September 17th, 2013

Earned Media Tops Other Ad Sources, TV Ad Trust Up

By Wayne Friedman
Media News Daily

A new study from Nielsen says 84% of global consumers say recommendations from friends and family—also called “earned media,” for some—rate higher than other sources of advertising.
Nielsen said it polled more than 29,000 Internet respondents in 58 countries to measure consumer sentiment on 19 forms of paid, earned and owned-advertising formats.

Other word-of-mouth marketing also did well: 68% of respondents say they trust consumer opinions posted online, which ranked third of all advertising formats in 2013. Nielsen says content and messaging on brand Web sites scored a bit better with 69% number for high marks in trust—up 60% from 2007.

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