Ad stereotypes, ad skipping & retail sales fall: 5 killer stats to start your week

We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.

1. Advertisers negatively stereotyping people with mental health disorders

More than a fifth (22%) of the UK population feel that those with mental health problems are negatively stereotyped in advertising, rising to 60% among those with mental health conditions.

Some 37% of those with mental health problems cite social media as a source of pressure about their identity, and 68% say social media has caused them stress or anxiety. This is compared to 17% and 35% respectively among the UK population as a whole.

The study also found 53% of Brits think people with mental health conditions should be more visible in UK advertisements, that figure climbing to 81% among those with mental health problems.

Source: UM

2. UK consumers skip ads after just 2.4 seconds

UK consumers only watch an ad for 2.4 seconds on average before skipping, with the nation’s ad skipping rate at 52% compared to 57% in the US.

Despite this, skipped ads are still valuable for both brands and consumers with 27% of those who skipped the ad still able to recall the brand unaided.

Nevertheless, the higher the ad completion, the higher the recall. For instance, when between 71% and 80% of an ad is watched, it generates 74% of the value of a fully completed ad. When only 21% to 30% of the ad is watched, it generates just 58% of the value of a fully completed ad.

Source:  MAGNA and IPG Media Lab

3. Hospitality leads digital transformation of luxury ad category

Half (50%) of luxury hospitality advertising will be digital this year, up from 47% in 2017. This is compared to 33% for all luxury brands, up from 30% in 2017, and behind the wider ad market which will spend 39% of budgets in digital this year.

Automotive brands comes second, spending 39% of their ad budgets in digital, followed by watches and jewellery brands (28%), fragrances and beauty (27%) and fashion and accessories (13%)

Digital advertising is now responsible for almost all the growth in luxury ad spend, with total luxury ad spend predicted to rise by 2.4% in 2018 and 2.8% in 2019. However this growth is behind the wider market, where spend is expected to rise by 4.2% this year and 3.6% in 2019.

Source: Zenith

4. Britain hit with sharpest sales drop on record

UK retailers experienced the sharpest sales drop in 22 years during April, likely due to poor weather and the timing of Easter.

Same-store sales dropped 4.2% year on year, while total sales were down 3.1% – the most severe decline since the survey began in 1995.

Separate research also shows, high street footfall fell by 3.3% last month, taking the decline over March and April to 4.8% – marking a worse decline than during the depths of the recession in 2009, when footfall was down 3.8% across the two months.

Source: British Retail Consortium

5. A quarter of UK viewers to switch off once their team is out of the World Cup

More than a quarter (26%) of UK World Cup viewers will switch off once their team is knocked out of the tournament. Of eight countries, Brazilians are most enthusiastic about the World Cup games, with 48% of fans saying they will continue to watch even if Brazil was out.

The brands most Brits recalled as World Cup sponsors are Coca-Cola (45%), McDonalds (41%), Adidas (33%), Visa (31%) and Budweiser (27%).

Three in four (75%) of viewers will be watching at home on TV, as opposed to just 1% on mobile, while nearly 23% will be using their phones as the main way of seeking out additional information.

Source: Oath

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