Interviews, insight & analysis on digital media & marketing

Report: TV and social media are the most inclusive ad channels

Consumers see TV and social media as being the most inclusive advertising channels, according to a report from Publicis’ Spark Foundry.

A survey of 1,300 people found that more than half of consumers feel represented by advertising on TV and social media, while feeling less so about online newspapers (36%), out-of-home (35%), and radio (32%).

Breaking these down further, less than 30% of consumers over 55 feel represented by the ads they see online, and only 35% of Black, Asian and minority ethnic respondents feel the same about radio.

“Just because you can’t always hear race doesn’t mean you can’t talk about it. Audio is known for its engaging ads, cost efficient CPMs and strong ROI. This tells us that radio can be extremely impactful and, with a bit more creative thought to help make advertising engage with even more listeners, there’s potentially even more revenue on the table for brands,” said Marcos Angelides, Managing Director at Spark Foundry UK.

“When brands come to producing ad copy, it’s easy to fall into the trap of thinking that your online creative should be younger feeling or to create a media plan where you target older audiences with offline and younger with online. However, brands should resist this temptation as the results of our survey suggest that we’re just perpetuating the stereotype. Luckily, the solution couldn’t be easier – just use one creative across both platforms. Instead of spending huge amounts of time and effort creating multiple assets, perhaps spend that time and effort on making one ad really stand out. With a clearer focus, brands can make even more effective ads that also resonate better with older audiences.”

Spark Foundry’s latest ‘Insights Accelerated’ report also explores the themes of sustainability and gaming. Some of the key insights include:

  • Demand for sustainable fashion increased between Q3 2023 and Q4 2023, suggesting that consumers were prioritising sustainability during their Black Friday shopping and/or Christmas gifting.
  • Demand for sustainable food also increased slightly in Q4 2023.
  • The majority of food searches tend to be at the upper stage of the funnel. For example, searching for ‘vegan recipes’ or ‘best vegetarian pigs in blankets.’
  • A staggering 118 million people tuned into the annual Game Awards last year, compared to just 18.7 million for the 2023 Academy Awards.
  • There was a 39% quarter-on-quarter increase in mentions across gaming topics between Q3 2023 and Q4 2023.
  • The GTA 6 trailer launch drove a 500% increase in mentions.