Study: Advertising with humor is particularly well received
The latest study by TNS Infratest shows that good, humorous advertising is particularly popular with consumers. In almost every European country, humor and wit yield the best results.
The latest study by TNS Infratest shows that good and humorous advertising is particularly popular with consumers. In almost every European country, humor and wit achieve the best results. On average, 70 percent of those surveyed in Europe would like advertising to be presented in an amusing way. However, creativity and credibility are just as important to consumers. But when it comes to humor, there is also a clear difference between the individual countries. While 85 percent of Spaniards want amusing advertising, in the UK the figure is only around 40 percent. The British are more interested in reliability and information than irony.
However, differences can be seen not only between the individual countries, but also between the genders: 31 percent of Italian women imagine the ideal advertisement
"trendy", but only 18% of Italian men. Preferences also change with increasing age. While only 23% of Germans in the 15 to 24 age group favor informative advertising, this figure rises to 58% among the over 55s. Conversely, the 50-plus generation rates humor in advertising as significantly less important, with only 51 percent compared to 75 percent of 15- to 24-year-olds. Nevertheless, European consumers as a whole are best reached with funny and imaginative advertising. On average, it is preferred by 70 percent of all respondents. Advertisers have been meeting this demand for a long time by embedding functional product claims in humorous or touching stories.
"However, it is clear that advertising needs to do much more: it should address the deeper social and emotional needs of the target group through its creative staging. The challenge lies in recognizing and capturing the relevant needs," says Henning Rossa, Director of the TNS Infratest Communications Research Centre.
However, differences can be seen not only between the individual countries, but also between the genders: 31 percent of Italian women imagine the ideal advertisement
"trendy", but only 18% of Italian men. Preferences also change with increasing age. While only 23% of Germans in the 15 to 24 age group favor informative advertising, this figure rises to 58% among the over 55s. Conversely, the 50-plus generation rates humor in advertising as significantly less important, with only 51 percent compared to 75 percent of 15- to 24-year-olds. Nevertheless, European consumers as a whole are best reached with funny and imaginative advertising. On average, it is preferred by 70 percent of all respondents. Advertisers have been meeting this demand for a long time by embedding functional product claims in humorous or touching stories.
"However, it is clear that advertising needs to do much more: it should address the deeper social and emotional needs of the target group through its creative staging. The challenge lies in recognizing and capturing the relevant needs," says Henning Rossa, Director of the TNS Infratest Communications Research Centre.
