AANA rolls out first Australian advertising sentiment index

First time the Australian community’s sentiment on advertising content will be measured on an ongoing basis at an industry level

The AANA has hatched, for the first time, an advertising sentiment index (ASI) that will regularly measure the Australian community’s perception of advertising issues and content on an ongoing basis at an industry level.

“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,” according to AANA CEO, John Broome.

AANA's John Broome
AANA's John Broome

He said the ASI will provide members with insights to what the Australian community thinks and is concerned about when it comes to advertising content.

AANA partnered with market research and consulting firm Ipsos, which will conduct ongoing quantitative and social intelligence research into the national community’s perception of advertising issues and content.

Ipsos will then provide the AANA with quarterly results which will form the basis for the ASI. The initial findings are slated for release the last quarter of 2018.

The results will help inform the AANA’s advertising self-regulatory code development agenda and will complement Ad Standards’ ongoing research into the Ad Standards Community Panel decisions.

The research results will be published on a quarterly basis and be made available to AANA members.

“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,” Broome said.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in