Trust in Media 2020

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MARKET INSIGHTS TRUST IN MEDIA 2020

MEDIA INTELLIGENCE SERVICE APRIL 2020

1 CONTENTS

ABOUT THIS PROJECT 3 METHODOLOGY 3

KEY FINDINGS 4

TRUST IN MEDIA ACROSS EUROPE 6

TRUST IN NEWS 15 TRUST IN NEWS AND COVID-19 23

TRUST IN RADIO 29 TRUST IN TV 33 TRUST IN THE WRITTEN PRESS 37 TRUST IN THE INTERNET 41 TRUST IN SOCIAL NETWORKST 45

TRUST – IT’S COMPLICATED 49

APPENDIX: COUNTRY CODES 53

2 EBU Media Intelligence Service – Trust in Media 2020 ABOUT THIS PROJECT METHODOLOGY

In the age of media abundance, trust is important in the relationship This report is primarily based on data from the 92nd Standard between media and their audience. However, maintaining a high level Eurobarometer, where the Net Trust Index is deducted from. The 92nd of trust is more and more challenging in a world of news overflow and wave of the survey was conducted in November 2019 in the 28 EU disinformation. Measuring trust is therefore essential for tracking member states and the five candidate countries. In the section about citizens' perceptions of the media system in general and a media trust in news, the Reuters Institute Digital News Report 2019 is used as organization and its output in particular. This is crucial for audience an additional source, whereas the section on trust and COVID-19 is building and useful for the organization's strategic planning. based on survey data from GlobalWebIndex, Reuters Institute, British regulator Ofcom and EBU member organizations. What is trust? • Trust is an individual’s perception of the reliability of other Eurobarometer individuals and institutions and the result of socio-economic The question asked in the Eurobarometer survey is: conditions, education and long-standing perceptions. ‘I would like to ask you a question about how much trust you have in • Media organizations can work to increase trust in the medium and certain media and institutions. For each of the following media and long term by championing credibility and authenticity. institutions, please tell me if you tend to trust or tend not to trust it.’ • However, the results will not only be related to their performance Respondents may also answer ‘do not know’. The types of media and values but also to external factors beyond the organizations’ included are radio, television, the written press, internet, and online control, e.g. cultural or economic factors. social networks. • In organizations with substantial societal relevance, such as public service media, trust is also related to social responsibility. Net Trust Index The Net Trust Index has been developed by the EBU Media Intelligence How is it measured? Service to obtain an idea of the level of trust each country’s citizens There are several annual studies that measure the level of trust in have in the different types of media. The Net Trust Index is defined as media. For this report the results of the Standard Eurobarometer were the difference between the percentage of the population who used: answered 'tend to trust' and 'tend not to trust‘ to the survey question, • A public opinion survey by the European Commission, currently not taking into account ‘do not know’ replies. The index can range conducted by TNS. from a minimum value of -100 to a maximum value of +100. A dataset • Analyses public opinion on a variety of topics, e.g. the image of the with the historical development of the Net Trust indexes for each European Union, the economic situation, or citizens' main concerns. media and country covered since 2009 is available online. • Published twice a year, the autumn edition contains research on trust in media and other institutions. Net Trust Index = ‘Tend to trust’ – ‘Tend not to trust’ • Each edition is based on approximately 1,000 face-to-face interviews in 33 countries (EU states as well as acceding and candidate countries), respondents aged 15 and over. Reuters Institute Digital News Report • Available at http://ec.europa.eu/COMMFrontOffice/PublicOpinion/ The annual study commissioned by the Reuters Institute for the Study of Journalism analyses how news are consumed in a range of countries. The online survey research was conducted by YouGov at the end January/early February 2019 and reflects the online population of each country, comprising 38 markets worldwide, 26 of which in Europe. This report will be updated once the 2020 edition is published.

3 EBU Media Intelligence Service – Trust in Media 2020 KEY FINDINGS

The trust gap between High trust in PSM news Press freedom correlates Low perceived pressure broadcast and online during times of crisis with trust in radio and TV on PSM goes along with media persists trust in news

vs. PSM NEWS

Radio and TV continue to be Scoring as most trusted The higher the level of trust The more citizens perceive the most trusted media news brand in 16 European in a country's radio and TV, PSM in their country to be throughout Europe. Radio is markets, PSM are also the higher press freedom free from political pressure, most trusted in 73% of ranked among the most tends to be in that country. the higher the level of trust European countries trustworthy sources of in the information provided surveyed, TV in another 9%. information on the COVID-19 The strong correlation by national media. crisis in several countries. suggests that in the Independent PSM are a key By contrast, social networks Reflecting usage patterns of European context, citizens' element of a credible news are least trusted in 85% of getting informed about the trust in broadcast media is media landscapes. the countries. The internet coronavirus outbreak, closely connected with a and social networks citizens tend to put more free and independent media continue to receive much trust into TV news coverage landscape. lower trust levels than of the crisis compared to traditional media. radio reporting.

4 EBU Media Intelligence Service – Trust in Media 2020 KEY FINDINGS

Social networks are Traditional media receive Trusted news means less Trust is complicated trusted the least more trust than politics concern about misinformation

PRESS

Social networks are by far EU citizens only trust their In countries with high levels The questions used in trust the least trusted media national army and police of trust in national news, surveys differ considerably, across Europe. In 28 of 33 more than radio. TV and the citizens are less likely to partly explaining countries, social networks written press rank in the perceive false information as contradictory results on are the media that people middle third, slightly less a problem. whether trust in media is trust the least. Only in five trusted than the legal shrinking or on the rise – South Eastern European system or public There is a strong negative and highlighting how countries, other media are administration. correlation between the multidimensional “trust” is. even less trusted. perceived trustworthiness of While social networks are The internet scores just information provided by Investigating on, investing in widely used to get slightly better than national national media and the and renegotiating trust are information about COVID-19, governments and perception of key performance markers for the gap between usage and parliaments, whereas only misinformation as a problem quality media such as PSM. the trust expressed is political parties are less within the country. particularly high. trusted than social networks.

5 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN MEDIA ACROSS EUROPE

6 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN MEDIA (% of population, 2019) 19% 19% 20% 22% 22% 23% 25% 28% 29% 31% 30% 30% 32% 32% 33% 33% 34% 35% 37% 37% 38% 41% 41% 40% 45% 45% 46% 47% 47% 47% 54% 54% 58%

LEVELS OF 60% 39% 53% 47% 44% 37% 29% 32% 58% 54%

TRUST IN MEDIA 37% 39% 43% 42% 37% 64% 50% 35% 53% 49% 34% 37% 32% 35% 25% 29% 41% 31% 37% 38% 31% 44% VARY 32% 32% 33% 42% 37% 35% 33% 31% 31% 30% 28% 28% 28% 28% 28% 28% 27% 26% 26% 26% 26% 24% 24% 23% 21% 21% 22% 19% 19%

SIGNIFICANTLY 18% 15% 15% 14% 14% 9% 10% 7% Italy EU28

ACROSS EUROPE Malta Spain EU 28 Latvia Serbia Ireland Turkey France Poland Cyprus Greece Austria Croatia Finland Estonia Albania Sweden Belgium Bulgaria Slovakia Slovenia Portugal Hungary Romania Denmark Germany Lithuania Netherlands Montenegro Luxembourg Czech Republic United Kingdom United North Macedonia

High trust Medium trust Low or no trust

• In the UK, Spain, North Macedonia and Greece, the majority of citizens do not trust the media. • In Finland, Albania and the Netherlands, only 20% of the population or less do not trust the media.

Source: EBU based on Standard Eurobarometer 92. 7 EBU Media Intelligence Service – Trust in Media 2020 MOST TRUSTED MEDIA (Net Trust Index 2019)

RADIO IS THE MOST TRUSTED MEDIUM IN EUROPE Radio

Written Press

Internet

Country not included

• Radio is the most trusted medium in Europe, scoring highest in 24 out of 33 (73%) of the countries surveyed. • Apart from Portugal, the countries in which radio is not most trusted are located in South Eastern Europe.

Source: EBU based on Standard Eurobarometer 92. 8 EBU Media Intelligence Service – Trust in Media 2020 LEAST TRUSTED MEDIA (Net Trust Index 2019)

SOCIAL NETWORKS ARE LEAST TRUSTED IN ALMOST ALL OF EUROPE Written Press

Social Networks Country not included

• Social networks are the least trusted media in 28 out of 33 countries surveyed (85%). • The exceptions are to be found in South Eastern Europe: Bulgaria, North Macedonia, Serbia and Turkey trust the written press the least, while Greek citizens have least trust in TV.

Source: EBU based on Standard Eurobarometer 92. 9 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN MEDIA IN THE EU (% of population, 2019)

57% 7% 36% AT EU LEVEL, TRADITIONAL 49% 4% 47%

PRESS MEDIA ENJOY 46% 7% 47%

HIGHER TRUST 32% 13% 55%

LEVELS 20% 15% 65%

Tend to trust Don’t know Tend not to trust

Note: Survey results at EU level represent a weighted average across the 28 EU Member States, applying official population figures provided by EUROSTAT.

• Radio is the most trusted medium by EU citizens: 57% of the population trust it. • Nearly half of EU citizens trust TV. Almost equal shares of citizens tend to trust and not to trust the written press. • The Internet and social networks are the least trusted media at EU level.

Source: EBU based on Standard Eurobarometer 92. 10 EBU Media Intelligence Service – Trust in Media 2020 2019 NET TRUST INDEX IN THE EU

BROADCAST 2

MEDIA ARE MOST PRESS -1 TRUSTED IN THE EU -23

-45

NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

AVERAGE NET TRUST IN THE MEDIA = -9

• In 2019, only broadcast media (radio and TV) have positive Net Trust Indexes, which means that the majority of EU citizens trust these media. • The written press, the internet and social networks receive negative Net Trust, implying that most EU citizens do not trust these media. However, the internet and social networks lag far behind the written press.

Source: EBU based on Standard Eurobarometer 92. 11 EBU Media Intelligence Service – Trust in Media 2020 EVOLUTION OF THE NET TRUST INDEX IN THE EU (2014-2019)

25 THE TRUST GAP 21

BETWEEN 5 2

PRESS -6 TRADITIONAL -1 AND ONLINE -8 MEDIA -23 PERSISTS -33 -45

2014 2015 2016 2017 2018 2019

NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

• Trust in traditional media (TV, radio, written press) has remained rather stable during the past five years. Trust in the internet and social networks have seen significant declines. • Compared to 2018, all media have seen declines in trust: trust in radio has decreased by 4 points, trust in TV by 2 points. The written press receives a negative Net Trust value again after having been slightly positive in 2018.

Source: EBU based on Eurobarometer. 12 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN MEDIA VS. TRUST IN OTHER INSTITUTIONS (EU Net Trust Index, 2019)

Army 50 TRADITIONAL Police 46 Radio 21 MEDIA ARE MORE Justice/Legal System 6 Public Administration 4 TRUSTED THAN TV 2 Written Press -1

POLITICAL EU -4 INSTITUTIONS Internet -23 National Parliament -26

National Government -27

Social Networks -45

Political Parties -57 NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

AVERAGE NET TRUST ACROSS THESE INSTITUTIONS = -4

• Amongst the institutions measured, EU citizens only trust army and police more than radio. • TV ranks in the middle third, slightly less trusted than the legal system or public administration. • The internet scores only slightly better than national governments and parliaments, while only political parties are less trusted than social networks.

Source: EBU based on Standard Eurobarometer 92. 13 EBU Media Intelligence Service – Trust in Media 2020 PRESS FREEDOM vs. TRUST IN BROADCAST MEDIA

DK High FI EE IE LU BE TRUST IN DE LV NL SE ES CY CZ AT FR SK PT UK SI PL RO HR LT AL RADIO AND TV GR MK RS ME HU IT MT COMES ALONG BG WITH PRESS TR FREEDOM WorldPress Freedom Index2020 Strong positive correlation Correlation coefficient: 0.71 Low

Low Broadcast Media Trust Index 2019 High

Note: The broadcast media net trust index used here represents the sum of the radio and TV net trust levels based on Eurobarometer data. The World Press Freedom Index ranges from 1-100: the higher the score, the less press freedom. For clarity’s sake, the index was inverted to match higher scores to higher press freedom levels. The latest index was published in April 2020 and reflects events of the prior year (2019).

• The higher the level of trust in a country's broadcast media (Net Trust Indexes of radio and TV combined), the higher press freedom tends to be in that country. • The strong correlation suggests that in the European context, citizens' trust in radio and TV is intertwined with a free and independent news media landscape.

Source: EBU based on Standard Eurobarometer 92 and Reporters Without Borders: World Press Freedom Index 2020. 14 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN NEWS

15 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN NEWS WORLDWIDE

51% 49%

SEARCH AND 44% 42% SOCIAL 34% 33% PLATFORMS ARE LITTLE TRUSTED 23% 23% NEWS SOURCES 2018 2019 2018 2019 2018 2019 2018 2019

Overall trust Trust in news Trust in search Trust in social media in news I use engines for news for news

• Trust in news is in decline: overall trust in news is down 2 percentage points compared to the previous year, and trust in the news people themselves use is falling below 50% in 2019. • Trust in news found in search engines and social media is even lower, unchanged from the previous year.

Source: Reuters Digital News Report 2019. Based on 38 markets worldwide. 16 EBU Media Intelligence Service – Trust in Media 2020 MOST TRUSTED NEWS BRANDS

PSM ARE THE MOST TRUSTED NEWS BRAND IN NORTH AND

PSM most CENTRAL trusted PSM among EUROPE top 5 PSM not among top 5 Country not included

Note: Based on the question “How trustworthy would you say news from the following brands is?”. List of brands includes national broadcasters, print and digital outlets.

• In 16 out of 26 markets (62%), PSM are the most trusted news brand. • In 5 additional markets, PSM are among the top 5 most trusted news brands. • Geographically, trust in PSM news brands is highest in the Nordics, Benelux states, Central Europe, the UK and Ireland as well as Bulgaria and Portugal.

Source: Reuters Digital News Report 2019. Based on 26 European markets. 17 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN NEWS: RANKING OF MOST TRUSTED PSM BRAND (2019)

Leader (N° 1) Challenger (N° 2-5) N° ≥ 6

Country PSM Brand Rank Country PSM Brand Rank

Austria ORF News 1 Switzerland DE SRF News 1

EUROPEAN Belgium FL VRT News 1 Switzerland FR RTS News 1

Belgium FR RTBF Info 1 UK BBC News 1

CITIZENS TEND Bulgaria BNT 1 Slovakia RTVS 2

Czech Republic CRo 1 Croatia HR News 4

TO TRUST PSM Denmark DR News 1 Italy Rai News 4

Finland Yle News 1 Spain TVE 4

NEWS THE MOST Germany Tagesschau 1 Romania TVR News 5

Ireland RTÉ News 1 France France TV News 7

Netherlands NOS News 1 Poland Polskie Radio 8

10 Norway 2018 NRK2019 News 2018 1 2019 Turkey2018 2019 TRT News2018 2019

Portugal RTP News 1 Hungary MTV 11

Sweden SR 1 Greece ERT 14

• Only for citizens in France, Poland, Hungary, Greece and Turkey their national PSM is not among their top 5 news brands. • In many markets, several PSM news brands (e.g. radio and TV brands or foreign same-language PSM brands in smaller markets) are amongst the most trusted news sources.

Source: Reuters Digital News Report 2019. Based on 26 European markets. 18 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN NATIONAL NEWS

TRUST IN NEWS IS HIGHEST IN THE NORDICS High trust in national news Medium trust in national news Low trust in national news Country not included

Note: Based on agreement with the statement “(Nationality) media provide trustworthy information”. High trust: agreement ≥70%; medium trust: 50-69%, low trust: <50% • 22 out of the 28 EU states (79%) have a medium or high level of trust in national media, meaning that at least 50% of citizens agree that their national media provide trustworthy information. • Notably, 3 of the “Big 5” European markets have rather low levels of trust in the information provided by national media: Spain, the UK and France.

Source: EBU based on Standard Eurobarometer 92. 19 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN NATIONAL NEWS vs. CONCERN ABOUT MISINFORMATION HIGH TRUST IN

Agree GR FR ES MT HR NEWS MEANS UK CY HU EU28IT LV SK SE THAT CITIZENS PL SI BG RO IE LT CZ BE DE NL AT ARE LESS LIKELY PT DK

country EE TO PERCEIVE LU News News or information false is a problem in our FAKE NEWS or reality misrepresenting FI

AS A PROBLEM Strong negative correlation

Correlation coefficient: -0.70 Disagree

Disagree National media provide Agree trustworthy information

• There is a negative correlation between the level of perceived trustworthiness of information provided by national media and the perception of misinformation as a problem within the country. • In countries with low levels of trust in national news such as Greece, Spain, Malta, France and the UK, more than 75% of citizens think that the existence of news that misrepresents reality or even is false is a problem.

Source: EBU based on Standard Eurobarometer 92. 20 EBU Media Intelligence Service – Trust in Media 2020 PERCEIVED POLITICAL PRESSURE ON PSM

PERCEIVED POLITICAL PRESSURE ON PSM IS LOWEST Low political pressure IN THE NORDICS Medium political pressure High political pressure Country not included

Note: Based on agreement with the statement “(Nationality) public service media are free from political pressure”. Low pressure: agreement ≥50%, medium pressure: 26-49%, high pressure:≤25% • In 9 out of the 28 EU states (32%), citizens perceive comparatively low levels of political pressure on their national PSM. • In 50% of EU countries a medium degree of perceived pressure can be observed, while in five countries citizens tend to perceive high levels of pressure on their national PSM.

Source: EBU based on Standard Eurobarometer 92. 21 EBU Media Intelligence Service – Trust in Media 2020 POLITICAL PRESSURE ON NATIONAL PSM vs. TRUST IN NATIONAL NEWS

LOW PERCEIVED Agree

PRESSURE FI NL DK IE AT SE ON PSM PT DE BE SK LU RO BG EE LT IT MEANS MORE CY PLHU LV CR SI CZ GR ES TRUST IN UK National media provide trustworthy information FR NATIONAL NEWS MT

Strong positive correlation

Correlation coefficient: 0.88 Disagree

Disagree National PSM are free from Agree political pressure

• The more national PSM are perceived to be free from political pressure by citizens, the higher the level of trust in national media. • Citizens in North and Central Europe generally perceive lower political pressure on their PSM and tend to put more trust in national news, while the opposite is the case in many Southern European countries.

Source: EBU based on Standard Eurobarometer 92. 22 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN NEWS AND COVID-19

23 EBU Media Intelligence Service – Trust in Media 2020 NEWS SOURCES WORLDWIDE: THE USE-TRUST-GAP

60%

55%

50% 49% 47% THE TRUST GAP 45% 44%

IS PARTICULARLY 34% 32% 32% HIGH FOR 29% 20% 16% Use 14% 14% SOCIAL 10% NETWORKS Trust

Based on the questions “Which sources are you using to keep up-to-date with news during the outbreak?” and “Which sources do you think are most trustworthy for news about coronavirus?” (multiple answers possible)

• Globally, TV news channels are the most-used source of COVID-19 information, and the second most-trusted source after government updates. • Social networks have the biggest trust gap: while 47% use it, only 14% rank it as one of the most trustworthy sources. By contrast, less citizens turn to radio channels for news about the outbreak, but the trust gap is small.

Source: EBU based on Global Web Index: Coronavirus Research April 2020. Multi-market research wave 2. Based on 13 markets worldwide. 24 EBU Media Intelligence Service – Trust in Media 2020 TRUSTED SOURCES DURING THE COVID-19 CRISIS (European markets) TV IS TV News Channels CONSIDERED Government Updates TV News Bulletins A TRUSTWORTHY

Updates from Health News Websites SOURCE FOR Organizations NEWS ABOUT

THE VIRUS Social Networks Newspapers

Radio

Germany Spain France Italy UK Each line = 20 percentage points. Based on the question “Which sources do you think are most trustworthy for news about coronavirus?” (multiple answers possible), % of respondents

• Government Updates are perceived the most trustworthy source of information in Spain, the UK and France, whereas Germans and Italians put most trust in TV news bulletins. • TV News Channels are the second most trusted source in the UK and France. • In Spain, updates from health organizations are second must trusted, followed by TV news bulletins.

Source: EBU based on Global Web Index: Coronavirus Research April 2020. Multi-market research wave 2. Based on 5 European markets. 25 EBU Media Intelligence Service – Trust in Media 2020 COVID-19: TRUST IN NEWS ORGANIZATIONS VS. PLATFORMS

51% News Organizations 60% NEWS 58%

39% ORGANIZATIONS Search Engines 31% 33% ARE MORE 25% Video Sites 11% TRUSTED THAN 18%

23% Social Networks 14% ONLINE 15%

PLATFORMS 21% Messaging Apps 12% 16%

Spain UK Germany

Note: Based on the question “How trustworthy would you say news and information about coronavirus (COVID-19) from the following is? “

• A survey from Reuters Institute for the Study of Journalism shows that citizens in Germany, the UK and Spain rate news organizations as more trustworthy than digital platforms for information about the pandemic. • Among digital platforms, search engines are most trusted in all three countries. Spanish citizens tend to trust news and information on platforms more than people in the UK and Germany.

Source: EBU based on Reuters Institute: Navigating the ‘Infodemic’ 26 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN PSM DURING THE CRISIS

The Top 5 trusted news sources during the crisis in the Flemish-language market of Belgium are VRT brands CITIZENS TURN The BBC is among the most trusted source of crisis news in the UK: TO PSM FOR 86% of listeners trust BBC radio coverage. 84% of RELIABLE users put trust in BBC online coverage, whereas 83% of viewers trust their TV INFORMATION reporting

Of Irish adults 18+ who chose an RTÉ source to keep up to date with COVID-19 developments, 70% rated one or more sources from their PSM as “very reliable and trustworthy”

Source: EBU based on Members data and Ofcom: Covid-19 news and information: consumption and attitudes - week one. 27 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN PSM DURING THE CRISIS

88% of Norwegians trust the COVID-19 PSM ARE SEEN AS coverage of NRK TRUSTWORTHY 86% of German PSM TV news users rate the coverage of ARD and ZDF about the SOURCES OF corona crisis as trustworthy – the highest attributed credibility of all media offers in INFORMATION the country ABOUT THE 90% of Czech Television news viewers consider the crisis coverage of their pubcaster as OUTBREAK trustworthy

68% of French people perceive information about the crisis obtained through PSM TV as trustworthy – the highest figure compared to any other news source

Source: EBU based on Members data. 28 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN RADIO

29 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN RADIO (Net Trust Index 2019)

ONLY FOUR COUNTRIES HAVE NO TRUST IN RADIO

High trust Low trust • The large majority of European countries (Net Trust Index higher than 10) (Net Trust Index between -1 and -10) surveyed (26 out of 33) tends to trust radio, 21 of which with a Net Trust Index above 10. Medium trust No trust (Net Trust Index between 0 and 10) (Net Trust Index below -10) • Negative Net Trust values can be found in several South-Eastern countries as well as in Spain. Country not included NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

Source: EBU based on Standard Eurobarometer 92. 30 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN RADIO (% of population 2019) Net Trust 1-year evolution (2018-2019)

Sweden 80 4 16 64 -6 Finland 78 8 14 64 2 Denmark 78 6 16 62 -3 Netherlands 77 6 17 60 3 TRUST IN RADIO Belgium 73 1 26 47 3 Germany 71 5 24 47 00 Austria 68 4 28 40 5 Luxembourg 68 8 24 44 -4 IS HIGHEST IN Ireland 68 5 27 41 1 Albania 67 1 32 35 11 Portugal 67 4 29 38 -3 NORTHERN AND Latvia 65 12 23 42 6 Slovakia 64 4 32 32 3 Lithuania 62 8 30 32 6 CENTRAL EUROPE Estonia 62 13 25 37 -7 Czech Republic 62 5 33 29 0 Romania 61 5 34 27 19 EU28 57 7 36 21 -4 Italy 55 7 38 17 5 Poland 54 11 35 19 -1 Slovenia 52 4 44 8 00 Cyprus 52 7 41 11 6 Bulgaria 51 19 30 21 13 Croatia 50 2 48 2 -3 France 50 7 43 7 -12 Montenegro 46 8 46 0 -10 Malta 46 18 36 10 -1 Hungary 46 5 49 -3 -2 • In Sweden, Finland, Denmark and the United Kingdom 44 13 43 1 -16 Netherlands, more than three quarters of the Spain 44 8 48 -4 -11 Turkey 36 3 61 -27 2 population tend to trust radio. Greece 35 3 62 -27 4 • In only six countries, the share of citizens who do Serbia 33 13 54 -21 -5 not trust radio is bigger than those wo do trust it. North Macedonia 27 19 54 -27 2 0% 50% 100% Tend to trust Don’t know Tend not to trust Source: EBU based on Standard Eurobarometer 92. 31 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN RADIO (5-year evolution of the Net Trust Index, 2014-2019)

TRUST IN RADIO SHOWS A POSITIVE TREND

Significant increase Limited decrease • Almost 60% of the countries covered have a (More than +10 points) (Between -1 and -10 points) positive 5-year evolution of trust in radio. Stable or limited increase Significant decrease • Significant decreases can be seen in Spain, the (Between 0 and +10 points) (More than -10 points) UK, Poland and Estonia. Country not included

Source: EBU based on Eurobarometer. 32 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN TV

33 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN TV Net Trust Index 2019

TWO THIRDS OF EUROPEAN COUNTRIES TRUST TV

High trust Low trust • 22 out of 33 European countries covered (66%) (Net Trust Index higher than 10) (Net Trust Index between -1 and -10) tend to trust TV, 17 of which with a Net Trust Index above 10. Medium trust No trust (Net Trust Index between 0 and 10) (Net Trust Index below -10) • Spain, France and the UK are among the countries that do not trust TV. Country not included NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

Source: EBU based on Standard Eurobarometer 92. 34 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN TV (% of population 2019) Net Trust 1-year evolution (2018-2019)

Finland 76 5 19 57 7 Denmark 75 4 21 54 1 Sweden 72 3 25 47 -5 Portugal 69 2 29 40 2 Netherlands 68 4 28 40 -1 Belgium 67 1 32 35 -4 Albania 66 5 29 37 5 Bulgaria 65 6 29 36 17 TRUST IN TV IS Austria 63 3 34 29 -5 Latvia 63 5 32 31 8 Ireland 62 3 35 27 -1 HIGHEST IN THE Estonia 61 8 31 30 -… Slovakia 60 3 37 23 3 Romania 60 2 38 22 17 NORDICS Germany 59 5 36 23 -6 Lithuania 57 5 38 19 4 Luxembourg 56 6 38 18 4 Hungary 53 3 44 9 6 Italy 51 4 45 6 3 Poland 50 8 42 8 6 Czech Republic 49 3 48 1 -5 EU28EU28 49 4 47 2 -2 Cyprus 48 3 49 -1 2 Slovenia 47 3 50 -3 1 Croatia 47 1 52 -5 -6 Serbia 46 2 52 -6 7 Turkey 45 2 53 -8 1 Malta 45 13 42 3 -11 North Macedonia 44 3 53 -9 -9 • In Finland, Denmark and Sweden, more than 70% Montenegro 43 3 54 -11 -25 of the citizens tend to trust TV. United Kingdom 37 8 55 -18 -21 • By contrast, in Greece, Spain and France, more France 32 3 65 -33 -3 0 than 60% of citizens tend not to trust it. Spain 29 3 68 -39 0 Greece 22 78 -56 8

Tend to trust Don’t know Tend not to trust Source: EBU based on Standard Eurobarometer 92. 35 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN TV (5-year evolution of the Net Trust Index, 2014-2019)

TRUST IN TV REMAINS RATHER STABLE

Significant increase Limited decrease • Over the course of five years, trust in TV shows a (More than +10 points) (Between -1 and -10 points) positive evolution in the majority of European countries (52%). Stable or limited increase Significant decrease (Between 0 and +10 points) (More than -10 points) • Significant decreases can be observed in only five countries. Country not included

Source: EBU based on Eurobarometer. 36 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE WRITTEN PRESS

37 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE WRITTEN PRESS (Net Trust Index 2019)

MOST EUROPEAN COUNTRIES TEND TO TRUST THE PRESS

High trust Low trust • The written press enjoys rather high levels of trust (Net Trust Index higher than 10) (Net Trust Index between -1 and -10) in Northern and most Central European countries. • Across most of South-Eastern Europe, as well as Medium trust No trust in Spain and the UK, people do not trust the (Net Trust Index between 0 and 10) (Net Trust Index below -10) written press. Country not included NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

Source: EBU based on Standard Eurobarometer 92. 38 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE WRITTEN PRESS (% of population 2019) Net Trust 1-year evolution (2018-2019) Albania 77 1 22 55 26 Netherlands 73 2 25 48 -7 Finland 71 5 24 47 6 Luxembourg 63 10 27 36 -1 Belgium 63 1 36 27 -4 Sweden 62 4 34 28 -17 TRUST IN THE Germany 60 5 35 25 6 Denmark 59 6 35 24 -9 Portugal 58 3 39 19 -8 WRITTEN PRESS Romania 57 6 37 20 22 Austria 56 4 40 16 -7 Slovakia 53 7 40 13 3 Italy 51 4 45 6 5 IS LOWEST IN THE 8 Ireland 51 6 43 9 Montenegro 50 5 45 5 2 Estonia 50 11 39 11 -11 UK Czech Republic 49 6 45 4 3 Lithuania 48 7 45 3 2 Latvia 48 11 41 7 22 France 48 5 47 1 -6 EU28EU28 46 7 47 -1 --22 Hungary 44 7 49 -5 5 Poland 41 15 44 -3 1 Cyprus 41 11 48 -7 10 Croatia 39 3 58 -19 -6 Slovenia 38 4 58 -20 -6 Turkey 35 3 62 -27 -14 Spain 33 7 60 -27 -8 • Trust in the written press is highest in Albania, Bulgaria 30 24 46 -16 3 and its Net Trust Index has increased most Serbia 29 6 65 -36 -2 Greece 29 3 68 -39 4 compared to 2018. Malta 28 26 46 -18 -5 • The UK is at the bottom end – with the Net Trust North Macedonia 23 18 59 -36 -4 value scoring at -60. United Kingdom 15 10 75 -60 -24

Tend to trust Don’t know Tend not to trust Source: EBU based on Standard Eurobarometer 92. 39 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE WRITTEN PRESS (5-year evolution of the Net Trust Index, 2014-2019) TRUST IN THE WRITTEN PRESS INCREASED IN MORE THAN HALF OF EUROPEAN COUNTRIES

Significant increase Limited decrease • 21 of the 33 countries covered (64%) show a (More than +10 points) (Between -1 and -10 points) positive 5-year evolution of trust in the written press, 11 of which by more than +10 points. Stable or limited increase Significant decrease (Between 0 and +10 points) (More than -10 points) • The other 12 countries covered have seen limited decreases. Country not included

Source: EBU based on Eurobarometer. 40 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE INTERNET

41 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE INTERNET (Net Trust Index 2019)

ONLY NINE EUROPEAN COUNTRIES TEND TO TRUST THE INTERNET

High trust Low trust • Most European countries tend not to trust the (Net Trust Index higher than 10) (Net Trust Index between -1 and -10) internet. • Net Trust is positive in nine countries located in Medium trust No trust the East of the continent, with highest trust levels (Net Trust Index between 0 and 10) (Net Trust Index below -10) observed in Bulgaria, Poland and Hungary. Country not included NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

Source: EBU based on Standard Eurobarometer 92. 42 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE INTERNET 1-year evolution (% of population 2019) Net Trust (2018-2019) Bulgaria 54 25 21 33 21 Hungary 51 14 35 16 9 Albania 48 9 43 5 4 EASTERN Poland 48 21 31 17 2 Czech Republic 48 13 39 9 4 Turkey 46 4 50 -4 15 EUROPEANS Romania 44 11 45 -1 11 Slovakia 43 16 41 2 -6 Austria 43 8 49 -6 4 TRUST THE Lithuania 43 20 37 6 -3 Greece 42 14 44 -2 2 Estonia 42 23 35 7 -1 Serbia 41 19 40 1 7 INTERNET THE -7 Portugal 41 11 48 -6 Montenegro 40 9 51 -11 -1 Italy 40 12 48 -8 -2 MOST Belgium 40 6 54 -14 10 Cyprus 39 15 46 -7 -2 Croatia 39 10 51 -12 -6 Finland 37 15 48 -11 4 Slovenia 37 17 46 -9 6 North Macedonia 36 15 49 -13 -6 Malta 35 26 39 -4 -9 Latvia 34 20 46 -12 0 Denmark 34 9 57 -23 1 Luxembourg 32 9 59 -27 -5 Ireland 32 10 58 -26 14 EU28 32 13 55 -23 -2 • Only in Bulgaria and Hungary, the share of Netherlands 30 7 63 -33 -7 citizens who trust the internet is above 50%. By Germany 29 14 57 -28 -4 France 21 12 67 -46 -1 contrast, in 13 countries more than half of citizens Spain 21 14 65 -44 -10 say they tend not to trust it. United Kingdom 19 14 67 -48 -8 • Net Trust decreased in about half of the states. Sweden 19 10 71 -52 -1

Tend to trust Don’t know Tend not to trust Source: EBU based on Standard Eurobarometer 92. 43 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN THE INTERNET (5-year evolution of the Net Trust Index, 2014-2019)

TRUST IN THE INTERNET CONTINUES TO DECLINE

Significant increase Limited decrease • Compared to 5 years ago, trust in the internet (More than +10 points) (Between -1 and -10 points) decreased in 30 of the countries (91%), in almost half of which to a significant degree. Stable or limited increase Significant decrease (Between 0 and +10 points) (More than -10 points) • Significantly positive 5-year-evolutions can only be seen in Bulgaria and Hungary. Country not included

Source: EBU based on Eurobarometer. 44 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN SOCIAL NETWORKS

45 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN SOCIAL NETWORKS (Net Trust Index 2019) 32 OF 33 COUNTRIES DO NOT TRUST SOCIAL NETWORKS

High trust Low trust • Social networks are generally not trusted across (Net Trust Index higher than 10) (Net Trust Index between -1 and -10) Europe. Net Trust is negative in 32 countries, in 28 of which with a Net Trust Index below -10. Medium trust No trust (Net Trust Index between 0 and 10) (Net Trust Index below -10) • Bulgaria is the only country with positive Net Trust. Country not included NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’

Source: EBU based on Standard Eurobarometer 92. 46 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN SOCIAL NETWORKS (% of population 2019) Net Trust 1-year evolution (2018-2019) Bulgaria 46 28 26 20 16 Albania 41 11 48 -7 7 Turkey 39 4 57 -18 11 Romania 39 13 48 -9 20 Hungary 39 16 45 -6 8 Poland 35 25 40 -5 4 ONLY A FIFTH OF Austria 34 9 57 -23 8 Montenegro 33 9 58 -25 5 Slovakia 32 19 49 -17 4 EU CITIZENS Croatia 32 12 56 -24 -1 North Macedonia 30 16 54 -24 -5 Cyprus 30 16 54 -24 -5 Czech Republic 30 19 51 -21 5 TRUST SOCIAL Serbia 29 20 51 -22 2 Lithuania 29 25 46 -17 -2 Greece 27 14 59 -32 -3 NETWORKS Italy 26 15 59 -33 2 Portugal 25 12 63 -38 -8 Malta 25 28 47 -22 0 Ireland 24 11 65 -41 18 Belgium 24 8 68 -44 8 Estonia 23 30 47 -24 -1 Latvia 22 22 56 -34 -1 Slovenia 20 19 61 -41 0 EU28 20 15 65 -45 -1 Denmark 16 11 73 -57 -2 Luxembourg 15 12 73 -58 -6 Germany 14 17 69 -55 -2 • On EU average, only 20% of the population trusts Finland 12 16 72 -60 -8 social networks. Netherlands 12 9 79 -67 0 Spain 12 15 73 -61 -11 • Compared to 2018, trust in social networks United Kingdom 11 17 72 -61 -2 decreased in 15 countries, whilst an increase can France 11 12 77 -66 0 be seen in 14 countries. Sweden 7 9 84 -77 -2

Tend to trust Don’t know Tend not to trust Source: EBU based on Standard Eurobarometer 92. 47 EBU Media Intelligence Service – Trust in Media 2020 TRUST IN SOCIAL NETWORKS (5-year evolution of the Net Trust Index, 2014-2019)

TRUST IN SOCIAL NETWORKS HAS DIMINISHED IN MOST OF EUROPE

Significant increase Limited decrease (More than +10 points) (Between -1 and -10 points) • 25 countries have seen shrinking levels of trust in social networks since it was first measured in 2014. Stable or limited increase Significant decrease • Only Turkey, Bulgaria and Hungary have seen (Between 0 and +10 points) (More than -10 points) significant increases. Country not included

Source: EBU based on Eurobarometer. 48 EBU Media Intelligence Service – Trust in Media 2020 TRUST: IT’S COMPLICATED

Measuring trust is a tricky endeavour given its multidimensionality and contextuality. While a wide array of studies track trust in the media and other institutions or businesses across markets worldwide, they apply different methodologies and definitions.

The following section collects inspiring insights from recent international research on trust and implications for media organizations.

49 EBU Media Intelligence Service – Trust in Media 2020 ASKING THE RIGHT QUESTION

“Please indicate your level of agreement “For each of the with the following statements: I think following media and you can trust most news/most news I institutions, please tell me if consume/news in social media/news in you tend to trust it or tend search engines most of the time.” not to trust it.”

Reuters Digital News Report Eurobarometer

“How trustworthy do you think news “To what extent, if at all, do you trust each of the following from the following brands is? Please to be a reliable source of news and information? use the scale below, where 0 is ‘not at And how much, if at all, would you say your level of trust in all trustworthy’ and 10 is ‘completely each of the following has changed over the past five years? trustworthy’. ” Ipsos Global Advisor Reuters Digital News Report

“In general, how much trust do you have in “Below is a list of institutions/groups of people. the coverage of the news media of the For each one, please indicate how much you trust following?” that institution/groups of people to do what is Förtroendebarometern (Swedish Trust Barometer) right.”

Edelman Trust Barometer

The questions used in trust surveys differ considerably, partly explaining contradictory results on whether trust in media is shrinking or on the rise – and highlighting how multidimensional “trust” is. Reuters research shows that not surprisingly, citizens tend to put somewhat higher trust levels when explicitly asked about news they use compared to news in general (see page 16). However, lower trust does not automatically imply less usage.

. 50 EBU Media Intelligence Service – Trust in Media 2020 WHO TRUSTS?

“And we must also make use of markets and social insurance in order to ensure that the economy performs well for everyone and protects most people from being exposed to dangerous, trust-destroying economic and social risks. This is probably why the liberal-democratic, capitalist welfare-states, such as the Nordic countries, have the highest levels of social and political “Those with a higher level of education trust. There is a positive feedback loop between these are more likely to trust media across all institutional structures and social and political trust generally.” channels.”

Knight Foundation (2018): Social and Political Trust: Concepts, Causes and Ipsos (2019): In Media We Trust? How Consequences our views of the media are changing

“It’s not that trust has been broken, it’s that we are deeply “Our findings around trust are more divided on trust: the fortunate few have far higher levels of trust complex, as public service media are in the system than the many. And the gap is getting wider. (…) often among the most trusted sources While trust in institutions among the informed public (…) has of news, but also in many cases are been rising and is now at an all-time high, trust in those same less trusted by people on the political institutions among the mass population has flatlined. The right and people with populist result? The trust gap between the elites and the people has attitudes.” nearly tripled in size.” Reuters Institute (2019): Old, Educated, and Politically Edelman (2020): 20 Years of Trust Diverse: The Audience of Public Service News

Research reveals that there is a significant trust gap between the wealthier and more educated part of the public and the rest of the population, the former placing considerably more trust in institutions such as the media. Similar effects often occur when mapping levels of trust geographically.

. 51 EBU Media Intelligence Service – Trust in Media 2020 A CRISIS OF TRUST? !

“Our findings suggest not so much a crisis of trust as a crisis of media. (…) Where there is a decline in trust, perceived or actual, we should view this as an opportunity for media conglomerates to renegotiate their own “In other words, people with low trust in the relationships with their audiences.” news media don’t want it to be fundamentally different – they just want it to be better.” Ipsos (2019): In Media We Trust? How our views of the media are changing Richard Fletcher (2020): Trust will get worse before it gets better

“We want people to be general political “It’s a moment of great opportunity. A time for trusters and specific political distrusters.” us to redouble our commitment to trust in media and stand up for integrity in news like Kevin Vallier (2018): Is Trust possible in a Polarized Age? never before.”

Tony Hall (2020): Trust in the age of disruption. Speech at the Global Business Summit “Low levels of trust seem to be a chronic issue, rather than a very new acute one.”

Ipsos (2019): Trust – the Truth?

While much has been written about a perceived or actual drop of trust in the media, the question should rather be: Which trust and which media? Research indicates that there is a significant trust gap between traditional quality media and digital platforms such as social networks or search engines, mirroring prevailing concern about the spread of misinformation. Thus, investigating on, investing in and renegotiating trust are key performance markers for quality media such as PSM.

. 52 EBU Media Intelligence Service – Trust in Media 2020 APPENDIX: COUNTRY CODES

AL - Albania FR - France MT - Malta AT - Austria GR - Greece NL - Netherlands BE - Belgium HR - Croatia PL - Poland BG - Bulgaria HU - Hungary PT - Portugal CY - Cyprus IE - Ireland RO - Romania CZ - Czech Republic IT - Italy RS - Serbia DE - Germany LT - Lithuania SE - Sweden DK - Denmark LU - Luxembourg SI- Slovenia EE - Estonia LV - Latvia SK - Slovakia ES - Spain ME – Montenegro TR – Turkey FI - Finland MK – North Macedonia UK - United Kingdom

. 38 53 EBU Media Intelligence Service – Trust in Media 2020 OTHER MATERIAL ON TRUST IN MEDIA

TRUST IN MEDIA INFOGRAPHIC TRUST IN MEDIA 2020 DATASET TRUST IN MEDIA 2020 SLIDE DECK

MARKET INSIGHTS TRUST IN MEDIA 2020 SLIDE DECK

For key statistics and If you would like to delve deep A comprehensive collection of illustrations related to Trust in into the figures, take a look at the the charts, tables and maps Media 2020 take a look at the MIS Trust in Media dataset and used for Trust in Media 2020. infographic. explore the development of Net Trust in the media in the EU member states and candidate countries since 2009.

. 54 EBU Media Intelligence Service – Trust in Media 2020 WHAT SHOULD I READ NEXT?

COVID-19 CRISIS PSM AUDIENCE PERFORMANCE COVID-19 CRISIS PSM IMPACT ON MEDIA MARKETS (EBU Members only) Take a look at how audiences are turning to This report covers the most relevant areas public service media news for trusted and reliable affected by the crisis. Take a look at the impact content. the virus is having on the media market:

NEW COVID-19 SERIES Your Media Intelligence Service has launched a dedicated COVID-19 series covering the most relevant areas affected by the crisis. The goal of this series is to help EBU Members navigate through these unprecedented times.

Keep up to date here.

. 55 EBU Media Intelligence Service – Trust in Media 2020 MEDIA INTELLIGENCE SERVICE

This report is published by the DISTRIBUTION / CONFIDENTIALITY European Broadcasting Union’s Media Intelligence Service (MIS). This publication is intended for MIS provides Member broadcasting public distribution. The information organizations with the latest market may be freely quoted if the source is data, research and analysis needed to clearly stated. plan their future strategies and stay For detailed guidelines about how you ahead of the game. may use this document and the data contained in it, please refer to our Our experts cover a broad range of EBU-MIS Data Use Policy (available at topics, including TV and radio trends, www.ebu.ch/mis). new media developments, market structure and concentration, funding and public policy issues. DISCLAIMER: [email protected] Please note that the EBU is not liable for any errors or inaccuracies in data provided by third parties PUBLICATION

Photo credits: Unsplash Produced by: Dominik Speck [email protected]

April 2020

This publication is available to download at www.ebu.ch/mis

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