Russians tend to distrust advertising. When the TV commercials are being broadcast on television, most of TV viewers change the channel or start doing something else.
MOSCOW, October 19, 2012. Russian Public Opinion Research Center (VCIOM) presents the data describing the following issues: whether Russians trust the commercials; what emotions the commercials evoke in them; what Russians are doing while the TV commercials are being broadcast.
As before, many Russians do not trust the advertising (61%). The number of those who partly trust or partly distrust the advertising has slightly increased (from 27 to 31%). Those respondents who believe that the commercials are generally reliable are in the minority (6%). Those who tend to trust the advertising are basically Russians with high level of income (12%). Respondents with low level of income often distrust the advertising (74%).
A relative majority of Russians recognize that they are indifferent towards advertising (38%). The remainder of respondents says that the advertising irritates them (26%); they distrust it (16%) and feel disgusted (12%) or tired of it (7%). At the same time, 12% of respondents recognize that the advertising attracts them; 4% feel carefree; 3% feel admiration or joy (for each); and 1% feel trust or inspiration (for each).
When the TV adverts are being broadcast on Russian television, Russians turn the channels (43%); those who do so are Russians who distrust the TV adverts (48%). The share of those who start doing something else during the TV commercials is also big (32%). Only 9% of Russians watch and listen to the TV adverts; they are mainly those who trust the advertising (43%). Other 7% of Russians report that they turn off the volume but they do not change the channel. And only 2% turn off the television.
The initiative Russian opinion polls were conducted on October 13-14, 2012. 1600 respondents were interviewed at 138 sampling points in 46 regions of Russia. The margin of error does not exceed 3.4%.
To what extent do you trust the advertising? (close-ended question, one answer) | ||||
1998 | 2000 | 2010 | 2012 | |
Completely trust | 1 | 1 | 1 | 1 |
Mainly trust | 5 | 5 | 8 | 5 |
Partly trust; partly distrust | 30 | 26 | 27 | 31 |
Mainly distrust | 24 | 24 | 28 | 28 |
Completely distrust | 36 | 40 | 34 | 33 |
Hard to tell | 3 | 3 | 3 | 1 |
What feelings does the advertising evoke in you? (close-ended question, up to 2 answers) | |
Interest | 12 |
Carefree attitude, calm | 4 |
Admiration | 3 |
Joy, positive emotions | 3 |
Trust | 1 |
Inspiration, enthusiasm | 1 |
Indifference | 38 |
Irritation, anger | 26 |
Distrust | 16 |
Disgust | 12 |
Tiredness, disappointment | 7 |
Embarrassment, confusion | 1 |
Other | 2 |
Hard to tell | 3 |
When the show or a movie you are watching is interrupted for advertising breaks, what do you usually do? | |||
| Total respondents | I trust the advertising | I distrust the advertising |
I turn the channel | 43 | 25 | 48 |
I start doing something else (drinking tea, making a sandwich) | 32 | 20 | 33 |
I turn off the sound but I watch the advertising | 7 | 7 | 6 |
I watch and listen to the advertising | 9 | 43 | 4 |
I turn off the TV set | 2 | 3 | 3 |
I do not watch the television at all; I do not know any advertising | 3 | 0 | 3 |
Other | 2 | 2 | 3 |
Hard to tell | 1 | 1 | 0 |
Note: Using materials from the site www.wciom.ru or wciom.com, as well as distributed by VCIOM, the reference to the source (or hyperlink for the electronic media) is obligatory!