Australian advertisers launch advertising sentiment index

The Australian Association of National Advertisers (AANA) recently launched the AANA | Ipsos Advertising Sentiment Index (ASI). The initiative aims to measure Australia’s perception of advertising issues and content.

This is the first time people’s sentiments regarding advertising in Australia have been measured on an ongoing basis at an industry level. The results will help AANA shape its advertising self-regulatory code and will complement research being done by the local self-regulation body Ad Standards. The results will be published on a quarterly basis and be made available to AANA members.

AANA CEO John Broome said: “The Advertising Sentiment Index will provide our members with insights to what the Australian community thinks and is concerned about when it comes to advertising content.”

“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”, he added.

For more information, please contact AANA.