• Subscribe to our Daily News Emails
  • Advertise
    • Media Info
    • Terms & Conditions for Advertisers
    • Mechanical Data

Broadband TV News

Independent. Since 2003

  • Home
  • News Line
    • Central & East Europe
    • People
  • TV
    • On Demand/VOD
    • IPTV
    • Cable
    • Satellite
    • Terrestrial
    • Distribution
  • Business
  • Tech
  • Events
    • Events Diary
    • BTN Events
    • Events Coverage
    • Submit the details of your event
  • Features
  • Resources
    • White Papers

Ads with a purpose resonate with the young

July 25, 2018 10.37 Europe/London By Julian Clover

Brand that engage with the issues of the day are able to build a stronger connection with young customers, according to new research from Channel 4’s 4 Sales.

Channel 4 commissioned the research to coincide with PL4Y presents, the first in a series of invitation-only events that bring together key influencers from the ad industry to debate topical issues.

Over half of respondents (55%) believe that brands should be a force for good in the world, rather than just selling products and services (45%) and young people are particularly receptive to ads with a message. 60% of 16 to 24 year olds claim to notice ads more if they deal with important issues, compared to 55% of 35 to 44 year olds and just 37% of those aged 45+.

Jonathan Lewis, Head of Digital and Partnership Innovation, Channel 4, said: “This research shows that the market for purpose-driven ads is far from saturated. But people have very clear expectations about what they want from brands operating in this space: they need to be genuine in their messaging, stay relevant to their industries and create resonant ads that cut through.”

Young people also have a high regard for products and services that feel ethical. Those aged 16 to 34 are 56% more likely to equate ethical products with better quality than those aged 35+. Most young people also claim that they’re willing to pay more for ethical products (56% of 16 to 34 year olds compared to 44% of 35+). A perceived lack of ethics has a negative impact on impressions of a brand with 41% of young people claim to have boycotted a brand because they didn’t agree with what it stood for, compared to 33% of those aged 35+.

Among all audiences Channel 4 was felt to be the commercial channel most strongly championing social issues (49% Channel 4, 36% ITV, 20% Channel 5). 51% believe Channel 4 is more edgy and brave than other TV channels.

  • Click to share on Facebook (Opens in new window) Facebook
  • Click to share on X (Opens in new window) X
  • Click to share on LinkedIn (Opens in new window) LinkedIn
  • Click to share on WhatsApp (Opens in new window) WhatsApp

Related

Filed Under: Newsline, TV Tagged With: Channel 4 Edited: 25 July 2018 10:37

Avatar photo

About Julian Clover

Julian Clover is a Media and Technology journalist based in Cambridge, UK. He works in online and printed media. Julian is also a voice on local radio. You can talk to Julian on X @julianclover, or by email at jclover@broadbandtvnews.com.

Latest News

  • MultiChoice planning revamp of DStv service
  • Eutelsat confirms UK involvement in capital increase
  • Broadcasters confirmed for Ligue 1 football coverage
  • DVB releases findings from Film Grain Synthesis study
  • TVP VOD reports large increase in linear channel streaming

Most Popular

  • Broadcasters confirmed for Ligue 1 football coverage
    Broadcasters confirmed for Ligue 1 football coverage
  • MultiChoice planning revamp of DStv service
    MultiChoice planning revamp of DStv service
  • DAZN picks up international rights to Serie A 
    DAZN picks up international rights to Serie A 
  • Warner Bros Discovery confirms Wimbledon plans
    Warner Bros Discovery confirms Wimbledon plans
  • Bundesliga returns to Play Sports
    Bundesliga returns to Play Sports
  • Eutelsat confirms UK involvement in capital increase
    Eutelsat confirms UK involvement in capital increase
  • Sky adds new rewards to loyalty programme
    Sky adds new rewards to loyalty programme

White Paper

Eutelsat planning capital increase to become European Starlink

The French state has bolstered its take in Eutelsat as part of a €1.35 billion capital increase. … [Download the White Paper ...]

Broadband TV News

  • Subscribe
  • About us
  • Contacts
  • Logos & Pictures
  • Privacy Policy
  • Terms and Conditions

Advertising

  • Media Info
  • Terms & Conditions
  • Mechanical Data
  • Video Services

News

  • Latest
  • Central & East Europe
  • TV
  • Tech
  • Streaming
  • Cable
  • Satellite
  • Terrestrial
  • IPTV
  • Business
  • People

Events

  • Events Diary
  • BTN Events
  • Submit the details of your event
  • Media Meet & Greet

Editorial

PO Box 499
Cambridge
United Kingdom
CB1 0AH
news@broadbandtvnews.com

Commercial

Arundel View Cottage
Wepham
West Sussex
BN18 9RA
sales@broadbandtvnews.com

Connect with Us

 

Copyright © 2025 Broadband TV News LLP · Log in

 

Loading Comments...