Who do you trust – brands or the media?

I came across this report from Nielsen last month so it’s not exactly new news.  But a recent conversation with a client about brand trust made me go back to the data. The point about owned media (represented here by branded websites) being more trusted than ads on TV isn’t a surprise.

What’s interesting is that people give the same trust score (58%) to branded websites as they do to presumably independent editorial content in newspaper articles.

That’s great news for brands investing in content in their owned media and it underlines the value of taking an editorial, rather than an advertising-based approach in order to protect and grow trust and love for the brand. 

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