CFO World

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.