Advertising Trust Index Report

The responsible, accurate, and independent reporting of news is as important as ever. Advertising plays a major part of the revenue mix for news publishers and will continue to be so for the foreseeable future. News and advertising exist in a symbiotic relationship, with the trust in and relevance of content correlating with the trust in advertising.

In our latest Advertising Trust Index Report, co-produced by Syno International and the World Association of News Publishers (WAN-IFRA), the relationship between advertising and news is clarified and expanded upon. The survey includes data from over 40 000 interviews across 40 of the largest advertising markets. First launched in 2019, the next round of surveys is scheduled to be conducted starting May 28, 2020. Surveys are conducted using online panels via the Cint Insight Exchange.

What’s in the report?

Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, Denmark, Egypt, Finland, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Malaysia, Mexico, Netherlands, Nigeria, Norway, Philippines, Poland, Portugal, Russia, Singapore, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, UK, USA, Vietnam.

“At Syno International we work with publishers around the world to better understand their readers and to drive a more data-driven approach to advertising sales. We look forward to engaging with publishers in sharing the insights from this comprehensive global study”
Lauri Löfveblad
Head of Strategy and Products

Syno International
“At Bonnier we see Syno International as a key partner in helping in our transformation to more data driven advertising sales. The report is a great summary of the trust consumers see in our main media brands and is great for sharing with advertisers and agencies”
Serdar Ok
Head of Analytics

Bonnier News

With the ongoing global pandemic affecting all businesses, including media and advertising, we will be launching a combined advertising trust and Covid-19 impact survey on May 28, 2020.

Are you curious how your market and your media brand is viewed by consumers? Are you curious to see changes in consumer media consumption behavior pre- and post-Covid-19? Are you curious to see the impact of Covid-19 on consumer perception of advertising across media channels and how they would like to access news related to Covid-19?

Reach out to us for access to our main report, covering both 2019 and 2020. The report contains regional and country breakdowns of indexed scores and filters on subgroups for further analysis.

Want to gain greater insights? We can give access to specific datasets or create tailor-made reports for your media brand. Want to add your own questions to the survey? We are open for any additions until May 26, 2020.

Enter your details to access the report​