In a World of “Fake News,” Local TV is Consistently the Most Trusted Among All Media Platforms
In June 2017, the Chief Marketing Officer (CMO) Council released a report entitled, “How Brands Annoy Fans: The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent.” The quantitative survey of 2,000 consumers revealed that marketers should be deeply concerned about the integrity of content environments.
Source: CMO Council
Fake and inappropriate news is causing consumers to move toward more trusted channels for content and consumption, and study after study reveals that the most trusted media platform is the local television newscast:
Source: GfK TVB Purchase Funnel 2017; A18+ (Agree Strongly + Agree Somewhat)
Source: Voter Funnel 2016 Morning Consult; Agree with the statement: I trust the news I see/hear on this media source / Top 2 boxes of agreement (Agree Strongly and Agree Somewhat)
Source: GfK TVB Mentor Survey Winter 2016; Persons 18+ (Agree Strongly or Agree Somewhat Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source. Broadcast TV News Websites includes local TV station websites & network websites for news/weather/sports)