Morning Consult, a global decision intelligence company, conducts real-time market research on public opinion. Their Most Trusted Brands™ is out and radio news scores well with consumers.
Here are some key findings:
Radio News: According to data from the first quarter of 2022, radio is the most trusted news source among Americans, with 64% of adults placing their faith in it.
Radio news surpasses trust in newspapers (61%), network news (59%), cable news (54%), and online-only news sites (52%). It is also trusted by nearly twice as many people as social media (34%).
This trust in radio crosses party lines, making it the most trusted news source for Republicans (64%) and a reliable choice for Independents (53%).
Overall there is an increase in media trust contrasting with the past, where harsh criticisms from political figures resulted in negative views of the media. The current Biden administration’s less incendiary critiques, combined with the media’s critical coverage of the governing party, have contributed to a rebound in credibility among Conservative Americans.
Mentioning Gen Z, the survey also highlighted a generational divide in media trust. Gen Z showed the lowest levels of credibility in major outlets compared to older demographics. This skepticism extends to traditional TV networks, many of which are less recognized by younger audiences, signaling challenges for the future of broadcast news.
Most Trusted Brands 2023: Morning Consult’s Most Trusted Brands 2023 project gathered data from March 3 to April 3, 2023. The rankings showcase companies and products that have earned or maintained consumer trust globally. Trust is paramount, and Morning Consult’s Intelligence Platform provides high-quality survey research data in real time.
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