The Ad Sentiment Index

After trending down throughout the week, consumer sentiment about advertising climbed at week’s end. The Ad Sentiment Index rose to 94.3 on Saturday, after dipping to a week’s low of 91.6 on Thursday. Patterns for ad sentiment in individual media remained consistent with recent trends, 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.

Twitter currently conveys the strongest consumer ad sentiment, with an index of 109.2, followed TV (106.8) and Instagram (106.0). The lowest sentiment was for transitory media, including radio (85.0) and mobile (88.0).

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