People Trust Earned Media But Paid Has Clout

92% of people surveyed by Nielsen online say they trust earned media, such as word of mouth, above all other forms of media and messaging

“Although television advertising will remain a primary way marketers connect with audiences due to its unmatched reach compared to other media, consumers around the world continue to see recommendations from friends and online consumer opinions as by far the most credible. As a result, successful brand advertisers will seek ways to better connect with consumers and leverage their goodwill in the form of consumer feedback and experiences.” said Randall Beard, global head, Advertiser Solutions at Nielsen