Share of adults seeing change in brand trust due to news advertising in the U.S. 2020

Published by
J. G. Navarro,
Jan 6, 2023
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

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Release date

October 2020

Region

United States

Survey time period

September 9 to 14, 2020

Number of respondents

2,029 respondents

Age group

18 to 54

Special properties

among respondents who follow weekly news

Method of interview

Online survey

Supplementary notes

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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