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Ad fatigue is growing and people are getting more and more negative. The proportion of people who consider themselves “very negative” to advertising has risen to 20% compared to 18% the previous year.
That now 59 percent of respondents have a fairly or very negative attitude towards advertising and that that level has not basically changed is in turn very worrying, according to Hanna Riberdahl, executive director of the Swedish advertiser interest group that conducted the survey for 15 years.
High advertising fatigue
– The problem with this high advertising fatigue and that there are so many who do not like advertising is that it becomes an even more and more difficult barrier for companies to have an effect to reach new consumers and obtain profitability, says TT.
– The big dramatic difference, however, is that those who say they like advertising have dropped from 44 percent in 2004 to just 12 percent now.
The most irritating is advertising on linear television, as well as on digital streaming services and on Internet sites. Seven out of ten say they would pay more to access ad-free services.
– They have reduced investment in creative advertising and instead created short-term advertising that is intrusive. Just because I have been to a website, I am haunted by advertising and it is the amount in combination with the “come and buy” message that creates irritation and fatigue. I don’t want to see the message again, says Hanna Riberdahl.
Reduced marketing
In recent years, for example, gambling advertising has been challenged and restrictions have also been placed on how companies should be allowed to advertise in, among other things, newspapers. However, in the time of the crown, at the same time, all forms of marketing have declined as companies have become more restrictive in their advertising.
– This is not something that is delivered in the blink of an eye and we have brought the industry together. The most important thing for companies is to create a space for comprehensive and creative advertising. When it comes to agencies, they need to support businesses and show why this is so important.
TT: But on a tougher financial day for many companies, will it really happen?
– It is a very relevant issue and there is a risk, but those who have the opportunity to build their brand and dare to invest during a crisis have better conditions, it has proven to be historical, says Hanna Riberdahl.
Tobias Österberg / TT
59 percent of respondents are negative about advertising.
The “very negative” share has risen to just over 20 percent according to the annual survey of advertisers in Sweden and Novus.
One in ten of those surveyed is quite or very positive about advertising.
Seven out of ten are happy to pay more to access ad-free services.
77 percent are negative about advertising on linear television, while 71 percent do, for example, on YouTube.
The most positive for advertising is related to the cinema (27 percent) and then the magazines in paper format.
The survey covers 2,141 people between the ages of 18 and 79.
Source: Swedish Advertisers
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