Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


NZ Consumers Acknowledge Ads Boost Economy

For Immediate Release

NZ Consumers Acknowledge Advertising Boosts The Economy: Nielsen

Auckland, 16 July 2009 — Despite the odd grumble about advertisements interrupting our favourite programmes and filling up our letterboxes, New Zealanders like ads and think they benefit the economy, according to a global survey by The Nielsen Company.

Overall, the sentiment of the 500 New Zealanders who took part in the survey believe advertising is good for the economy and plays an important role in funding sports teams and cultural pursuits.

Stuart Jamieson, Executive Director Nielsen Media New Zealand says that survey confirms New Zealanders are savvy when it comes to understanding the role advertising plays. “While some of us like to complain about ads, it seems that New Zealanders do appreciate the benefits advertising makes to our lives. It’s also good news for advertisers and the media industry.”

New Zealanders acknowledge the role of advertising and sponsorship in getting them to the game or the theatre – only (8%) think sporting, artistic and cultural events could survive without the funding they get from advertising.

And they feel advertising has wider benefits, with (68%) saying it contributes to New Zealand’s economic growth and three-quarters (75%) saying it creates jobs by helping companies to succeed – and not just within the advertising industry.

While most New Zealanders (63%) are grateful that advertising brings them free and cheap television, websites and newspapers, it’s not just a case of grudgingly putting up with the commercials. They tend to find them entertaining (62%) and funny (63%) in their own right.

Advertising also gets credit in the survey for keeping people informed about such vital issues as safety and health (64%), helping them make better consumer choices (68%) and stimulating competition in the marketplace, leading to better products and lower prices (69%).

The survey suggests New Zealanders tend to be less cynical about advertising than people overseas, and are more likely to acknowledge the benefits it brings.

Europeans are the most scathing about advertising – a comparatively low (48%) claim to be entertained by advertisements, and only (46%) believe they are useful. Dutch people are the least impressed of any market by advertisements, with only (29%) admitting they find them entertaining, and (37%) acknowledging they can be funny – the lowest results worldwide.

People from Asian countries are most likely to enjoy the ad breaks – more than (80%) of Indians, Indonesians, Koreans, Malaysians, Filipinos and Taiwanese find commercials entertaining.

More than 25,000 people from 50 countries were polled in the survey.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Federated Farmers: NAIT Levy Increases Must Achieve Accurate, User-friendly System
Nobody welcomes extra costs but if OSPRI is to catch-up on under investment in the NAIT platform and deliver on its workability and farmer support, levy increases are probably necessary, Federated Farmers says... More>>

Westpac: More Job Opportunities, But Growth In Workers’ Earnings Remains Subdued

The Westpac McDermott Miller Employment Confidence Index rose 1.2 points in the December quarter, to a level of 106.9. This was the sixth straight rise in the index since the Covid-19 lockdown in 2020. Michael Gordon, Acting Chief Economist for Westpac, noted that the rise in the index has largely been driven by perceptions... More>>

Statistics: Card Spending Continues To Increase As COVID-19 Restrictions Ease

The busy Christmas period combined with easing COVID-19 restrictions helped to increase card spending in December 2021, Stats NZ said today... More>>

TradeMe: Job Market Ends 2021 On A High With Record Number Of Vacancies
The New Zealand job market finished 2021 on a high note, with the ball still firmly in the job hunters’ court, according to the analysis of 69,600 vacancies listed on Trade Me Jobs for the quarter ending 31 December (Q4)... More>>

Insurance Council of New Zealand: September South Island Windstorm Cost $36.5 M Raises 2021 Extreme Weather Claims Total To $321.6 M

Gale force winds and storms between 9 and 13 September 2021 resulted in insurers supporting communities to the tune of $36.5 m. This is a significant rise, of $16.7 m, on preliminary figures for the event and lifts the end of year total for all extreme weather events in 2021 to $321.6 m... More>>

Statistics: Building Consents Hit New Highs In November
There were a record 48,522 new homes consented in the year ended November 2021, Stats NZ said today. This was up 26 percent compared with the year ended November 2020... More>>