Advertising: What the UK really thinks

Karen Fraser and Josh McBain

Since the late 1990s, the Advertising Association's long-term tracking data show that public favourability towards advertising has been in steady decline.

Advertising: What the UK really thinks

Karen Fraser and Josh McBain

INTRODUCTION

Anyone who works in advertising and marketing would be right to be concerned about perceptions of their industry, because the way it is viewed has a significant impact on how commercial messages are received, regarded and absorbed.

This makes reading of the Advertising Association's (AA) long-term tracking data all the more sobering. Since the late 1990s, the AA's data show that public favourability towards advertising has been in steady decline. If this trend continues then, arguably, the efficacy of commercial communications will also be reduced.

As part of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands