Media Trust Study: Australians Have More Trust In Traditional Media Than Global Average
According to a new media trust study by Ipsos, Australians have less trust in the media, but more trust in traditional media than many around the globe.
In Australia over the past five years, trust in newspapers and magazines has had a net decline of 14 per cent. That is, 28 per cent have less trust now versus 14 per cent who trust them more.
Trust in TV and radio had a net decline in trust of 13 per cent , while trust in online news websites and platforms had a net decline in trust of nine per cent.
Globally, newspapers and magazines suffered the greatest net decline in trust of 16 per cent alongside TV and radio (16 per cent ), followed by online news websites and platforms at 12 per cent versus five years ago.
The study finds that people across 27 countries are divided on whether they trust traditional media (newspapers, magazines, TV, and radio).
Globally, 49 per cent trust TV and radio to be a reliable source of news and information, while 46 per cent do not have much trust, or no trust at all. The picture is similar for newspapers and magazines – 47 per cent trust them and 48 per cent do not.
Trust in traditional media in Australia is much greater than the global average. More than half of Australians (57 per cent ) trust television and radio, with the majority (46 per cent) saying they have a ‘fair amount of trust’ while 11 per cent say they have ‘a great deal of trust’ in TV and radio.
Four in 10 (38 per cent) don’t trust television and radio. For newspapers and magazines, the figures are similar with just over half (54 per cent) trusting those mediums. The same number (46 per cent) have a ‘fair amount of trust’ while 8 per cent have ‘a great deal of trust’. Again, four in 10 (41 per cent ) don’t trust newspapers and magazines.
Online websites and platforms are only slightly less trusted than traditional media (45 per cent trust them, 50 per cent distrust) at a global level. In Australia, 54 per cent have a great deal or fair amount of trust in online websites and platforms while 40 per cent don’t trust them.
At the same time, people believe that fake news is prevalent in the information they receive via different sources. At a global level, more than half (52 per cent ) believe there is a ‘great deal’ or ‘a fair amount’ of fake news in newspapers and magazines, as well as on TV and radio.
People are particularly skeptical of the information received by online news websites and platforms, with 62 per cent globally saying that the information they provide contains a great deal or fair amount of fake news.
In Australia a slightly larger number (57 per cent ) believe there is a ‘fair to great extent of fake news’ in newspapers and magazines. For TV and radio, 54 per cent say there is a prevalence of fake news. A greater number of Australians have less trust in online news sites and platforms, with 63 per cent saying there is a ‘fair to great amount’ of fake news.
Another dimension of media trust is whether respondents think different sources act with good intentions when providing news and information. Overall, the percentage of people who believe that the media acts with good intentions is similar to current levels of trust.
Exactly half of global respondents believe newspapers and magazines act with good intentions, and 52 per cent agree when it comes to TV and radio, while slightly less, at 49 per cent, agree for online news websites and platforms.
In Australia, the numbers are higher with just over half (55 per cent) believing newspapers and magazines act with good intentions, 60 per cent for TV and radio and 57 per cent for online news websites and platforms.
Ipsos Australia director David Elliott said: “While Australians’ trust in traditional and digital media has declined over the past five years, we are, however, still one of the more trusting nations of our media channels. The decline in trust looks to be driven by the prevalence of fake news and doubts about media outlets’ intentions.
“Interestingly there is not much gap between the trust that Australians have in traditional media and the trust they have in online news websites and platforms, although there was a greater perceived prevalence of fake news on the latter.
“Where the gap does exist is the trust we have for those we know predominantly through the internet versus those we know in person, with the latter being by far the most trusted as a reliable source of news and information.
“Encouragingly for our public broadcasters Australians are one of the nations who are more positively disposed toward our public broadcasters. We are one of only 10 nations to have more people trusting than distrusting their public broadcasters and are also more likely than most to believe they provide a necessary service; they offer quality programming; and to disagree they are obsolete.
“We are also one of the least likely to see them as overly elitist and bureaucratic. So clearly, Australians value and continue to see a role for public broadcasters such as the ABC and SBS.“
Latest News
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
Crown Resorts and MasterChef Australia are setting the table to welcome fans and foodies to a new pop-up restaurant and unique dining experience called ALUMNI at Crown Melbourne, the first of its kind in the Southern Hemisphere. ALUMNI will see a rotating cast of MasterChef Australia alumni at a pop-up restaurant for a limited time, […]
Amanda Laing Announces Resignation From Foxtel Group
The Foxtel Group has announced that Amanda Laing, Foxtel Group chief commercial and content officer and BINGE managing director, has resigned and will be leaving the Group later this year. “Since joining the Foxtel Group in 2018, Amanda has been instrumental to the Foxtel Group’s content strategy and has played a key leadership role in […]
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
After more than 100 years, Australians will hear from the Anzacs of Gallipoli in their own words. Tomorrow, Thursday April 25, in an Anzac Day eight-page special, News Corp Australia’s state and regional mastheads will publish The Lost Letters. Kept safe by the Australian War Memorial, the hand-written letters have been transcribed for this special. […]
Howatson+Company Acquires Akkomplice
Coinciding with the 10th anniversary of the agency, Akkomplice has joined Howatson+Company. Akkomplice was founded in Melbourne by Kenny Hill in 2014 after leadership roles with JWT, DDB and M&C Saatchi. Since then, the independent creative agency has worked with leading brands, including Kellogg’s, Darrell Lea, Mercedes-Benz, Sirena, Slater & Gordon, Pringles, Choice Hotels, Wesfarmers […]
Google Delays Third-Party Cookie Deprecation Again
Google has announced that it will be delaying the end of third-party cookies on Chrome potentially into 2025. Google said that there were “ongoing challenges” with the deprecation plans, related to “reconciling divergent feedback from the industry, regulators and developers.” It had been planned to finally kill the cookie in the “second half of Q4” […]
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Marketing advisory, strategy, and analytics company Forethought have revealed that only 3.3 per cent of Australians ranked education as the top priority for the Federal budget, falling well behind areas such as cost of living (53 per cent), healthcare (13 per cent), and housing (13 per cent). When it comes to education in particular, universities […]
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
Charity organisation Cancer Chicks has launched a powerful new brand platform and campaign, FUCC It, empowering young women living with cancer and gathering support from everyday Australians. “FUCC It”, developed via an integrated partnership between Initiative IMPACT and MBCS, aims to become a cultural catchcry to empower young women not to let cancer, severe chronic […]
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.