Nielsen's Global Survey on Trust: Australian Trust in Advertising
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Full Report: Nielsen Global Online Consumer Survey: Trust, Value and Engagement in Advertising - July 2009
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Nielsen Global Survey in Trust
Nielsen's global survey on Trust, Value and Engagement in Advertising finds that Australians trust newspapers more than any other media.
This global survey, conducted with 25,000 internet consumers in 50 markets (including 500 Australians) finds that while new platforms like the internet are beginning to catch up with older media in terms of advertising revenues, traditional advertising channels continue to retain the public's trust.
Trust in Advertising concludes that in Australia newspapers contain the most trusted advertising of all media, while worldwide it ties for most trusted with TV.
The study also finds that that newspaper editorial content is second only to word of mouth in terms of trust in Australia. Again this is a stronger newspaper performance in Australia compared to the global average.
Nielsen’s findings are consistent with The Newspaper Works' consumer study, Newspapers Today, which indicates that Australians respect the content in newspapers significantly more so than in any other main media, and that newspaper advertising is considered the most believable of all.
It is not only in trust that Australian newspapers are stronger than their global counterparts. Australian newspaper circulations and ad revenues are also outperforming the global average and the key US and UK markets. For more information, read our report into the Performance of the Australian Newspaper Marketplace.
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