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.
- 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).
- 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.
- Content trust was not asked for Outdoor or Cinema.
- Positioning News Media : Mark Ritson, Associate Professor of Marketing, Melbourne Business School. Online questionnaire conducted by Research Now, Sept. 2016. n = 260 advertisers.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]