Download the Consumer Trust in Ads 2020 report
In 2019 WAN-IFRA worked with Syno International, a data and market research company, to conduct a global survey of consumers across 40 countries to gauge their trust in advertising and news content.
The advertising landscape for publishers was already challenging at that time as print ad revenue was continuing to decline (YoY) and digital advertising, although showing YoY increases globally, brought its own set of difficult issues – trust being one of them and for a number of reasons.
Still, in our first survey, newspapers, primarily in print, were by and large one of the most trusted mediums for advertising among the 40,000 consumers surveyed.
Fast-forward to our second survey, conducted in spring 2020, at the height of the first wave of the pandemic. and the results are quite similar for the survey. Trust in news also improved YoY and newspapers fare well compared to other media. This is interesting because many of the trust studies conducted in the last year all report trust in news media is at all-time lows, especially compared to other sectors like business, government, NGOs (Edelman).
Our report is a summary of the comprehensive global survey. News publishers interested in seeing how their country or region stacks up, or benchmarking how their brand fares in a particular market, can contact us for possible access to the Ad Trust Index.