Traditional media is trusted by 70% of respondents to the Edelman Trust Barometer 2016, with CEO Ed Williams saying "people tend to turn to familiar sources in troubling times".
According to the annual survey, trust scores in media rose 14 percentage points this year to 52% compared with 2015 among an 'informed public' group, with "traditional media" scoring better than digital-only media sources.
From a range of possible reasons as to why trust in media has increased, 82% agreed that "we all need more trustworthy information", 78% that "there is a lot of bad news in the world and I want to be sure I am getting reliable information about it" and 59% agreed that social media was less trustworthy than sources they grew up with.
Edelman's UK CEO, Ed Williams, commented: "It is clear from the findings that even with new ways of finding news and entertainment online, that traditional media are still at the heart of people's consumption. Even by following search engines or using social media, they are still coming across the same familiar media brands, especially in news."
Speaking on Radio 4's Media Show earlier in the week, he added that "serious times call for serious news... what we're seeing is that people are being drawn back to traditional media... seven out of 10 people in our survey would trust traditional media over new media sources".
by Jessie Sampson