Youth More Likely Than Their Elders to Have a Positive View of the Ad Industry

August 27, 2013

Gallup-Positive-Ratings-US-Ad-PR-Industry-Aug2013Some good news for the future of the advertising and PR industry: youth are more likely to perceive it a positive light than their older counterparts, according to recent survey results from Gallup. The bad news? Even among youth, the advertising and PR industry gets lower grades than many others. The 43% of 18-29-year-olds who view the industry positively beats the 33% of 65-and-overs who concur, but lags other industries such as the legal field (49%) and the reputationally-challenged airline industry (47%).

The industries with the highest positive ratings among 18-29-year-olds were:

  • the computer industry (69%);
  • the restaurant industry (64%);
  • the farming and agriculture industry (62%); and
  • the internet industry (57%).

Among the lowest scorers were the oil and gas industry (25%), the federal government (31%), and the real estate industry (32%).

Youth gave most industries a higher rating than the 65+ group, but the biggest percentage point differences in positive ratings were reserved for the movie industry (18-29-year-olds 28 points higher), the legal field (+19), the healthcare industry (+14), the computer industry (+13), and the advertising and PR industry (+10).

Last year, a survey conducted by Adobe in partnership with Edelman Berland found respondents rating marketing and advertising as one of the least valuable professions to society.

Other Findings:

  • 18-29-year-olds were the most likely to give the TV and radio industry a positive rating (45%), with 30-49-year-olds the least likely (33%).
  • The 65+ crowd was as likely as the 18-29 group to give the retail industry a positive rating (49%).
  • Democrats and democrat-leaning respondents (40%) and Republicans and republican-leading respondents (39%) held similar views of the advertising and PR industry.

About the Data: Results for the Gallup poll are based on telephone interviews conducted Aug. 7-11, 2013, with a random sample of 2,013 adults, aged 18 and older, living in all 50 U.S. states and the District of Columbia.

Each respondent rated a subset of 13 of the 25 industry ratings, resulting in rating by roughly 1,000 Americans for each industry.

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