The topic the sample want to see focused on the least in future advertising is Covid-19 and how it affects their lives. With a mean score of 4.8/10, this is lowest among 16-24s and highest among 45-54s, at 5.9/10.
Across all the types of ads surveyed, women are more open to advertising messages but the most significant differences between males and females were for:
- Ads that stir emotions such as pride, love and happiness – 5.5 (m) Vs 6.8 (f)
- Entertain and make me smile – 6.3 (m) Vs. 7.5 (f)
The older age group desire entertaining ads but also those that focus on optimism and hope for the future and that focus on the qualities of the product or service. That focus on qualities or brand characteristics is the most desirable topic for the 16-24s.
Full details on the Creative Impact Study, carried out in partnership with Ipsos MRBI, are available from firstname.lastname@example.org