News­pa­per ads most trusted

The Works - - FRONT PAGE -

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.

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