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As the digital landscape evolves, a widening trust gap has emerged between traditional media outlets and social media platforms, according to new research from RTL AdAlliance. The study reveals that consumers are increasingly skeptical of social media content due to rampant disinformation, fake news, and insufficient regulatory oversight.
The comprehensive “The New Life of the Living Room” study, which surveyed more than 12,500 people across 15 markets including the United States and various European countries, found that traditional media channels continue to command significantly higher levels of consumer trust than their digital counterparts.
Radio emerged as the most trusted medium, with 67% of respondents saying they would trust an advertisement from an unknown brand heard on radio broadcasts. Traditional television followed closely behind at 66%. In stark contrast, TikTok ranked as the least trusted major platform, with only 23% of respondents expressing confidence in ads from unfamiliar brands on the platform.
Media consumption patterns reflect this trust disparity. The majority of Europeans still turn to broadcast television as their primary source for news (59%), sports (44%), and entertainment (44%). Meanwhile, subscription video-on-demand (SVOD) services have become the preferred destination for movies and series, capturing 63% of that audience.
Despite the proliferation of content options across numerous devices, television retains its central position in media consumption habits. When people first turn on their television sets, 59% initially seek broadcast content, either through linear programming or broadcaster video-on-demand (BVOD) platforms.
The research also highlights television’s enduring relevance in an increasingly fragmented media landscape. According to the study, 45% of respondents report watching linear television daily. While SVOD services show strong daily viewership at 36% overall, this figure jumps to 49% in the United States, indicating more advanced streaming adoption in the American market.
The United States is also leading the transition toward ad-supported streaming models. Approximately 35% of U.S. respondents reported watching ad-supported content on Netflix, while 30% view ad-supported offerings on Disney+. These figures suggest a growing acceptance of advertising in previously ad-free environments as consumers balance subscription costs against content access.
Media effectiveness experts continue to emphasize television’s importance in marketing strategies. Peter Field, a noted authority on advertising effectiveness, recommends that television should constitute at least 45-50% of a brand’s advertising budget to meaningfully influence pricing power and profitability. Research indicates that television consistently delivers more stable levels of visual attention throughout an advertisement compared to online formats and plays a crucial role in building mental availability for brands.
The study further revealed that 53% of viewers consider watching videos the optimal way to stay informed, highlighting the continued importance of visual media in information dissemination.
This research comes at a critical time when both media companies and advertisers are navigating a complex landscape of changing consumer behaviors and technological shifts. For advertisers, the findings suggest that while digital platforms offer expanded reach and targeting capabilities, traditional media channels provide a trust advantage that remains valuable for brand building and credibility.
The survey conducted in February 2025 included respondents aged 18-64 from markets including the UK, Germany, France, Italy, Spain, the Netherlands, Denmark, Norway, Sweden, Finland, Poland, Switzerland, Austria, and the United States.
As media consumption continues to evolve, these findings suggest that a balanced approach incorporating both trusted traditional channels and carefully selected digital platforms may offer advertisers the most effective strategy for reaching increasingly discerning consumers.
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9 Comments
The trust disparity between traditional and digital media is quite stark. While I understand the appeal of social media, the findings highlight the importance of relying on more established and regulated news sources. Fact-checking and accountability are crucial.
These findings are a wake-up call for social media companies. Consumers are growing increasingly wary of the lack of oversight and the spread of misinformation on these platforms. Rebuilding trust will require substantive changes.
The decline in trust for social media is understandable given the rampant disinformation problem. Platforms need to do much more to ensure content is accurate and reliable. Improving transparency and content moderation should be a top priority.
It’s concerning to see trust in social media declining amid the spread of disinformation. Consumers seem to value the perceived credibility of traditional media outlets more highly. This highlights the need for better regulation and transparency around content on digital platforms.
The findings on trust in different media platforms are quite interesting. Radio and TV still seem to be seen as more reliable sources compared to newer social media apps like TikTok. It will be important for digital platforms to address these trust issues.
You’re right, the trust gap is quite significant. Social media platforms will need to focus on improving content moderation and verification to rebuild consumer confidence.
It’s not surprising to see TikTok ranked as the least trusted major platform. The rapid spread of unverified content on that app is quite concerning. Consumers are right to be skeptical of ads and information coming from such sources.
This study underscores the ongoing challenges with disinformation and fake news on social media. While traditional media still commands more trust, it’s clear the digital landscape needs better regulation and accountability measures.
I agree, the lack of oversight on social media is a major concern. Platforms need to be more proactive in combating the spread of misinformation.