CANNES, France, June 18, 2018 /PRNewswire/
-- Today, Ogilvy announced the findings of the 2018
Global Media Influence Survey at the Cannes Lions Festival, which
revealed trust in traditional media as a source for news has
declined 22 percent since 2016. The survey of over 350 journalists
worldwide found that these shifts will likely lead to more
collaborations between traditional and social media in the coming
years, as both confront ongoing challenges to consumer trust.
"Traditional news outlets are alive and well, but their
partnerships with social media will have to continue to evolve,"
said Jennifer Risi,
Worldwide Chief Communications Officer at Ogilvy. "It is
increasingly clear that traditional media will have to collaborate
across channels, and those integrations with social media will be
key to their ability to drive authentic, transparent communications
going forward."
Trust in traditional media has declined overall from 72% in 2016
to 50% this year. The survey also found that an overwhelming
majority of journalists (68%) believe it is the responsibility of
both the news industry and social media giants, like Facebook, to
combat media "echo chambers." By contrast, only 24% of those
surveyed believe it is the individual responsibility of consumers
to diversify their news sources.
This is the 5th edition of the annual survey of 363
reporters and editors around the globe, conducted by Ogilvy's Media
Influence team members in 22 offices across North America, EMEA and Asia Pacific (APAC).
Additional key findings:
- In North America, traditional
media is followed by social as the most trusted news source at 17%,
an increase from 12% in 2017. In EMEA and APAC, owned content such
as company websites and press releases are the second most trusted
at 34% and 24%, respectively, compared to 10% and 11% for social
media.
- The number of journalists expecting to see more collaboration
between traditional and social media moving forward increased to
38%, up from 24% in 2017. This exceeds the belief that consumers
will grow more willing to pay for their news from verified sources
(26%).
- Respondents in North America
and EMEA believe social media giants bear the most responsibility
for combatting media echo chambers (35% and 33%), while APAC
journalists believe the news industry should rethink its for-profit
business model (47%).
- As traditional media continues to adapt, more than 6 in 10
journalists believe online news will surpass TV as the number one
news source within the next 5 years. North American respondents
believe it will take longer (3-5 years) than EMEA and APAC (1-2
years).
- When asked to look five years ahead, journalists said they
predict Artificial Intelligence will be the most adopted media
innovation [51%] more so than augmented reality [37%].
Now in its fifth year, Ogilvy's annual global media survey is
quickly becoming an indispensable industry resource. Ogilvy will
announce results from the second half of the survey later this
summer.
About the Survey
Ogilvy's Media Influence team fielded a 10-question survey of 363
news media professionals across the North
America, Asia Pacific and
EMEA regions. The survey assessed new strategies for an
increasingly digital world and focused on the sentiments of
reporters, editors and producers who cover a vast range of topics,
including national news, business and financial news, law and human
resources news, as well as consumer trends, technology,
entertainment, politics, healthcare, travel and multiethnic
communities. The survey was conducted in April 2018 via phone and email by Ogilvy's Media
Influence staff members based in 22 offices across the globe.
About Ogilvy
Ogilvy has been producing iconic, culture-changing marketing
campaigns since the day its founder David Ogilvy opened up
shop in 1948. Today, Ogilvy is an award-winning integrated
creative network that makes brands matter for Fortune Global
500 companies as well as local businesses across 131 offices
in 83 countries. The company creates experiences, design and
communications that shape every aspect of a brand's
needs through six core capabilities: Brand Strategy,
Advertising, Customer Engagement and Commerce, PR and Influence,
Digital Transformation, and Partnerships. Ogilvy is a
WPP company (NYSE: WPP). For more
information, visit http://www.ogilvy.com/, or
follow Ogilvy on Twitter at @Ogilvy and
on Facebook.com/Ogilvy.
Media Contact:
Corey Chambliss
+1 917.794.9939
Corey.chambliss@ogilvy.com
View original content with
multimedia:http://www.prnewswire.com/news-releases/fake-news-not-just-a-social-media-problem-300667334.html
SOURCE Ogilvy