Consumer sentiment about advertising fell nearly a point Wednesday, as the Ad Sentiment Index climbed to 95.4 from 94.7 on Tuesday. Sentiment for all forms of advertising has been hovering across a 25-point range so far this year, spiking at a 105.7 on April 19, and crashing to an 85.7 on Aug. 8. The index was benchmarked at 100 when it launched on March 24th.
A review of the past six months shows that overall ad sentiment has proven much more volatile that the perceptions consumers have about advertising in specific media. Generally speaking, the trends among individual media have been more stable, and recent trending patterns remain unchanged with most traditional media (including radio, newspapers, outdoor and TV) declining (except for magazines), and most digital media (including Internet, search, Twitter and Instagram) improving. Among digital media, only mobile continues to slide.