Consumer trust in paid advertising in traditional media has dropped significantly -- by 20% -- since 2009, while trust in online ads has risen 26% since 2007, according to Nielsen's Global Trust In Advertising Survey. (And why isn't the control year the same? Certainly doesn't make a very good apples-to-apples comparision.)
However, online still lags behind trad media overall in consumer trust, with 33% trusting online banner ads, as opposed to 47% who say they trust paid ads in traditional media.
Not surprisingly, the highest percentage of trust -- 92% -- went to word-of-mouth recommendations.