News & Opinion

Kantar report: People believe quality journalism remains key to a healthy democracy

Kantar's global 'Trust in News' survey shows that the reputation of established news sources has proven more resilient as efforts to brand 'mainstream news media' as 'fake news' has largely failed.  

The study surveyed 8,000 individuals across the UK, USA, Brazil and France to look into attitudes towards news coverage of politics and elections.

Here are some of the key findings:

  • Fake news reinforces trust in mainstream media, primarily as a result of the depth of coverage being delivered
  • Across the participants, 73% agree that the quality journalism is key to a healthy democracy
  • Audiences are becoming more widely informed and sophisticated in their engagement with, and evaluation of, news content
  • There is a growth opportunity for newsbrands that develop subscription models tailored for under 35s, who express a willingness to pay for news beyond print
  • In both Brazil and the USA, a significant percentage of the population believes fake news impacted the outcome of their most recent election

The findings rank social media sites and messaging apps as the least trusted news source, while traditional broadcast channels are second and third followed by newspapers. Printed news magazines are the most trusted news source.

You can access the full report here.   

by Lydia O'Neill 07/11/17

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