In the race for the most Trusted and influential Medium, TV is way ahead of the pack.

On the other hand, if you only care about trust issues, you should be using print as well. Research is finding more and more areas where traditional media outlets have higher influential and trust quotients than online, Social or out-of-home marketing. One of the reasons is the predominance of fraudulent advertising in online vehicles, but you would think in the social world, where you are connected to your friends and family, that social media advertising would be more trustworthy and lead to more influence in purchase decisions.

TV has long be one of America’s most trusted medium. And local news has a big reason for that trust. I was surprised by how high purchase influence was also highly ranked for TV. This may change over time as streaming takes a large bite out of the TV pie, but for now, TV is the most trusted and print is right behind. The third place ribbon in the trust and influence race goes to online.

This research, reported by Marketing Charts, is from Clutch (December 2017).