Funny Ads Perform Better: Nielsen Study

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Funny ads resonate better with viewers irrespective of health of economy or time of year. Nielsen calls them ‘economy proof ads’ in its latest Global Ad View report. It has examined more than 4,000 ads from pre, post and during ‘great recession’ period and realized that funny commercials are 47% more appealing than pre-recession ads on average and 33% more alluring than post recession ads.

Family-oriented, health-themed and value-oriented advertising messages (each at 38%) were next, while celebrity (12%) and athlete (8%) endorsements proved to resonate with the fewest consumers.

The Nielsen Global Survey of Trust in Advertising was conducted between February 18 and March 8, 2013, and polled more than 29,000 consumers in 58 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users, and is weighted to be representative of internet consumers and has a maximum margin of error of ±0.6%.

The Nielsen survey is based on the behavior of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent internet penetration or 10M online population for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Survey, was established in 2005.


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