TNS Sofres, the research firm, and Australie, the agency, polled 1,006 adults, some 73% of which regarded ads as "useful" or "enjoyable".
Within this, 18% saw ads as meeting both criteria. A further 37% described these messages as helpful but not enjoyable, and 18% adopted the opposite view. The remaining 27% had a purely negative attitude.
The number of contributors perceiving ads as being entertaining stood at 51%, while 48% concurred that they were convincing, two totals which climbed by five percentage points year on year.
Similarly, 76% of the panel stated ads were "invasive", this marked a fall of five points year on year. Another 54% thought advertising was "aggressive" and 50% said it was "dangerous", each down by three points.
In keeping with such a trend, although 85% of consumers agreed the amount of ads they were exposed to had increased in the last year, this figure reached 94% in 2011.
Furthermore, the proportion of the sample asserting that there was "too much" advertising contracted from 84% to 81% during the last 12 months.
For 70% of those surveyed, the most important qualities of ads were that they were enjoyable, but only 36% stated communications currently "respected" the audience.
A 65% majority of interviewees thought that ads should try and encourage responsible behaviour among consumers, but just 17% painted them as doing so at present.
When asked to provide their overall impression of big brands on a ten point-scale, respondents returned a score of 5.8 points, matching the last two years, and remaining below the peak of 6.2 points logged in 2007.
Some 72% of participants regarded these products as innovative, while 71% described them as desirable. An extra 56% enjoyed buying such lines, with the same finding them "reassuring".
Data sourced from Le Figaro; additional content by Warc staff