Traditional media still leads in trust, with TV, radio, print, and cinema consistently ranking higher than most digital channels. However, younger audiences are increasingly receptive to digital and social media formats, though skepticism about social media advertising remains. Across markets, TV & cinema ads are among the most trusted channels. Print, radio, and out-of-home also score well above many digital formats. Social media and online ads lag significantly behind traditional media in perceived trust.
Who do we actually trust when it comes to ads? It’s a complex question, but the data provides clear clues.
1ne. Old-school ads still have our trust.
It might seem surprising, but people still trust ads they see on the most established channels. TV and cinema ads come out on top, with nearly half of us saying we trust them more than any other kind. Print, radio, and even billboards also rank highly, outperforming most digital ads. There’s just something about these traditional formats that feels more credible—they’re less cluttered, and they’ve been around forever, which seems to count for a lot.
2wo. The digital world is a mixed bag.
Not all online ads are created equal in our eyes. We’re far more likely to trust a search ad—which makes sense, since we were actively looking for something—than a random banner ad that pops up. Ads on websites and online videos fall somewhere in the middle. And social media ads? They consistently end up at the bottom of the pile. Most surveys show that less than a third of people actually trust the ads they see in their feeds.
3hree. What about influencers? It’s complicated.
Despite all the hype, the trust just isn’t always there. One survey from the BBB found that while 87% of people trust traditional ads, that number drops to 74% for influencer recommendations. A full quarter of people said they actively *distrust* influencers. Of course, it’s not always that black and white—other studies show higher trust, depending on who you ask and how the question is framed. Context is everything.
4our: The generational divide is real.
It’s no shocker that younger people (18-34) are more open to digital ads, social media spots, and influencer content than older generations. But what’s really interesting is that even they still have a lot of trust in good old-fashioned TV and cinema. In fact, much of the recent small gains in advertising trust have been driven by this younger audience.
So, what does this all mean?
If you want people to buy, you have to earn their trust first. That means thinking carefully about where your message shows up. A smart approach is to mix the old with the new. Use TV, radio, or print to build that initial, broad credibility, then follow up with more targeted digital ads to guide people toward a purchase.
And when you go digital, consider the neighborhood. An ad placed on a well-respected news site feels a lot more trustworthy than one popping up in a chaotic social media feed. People are savvy; bombarding them with repetitive ads, especially on social media, is a surefire way to tune them out.
This might be a good time to take a hard look at your social media spend. It’s great for attracting attention and engagement, but if you’re trying to build deep, lasting brand trust, it might not be the best tool on its own.
Ultimately, nothing beats a personal recommendation from someone you trust. A friend telling you about a great product will always be more powerful than the slickest ad campaign. Encouraging customer reviews and word-of-mouth isn’t just a tactic; it should be a cornerstone of any marketing plan.
The bottom line is that trust in advertising isn’t a one-size-fits-all deal. Traditional media still has an edge, but the landscape is shifting, largely driven by younger audiences. The key is to blend trusted, brand-building channels with smart, targeted digital ones, and never rely too heavily on formats that make people skeptical. Focus on building genuine confidence, because trust doesn’t just get people to listen—it’s what gets them to buy.
Discover more from New Media and Marketing
Subscribe to get the latest posts sent to your email.
