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The Nielsen Co. is out with its latest "Trust in Advertising" report, concluding that:

• "Word of Mouth recommendations from friends and family are still the most influential, say 82% of North American Consumers."

• "North Americans also trust their fellow consumers  -  68% said they trust the opinions of other consumers posted online, turning to other consumers for their recommendations."

• "Brand sponsorships aren’t as trusted with only 57% of North Americans citing that they trust those endorsements."

• "Traditional media such as TV, Radio, Newspapers and Magazines remain important: 61% say they trust TV ads, 63% say they trust ads in newspapers, 58% say they trust radio ads, and 62% say they trust ads in magazines."
KC's View: