• by Jack Loechner , Staff Writer @mp_research, June 8, 2007

Advertising Trust Varies by Medium and Viewer Age

Because of Yahoo's interest in Bebo (a next generation social networking site where members can stay in touch or connect), comScore reissued a review of an end-of-year study of consumers' receptivity to advertising in different media formats.

The report, edited by Gian Fulgoni, finds that an ad's effectiveness is based, in part, on the medium that carries it, and how much trust consumers have in that medium. The survey quantified consumers' attitudes and receptivity to advertising across various media, and was first presented at the American Marketing Association's Mplanet conference in Orlando.

The survey found that 85 percent of consumers are most likely to notice advertising for a product or service if they see it on television. User-generated content sites (UGC) achieved a much lower (28 percent) attention level. Television ads also generate a higher level of trust than ads carried on UGC sites.

But, 18-34 year-olds are much more comfortable with UGC sites, with 41 percent responding that they are receptive to advertising on those sites. Only 30 percent of 35-54 year-olds and 23 percent of 55+ year-olds identify themselves as being receptive to advertising at UGC sites.

Attention and Trust in Advertising by Medium(% of respondents)
Medium	Likely to Notice Ad	Find Info Trustworthy
TV	85%	63%
Print	60	50
News/Media Sites	53	49
Corporate Sites	51	51
UGC Sites	28	23
Billboard	22	19
Radio	22	28
Source: comScore, Inc. December 2006

The writer summarizes the 18-34 yearold respondents, noting that they are most receptive to advertising on UGC sites for "high-fun" product categories, such as Apparel, Music/ Movies/ Entertainment, Food & Beverage, and Consumer Electronics. And, they are less receptive to advertising for these product categories on traditional media sites. In addition, they look to traditional sites for advertising for "high-trust" product categories, such as Financial Services, Prescription Medication, and OTC Medication.

Ad Receptivity by Retail Category and Medium(Percent of 18-34 year-olds responding)
Category	Receptivity on UGC Sites	Receptivity on News/General Media Sites
HIGH FUN
Apparel	53%	31%
Music, Movies,     Entertainment	66	48
Food & Beverage	43	37
SIGNIFICANT EXPENDITURES
Consumer Electronics	54	48
Travel	52	54
Telecom	47	47
Auto	42	50
HIGH TRUST
Financial Services	38	56
Rx Medication	27	52
OTC Medication	26	46
Source: comScore, Inc. December 2006

Fulgoni concludes that "...online advertisers have some opportunities right now to connect with consumers on UGC sites... (but) ...need to be selective about which brands and products are most appropriate... (and) more importantly, ...receptivity among younger age groups... suggests that the future is bright for advertising in this (UGC) medium."

For a copy of the complete study, please visit comScore here for instructions.