A global survey across 50 countries has shown that Indian advertisers have a lot to be proud of. Indians by and large look upon advertising much more favourably and find it more useful, productive and entertaining than their global counterparts.
What’s more interesting and exciting for the Indian advertising fraternity is that Indian consumers are a lot more favourable to advertising than global consumers. Whilst 68 per cent of global consumers feel advertising stimulates competition, leading to lower prices, 81 per cent of Indians feel the same. Again, 86 per cent of Indians feel that advertising helps them make a more informed decision, vis-à-vis only 67 per cent of global consumers who feel so. 87 per cent of Indians also feel that advertising is entertaining and gets their attention, whereas only 66 per cent of the global consumers believe so.
This clearly endorses the quality and creativity of Indian advertising. A vast majority of Indians feel that advertising contributes to the growth of the economy and helps create jobs. Eight out of 10 Indians believe advertising provides useful information on important societal issues like safety and health. And eight out of 10 Indians believe advertising lowers the price they pay for watching TV, reading newspapers and listening to radio and other media. This is obvious from the fact that Indians pay comparatively much less to watch cable TV and on newspaper prices than anywhere else in the world.
Nearly nine out of 10 Indians also believe advertising helps fund sporting events, art exhibitions and cultural events.
The above findings are based on an online global survey commissioned by The World Federation of Advertisers on Trust in Advertising that was conducted by AC Nielsen in an online survey of 25,420 respondents spread across 50 countries.
(Issued by the Indian Society of Advertisers and Advertising Agencies Association of India.)