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ASI’s 2022 Ad Impressions Study Definitively Proves Promo’s Influence Nationwide

Latest edition of annual study includes deep dive into demographic and regional preferences

TREVOSE, PA – March 8, 2022 – The Advertising Specialty Institute® (ASI) today released the 2022 edition of its annual Ad Impressions Study, the most useful and significant research report in the $23.2 billion promotional products industry.

Sourced from surveys of nearly 40,000 consumers, ASI’s nationwide study provides invaluable insight into the products that resonate most with end-users. Essentially, the study measures which products are most influential, meaning which products given away or sold to a consumer will most influence them to do business with an advertiser.

“ASI’s research reports provide incredible value to ASI members and the promo industry at large, especially during times of economic stress, when distributor clients want hard proof of the enduring power of promo products,” said Timothy M. Andrews, ASI president and chief executive officer. “Thanks to at-a-glance graphics, sales reps can quickly, easily determine which products are the most effective to pitch to clients, down to the age, sex and region of end-users.”

A free PDF of this report (plus end-buyer-friendly, downloadable charts) can be found at uat-asicentral.com/study, ready to share on social media and with existing and potential customers. Visit www.uat-asicentral.com/research for more hard data and infographics that can help industry members become more successful.

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“Thanks to at-a-glance graphics, sales reps can quickly, easily determine which products are the most effective to pitch to clients, down to the age, sex and region of end-users,” said ASI CEO Tim Andrews

The 2022 ad study, authored by Nate Kucsma, ASI’s senior executive director of research and corporate marketing, identified the top five promo products for all 50 states (and Washington, D.C.), as well as in the six regions of the U.S. Plus, the study breaks down product popularity in those regions, along with demographic preferences.

A few highlights of the study include:

  • Top five most influential promo products in the U.S.: Outerwear, performance wear, masks, health and safety, polo shirts.
  • Top five most influential products among consumers aged 25-34: Performance wear, outerwear, writing instruments, bags, health and safety.
  • Products more influential in the Southeast than in any other region: desk accessories, bags and T-shirts.

Listen to a podcast with ASI Editor-in-Chief C.J. Mittica and Kucsma (or watch it on YouTube), sharing ways promo companies can use the study to their benefit.

For over a decade, ASI’s continuously updated study has also armed ASI members with powerful data proving promo items deliver commanding advertiser recall among 85% of consumers surveyed, with recall highest for apparel items.

Plus, previous versions of the study have proved promo products offer a strong rate of return on investment (ROI), with the cost per impression (CPI) as low as 1/10 of one cent, making items like T-shirts, caps and mugs attractive choices for smaller businesses lacking large advertising and marketing budgets. And, when compared to newspaper, radio, magazine, television, internet and mobile advertising, ASI’s study has shown that promo products are the most highly regarded form of advertising.

ASI’s research studies are the most influential in the promo industry’s history, continuously cited throughout the B-to-B industry and across the advertising and marketing spectrum.

For more information on the ASI Ad Impressions Study or other ASI research, contact Nate Kucsma at [email protected].

About ASI
The Advertising Specialty Institute (ASI® ; uat-asicentral.com) serves a network of 25,000 suppliers, distributors and decorators in the $23.2 billion promotional products industry. ASI’s flagship product, the technology platform ESP®, manages the industry’s entire supply and marketing chain. ASI also produces award-winning digital content, live events and educational programs that enable companies in 53 countries to be more efficient, productive and profitable. ASI’s media and research operation provides the most authoritative business content in the industry, and the ASI Certification Program features 200+ live and online education courses for industry professionals. The company, family-owned and -operated since 1962, is proud to have been consistently ranked among the “Best Places to Work” in Philadelphia and Bucks County, PA.