GLOBAL AD IMPRESSIONS STUDY - Advertising Specialty Institute

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GLOBAL AD IMPRESSIONS STUDY2020 EDITIONDemonstrating the value and effectiveness of promotionalproducts to consumersA PDF of this report (plus end-buyer-friendly, downloadable charts)can be found at asicentral.com/study. Copyright 2020 Advertising Specialty Institute.This report may be reproduced and used in presentations by active supplier, distributor and decorator members of theAdvertising Specialty Institute (ASI) to educate the public about advertising specialties. Such use must not alter theinformation and must set forth the following legend: “Research provided by the Advertising Specialty Institute, 2020,All Rights Reserved.” No other use is permitted without the express written consent of ASI.

INTRODUCTIONThe 2020 ASI Ad Impressions study gives ASI memberspowerful data proving that promotional products arethe most high-impact, cost-effective advertisingmedium around for their clients. The findings in thisstudy are based on tens of thousands of in-personand online surveys taken by consumers in the U.S.and Canada.Data collected pre-COVID-19, except for mask data which was collected in mid-August.

CATEGORY SPOTLIGHT MASKSDRINKWARE63%of consumers wearmasks all of the timewhen in public

CATEGORY SPOTLIGHT MASKSDRINKWARE80%of consumers wear masks all or mostof the time when in public

CATEGORY SPOTLIGHT MASKSDRINKWARE92%of consumers reportthat they wear a maskin public at least someof the time

CATEGORY SPOTLIGHT MASKSDRINKWARE52%of consumers wouldkeep a logoed maskmore thanMONTHS

CATEGORY SPOTLIGHT MASKSDRINKWARE31%of consumers come in contact withover 50 people every timethey wear a logoed mask

CATEGORY SPOTLIGHT MASKSDRINKWARE39%of consumers reportthey currently own alogoed mask

CATEGORY SPOTLIGHT MASKSDRINKWARE61%of consumers reportthey don’t yet own alogoed mask

CATEGORY SPOTLIGHT MASKSDRINKWARE34%of consumers report theywould use their logoedmask on a daily basis

CATEGORY SPOTLIGHT MASKSDRINKWARE71%of consumers woulduse their logoed maskon a weekly basisor more often

CATEGORY SPOTLIGHT MASKSDRINKWARE51%of consumers wouldhave a more favorableopinion of an advertiserwho gave them alogoed mask

CATEGORY SPOTLIGHT MASKSDRINKWARE56%of women would havea more favorableopinion of an advertiserwho gave them alogoed mask

CATEGORY SPOTLIGHT MASKSDRINKWARE45%of men would havea more favorableopinion of anadvertiser who gavethem a logoed mask

CATEGORY SPOTLIGHT MASKSDRINKWAREPercent of consumers who would have a more favorableopinion of an advertiser who gave them a logoed mask52%18-3461%35-5455 42%

CATEGORY SPOTLIGHT MASKSDRINKWARE57%of consumers would be more likelyto do business with the advertiserwho gave them a promo mask

CATEGORY SPOTLIGHT MASKSDRINKWARE61%of women would bemore likely to dobusiness with theadvertiser who gavethem a promo mask

CATEGORY SPOTLIGHT MASKSDRINKWARE53%of men would be morelikely to do businesswith the advertiserwho gave them apromo mask

CATEGORY SPOTLIGHT MASKSDRINKWAREPercent of consumers more likely to do business withthe advertiser who gave them a promo mask18-3451%65%35-5455 54%

CATEGORY SPOTLIGHT MASKSDRINKWARE52%of consumers wouldgive a promo maskaway if they didn’t wantit with another 31%holding on to it for later

CATEGORY SPOTLIGHT MASKSDRINKWARE4,235Number of impressionsper promo mask over itsanticipated lifetime

CATEGORY SPOTLIGHT MASKSDRINKWAREAn imprinted maskthat costs 5 will havea CPI of just over1/10of a cent

UNITED STATESLONGEVITY40%of consumers whoown promo productsreport that theyhave kept some formore thanYEARS

UNITED STATES57%of consumers whoown promo productsreport that theyhave kept somefor more thanLONGEVITYYEARS

UNITED STATESLONGEVITY45%of Baby Boomers whoown promo productshave kept some for morethan 10 years

UNITED STATESLONGEVITYtwothirdsNearly(65%) of Baby Boomers whoown promo products have keptsome for more than 5 years

UNITED STATESLONGEVITYMore thanhalf(51%) of Millennials who ownpromo products have keptsome for more than 5 years

UNITED STATESLONGEVITYSix in 10 menwho ownpromo products have kept some for more than 5 years

UNITED STATESBEHAVIORSNearlyone-quarter(23%) of consumers reportedthat they PURCHASED apromotional product in thelast year

UNITED f consumers whoreport having PURCHASED apromo product in the last yearSouth23%

UNITED STATES ENVIRONMENTALLY FRIENDLYNearlya third(31%)of women report theypurchased moreenvironmentally friendlyproducts in 2019 than theydid in 2018

UNITED STATES ENVIRONMENTALLY FRIENDLYPercent of consumers who purchased moreenvironmentally products in 2019 than 201818-3435-5455 23%27%31%

UNITED STATES ENVIRONMENTALLY FRIENDLY46%of consumers have a morefavorable opinion of anadvertiser if the promoproduct they received wasenvironmentally friendly

UNITED STATES ENVIRONMENTALLY FRIENDLYPercent who have a more favorable opinion of the advertiser ifthe promo product they received was environmentally friendlyMALEFEMALE40%53%

UNITED STATES ENVIRONMENTALLY FRIENDLYPercent who have a more favorable opinion of the advertiser ifthe promo product they received was environmentally friendly18-3435-5455 45%40%53%

UNITED STATES ENVIRONMENTALLY FRIENDLYPercent who have a more favorable opinion of the advertiser ifthe promo product they received was environmentally friendly46%EAST49%44%MIDWESTSOUTH46%WEST

UNITED STATES TECH – USB DRIVES56%Don’t count themout – In 2019, 56%of consumers wouldchoose a USB driveover a power bank

UNITED STATES TECH – USB DRIVESPercent of consumers who would choose a USB driveover a power bankMALEFEMALE54%57%

UNITED STATES TECH – USB DRIVESPercent of consumers who would choose a USB driveover a power bank18-3435-5455 50%55%61%

UNITED STATES MADE IN THE USA22%18-3424%35-54Percent of consumerswho increased purchasesof Made in the USAproducts in 201932%55

UNITED STATES MADE IN THE USA27%of consumerspurchased moreMade in the USAproducts in 2019than 2018

UNITED STATES MADE IN THE USA57%of consumers have amore favorable opinionof an advertiser if thepromotional product wasMade in the USA

UNITED STATES MADE IN THE USAWomen arethe mostfavorable toadvertisers ifthe promoproduct wasMade inthe USA61%55%

UNITED STATES MADE IN THE USABaby Boomers are most favorable to advertisersif the promo product was Made in the USA18-3435-5455 45%59%70%

UNITED STATES MADE IN THE USASouthern consumers are most favorable to advertisersif the promo product was Made in the USA51%EAST55%MIDWEST59%SOUTH58%WEST

CATEGORY SPOTLIGHT WRITING INSTRUMENTS89%of consumers ownpromotional writinginstruments

CATEGORY SPOTLIGHT WRITING INSTRUMENTS3,000Number of impressionspromotional writinginstruments generatethroughout their lifetime

CATEGORY SPOTLIGHT WRITING INSTRUMENTSPromotionalwriting instrumentsare kept anaverage ofMONTHS

CATEGORY SPOTLIGHT WRITING INSTRUMENTSA logoed pen that costs 1will have a CPI of less than1/10of a cent

CATEGORY SPOTLIGHT BAGS73%of consumers ownpromotional bags

CATEGORY SPOTLIGHT BAGS3,300Number of impressionspromotional bagsgenerate throughouttheir lifetime

CATEGORY SPOTLIGHT BAGSPromotionalbags arekept anaverage ofMONTHS

CATEGORY SPOTLIGHT BAGSA logoed bag that costs 5will have a CPI of under2/10of a cent

CATEGORY SPOTLIGHT T-SHIRTS80%of consumers ownpromotional T-shirts

CATEGORY SPOTLIGHT T-SHIRTS3,400Number of impressionspromotional T-shirtsgenerate throughouttheir lifetime

CATEGORY SPOTLIGHT T-SHIRTSA logoed T-shirt that costs 7 will have a CPI of only2/10of a cent

CATEGORY SPOTLIGHT T-SHIRTSPromotionalT-shirts arekept anaverage ofMONTHS

CATEGORY SPOTLIGHT HEADWEAR69%of consumers ownpromotional headwear

CATEGORY SPOTLIGHT HEADWEAR3,400Number of impressionspromotional headweargenerates throughouttheir lifetime

CATEGORY SPOTLIGHT HEADWEARPromotionalheadwear iskept anaverage ofMONTHS

CATEGORY SPOTLIGHT HEADWEARA logoed hat that costs 10will have a CPI of only3/10of a cent

CATEGORY SPOTLIGHT CALENDARS62%of consumers ownpromotional calendars

CATEGORY SPOTLIGHT CALENDARS850Number of impressionspromotional calendarsgenerate over theirlifetime

CATEGORY SPOTLIGHT CALENDARS52%of promotionalcalendars are keptYEARORMORE

CATEGORY SPOTLIGHT CALENDARSA promo calendar that costs 3 will have a CPI of only3/10of a cent

CATEGORY SPOTLIGHT USBs58%of consumers ownpromotional USBs

CATEGORY SPOTLIGHT USBsPromotional USBsgenerate700impressions overtheir lifetime

CATEGORY SPOTLIGHT USBsOn average,promo USBsare keptMONTHS

CATEGORY SPOTLIGHT USBsA promo USB that costs 5will have a CPI of only7/10of a cent

CATEGORY SPOTLIGHT DESK ACCESSORIES64%of consumers ownpromotional deskaccessories

CATEGORY SPOTLIGHT DESK ACCESSORIES1,450Number of impressionspromotional deskaccessories generateover their lifetime

CATEGORY SPOTLIGHT DESK ACCESSORIESOn average,promo deskaccessoriesare kept anaverage ofMONTHS

CATEGORY SPOTLIGHT DESK ACCESSORIESA promo desk accessorythat costs 5 will have a CPI of3/10of a cent

CATEGORY SPOTLIGHT DRINKWARE78%of consumers ownpromotional drinkware

CATEGORY SPOTLIGHT DRINKWARE1,400Number of impressionspromotional drinkwaregenerates throughoutits lifetime

CATEGORY SPOTLIGHT DRINKWAREPromodrinkwareis kept anaverage ofMONTHS

CATEGORY SPOTLIGHT DRINKWAREPromo drinkware that costs 7 will have a CPI of under1/2of a cent

CATEGORY SPOTLIGHT UMBRELLASDRINKWARE45%of consumersown promotionalumbrellas

CATEGORY SPOTLIGHT UMBRELLASDRINKWARE1,100Number of impressionspromotional umbrellaswill generate overtheir lifetime

CATEGORY SPOTLIGHT UMBRELLASDRINKWAREPromotionalumbrellasare kept anaverage ofMONTH S

CATEGORY SPOTLIGHT UMBRELLASPromo umbrellas thatcost 10 will have a CPIof under1cent

CATEGORY SPOTLIGHT OUTERWEARDRINKWARE67%of consumers ownpromotionalouterwear

CATEGORY SPOTLIGHT DRINKWAREOUTERWEAR6,100Number of impressionspromotional outerwearwill generate overtheir lifetime

CATEGORY SPOTLIGHT DRINKWAREOUTERWEARPromoouterwearis kept anaverage ofMONTHS

CATEGORY SPOTLIGHT DRINKWAREOUTERWEARA promo jacket that costs 20 will have a CPI of only3/10of a cent

CATEGORY SPOTLIGHT POLODRINKWARESHIRTS65%of consumers ownpromotionalpolo shirts

CATEGORY SPOTLIGHT POLODRINKWARESHIRTS2,300Number of impressionspromotional poloswill generate over theirlifetime

CATEGORY SPOTLIGHT POLODRINKWARESHIRTSPromotionalpolos arekept anaverage ofMONTHS

CATEGORY SPOTLIGHT POLODRINKWARESHIRTSA promo polo that costs 10 will have a CPI of only4/10of a cent

CATEGORY SPOTLIGHT POWERDRINKWAREBANKS33%of consumers ownpromotionalpower banks

CATEGORY SPOTLIGHT POWERDRINKWAREBANKS900Number of impressionspromotional powerbanks will generate overtheir lifetime

CATEGORY SPOTLIGHT POWERDRINKWAREBANKSOn average,promo powerbanks arekept anaverage ofMONTHS

CATEGORY SPOTLIGHT POWERDRINKWAREBANKSA promo power bankthat costs 10 will have aCPI of only1cent

Households own an average of 30 promo productsNumber of promo products owned by generation3034MILLENNIALSGEN X28BABY BOOMERS

Number of promo products by region28313230

Promotional products are the mosthighly regarded f orm of advertising Ranking from most liked to least 34RADIOMAGAZINE67INTERNETMOBILE

The World Remembers85%of promo product recipientsremember the advertiserworldwideRecall is highest for apparel items, as 85% recallthe advertiser that gave them a shirt or hat

CANADABAGSDRINKWAREWho Most Supports Plastic Bag Bans44%More womenare in favourof single-useplastic bagbans32%

CANADABAGSDRINKWAREPercent of consumers who are in favour of single-useplastic bag bans18-3435-5455 36%44%51%

CANADAENVIRONMENTALLY FRIENDLY49%of Canadians have a morefavourable opinion of anadvertiser if the product theyreceive is environmentallyfriendly

CANADAENVIRONMENTALLY FRIENDLYPercent of Canadians who have a more favourable opinion of theadvertiser if the product they received was environmentally friendly43%59%

CANADAENVIRONMENTALLY FRIENDLYPercent of Canadians who have a more favourable opinion of theadvertiser if the product they received was environmentally friendly18-3435-5455 42%52%56%

CANADAENVIRONMENTALLY FRIENDLY50%BRITISH COLUMBIAPercent of Canadianswho have a morefavourable opinionof the advertiser ifthe product theyreceived wasenvironmentallyfriendly49%ONTARIOQUEBEC36%

CANADASOCIALLY RESPONSIBLE39%of Canadians have a morefavourable opinion of anadvertiser if the product theyreceive is socially responsible

CANADASOCIALLY RESPONSIBLEPercent of Canadians who have a more favourable opinion of theadvertiser if the product they received was made socially responsibly35%45%

CANADASOCIALLY RESPONSIBLEPercent of Canadians who have a more favourable opinion of theadvertiser if the product they received was made socially responsibly18-3435-5455 31%43%50%

CANADASOCIALLY RESPONSIBLEBRITISH COLUMBIAPercent of Canadianswho have a morefavourable opinionof the advertiserif the product theyreceived was madesocially responsiblyONTARIOQUEBEC41%39%37%

CANADAPROMO PRODUCT OWNERSHIP24%of employees report that theyown promo products withtheir employer’s logo on it

CANADAPROMO PRODUCT OWNERSHIPPercent of employees who own promo products with theiremployer’s logo on it26%20%

CANADAPROMO PRODUCT OWNERSHIPPercent of employees who own promo products with theiremployer’s logo on it18-3423%30%35-5455 20%

CANADABAGSConsumer preference for bag purchases53%10 centsfor single-useplastic47% 5 for areusablebag

CANADABEHAVIOURSOne-quarter(25%) of consumers reported that they PURCHASED apromotional product in the last year

CANADABEHAVIOURSPercentage of consumers who report having PURCHASED a promoproduct in the last year25%18-3430%35-5455 18%

WHY PROMO ITEMS ARE KEPTMASKS65%QUALITYUTILITYATTRACTIVENESS39%36%

WHY PROMO ITEMS ARE KEPTWRITING INSTRUMENTS69%QUALITY41%UTILITYATTRACTIVENESS16%

WHY PROMO ITEMS ARE KEPTCALENDARSQUALITY36%53%UTILITYATTRACTIVENESS46%

WHY PROMO ITEMS ARE KEPTHEADWEARQUALITYUTILITYATTRACTIVENESS46%40%63%

WHY PROMO ITEMS ARE KEPTUSB DRIVES45%QUALITY58%UTILITYATTRACTIVENESS17%

WHY PROMO ITEMS ARE KEPTDESK ACCESSORIES43%QUALITY64%UTILITYATTRACTIVENESS27%

WHY PROMO ITEMS ARE KEPTOUTERWEARQUALITY54%UTILITY48%ATTRACTIVENESS48%

WHY PROMO ITEMS ARE KEPTDRINKWARE70%QUALITY48%UTILITYATTRACTIVENESS29%

WHY PROMO ITEMS ARE KEPTT-SHIRTS54%QUALITYUTILITYATTRACTIVENESS40%56%

WHY PROMO ITEMS ARE KEPTPOWER BANKS53%QUALITY61%UTILITYATTRACTIVENESS15%

WHY PROMO ITEMS ARE KEPTUMBRELLAS57%QUALITYUTILITYATTRACTIVENESS41%32%

WHY PROMO ITEMS ARE KEPTPOLO SHIRTSQUALITYUTILITYATTRACTIVENESS45%35%57%

WHY PROMO ITEMS ARE KEPTBAGS55%QUALITY52%UTILITYATTRACTIVENESS30%

Advertising Specialty Institute (ASI) to educate the public about advertising specialties. Such use must not alter the Such use must not alter the information and must set forth the following legend: “Research provided by the Advertising Specialty Institute, 2020,

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