More than 40% of Australians argue radio is most trusted media, GfK insights study reveals
More than 40% of Australians believe radio is the most trusted media and more than 50% believe it is a credible source of news, the latest GfK insights study has reported.
The survey, run four times a year to build on initial GfK radio ratings surveys, suggested radio was not only the most trusted media, but also the most authentic.
I’d like to hear how they justify lumping newspapers and mags into the same category. It definitely would have nothing to do with newspapers being more trustworthy if they split them out.
Let me see. The radio industry body releases research to say radio is most trusted. Conducted by GfK. But wait…. the survey is amongst …. radio listeners. Hmm. Can someone explain.
@I’m confused – I had the same thought as well. I don’t know whether it’s just me being skeptical or this survey being a bit biased
As the provider of Radio Audience Measurement in Australia, doesn’t GfK have a strategic interest in providing a positive result for Radio? Could GfK confirm if the sampling was conducted with only radio listeners?
GfK Radio Insights is a quarterly study of radio listeners designed to add further behavioural context to the ratings. This study is conducted online, using a separate sample of respondents to those who participate in the ratings research. We’re a Global company who works with many different types of media industries and it is imperative that we maintain our objectivity and independence as our business depends on that.
Wouldn’t a fairer statement be ‘ more than 40% of radio listeners trust radio” since that is who was interviewed? Rather than all Australians?
So claimed by the credit rating agencies prior to 2008 and we all know how that turned out. Don’t you think there is a slight conflict of interest when you have the provider of Radio Audience Measurement in Australia doing a media trust related research?
So of the 1200 radio listeners interviewed 800 said they didn’t trust Radio. Gfk – this is good ?
Using only ‘Radio Listeners’ as a sample to study Australia’s most trusted media source?? You are damn right, it wasn’t surprising to see radio as the number one trusted media source!!