Just 4% of Australians think brands should pause advertising: new research
Just 4% of Australians think brands should pause all advertising during COVID-19, according to new research conducted by programmatic video company Unruly.
48% of the 3,000 people surveyed said they want ads to make them feel informed, 34% want brands to make them happy, 24% want funny ads, and a quarter want to know how advertisers are supporting their staff and customers during the pandemic.
I would like to see that data, specifically cross section demographic and location of those surveyed. The sample size is also very small to make generalisations regarding consumption.
Virgin Airlines Australia, Myer and a bit more carnage still to come with I believe more than 40% of business looking at failing. I don’t make these comments with any smugness or happiness, these are tough times and if 40% of business possibly closing, advertisement would also most likely follow the same decline.
If the bottom line is not the most important metric currently it may be to late, times will get tougher and this industry need to have contingency front and center.
Statistics without impact or weight of importance are meaningless. Would you rather a brand advertise or increase the price of goods / sack non-essential staff is probably a more realistic and probative question.