A new study commissioned by NewsMediaWorks has found trust in ads is greatest when they are found in newspapers. The announcement: A new study by Galaxy Re
The ADTRUST study1, where Galaxy surveyed 2,863 Australians aged 18+, 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), Television, 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.
https://mumbrella.com.au/consumers-trust-ads-content-newspapers-media-channels-new-study-suggests-469388