The Media in Figures: Trust in GB advertising

BETWEEN 35 and 38 per cent of the British public ‘never or seldom’ believe the claims made by adverts on TV, newspapers or magazines – according to a survey.

Says an Ipsos MORI survey of over 2,000 respondents through GB – commissioned by the Energy Saving Trust – the most potent way to support advertising claims is by using statistics and evidence.

Almost six in ten of those questioned (57 per cent) stated that offering this in support of claims was the most important thing advertisers could do to build belief. Second most important was third-party support and verification from a trusted organisation (41 per cent).

The survey found…

The extent to which the British public believe advertising claims on TV, in newspapers and magazines:

‘Sometimes’ believe claims: TV 46 per cent, newspapers 47 per cent and magazines 46 per cent

‘Never/seldom’ believe claims: TV 35 per cent, newspapers 38 per cent and magazines 38 per cent

‘Always/usually’ believe claims: TV 15 per cent, newspapers 11 per cent and magazines 11 per cent

What would increase the British public’s trust in advertising claims on TV or in newspapers and magazines?

Statistics or evidence to support the claim: 57 per cent

Third party verification, from a trusted organisation you trust: 41 per cent

Benefits to health: 16 per cent

A presenter/author/journalist you are familiar with: Five per cent

A presenter/author/journalist you like: Four per cent

Celebrity endorsement: One per cent

Other: Three per cent

What the British public believe has the most impact on whether they believe advertising claims:

Personal experience: 60 per cent

Word of mouth: 11 per cent

News reports or documentaries on TV: Eight per cent

Consumer reviews: Four per cent

Reputation of the brand/organisation: Three per cent

Newspaper stories: One per cent

Comments or posts on social media: One per cent

Consumer chatter on social media: One per cent

Other: One per cent

Source: Energy Saving Trust, January 7 2014.