Thursday, April 18, 2019
Poll Suggests Almost Half Want Advertisers To 'Take A Stand'
The April 4-7 Morning Consult/Hollywood Reporter survey of 2,200 adults found that 59 percent of respondents in the 50+ demographic said companies should take a stand by removing their advertisements from shows when hosts say or do something controversial or offensive. Less than half (49 percent) of those ages 18-49, a key demographic for advertisers, said the same. The poll’s margin of error is 2 percentage points, while the margin of error for the 50+ and 18-49 subgroups is 3 percentage points.
Forty-six percent of the 18-49 demographic said they would be less likely to purchase a product or service from a brand airing an ad during a news or talk show when a news anchor or a TV personality makes a racist statement, 7 percentage points less than the 53 percent of those 50+ who felt the same way.
Both groups were most forgiving of remarks made by television characters, with 22 percent of those 18-49 saying they would be less likely to buy a product if a brand advertised during a show where a character makes a controversial statement, and 33 percent of those 50+ sharing the sentiment.
The 50+ demographic was also more likely to oppose brands making social statements in their advertising, with a 64 percent majority saying that ads should not make social statements, compared to 45 percent of those ages 18-49.
Posted 5:08:00 AM