Sep 18, 2013

    Newspaper ads seen as trustworthy

    TRUST in traditional media advertisements here was slightly higher than the global benchmark, according to a Nielsen report released yesterday.

    In Singapore, two in three people, or 66 per cent of those polled online, said they trusted newspaper ads, compared to the global benchmark of 61 per cent. For magazine ads, this was 62 per cent, versus the global figure of 60 per cent.

    The figures for TV ads were 65 per cent for Singapore and 70 per cent for Malaysia - well above the global average of 62 per cent.

    Nielsen's Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries to measure consumer sentiment on 19 forms of paid, earned and owned advertising formats. It was conducted from Feb 18 to March 8.

    Earned advertising can be in the form of word-of-mouth communication and this continues to be the most influential source of advertising among consumers in South-east Asia and in Singapore, according to the report.

    In Singapore, 85 per cent of respondents placed the highest level of trust in word-of-mouth endorsements, just slightly higher than the global average of 84 per cent.

    The report found that online advertising saw the largest increase in trust levels for South-east Asian consumers.

    In Singapore, 62 per cent of the people polled said they trust consumer-consented e-mail messages, 5 percentage points higher than the global average of 57 per cent.