Consumers Trust Newspaper Ads

Oct 28, 2015
According to the latest Nielsen Global Trust in Advertising Report, consumer attitudes toward traditional advertising remain strong. In fact, six out of 10 people surveyed say they trust newspaper ads, 58 percent trust ads in magazines and 56 percent trust billboard ads.  Lower-trust media formats include text ads on mobile phones (36%), ads on social networks (46%) and ads served in search engine results (47%).
Advertisers may be devoting less of their media budgets to traditional media these days, but consumers are still highly influenced by ads in print and broadcast. For example, while 60 percent of consumers say they trust newspaper ads, an even higher number (63%) say they take action on these ads. 

Many marketers believe they should focus on mobile to reach the younger generations. However, a small percentage of Generation X (41%) and an even smaller percentage (32%) of Generation Z trust text ads on mobile phones. In contrast, 62 percent of Millennials and 57 percent of Gen Z’ers say ads in newspapers and magazines are trustworthy.

The younger generations consume media differently than their older counterparts, with more control over when and where they consume content, and on which device. Although they may rely less heavily on traditional channels, their trust and willingness to act on these formats remains high. This is a clear reminder that to reach any age group, a solid, integrated, multi-media ad campaign must include traditional media.  

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