Nielsen Global Survey Finds Believability Is the Key to Advertising Effectiveness

While consumer trust of advertising seen on television, in magazines, on the radio and online has grown since 2007, nothing can top word-of-mouth recommendations from friends. That's according to a global study by Nielsen on trust in advertising and brand messages.

The Nielsen survey of more than 29,000 consumers in 58 countries worldwide, including in the US, found 84% saying they trust recommendations from friends-up from 78% in a similar survey done in 2007. Consumer opinions posted online were cited by 68% of those surveyed as being trustworthy, with TV ads getting a vote of confidence from 62%, up from 56% in 2007. Ads in newspapers were cited by 61% of consumers in the survey as being believable, but that was down slightly from the 63% who found them worth their salt in 2007. Ads in magazines were listed as trustworthy by 60% of respondents, up 4% from 2007; radio commercials were tabbed by 57%, also up 4% from 2007; commercials before movies were up a sizable 18% from 2007, selected this time by 56% of consumers surveyed; and online banner ads were deemed trustworthy by 42% of those surveyed, up 16%. Text ads on mobile phones also grew in believability, rising to 37% in this survey, a 19% increase from 2007.