• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Which ads do people trust most?

Which ads do people trust most?

31st March 2021 by Aidan King

On the back of your favourite magazine, throughout your favourite TV programmes and alongside the road, you come across different types of advertisements everywhere. But where is the most effective place to put your ads, and when will consumers find them most reliable?

We’re aware of the ‘old-fashioned’ methods of advertising such as billboards, print, radio, and TV. But the significant expansion in the amount of social media channels means that significant changes can be seen in how people behave and how they engage and interact with different types of media.

In a 17-country study of these changes, YouGov’s International Media Consumption Reports highlights the importance of identifying different types of ads and their content to discover which ones are credible and trustworthy. In the study, people from different countries and regions were asked how reliable they found advertisements from the main popular media outlets.

So, what stands out? Those from European countries and the US have significantly less confidence in advertisements that they see on ‘newer’ media platforms than those in countries such as India, Mexico, and the UAE.

The confidence of Brits was particularly investigated, and it was found that 53% of British people still trusted TV advertisements, with that platform being seen as the most reliable, followed by radio and print.

A significant outcome of the research is that Brits trust newer forms of advertising much less than the already established alternatives, with only 18% of Brits considering website ads to be reliable  – this is even less for advertisements on social media, which had a 10% trustworthiness.

So, how do Dutch marketers benefit from these insights? Well, the precedent set by the Brits can be compared to the rest of the world. Globally, social media ads are perceived as the least credible form of advertising, with only 25% of global respondents trusting these types of ads. Nine of the 17 surveyed countries are even below this global average.

The biggest conclusion from this study found that the traditional media platforms are generally still the most trusted, and advertising through these channels is therefore still the best way to communicate with your chosen audience.

People’s trust in social media is also very low in the Netherlands. According to GfK Trends in Digital Media 2020, 70% of the Dutch provide social media with inadequate or inaccurate personal data, such as their name and address etc. The study also highlighted that Dutch people have the most confidence in TV and radio.

Furthermore, a recent study in the Netherlands conducted by Motivaction International, showed that the COVID-19 crisis has had a large impact on the trustworthiness of journalism and news channels. In general, consumers seem to trust ‘the good old’ traditional newspapers (and their websites) and news programmes on TV more than they do online news channels and social media.

Social media has especially suffered throughout the crisis, and, needless to say, that if the content on these channels is regarded as less trustworthy, this will have an immediate impact on the commercial messages placed in there too.

All Response Media viewpoint

As a company that buys several types of media for their clients, we have seen that the majority of that spend goes into offline media, which mostly consists of TV, print, radio, and billboards.

In 2020, 65% of the total spend across our clients was allocated towards traditional media, showing us that like the majority of the 17 countries that were studied, our clients also find traditional media to still be the most trustworthy media.

What we do know though, is that the best effectiveness is reached when there is a combination of offline and online media, especially when you consider the wide range of audiences and platforms engaged.•

Read more information on our TV services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy