Every year, GroupM Ireland ask people about their level of trust in media. It’s a metric that doesn’t change dramatically over the short term, but one that is earned over the long term.
This year, their survey fieldwork coincided with the Coronavirus pandemic and restrictions placed on our everyday life.
GroupM’s media consumption tracker saw the impact this had on people’s media consumption with some very pronounced increases across various channels.
When it comes to trust, GroupM are seeing for the most part an increase in trust levels this year, however overall, long-held distinctions about trust in media remain true. Traditional channels perform well and digital channels to a lesser extent.
This report also details findings about actions people take as a result of seeing or hearing ads across these channels.
- We measure trust across 22 media and all, bar one, have seen increased levels of trust in our latest wave of research.
- This is likely influenced by the fact that over the past couple of months we have been consuming more media and becoming even more familiar with each channel.
- The stalwart channels – radio, ads in newspapers, TV and editorial content top the list of most trusted media. They are followed by cinema ads and OOH which have both seen increases vs last year despite being massively impacted by COVID-19. While the global pandemic has disrupted many aspects of industry and society, it has yet to erode long-term trust.
- We have measured trust since 2017 and these top 5 trusted media have not changed across 6 separate waves of research.
- Digital channels remain least trusted but have also seen increased levels of trust vs 2019. They also perform well in terms of enticing people to take action e.g. visit a brand website or purchase a product.
For more information please contact eimear.mcgrath@mindshareworld.com
