LONDON: Research commissioned by a UK TV channel has discovered [prepare to be amazed] that 'consumers trust brands advertised on TV over other forms of advertising'.

In an online survey of 1,000 adults in the 16-54 age groups carried out by Ipsos MORI for Channel 4, eighty-two per cent agreed that advertising on TV tends to come from larger, better-established companies – whom respondents see as more reputable and financially stable.

Newly-marketed brand advertising via newspapers, magazines, internet or radio was trusted less than TV by one third of  respondents

The effectiveness of TV advertising during a recession also came under the microscope, with the same proportion of respondents (33%) agreeing that they paid more attention to TV ads featuring price-led offers.

Observes C4's head of strategic sales Mike Parker: "Many consumers feel, consciously or subconsciously, that TV advertised brands are most likely to be stable ones, an important consideration before parting with money and investing in these brands."

Data sourced from BrandRepublic (UK); additional content by WARC staff