1. Value of Advertising: Global Survey Results
EASA Board meeting
Stockholm, Oct. 30, 2009

2. The global ad industry said…
Advertising plays an important role in today’ society.
It is the driver of consumer choice and helps us get better value for money.
It enables innovation to be brought to market and stimulates economic growth and jobs.
It funds free and independent media and a wide variety of sport and cultural events.
WFA set out to demonstrate the value of advertising to consumers and society:

3. Nielsen conducted a global survey to help us understand what consumers say…
50 markets surveyed by The Nielsen Company
Total sample size 25,420

4. Global summary, ranked
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

5. Asia-Pacific overview: consumers who agree/ disagree that advertising…
Note: excludes those who responded ‘don’t have an opinion’
Source: WFA/ Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

6. Latin America overview: : consumers who agree/ disagree that advertising…
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

7. Middle East & Africa overview: consumers who agree/ disagree that advertising…
Note: excludes those who responded ‘don’t have an opinion’
Source: WFA/ Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

8. North America overview: consumers who agree/ disagree that advertising…
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

9. Western Europe overview: consumers who agree/ disagree that advertising…
Note: excludes those who responded ‘don’t have an opinion’
Source: WFA/ Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

10. Eastern Europe overview: consumers who agree/ disagree that advertising…
Note: excludes those who responded ‘don’t have an opinion’
Source: WFA/ Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

11. Advertising and sponsorship are important to fund sporting events, art exhibitions and cultural events: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

12. By helping companies succeed, advertising creates jobs in those companies and in the advertising industry: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

13. Advertising contributes to growth of the economy : By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

14. Advertising stimulates competition, which leads to better products and lower prices: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

15. By providing me with information, advertising allows me to make better consumer choices: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

16. Advertising funds low cost and free content on the Internet, TV, newspapers and other media: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

17. Advertising often gets my attention and is entertaining: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

18. Advertising often gets my attention and is entertaining: By market
Note: See appendix for country codes. Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

19. Advertising provides useful information on important issues in society, such as safety and health: By region
Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries

20. Encouraging… But there is a still long way to go towards re-building trust (not least in digital)
Note: See appendix for country codes. Note: excludes those who responded ‘don’t have an opinion’
Source: Nielsen Online Global Online Survey 2009: Base: 25,420 across 50 countries