Syno International and the World Association of News Publishers (WAN-IFRA) recently published a new wave of their Advertising Trust Index Report, powered by Cint. The report examines the relationship between advertising and news, and data was collected using online market research panels via our Cint Insight Exchange. The most recent report represents the latest insights from the study which has been conducted since 2019.
Having access to the world’s largest online sample exchange from Cint came in quite handy for this study, which encompasses more than 40 countries and a whopping 40,000+ respondents each year. The ongoing index is meant to analyse consumer attitudes toward media, both for news content and advertising, to help guide publishers in building trust with their audiences.
The report includes:
- A detailed overview of media consumption by country
- Mapping of consumer trust in content in different media channels
- Mapping of consumer trust in advertising in different media channels
The overview report can be downloaded here, with access to the full findings available for those who would like to learn more. The overview highlights several key data points, including consumer trust of traditional media sources, such as television news channels and printed newspapers, versus newer sources like social media and online videos. The findings from the market research panel indicate that: “even though there are local variations and exceptions, globally, and in most markets, traditional media are considered the most trustworthy.”
As a market research technology company, Cint offers the perfect foundation for this kind of in-depth study. We connect companies like Syno International to millions of market research panellists across the world so they can access the most engaged relevant and ‘real’ online sample at scale. Our unparalleled reach includes more than 100M respondents and targeting that covers audiences around 150 countries around the world. As news accuracy and trustworthiness becomes more and more vital in times of crisis, we were happy to be a part of a study that gives insight into the advertising and news landscape.
Syno International provide consumer Data as a Service (DaaS) to enable data-driven organizations to make better business decisions. Their partner on this report, World Association of Newspapers and News Publishers, has a mission of helping journalists and publishers prosper in a digital world and perform a crucial role in open societies.