Study: Newspapers The Most Trusted Media Channel For Ads, Social Media The Least

Study: Newspapers The Most Trusted Media Channel For Ads, Social Media The Least
SHARE
THIS



A new study by Galaxy Research into consumer trust in content and advertising across 10 media channels has found a direct correlation between the two, with ads in news media ranked as the most trusted.

The ADTRUST study1, where Galaxy surveyed 2,863 Australians aged 18 and over, scored the various media channels on an established Ad Trust Matrix2 that measures trust across 20 individual elements, grouped into four key characteristics – reliability, usefulness, affect and willingness to rely on.

This revealed key insights into the degree in which audiences trust the advertising and content they consume.

The media tested included newspapers (national, metro, regional, community), TV, radio, magazines, cinema, outdoor, digital news media (newspaper-based websites and apps), social, search and any (other) websites.

The study found that an audience’s (i.e. users of that media) trust in ads was greatest in newspapers, followed by cinema, radio, magazines and digital news media. Ads in social media were the least trusted, followed by search and any (other) websites. Digital news media was the most trusted of any digital channel.

Trust in content by users of each media3 was greatest for national, regional and community newspapers, followed by metro newspapers, radio, magazines and digital news media.

Social media was the only channel where more consumers mistrusted content than those who trusted it. Search and any website ranked higher for trust in content but low for trust in ads.

In addition, the study revealed that trust drives consumer purchase intent, with 50 per cent of respondents agreeing with the statement that the more trusted the ad, the more likely they were to buy the product or service.

Trust in advertising also changes with age, with respondents under the age of 35 having higher trust in all media channels than older users, especially those aged over 55. Younger users, despite being heavier users of digital media, ranked ads in newspapers as the most trustworthy of all media.

NewsMediaWorks commissioned the research following an earlier study by Research Now and Professor Mark Ritson4 among marketers that identified trust – where advertising messages are trusted by the target audience – as the most important element when selecting media.

“We wanted to investigate the trust driver among marketers further to determine the importance of trust in media content and ads for consumers,” NewsMediaWorks CEO Peter Miller said.

“This study proves that brands are indeed judged by the company they keep and, on the evidence, news media is far and away the most trusted.

“We have long known that the quality journalism news media delivers is valued and trusted by its audiences, and now this new study quantifies that trust is critical not only when it comes to media selection, but also for how people view and respond to advertising messages.

“This study will equip advertisers with the facts, and bust misinformed perceptions. We are glad to be starting a conversation about trust, especially in the current environment.”

Further results of the ADTRUST study will be released at the INFORM News Media Summit, to be held on Wednesday 6 September at ICC Sydney. The study can also be downloaded here.

Sources:

  1. Galaxy Research online questionnaire, June 2017 was conducted among a nationally representative sample of 2,863 Australians aged 18 years and older. Results displayed are Net ADTRUST and Net CONTENT TRUST which, on a scale from 1 to 7, is Percentage agreeing (5,6,7) less Percentage disagreeing (1,2,3).
  2. ADTRUST matrix : 20 component characteristics : Developed and validated by Hyeonjin Soh, Leonard N Reid and Karen Whitehill King (2009). Measuring Trust in Advertising. In Journal of Advertising, Vol. 38, Issue 2, p83-104.
  3. Content trust was not asked for Outdoor or Cinema.
  4. Positioning News Media : Mark Ritson, Associate Professor of Marketing, Melbourne Business School. Online questionnaire conducted by Research Now, Sept. 2016. n = 260 advertisers.

 

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announce Three New PR & Event Hires
  • Marketing

Mango Melbourne Announce Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.