually touched by ads on TV that are meant to be emotionally touching Strongly agree/Agree
Strongly disagree/disagree
100 90 80 70 60
54 50
% 50
44
43
40 31
31
30 22 17
20
20
15
10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 39
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
I usually find to be informative the video ads on the Internet that are meant to be informative Strongly agree/Agree
Strongly disagree/disagree
100 90 80 70 60
54
% 50 39
40
37
34
31
30
23
22
19
18
20 12 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 40
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
I am usually touched by video ads on the Internet that are meant to be emotionally touching Strongly agree/Agree
Strongly disagree/disagree
100 90 80 70 60
% 50
43
40
40
35 29
27
30 21
33 26
22
20
20 10 0 LA
APIMEA
NA
EU
Global Average
Base : All respondents n=26219
Consumer Confidence Survey
Page 41
Confidential & Proprietary Copyright Š 2009 The Nielsen Company
Thank you
Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Consumer Confidence Survey Confidential & Proprietary
Copyright © 2009 The Nielsen Company
Field dates 22/09/08 – 06/10/08
Page 42