Media trust in a fake news world:
how consumers are placing their trust back in the dial
What’s the deal with fake news, and is it really such a big issue?
We are living in an era where conversations around “fake news” and “alternative facts” are mainstays in the public dialogue. From Brexit to the US election, events worldwide are not just being reported by news outlets, they are shaping them. This isn’t a new phenomenon, but the prominence of the issue in a digital world where news can spread at a rate never seen before, is increasingly concerning. A recent study by GlobeScan found that almost 80% of people were worried about what is real and what is fake on the internet (based on 16.5k+ adults from across 18 countries).
So why are people putting their trust in radio?
Since the birth of TV, people have talked about the death of radio; but despite the growth of streaming services, podcasts and on-demand TV, it’s in surprisingly robust health – in fact commercial radio hit a record 36 million weekly listeners in 2017 and over 26 million followers across social platforms.
Previous Radiocentre studies have shown the impact of radio as a much-loved channel, having the highest increasing on happiness and energy of any medium. This is due in no small part down to the affinity which listeners have with their favourite presenters, stations and brands, who are there for them through that traffic-ridden morning commute or Sunday afternoons cleaning the house.
How can advertisers make the most of radio’s strengths?
With issues around brand safety and campaigns such as Stop Funding Hate causing marketers many a sleepless night, radio offers a genuine opportunity for advertisers to sit around content which is not just safe, but has been shown to be the most trusted in the UK and Europe (Eurobarometer 86 report).
Radio sponsorships allow brands closer associations with station editorial whilst networked opportunities such as GTN or Newslink give advertisers the opportunity to run premium solus spots across 250+ commercial stations in immediate proximity to news and travel updates.
Digital channels are certainly looking to address these issues (the signing of the Gold Standard back in October was a start) however, there’s a long way to go before they reach the high benchmark set by radio – while I wait for them to catch up I’ll just be sat here, turning to the dial.