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What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)
Home Advertisement What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

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What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

Syno Japan Co., Ltd., which develops the zero-party data platform Syno Cloud, conducted an “ad trust survey” of 40,000 people in 40 countries around the world. A portion of the survey data was made public.

What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

Reference source: 2020 Advertising Trust Global Survey Results (Syno Japan Co., Ltd.)

■Outline of “Global Survey of Advertising Trust in 40 Countries”

The target countries for the survey are 40 countries with the world’s largest media markets, which were also included in the same survey in 2019, and Japan is also included. We conducted a survey of general consumers in each country regarding the level of trust in content, the level of trust in advertisements, and the relationship between trust and purchase intentions.

The survey method used was the NTS (method of calculating respondents’ confidence on a scale of ±100 based on answers from 1 to 7), which was also used in the 2019 survey, and the “trust level” of the survey subjects was used. is being calculated.

This survey also includes the impact of the new coronavirus on advertising and media content.


What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

Reference source: 2020 Advertising Trust Global Survey Results (Syno Japan Co., Ltd.)

What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

■Publishing a summary of the level of trust in Japanese media and advertising

What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

The survey summary specifically shows general consumer opinions about media and advertising in Japan, as well as comparisons with other countries.

What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

The summary shows that the level of trust in news content in Japan is still low compared to other countries, and that the Japanese media and advertising industry is clearly in a tougher situation compared to other countries, and that media companies and advertisers are They point out that they are facing major trust issues with consumers.

Furthermore, in comparison with the 2019 survey results, it was pointed out that the NTS of almost all media has deteriorated, especially the NTS of content on TV news channels. On the other hand, it was revealed that the NTS of online media (search engine pages, SNS, YouTube content, etc.) was on the rise. Furthermore, regarding the reliability of news sources regarding the new coronavirus, “newspapers (national newspapers)” are ranked first in Japan, and “magazines” are ranked last.

What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)


What is your level of trust in Japanese media and advertising? “Global Survey of Advertising Trust in 40 Countries” (Syno Japan)

Reference source: 2020 Advertising Trust Global Survey Results (Syno Japan Co., Ltd.)