Purchase intent jumps 40% when ads appear in premium media vs alternatives, new study finds

Here’s the thing:

Everyone’s talking about “premium” media. But what does it really mean? And, more importantly, why should advertisers make the distinction? New research offers answers in a study examining the qualities that make media “premium” and why those qualities matter for brands and audiences.

Premium media depends on two essential qualities: a strong media brand and a high-quality media environment, according to the first-of-its-kind study from PA Consulting and The Trade Desk Intelligence. Combined, the research shows, this creates the foundation for trust, attention and impact. In fact, premium placements drive a 40% increase in purchase intent, which is 30% more effective compared to less premium media, the data reveal.

Data debrief:

Analysts interviewed academic experts and surveyed more than 4,500 consumers across the U.S., the U.K. and France to understand what consumers value as premium. The results uncovered the defining characteristics of premium media and how those qualities shape consumer perception.

Participants additionally ranked over 30 media properties on factors such as brand trust and ad relevancy. Each media property was scored on two fronts: premium brand hallmarks and premium environment hallmarks. Together, these ratings produced a premium score, positioning each outlet along a spectrum. The score map revealed how a media property performs across key markers of quality, highlighting distinct strengths and gaps.

The results — including performance insights from media properties like Disney+, Spotify and The Economist — are presented in a report, “The Premium Payoff,” out this week.

Among other findings, the study shows premium media delivers advertisers:

• 50% more efficacy at improving positive perceptions of advertisers compared to less premium media
• 60% more efficacy at driving perceptions of a brand as popular or successful
• 30% more efficacy at driving higher purchase intent compared to less premium media

Why it matters:

For marketers operating under pressure to demonstrate ROI, the study offers a compelling counterpoint to lowest-cost-per-impression strategies. While cheap reach may drive volume, this research indicates that premium placements help improve brand perception and increase purchase consideration.

The Current is owned and operated by The Trade Desk. This information is provided solely for background and is not a representation or guarantee of any future performance.