Advertising media: ad perception in Germany 2014

This statistic shows the results of a survey on the level of agreement with different statements on the characteristics of advertisements in different types of advertising media in Germany in 2014. During the survey period it was found that roughly 25 percent of respondents agreed with the statement that television advertising is interesting.

Rate of agreement with different statements on advertising characteristics in Germany in 2014, by advertising media

Characteristic	Newspapers	Magazines	Internet	Apps/mobile internet	TV	Radio	Cinema	Billboards	Direct mail	Advertising papers
Advertising is trustworthy	39%	22.2%	8.3%	3.3%	22.5%	14%	6.7%	10.5%	17.7%	26.4%
Advertising is interesting	25.4%	28.3%	12.8%	5.3%	25.3%	13.1%	12%	13.2%	17.9%	25.4%
Advertising is annoying	11.3%	11.5%	28%	16.7%	37%	23.2%	14%	7.9%	22.8%	12.5%
Advertising is entertaining	14.1%	22.7%	9.2%	4.2%	32.9%	19%	20.8%	10.1%	9.8%	13%
Advertising is unnecessary	10.7%	10.7%	18.4%	13%	19.8%	16.9%	12.7%	11.6%	16.3%	9.7%
Advertising is useful	34.5%	22.2%	11.4%	5.4%	20.5%	12.5%	6%	11.5%	25.6%	36.4%
Advertising is a purchase incentive	23.7%	21.8%	9.6%	4%	25.4%	9.8%	7.7%	11.1%	22.7%	32.2%
Advertising is irritating	8.9%	9.4%	24.7%	15%	34.2%	21.6%	12.8%	7%	16.7%	9.5%
Advertising is informative	35.6%	27.7%	12.6%	5.4%	25%	15.3%	8.3%	14.7%	27.6%	36.9%
Advertising is simply a part of this medium	37.7%	35.8%	17.9%	9.6%	39.1%	27.3%	26%	25%	26.1%	33.5%
Advertising is not something I notice there	20.5%	20.2%	33.9%	36.5%	17.1%	26.1%	24.4%	32.6%	25.6%	19.7%
Prefer not to say	7.3%	8.9%	17.4%	33.5%	2.6%	10.3%	20.6%	15.4%	8.9%	8.6%

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Release date

October 2014

More information

Region

Germany

Survey time period

October 2013 to April 2014

Number of respondents

70.5 million people, 45,348 cases

Age group

14 years and older

Method of interview

Face-to-face interview

Supplementary notes

The source does not provide the original wording of the question posed during the survey. The wording of the question chosen for this statistic may therefore differ slightly from the original.
Multiple answers were possbile.

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