Source: HarrisX

While trust in the news media continues to decline, Americans still believe in the importance of the news media for a healthy democracy, according to a new poll by HarrisX as part of Stagwell’s Future Of News Initiative.  

The initiative was created earlier this year by Stagwell to persuade more advertisers to support news content.  

When asked about trust in news, 42% say it’s declining, 43% see no improvement, and 15% say it’s improving.  

The top issues undermining trust in news are misinformation/fake news (57%), poor separation between news and opinion content (46%) and sensationalism and bias (44%). 

Local TV news is rated the most trusted news media source (73%), followed by broadcast TV (67%), local newspapers (66%), radio (65%), national newspapers (64%), cable news (59%), magazines (58%), online publications (55%), podcasts (52%) and social media (41%). 

The poll that a combined 25% of American and UK consumers label themselves as “news junkies,” with the Americans reading an average of 7 news articles a day and checking the news 5.6 times a day. British news junkies read an average of 4.8 news articles a day and check the news 4 times a day. 

News junkies are primarily Gen X (64%, versus 58% of the general population) and college graduates (51%, versus 38% of the general population). 56% of adults say it’s important for younger generations to watch the news more than they currently do. 

71% say companies should advertise on news media: (78% for news junkies), and 66% have a more positive impression of companies that advertise on news (74% for news junkies). 

This survey was conducted online within the United States from 11-12 November, 2024 among a nationally representative sample of 1,510 adults via the HarrisX Overnight Poll. Separately 436 UK consumers were polled.   

Stagwell said the initiative will expand in 2025 with the formation of a “Client Council” committed to advertising in news and expanded research efforts in the Asia Pacific, Middle East and North Africa regions.