Trust in advertising has risen from 36% to 39% over the past year, driven by younger audiences, according to the Advertising Association (AA). Trust among 18-34-year-olds increased by 16 points, compared to just three points for over 55s, reflecting a ‘digital divide’. Younger audiences are more likely to trust online ads (51%), social media (47%), and influencer marketing (45%), while trust in these channels remains low among older generations.
TV and cinema remain the most trusted media, with cinema leading for 18-34s (56%) and TV for 35-54s (49%) and over 55s (31%). Credos credits the rise to better ad experiences, festive campaigns, and ASA awareness efforts.
