Research from The Trade Desk and PA Consulting shows advertising on "premium media" drives a 40% uplift in purchase intent. Premium media was defined by advertising quality, user experience, navigation ease, and content quality, with Disney+, Spotify, and The Economist qualifying as premium environments.
Premium media also generates 30% higher emotional and cognitive associations for advertisers. Consumers seeing ads in premium outlets are 1.5 times more likely to associate brands with quality and trustworthiness compared to less premium settings. Additionally, 85% are more likely to trust brands advertising in premium environments.
The study involved interviews with marketing experts, analysis of over 70 media brands, and surveys of 4,500 people across France, the UK, and US, followed by testing with 4,650 participants to explore premium versus non-premium media impact on advertiser perception.