Spanish association releases study on consumer perception

The Spanish Association of Advertisers (AEA) released their latest study on "Consumer Perception on Advertising in the Media".

The study was conducted by the AEA Advertising Observatory and aimed to establish a horizontal and appropriate indicator of the quality of advertising media: talking directly with consumers. It was divided into two phases (quantitative and qualitative), and identified and measured behaviours, attitudes and opinions of consumers towards advertising. The advertising media studied were TV, Internet, radio, press, film and outdoor.

AEA found that:

Consumers do not criticize or reject the presence of advertising in the media; it is a legitimate presence. For them, advertising is part of the media.

Consumers question and critically point out the idea of "excess" in all advertising channels. This often leads them to be upset or irritated. Consumers perceive this excess as an abuse or intrusion, thus awakening a critical response to advertising.

Advertisers and agencies often limit themselves to fulfilling their role as "issuers" and forget about their "receptors" (consumer audience) and how they perceive ads.

Consumers do not perceive ads as relevant if received in a way they find invasive or intrusive. Ad content and format and how they are distributed and the context in which they will be received are of high importance.

You can download the full report here. For more information, contact AEA.