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Nielsen Research Shows Consumers Trust Sponsorship

Posted: 7/31/2009 9:18:02 AM by Jim Andrews | with 0 comments

In case you missed it, findings from the Nielsen Global Online Consumer Survey released earlier this month show that 64 percent of consumers “completely” or “somewhat” trust sponsorship as a form of advertising.

That is a giant leap from the 49 percent who said the same in the first Global Online Consumer Survey two years ago.

It also puts sponsorship ahead of all other forms of company-generated advertising except for brand Web sites, which 70 percent of respondents found trustworthy. Specific forms of traditional, digital and mobile advertising were all ranked below sponsorship.

More details from the survey of 25,000-plus consumers in 50 countries here.

About the Author

Jim Andrews is senior vice president and editorial director of IEG. A 22-year industry veteran, he can remember tracking the industry on index cards and typesetting the early editions of IEG Sponsorship Report. Nevertheless, he has embraced the enhanced communication with the industry offered by social media and enjoys sharing his experienced views on issues of topical interest through his blog posts and commentary. Follow Jim on Twitter!

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