Maybe it’s the appeal of Don Draper and the success of Mad Men, but trust in advertising is significantly higher than it was six years ago.

Billboard ad

Trust in online advertising is increasing, as is the believability of television, radio and movie advertisements, according to a new global survey of 29,000 consumers in 59 countries by Nielsen in its 2013 Trust in Advertising report.

Word-of-mouth, branded websites and opinions of consumers showed the highest trust levels, while online advertisements in video form, on social networks and in online banners and display ads had the lowest trust levels among consumers.

Ads sent via mobile phone texts were the least trusted of all, even though the level of trust has doubled since the previous survey.

Television ads were in the top five most trusted mediums, and advertisements before movies showed one of the biggest increases. The only medium that showed a slight decrease in trust was newspaper ads (-2 percent).

84%
78%

6%

69%
60%

9%

68%
61%

7%

67%
—–

—–

62%
56%

6%

61%
49%

12%

61%
63%

-2%

60%
56%

4%

57%
——

——

57%
54%

3%

56%
49%

7%

56%
38%

18%

55%
——

——

48%
——

——

48%
——

——

48%
——

——

45%
——

——

42%
26%

16%

37%
18%

19%

FORMS OF ADVERTISING
2013 2007 % chg.

Recommendations from people I know

Branded websites (owner ads)

Consumer opinions posted online

Editorial content in newspaper articles

Television ads

Brand sponsorships

Ads in newspapers

Ads in magazines

Billboards and outsides advertising

Radio ads

Email I signed up for

Ads before movies

TV program product placements

Ads in search engine results

Online video ads

Ads on social networks

Display ads on mobile devices

Online banner ads

Text ads on mobile phones