Advertising is appealing - but can also be annoying
A study by Innofact shows that advertising is generally well-received, but can also be perceived as disruptive, especially in electronic media. Billboards and print ads are well-received.
A survey conducted by Innofact on the liking and annoyance of advertising in various advertising media confirms the results of previous studies. A representative sample of 500 people aged 15 and over in German-speaking and French-speaking Switzerland were asked about their liking of advertising and how annoying they found it.
In general, advertising is viewed very positively. A clear majority of respondents consider billboard advertising to be particularly appealing. However, advertising at train stations, in cinemas, on public transport, at sporting events or in newspapers and magazines is also viewed very positively by the majority. In contrast, the level of sympathy shown towards television, internet and radio advertising is more restrained. Advertising in electronic media is perceived as annoying by a clear majority. For example, 71% of respondents said that television advertising was annoying or hindered their use of the medium, with the German-speaking Swiss feeling more disturbed by advertising than the French-speaking Swiss.
For the latter, on the other hand, the perception of annoyance towards internet and radio advertising is more pronounced than for the German-speaking Swiss. Advertising in public spaces and in newspapers and magazines is clearly the least frequently perceived as annoying.
