Ever changing moods dictate when Brits are open to ads

Brand owners need to stop treating consumers as a homogenous mass and wake up to the power of the mindset in determining when they are most receptive to advertising, with those looking to improve their mood or find comfort almost twice as likely to view ads more positively than those looking to de-stress or have some “me-time”.

That is according to a new study, “Meaningful Connections”, commissioned by Group M-owned Mindshare, Azerion UK, and undertaken by Differentology to enhance planning strategies and advertising effectiveness for brands and advertisers.

Undertaken in March 2025 through an online survey among a nationally representative sample of 3,948 people in the UK, the study evaluated over 10,000 separate media and mindset occasions.

Mindshare’s first Media Mindset study showed that the content people want to receive is influenced by their mindset. Meaningful Connections evolves this understanding to quantify these receptive media moments so that they can be deployed for data-driven decision-making when determining the media mix.

The extensive new study evaluated the different mindsets in which people consume media to create the ‘communication receptivity’ (Core) Index. Based on six key metrics (emotion, relevance, intent, focus, visibility and experience), the Core Index is a strategic media planning tool that moves away from the traditional broad, demographic approach to audience targeting in favour of engaging with people through being highly relevant.

It is claimed that understanding the different states of mind when people are online and how these relate to their perception of advertising enables brands to select the content, channel and timing that will be most effective; higher receptive mindsets invite a more complex narrative, while lower receptivity is better suited to building awareness, for example.

Mindshare research and insights account director Rachel Cunliffe said: “A brand’s target audience cannot be treated as a homogenous group – how receptive they are to advertising messages will vary depending on the emotional and psychological needs of each individual, with these continually shifting over time.

“Our research focuses on understanding people’s need states as the key to reaching them with ads that resonate, rather than feeling intrusive and irrelevant. By quantifying receptivity, we can deliver an advertising experience that feels authentic, relevant and aligns with the consumers’ current mindset.”

The study identified 16 mindsets in which people consume media, including to be informed and up to date; improve mood; indulge; find inspiration; take some me-time; connect or socialise; escape reality; challenge oneself; relax and de-stress; find comfort; learn something; give back to the planet or others; fill time; have fun; find excitement; and explore a topic in-depth.

The research measures how receptive someone is when they are in a particular mindset, with 70% of web users looking to be informed, fill time or have some me-time having high levels of focus and will not use any other devices when in this state.

Meanwhile, a third of people looking to find excitement say they recall seeing advertising, twice as high as someone looking to relax and de-stress.

In addition, when in a mindset to connect and socialise, individuals have heightened levels of happiness, an above average positive mindset which is a key component of increased receptiveness.

Finally, individuals engaging in media to pass the time are less receptive (index of 60) to marketing communications than people seeking inspiration, finding excitement or looking to challenge themselves, when receptivity is higher (index of 126+).

Azerion head of growth Roxanne Harley said: “Brands have many ways to target their audiences at any time of the night or day – but reach does not equal engagement. The new research shines a light on why the customer journey lies at the heart of truly connected omnichannel advertising and how marketers can adopt this approach to drive people-centric campaigns.”