NZ Consumers Acknowledge Ads Boost Economy

For Immediate Release

NZ Consumers Acknowledge Advertising Boosts The Economy: Nielsen

Auckland, 16 July 2009 — Despite the odd grumble about advertisements interrupting our favourite programmes and filling up our letterboxes, New Zealanders like ads and think they benefit the economy, according to a global survey by The Nielsen Company.

Overall, the sentiment of the 500 New Zealanders who took part in the survey believe advertising is good for the economy and plays an important role in funding sports teams and cultural pursuits.

Stuart Jamieson, Executive Director Nielsen Media New Zealand says that survey confirms New Zealanders are savvy when it comes to understanding the role advertising plays. “While some of us like to complain about ads, it seems that New Zealanders do appreciate the benefits advertising makes to our lives. It’s also good news for advertisers and the media industry.”

New Zealanders acknowledge the role of advertising and sponsorship in getting them to the game or the theatre – only (8%) think sporting, artistic and cultural events could survive without the funding they get from advertising.

And they feel advertising has wider benefits, with (68%) saying it contributes to New Zealand’s economic growth and three-quarters (75%) saying it creates jobs by helping companies to succeed – and not just within the advertising industry.

While most New Zealanders (63%) are grateful that advertising brings them free and cheap television, websites and newspapers, it’s not just a case of grudgingly putting up with the commercials. They tend to find them entertaining (62%) and funny (63%) in their own right.

Advertising also gets credit in the survey for keeping people informed about such vital issues as safety and health (64%), helping them make better consumer choices (68%) and stimulating competition in the marketplace, leading to better products and lower prices (69%).

The survey suggests New Zealanders tend to be less cynical about advertising than people overseas, and are more likely to acknowledge the benefits it brings.

Europeans are the most scathing about advertising – a comparatively low (48%) claim to be entertained by advertisements, and only (46%) believe they are useful. Dutch people are the least impressed of any market by advertisements, with only (29%) admitting they find them entertaining, and (37%) acknowledging they can be funny – the lowest results worldwide.

People from Asian countries are most likely to enjoy the ad breaks – more than (80%) of Indians, Indonesians, Koreans, Malaysians, Filipinos and Taiwanese find commercials entertaining.

More than 25,000 people from 50 countries were polled in the survey.

ENDS

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