Consumers in Saudi Arabia and the UAE place significantly greater trust in premium TV and audio platforms
Ads placed on premium media outlets can lift purchase intent by 40 percent, according to new research from The Trade Desk and PA Consulting, the strongest evidence yet that where a brand appears matters as much as what it says.
The study also reports that 85 percent of consumers are more likely to trust brands that advertise on these high-quality platforms, underscoring a widening gap between premium and non-premium media environments.
The report defines “premium media” by a mix of factors, including the quality of advertising, user experience, navigation, interface design and the overall stature of the media brand. When ads run in such spaces, they do more than catch attention: they shape perception.
According to the findings, adverts in premium environments are twice as popular and 1.9 times more respected than ads shown elsewhere. Consumers who encounter ads in these settings are also 1.5 times more likely to link the brand with quality and trustworthiness.
Terry Kane, Managing Director for the Middle East and Africa at The Trade Desk, said the results should push marketers to rethink where they spend.
“Our research confirms just how important the ‘where’ is for marketers. Even a brand with the most engaging and original creative will lose engagement and impact if it’s showing up in a media property that audiences don’t trust,” he said.
“Businesses need to view channel strategy as a lever they can pull to boost their bottom line, rather than a niche concern of the marketing team.”
The study points to a growing “premium divide,” in which ads placed in high-quality environments strengthen brand equity, influence consumer preference and increase marketing effectiveness.
This divide is especially visible in the Middle East, where premium digital platforms already shape buying behavior. Supporting data from Nielsen, Ipsos and YouGov show that consumers in Saudi Arabia and the UAE place significantly greater trust in premium TV and audio platforms. Streaming services such as Shahid, OSN and Starzplay, along with audio platforms like Spotify and Anghami, continue to gain scale and attract top-tier advertisers.
As digital markets mature in the region, brands are becoming more discerning. Advertisers in Saudi Arabia and the UAE are prioritizing context, cultural sensitivity and brand safety, aligning with evidence that premium placements deliver enhanced trust and respect.
Globally, the research highlights different dynamics across platforms. Ads on mass-reach services such as Amazon Prime Video were less likely to be associated with trustworthiness or high quality, despite strong audience numbers.
By contrast, platforms including Disney+, Sky Sports, The Economist and Spotify consistently boosted advertiser perceptions. Brands advertising on these outlets recorded a 30 percent uplift in positive associations such as trust, quality and innovation.
Robert Jones, Professor of Brand Leadership at the University of East Anglia, said the results show how context alone can elevate a brand. “Media channels or platforms can help advertisers enrich their brand just by giving them the right context,” he said. “In an industry where advertisers are demanding value, being able to make them ‘look good’ is an assured way to shore up investment and protect ad revenues.”
