Submitted by: Ulbe Jelluma 30/06/2017
In today's world of fake news, alternative facts, the information bubble and other trends that qualify the credibility of news and information, media play indeed an increasingly important role in guaranteeing the quality of the information. Research done by the EU shows major changes in the trust consumers have in the various media. This is important news for brand owners who have made brand safety one of the priorities lately.
Source: EBU- Trust in Media 2017
The EU measures trust in media on an annual basis in the 28 countries, plus countries that have started the process of becoming a member. The results cover therefore 34 countries. Most of the Western-Europe countries, with the exception of France, show a positive evolution of trust in the written press. The graph shows how the trust levels changed from 2015 to 2016.
It shows the positive evolution of trust in Benelux, Scandinavia and Finland, Germany and Italy. What is also striking is the very low level of trust in the written press is the UK. This could be explained by the steady decrease of the readership of newspapers and magazines and maybe also by the quality of some British newspaper titles.
Consumers have answered questions on which media they trust most and which they trust less. When combining both figures the net trust level is obtained. Obviously, the net trust level needs always to be seen together with the positive trust level to understand the score correctly. In the most important EU countries Radio scores as the most trusted medium, with a positive score ranging from 68-51 per cent and a net score of 42-12 per cent. Television is the second most trusted medium for Germany, Italy and UK, with scores ranging from 60-32 per cent (25- -33 per cent). The written press scores second for France and Spain and third for the other countries with a positive score ranging from 56-21 per cent ( 17- -51 per cent). Internet scores are the lowest in most countries and net scores are all negative (more people say they do not trust than do trust)with the exception of Italy. Social media has even lower scores.
These figures are a clear sign of the current lack of trust of consumers in media. Only in Germany slightly more than half of the population trust Radio, TV and the Written Press. In the other countries, only Radio is being trusted by more than half of the population. This clearly has an influence on the trust of advertising in these media.