In TV we trust

The focus of the 2017 edition of the World TV Day is trust.

The trustworthiness of television plays a central part in our daily lives as it keeps viewers up to date on what is going on at home and abroad and brings the world’s attention to what matters. Editorial responsibility, truthful reporting, top quality content, the safest environment and the reliable, independent measurement system are the DNA of TV.  This makes it a unique medium for world-class content and a fully brand-safe environment… no matter on which device.

We have gathered some studies from around the world, below, to prove this point. Enjoy the reading!

Global/International      Canada      Czech Republic      UK      US

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Global, Reuters Institute: Digital News Report (2017)

reutersThe report focuses on the issues of trust in the era of fake news, changing business models and the role of platforms. Along with Newspaper, TV clearly stands out as a mainstream media which consumers trust.

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Global, Kantar: Trust in News (2017)

kantarKantar’s study is based on a survey of 8,000 people across the United States, Brazil, Britain and France. One of the findings is that newspapers, magazines and TV news have retained a greater measure of public trust than digital specialists had.

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Global, Nielsen: Global Trust in advertising (2015)

nielsenThe proliferation of online ad formats has not eroded trust in traditional paid advertising channels, concludes Nielsen’s global study from 2015. Roughly 6-in-10 people say they trust ads on TV (63%), in newspapers (60%) and in magazines (58%) whereas when it comes specifically to millennials results show the highest levels of trust to 18 out of 19 advertising formats/channels, including TV, newspapers and magazines.

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North America &UK, CMO Council: How brands annoy fans (2017)

cmo_councilThe research confirmed that, unsurprisingly, social media is where consumers encounter a huge percentage of the total ad messages they receive. Indeed, these channels ranked second only to TV for received ad volume in the survey. However, consumers also ranked social media as the least trusted among the top five channels. They cited friends, TV and newspapers among the most trusted sources.

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EU, EBU: Trust in Media 2017 (2017)

ebuThe survey consists of approximately 1000 face-to-face interviews in the 33 countries and gives an idea of European citizens’ perception of the trustworthiness of different types of media. Main results show that levels of trust in traditional media are increasing across Europe as people question the veracity of what they see and read online. Public trust in traditional media (broadcast media and the press) increased in the last year as trust in the internet and social networks continued to fall.

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EU, The Statistic Portal: Share of respondents who tended to trust the television in the European Union (EU 28) countries in 2016 (2016)

statistaThe Statistics Portal made a survey on the level of trust in television in 28 EU countries in 2016 which found that Europeans consider television to be a relatively reliable media. Levels of trust ranged from 23 percent in Greece to 78 percent in Finland.

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Canada, ThinkTV: Concern for Fake News (2017)

thinktvIn a context of growing concerns over fake news, ThinkTV analyses the consequences on Canadians’ perception towards certain media. As a source for News, TV remains the safest and most trusted Media.

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Czech Republic, CVVM: Trust in selected public institutions (2017)

cvvmThe biannual research by the Public Opinion Research Center (CVVM) tracks the level of trust in traditional media as well as public institutions. According to the latest data the trust in traditional media was on the rise in 2017 after a period of decline (TV rose by 5% and radio by 4% compared to 2016). The trust in traditional media was more frequently expressed among young people (below 30).

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UK, Ipsos/ThinkBox: Attitudes to, and use of, media, technology and advertising (2016)

thinkboxTV advertising drives the greatest level of trust and emotional connection is one of the principal conclusions of this study conducted last year. Additionally, TV was also recognised as the most memorable form of advertising by far.

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US, The Media Insight Project: A new understanding: what makes people trust and rely on news (2016)

ap_norcThis comprehensive study examines the specific factors which determine whether consumers consider a source worthy of trust. TV scores higher than other media in terms of Accuracy and Transparency.

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US, MarketingSherpa: Customer satisfaction research study (2016)

marketing_sherpa2,400 customers were surveyed for this extensive research study looking into customer-first marketing. When trying to understand which advertising channels customers trust the most when making a purchasing decision, traditional channels like TV and Print scored much higher much more than online ads.

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US, Turner, Horizon Media: Evaluating the effectiveness of TV advertising in the modern media landscape (2015)

neustarIn a study published by Neustar commissioned by Turner and Horizon Media, TV remains the most effective way to advertise. Its findings further confirm that TV has a competitive advantage in premium, quality content that meets brand safety needs and that despite significant and ongoing changes in consumer behavior, it remains the best vehicle for delivering a brand’s message to a mass audience.

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