AANA launches quarterly index on Australians’ attitudes to advertising

The Australian Association of National Advertisers is to launch a quarterly Advertising Sentiment Index measuring the Australian community’s perceptions of advertising issues and content.

Global market research and consulting firm Ipsos will conduct the surveys on behalf of AANA, with the first report expected to be released in the last quarter of 2018.

John Broome, AANA CEO: “We need to be sure that advertisers are informed of community expectations”

Following the initial ASI report, the AANA intends to issue quarterly updates to members with the results also being used to guide the industry’s advertising self-regulatory code development and reviews into the Ad Standards Community Panel’s decisions.

John Broome, CEO of the AANA, said in a statement: “The AANA | Ipsos Advertising Sentiment Index (ASI) will provide our members with insights to what the Australian community thinks and is concerned about when it comes to advertising content.

“As custodians of the self-regulatory system, we need to be sure that advertisers are informed of community expectations in relation to socially responsible advertising. This is the first time we will regularly measure what the Australian public thinks about current advertising content.

“We chose to partner with Ipsos in developing the first Australian Advertising Sentiment Index due to their extensive experience, depth of knowledge and reputation in developing innovative and comprehensive solutions and excited at our ability to provide AANA members with access to the results of the ASI.”

Ipsos managing director, Liz Harley, added: “We are pleased to be a part of this important project in partnership with the AANA to determine community perceptions of advertising. We look forward to working with the AANA to provide this important Australian research to its members and to better inform self-regulatory decisions.”


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