According to a study from September 2020 on the impact of news advertising, 38 percent of responding U.S. adults said that they felt that a brand was much more or a little more trustworthy if they saw it advertised in news. However, another 16 percent of respondents said that they felt quite the opposite.
Share of adults who say that advertising in news increases brand trustworthiness in the United States as of September 2020
Q: Suppose you noticed an advertisement that appeared in [serious/breaking news] [opinion/point of view news and information] [lighter/more entertaining news and information]. How would that affect your feelings toward the brand that was advertised, if it was a brand in this category: [ADVERTISER CATEGORY] [Results here are averaged across the 3 types of news].
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IAB (U.S.). (October 8, 2020). Share of adults who say that advertising in news increases brand trustworthiness in the United States as of September 2020 [Graph]. In Statista. Retrieved June 28, 2022, from https://www.statista.com/statistics/1178214/news-advertising-brand-trust-influence-united-states/
IAB (U.S.). "Share of adults who say that advertising in news increases brand trustworthiness in the United States as of September 2020 ." Chart. October 8, 2020. Statista. Accessed June 28, 2022. https://www.statista.com/statistics/1178214/news-advertising-brand-trust-influence-united-states/
IAB (U.S.). (2020). Share of adults who say that advertising in news increases brand trustworthiness in the United States as of September 2020 . Statista. Statista Inc.. Accessed: June 28, 2022. https://www.statista.com/statistics/1178214/news-advertising-brand-trust-influence-united-states/
IAB (U.S.). "Share of Adults Who Say That Advertising in News Increases Brand Trustworthiness in The United States as of September 2020 ." Statista, Statista Inc., 8 Oct 2020, https://www.statista.com/statistics/1178214/news-advertising-brand-trust-influence-united-states/
IAB (U.S.), Share of adults who say that advertising in news increases brand trustworthiness in the United States as of September 2020 Statista, https://www.statista.com/statistics/1178214/news-advertising-brand-trust-influence-united-states/ (last visited June 28, 2022)
