Newspaper advertisements are more trusted by Australians than any other medium, according to a new survey from Nielsen.
Newspaper advertisements are more trusted by Australians than any other medium, according to a new survey from Nielsen.
The Nielsen Global Trust in Advertising report polled 30,000 online respondents in 60 different countries.
According to the report, 58 per cent of Australians surveyed said they “completely” or “somewhat” trusted ads in newspapers. Fifty six per cent “completely” or “somewhat” trusted ads on TV, 53 per cent trusted ads in magazines, and 52 per cent ads on radio.
Trust in ads on digital platforms is growing for Australians but there's still a considerable gap between trust in newspaper ads and ads on digital platforms. Twice as many people trust ads in newspapers than on social networks (newspapers: 58%, social networks: 29%).
Compared to the previous report (2013), trust in ads on mobile devices increased by six per cent to 31 per cent. Twenty nine per cent trusted ads on social networks, while 34 per cent trusted ads in search engines, 32 per cent online video ads, and 29 per cent online banner ads.
Newspaper Works chief executive Mark Hollands, in a press release announcing the results, said the survey underlined that newspaper media was influential and played an important role in the lives of Australians. “Every advertising campaign needs influencers to drive trust, belief and action and newspapers can rightly claim the number one position as the most trusted medium for advertising. Our industry campaign, Influential by Nature, re-states to advertisers why newspapers get results and the Nielsen study proves just what a trusted advertising platform it is.”
The Newspaper Works is an industry body established to advocate the cultural influence and commercial value of newspaper media in Australia. It was founded in 2006 by Fairfax Media, News Corp Australia, APN News & Media and Seven West Media (West Australian Newspapers).