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Trust in Advertising: Where Does Traditional TV Stand?

June 3rd, 2019   ||    by Charlene Weisler

There are many challenges facing advertisers today, from attention and engagement to ad blocking and fraud. But trust in advertising trumps them all, according to MediaPost. If you don’t have trust, you don’t have viewer connection. Here’s a look at the state of trust in TV advertising today.

On-Demand vs. Linear TV

A recent Advertiser Perceptions study of 200 ad executives found that 73 percent factor in trust when deciding how to allocate their media ad budgets. For consumers, YouGov found that there is an attitudinal difference among on-demand TV viewers compared to linear TV viewers; on-demand viewers are more averse to traditional television commercials. For example:

  • 56 percent of on-demand viewers tend to mute TV ads compared to 48 percent of linear viewers.
  • 43 percent of on-demand viewers enjoy watching TV ads compared to 47 percent of linear TV viewers.
  • 54 percent of on-demand viewers don’t trust TV ads compared to 48 percent of linear TV viewers.

All of these results are unsurprising. Linear TV viewers expect commercials, whereas on-demand viewers find commercial breaks to be intrusive.

Digital vs. Linear TV

Fake news and the associated fear contribute to an overall skepticism of digital ads. As a result, linear TV is emerging as a trusted source of both content and advertising. Digiday reported that traditional media is winning consumers’ trust in advertising both in the US and globally. In the US, 82 percent of people trust print ads when making purchase decisions, and 80 percent trust TV ads. Only 25 percent of people trust pop-up ads.

Again, this is not surprising. Print and linear TV have established vetting processes to help ensure a safe ad environment. Television companies review all content for objectionable material and strive to place advertisers in appropriate content.

Local vs. National TV

In a study of 1,145 Americans, 61 percent trust local news information. And when comparing trust in local news vs. national news, 62 percent trust local news more and only 38 percent trust national more.

The higher level of trust in local news is no surprise to Shereta Williams, Videa’s president. “There is more of a personal connection and a halo of trust for local news because TV stations are a part of the communities they serve and participants in events that matter to those communities,” she noted.

What Does This Mean for Advertisers?

For advertisers trying to connect with consumers, trust is everything. Inc. reported that 73 percent of consumers think transparency is more important than price; 40 percent even said they would switch to more transparent brands. What this means for advertisers is that trust not only consists of the way in which one conducts business, it is also the medium one uses to reach the consumer. It makes sense to use trusted media to foster and retain trust for advertising messages.

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