Online consumers around the world place their greatest amount of trust in earned media, while TV wins among paid media, finds Nielsen in its latest “Trust in Advertising” report. 84% of respondents said they completely or somewhat trust recommendations from people they know, a 6% point increase from 2007. Branded websites (+9% points to 69%), consumer opinions posted online (+7% points to 68%), editorial content such as newspaper articles (67%) and ads on TV (+6% points to 62%) were next. The rankings differed slightly when it came to the forms consumers claim they’re most likely to act upon.
Returning to the most trusted forms of advertising, the study finds that traditional paid media continues to gain high trust ratings, with ads in newspapers (61%), ads in magazines (60%), billboards and other outdoor advertising (57%), ads on radio (57%) and ads before movies (56%) getting the vote from a strong majority. For the most part, trust in these advertising forms has gone up, most notably for ads before movies (+18% points from 2007), although trust has dipped by 2% points for ads in newspapers. Read the rest at MarketingCharts.