Free-to-air television advertising is still king when it comes to influencing buyers, according to Deloitte’s 13th annual Media and Entertainment Consumer Insights report.
Almost half (49%) of consumers, among the 2,000 surveyed, say linear television somewhat or completely influences their buying decisions.
"But it may soon lose its crown, with social media ranking highest for younger generations," the report says.
And Australians continue to resist ad-based video content offered by streaming providers, with 56% of consumers willing to pay for SVOD to avoid ads, compared to 32% for news and magazines.
Younger consumers say social media advertising is the most effective (Gen Z: 70% somewhat or completely influenced).
When it comes to devices, advertising power continues to shift from the TV to the smartphone, where 40% of consumers are most comfortable engaging with advertisements (29% in 2023).
There is a generational divide in the perceived influence of ads and the platforms they appear on.
Younger generations report much higher susceptibility to advertising, with Gen Z nearly twice as influenced by their top platform (social media) than Matures (free-to-air).
Across all platform types, free-to-air remains the most effective platform for ads.
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