December 3, 2013
Maybe it’s the appeal of Don Draper and the success of Mad Men, but trust in advertising is significantly higher than it was six years ago.
Trust in online advertising is increasing, as is the believability of television, radio and movie advertisements, according to a new global survey of 29,000 consumers in 59 countries by Nielsen in its 2013 Trust in Advertising report.
Word-of-mouth, branded websites and opinions of consumers showed the highest trust levels, while online advertisements in video form, on social networks and in online banners and display ads had the lowest trust levels among consumers.
Ads sent via mobile phone texts were the least trusted of all, even though the level of trust has doubled since the previous survey.
Television ads were in the top five most trusted mediums, and advertisements before movies showed one of the biggest increases. The only medium that showed a slight decrease in trust was newspaper ads (-2 percent).
| FORMS OF ADVERTISING | 2013 | 2007 | % chg. |
|---|---|---|---|
| Recommendations from people I know | 84% | 78% | 6% |
| Branded websites (owner ads) | 69% | 60% | 9% |
| Consumer opinions posted online | 68% | 61% | 7% |
| Editorial content in newspaper articles | 67% | – | – |
| Television ads | 62% | 56% | 6% |
| Brand sponsorships | 61% | 49% | 12% |
| Ads in newspapers | 61% | 63% | -2% |
| Ads in magazines | 60% | 56% | 4% |
| Billboards and outsides advertising | 57% | – | – |
| Radio ads | 57% | 54% | 3% |
| Email I signed up for | 56% | 49% | 7% |
| Ads before movies | 56% | 38% | 18% |
| TV program product placements | 55% | – | – |
| Ads in search engine results | 48% | – | – |
| Online video ads | 48% | – | – |
| Ads on social networks | 48% | – | – |
| Display ads on mobile devices | 45% | – | – |
| Online banner ads | 42% | 26% | 16% |
| Text ads on mobile phones | 37% | 18% | 19% |
This article was originally posted on December 3, 2013 and the information may no longer be current. For questions, please contact GRF CPAs & Advisors at marketing@grfcpa.com.