Entertaining or Excessive? People's Perceptions of Various Ad Channels

According to research from GWI, television and email advertising have the most favorable impressions among people of all ages. The report was based on a survey conducted among 4,013 internet users aged 16-64 in the UK and US. Across generations, television and email ad formats had the highest favorability scores.

People aged 16-44 are more likely to view web and social media advertising favorably compared to those aged 45+. The words most associated with television ads are "entertaining" and "informative" while the words most associated with social media advertising are "excessive" and "intrusive".

The research was conducted in February 2021 among 4,013 internet users aged 16-64 in the UK and US. It is clear that people of all ages have the most favorable impressions of television and email advertising.