Premium media ads lift purchase intent 40% and brand trust 85%, study finds

A new joint study by The Trade Desk and PA Consulting has quantified what many marketers have long assumed: the quality of an ad’s environment can significantly influence its effectiveness. The report, titled The Value of Premium Media, surveyed more than 4,500 consumers across the U.S., U.K., and France, revealing that ads in premium media contexts drive a 40% increase in purchase intent and an 85% boost in brand trust compared to less premium placements.

The findings underline a growing shift in advertising strategy — from prioritizing cheap reach to investing in quality. While 54% of advertisers plan to emphasize short-term performance this year, the study warns that focusing solely on cost-efficiency risks eroding long-term brand equity.

Premium media, as defined by the report, combines strong media brands with quality environments — those that maintain credibility, relevance, and seamless ad integration. Consumers ranked ad experience among the top indicators of quality, with 81% saying ads shouldn’t slow down content and 80% preferring well-integrated, non-disruptive ad placements.

Across media formats, Connected TV (CTV) emerged as the strongest driver of brand perception. Viewers were 3.2 times more likely to view advertisers in premium CTV environments as innovative and 2.6 times more likely to see them as successful. Audio and digital media followed closely, enhancing brand trust and credibility by 2.4 times and 4 times, respectively, when compared to lower-quality contexts.

The data points to a measurable “halo effect”: premium ad placements not only improve short-term engagement but also strengthen long-term associations such as innovation, popularity, and respect. The study concludes that where an ad appears matters as much as what it says — positioning media quality as a key competitive advantage in a fragmented digital landscape.