More than 100 days into the war, and many advertisers are still on the fence, unsure whether the time is right or wrong to advertise.

Throughout the war, we examined public perceptions of advertising during wartime.

Over 12 consecutive weeks, as part of the weekly AdTracker studies, we checked viewers’ pulse regarding the ads they would like to see.

So what did we learn?

Legitimacy – As time goes by, the legitimacy of watching “regular” ads is increasing, or at least as part of the mix of ads that are shown (both).

Less “inappropriate” – Although a significant proportion (about 18%) think it is still inappropriate to broadcast ads, this proportion has been steadily declining over the period.

Less “due to the situation” – As time goes by and the war situation becomes (unfortunately) a daily reality, viewers are less likely to connect with “due to the situation” ads. If at first it was acceptable and even obligatory – as the brands’ identification with the kidnapped, the evacuees, the soldiers and the injured.

The bottom line is, if at the beginning of the war the dilemma of whether to advertise or not was more difficult. Today, it seems that viewers are increasingly ripe for the return of regular advertisements, those that give a taste of normality and help to push aside the bad news and despair that has been hovering over them since 7.10.23.