New Nielsen report reveals newspapers as the most trusted medium for advertisements
Australians trust advertisements in newspapers more than any other medium or platform, according to a new report from Nielsen.
Almost six in 10 Australians (58%) say they ‘completely’ or ‘somewhat’ trust ads in newspapers, the Nielsen Global Trust in Advertising Report has found. Newspapers again rank as the most trusted, ahead of television, magazines, radio and outdoor, as well as ads on mobile, search engines and social networks.
Trust in advertising on digital platforms is increasing, especially for mobiles, according to Nielsen. Since the last Global Trust in Advertising Report in 2013 in which newspapers also ranked highest, trust in ads on mobiles has increased by six percentage points.
Despite this growth there is still a considerable gap between trust in ads in newspapers and trust in ads on digital platforms. Twice as many people trust ads in newspapers than trust ads on social networks (newspapers: 58%, social networks: 29%).
Says Mark Hollands, CEO, The Newspaper Works: “Newspaper media is influential and plays a vital role in the lives of more than 16 million people. Every advertising campaign needs influencers to drive trust, belief and action and newspapers can rightly claim the number one position as the most trusted medium for advertising.
“Our industry campaign, Influential by Nature, re-states to advertisers why newspapers get results and the Nielsen study proves just what a trusted advertising platform they are.”
2 Comments
Boy, ‘completely or somewhat trust’ casts a pretty wide net. I wonder what ‘completely or somewhat distrust’ would look like. How do we know that all 26% don’t totally trust text ads, and that 50%, say, only somewhat trust newspaper ads?
It’s not about the trust people put in mediums, it’s about the trust people put in brands.