Newspapers Ranked The Most Trusted Medium For Ads

Newspapers Ranked The Most Trusted Medium For Ads
SHARE
THIS



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 per cent) 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.

Looking at to what extent do Aussies trust various forms of advertising, from traditional to digital, the following results were concluded:

Paid – traditional and online/mobile

Format Completely or somewhat trust (per cent)
Ads in newspapers 58
Ads on TV 56
Ads in magazines 53
Ads in radio 52
Outdoor advertising 51
Ads before movies 51
TV product placements 44
Ads in search engine 34
Online video ads 32
Ads on mobile device 31
Online banner ads 29
Ads on social networks 29
Text ads on mobile phones 26

 

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 per cent, social networks: 29 per cent).

When it comes to paid online and mobile advertising, and how much Australians trust these methods of ad targeting, they said:

Paid –online/mobile

Format 2013 2015 Change
Ads in search engine 32 34 +2
Online video ads 31 32 +1
Ads on mobile device 25 31 +6
Online banner ads 27 29 +2
Ads on social networks 27 29 +2
Text ads on mobile phones 20 26 +6

 Source: 2013 and 2015 Nielsen Global Trust in Advertising Report, Australian data only

“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,” The Newspaper Works CEO Mark Hollands said.

“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.”

 

Please login with linkedin to comment

barina Herald Sun YouTube

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.