Newspaper ads most trusted
Nielsen released the Australian data from its 2015 Global Trust in Advertising Report in November last year.
Newspaper advertising had the highest ratings for paid advertisements, ahead of television, magazines, radio and outdoor, and well ahead of mobile, search engines and social networks.
Trust in newspapers has not diminished. Ratings for newspapers haven’t changed since the previous Nielsen study in 2013, with 58 per cent of Australians saying they completely or somewhat trust ads in newspapers.
Trust in advertising on digital platforms is increasing, especially for mobiles, up from 25 per cent in 2013. However there’s still a considerable gap, and consumers are far more likely to put their faith in newspaper ads.
Respondents were twice as likely to trust ads in newspapers as ads on social networks, and 81 per cent more likely compared with ads in search engines.
How Australians rank trust in newspaper ads is generally in-line with overseas markets. Newspapers are the most trusted paid advertising format in North America and equal first in Latin America.
Ahead of the rest
Last year, The Newspaper Works commissioned research to measure consumer perceptions of media, including trust and influence.
Results from the survey of 500 consumers, conducted by online research agency Research Now, were almost identical to those in the Nielsen study, with newspapers topping the list.
However, other media were weaker compared with data from the Nielsen study, with magazines and outdoor ads slipping well behind.