Beloved

A new study from Nielsen of consumer perceptions of advertising shows older media are considered more credible than newer ones, reports Brandweek.

The consumer survey pegged newspaper ads as the most trustworthy, with 63 percent of media consumers saying they put strong mental stock in the ads there.

TV came next, with 56 percent.

Search ads were the highest-scoring online format, with 34 percent saying they trusted them. Banner ads were trusted by just 26 percent of respondents, and mobile advertising scored earned 18 percent of the public trust.

Other online media fared better than formal advertising. Online brand recommendations were trusted by 61 percent of those in the survey. Sites focusing on one brand, and built by brand marketers, were mentioned as trustworthy by 60 percent of respondents.

Consumer-created blogs were trusted by 61 percent of global respondents, a figure that shot up to 66 percent for US-only respondents. That, combined with the 78 percent who trust word-of-mouth recommendations, suggests people put far more stock in the opinions of other "real" people.

MarketingCharts provides more tables and data from the Nielsen study.