AdNation 2017: the charts

TV is most trusted, liked and memorable for ads but AdLand is living in a bubble

Leading marketing academic Professor Karen Nelson-Field surveyed over 1,600 AdLand professionals and over 1,000 “normal” people to identify differences and similarities in the two groups’ lifestyles and their usage of – and attitudes towards- different media.

She used a representative sample of the Australian population sourced from Pure Profile and used Mumbrella’s database to survey a representative sample of advertising, media and marketing professionals, which included representative splits of seniority. The gender balance was 51% female and 49% male for both samples.

The findings show Australians consider TV advertising to be the most liked, trusted, and memorable form of advertising and the one that draws the most attention to brands people have not heard of.

But advertising, marketing and media professionals have different media habits and attitudes to average Australians, and significantly overestimate how much the general population uses platforms such as and SVOD.


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