Post-Election Survey from Stagwell (STGW) Reveals 80% of Americans Say News Media is a Powerful Medium for Reaching Consumers; Distrust in News Media Stems from Poor Separation Between News and Opinion-Based Content
Stagwell's post-election survey reveals significant insights about Americans' relationship with news media. While 80% recognize news media as powerful for reaching consumers, trust issues persist. The study, surveying 1,510 U.S. adults, shows that 57% cite misinformation and fake news as key trust concerns. Despite challenges, 71% believe companies should advertise in news media to support journalism.
Local TV (73%), broadcast TV (67%), and newspapers (66%) emerge as the most trusted news sources. To rebuild trust, Americans advocate for enhanced fact-checking (58%), better separation between news and opinion (58%), and balanced perspective (54%). The survey also indicates that 66% of respondents view companies more positively when they advertise in news media.
Il sondaggio post-elettorale di Stagwell rivela importanti informazioni sulla relazione degli americani con i media. Anche se l'80% riconosce i media come potenti per raggiungere i consumatori, persistono problemi di fiducia. Lo studio, che ha intervistato 1.510 adulti statunitensi, mostra che il 57% cita la disinformazione e le notizie false come principali preoccupazioni per la fiducia. Nonostante le difficoltà, il 71% crede che le aziende dovrebbero pubblicizzare nei media per sostenere il giornalismo.
La televisione locale (73%), la televisione in chiaro (67%) e i giornali (66%) emergono come le fonti di notizie più affidabili. Per ricostruire la fiducia, gli americani chiedono un maggiore fact-checking (58%), una migliore separazione tra notizie e opinioni (58%) e una prospettiva equilibrata (54%). Il sondaggio indica inoltre che il 66% dei partecipanti vede le aziende in modo più positivo quando pubblicizzano nei media.
La encuesta posterior a las elecciones de Stagwell revela importantes conocimientos sobre la relación de los estadounidenses con los medios de comunicación. Si bien el 80% reconoce que los medios de comunicación son poderosos para llegar a los consumidores, persisten problemas de confianza. El estudio, que encuestó a 1,510 adultos en EE. UU., muestra que el 57% cita la desinformación y las noticias falsas como preocupaciones clave de confianza. A pesar de los desafíos, el 71% cree que las empresas deberían anunciarse en los medios de comunicación para apoyar el periodismo.
La televisión local (73%), la televisión de difusión (67%) y los periódicos (66%) surgen como las fuentes de noticias más confiables. Para reconstruir la confianza, los estadounidenses abogan por una mejor verificación de hechos (58%), una mejor separación entre noticias y opiniones (58%) y una perspectiva equilibrada (54%). La encuesta también indica que el 66% de los encuestados ve a las empresas de manera más positiva cuando se anuncian en los medios.
Stagwell의 선거 후 설문조사는 미국인과 뉴스 매체의 관계에 대한 중요한 통찰력을 제공합니다. 80%는 뉴스 매체가 소비자에게 도달하는 데 힘이 있다고 인식하지만 신뢰 문제는 여전히 존재합니다. 1,510명의 미국 성인을 대상으로 한 이 연구는 57%가 신뢰에 대한 주요 고민으로 잘못된 정보와 가짜 뉴스를 언급한다고 보여줍니다. 어려움에도 불구하고 71%는 회사가 저널리즘을 지원하기 위해 뉴스 매체에 광고해야 한다고 믿고 있습니다.
로컬 TV (73%), 방송 TV (67%) 및 신문 (66%)가 가장 신뢰받는 뉴스 소스로 떠오릅니다. 신뢰를 재구축하기 위해 미국인들은 향상된 팩트체크(58%), 뉴스와 의견 간의 더 나은 분리(58%) 및 균형 잡힌 관점(54%)을 강조합니다. 또한 설문조사는 66%의 응답자가 뉴스 매체에 광고할 때 기업을 더 긍정적으로 본다고 나타났습니다.
Le sondage post-électoral de Stagwell révèle des informations significatives sur la relation des Américains avec les médias. Bien que 80% reconnaissent que les médias sont puissants pour atteindre les consommateurs, des problèmes de confiance persistent. L'étude, qui a interrogé 1 510 adultes américains, montre que 57% citent la désinformation et les fausses nouvelles comme des préoccupations majeures concernant la confiance. Malgré ces défis, 71% pensent que les entreprises devraient faire de la publicité dans les médias pour soutenir le journalisme.
La télévision locale (73%), la télévision hertzienne (67%) et les journaux (66%) émergent comme les sources d'information les plus fiables. Pour reconstruire la confiance, les Américains plaident en faveur d'un meilleur contrôle des faits (58%), d'une meilleure séparation entre l'information et l'opinion (58%) et d'une perspective équilibrée (54%). L'enquête indique également que 66% des répondants voient les entreprises de manière plus positive lorsqu'elles font de la publicité dans les médias.
Die Nachwahlumfrage von Stagwell liefert wichtige Einblicke in die Beziehung der Amerikaner zu den Nachrichtenmedien. Obwohl 80% der Befragten die Nachrichtenmedien als mächtig zum Erreichen von Konsumenten wahrnehmen, bestehen Vertrauensprobleme. Die Studie, die 1.510 US-Erwachsene befragte, zeigt, dass 57% Fehlinformationen und Fake News als zentrale Vertrauenssorgen anführen. Trotz der Herausforderungen glauben 71%, dass Unternehmen in den Nachrichtenmedien werben sollten, um den Journalismus zu unterstützen.
Lokales Fernsehen (73%), Rundfunkfernsehen (67%) und Zeitungen (66%) erweisen sich als die vertrauenswürdigsten Nachrichtenquellen. Um das Vertrauen wieder aufzubauen, fordern die Amerikaner verbesserte Faktenkontrollen (58%), eine bessere Trennung von Nachrichten und Meinungen (58%) sowie eine ausgewogene Perspektive (54%). Die Umfrage zeigt auch, dass 66% der Befragten Unternehmen positiver bewerten, wenn sie in den Nachrichtenmedien werben.
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Survey fielded after the
Notwithstanding,
Key findings from the post-election survey include:
- Trust and Perception:
65% ofU.S. adults say it's important for companies to advertise in news, and66% have a more positive perception of companies that do so. - Preferred News Sources: Local (
73% ) and broadcast TV (67% ), newspapers (66% ), and radio (65% ) are the top trusted news sources. - Misinformation's Role in Breaking Trust: The main issues impacting Americans' trust in news media are misinformation and fake news (
57% ), poor separation between news and opinion content (46% ), and sensationalism and bias (44% ). - CTA for Younger Generations:
56% of Americans say it's important for younger generations to watch the news more than they currently do. - Factors to Increase Trust in News: To build trust in news media, Americans want more emphasis on fact-checking (
58% ), clear separation between news and opinion content (58% ) and a balanced perspective on all issues (54% ).
This study follows Stagwell's
"Americans continue to recognize the importance of news and the importance of advertisers supporting the news industry," said Mark Penn, Chairman and CEO of Stagwell. "But all is not completely rosy as questions about trust, particularly among Republicans, continue to dog the industry."
These findings highlight the continued importance of news media as a platform for brand engagement. Stagwell is committed to initiating data-driven discussions with advertisers about their investment in news. This topic and more were discussed at the Future of News post-election summit in
To learn more and get involved, please contact futureofnews@stagwellglobal.com.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
About HarrisX
HarrisX is a leading global research consultancy that regularly conducts major market research, public policy polling and social science studies and consulting engagements in more than 40 countries around the world. It is a proud member of Stagwell Global (STGW). Learn more at www.harrisx.com.
Contact
Madison Wick
PR@stagwellglobal.com
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SOURCE Stagwell Inc.
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