Would you believe it? Trust in Britain's national mainstream media is being restored. Well, that's according to a survey by Metrica, the global media analysis and evaluation company. Here's what its latest UKPulse survey turned up after polling 13,000 UK adults.
Trust in television is up a massive 24% to 70% compared to a year ago. People say they believe what they see and hear on key channels. Radio scores well too, up 12% to 61%. And, wait for it, the national press has improved its rating too, rising by 17% to 43%.
By contrast, and this amazes me, the regional press – running at a 49% trust score a year ago – has managed only a 1% rise. Regional radio also moved up to 50%, a four-point improvement.
The internet in general has gained four percentage points, with 34% now saying they trust its content. But news sites fair much better with a 54% rating, outstripping national papers.
Blogs, I'm afraid to say, do not come out well. Only 5% of the respondents said they trusted blogs and online forums did worse still, scoring below 1%.
Claire O'Sullivan, Metrica's associate director, says: "While national broadcast media is traditionally credited with being the 'most trust-worthy' media type, an upward surge of 24% is exceptional. As is the 17% for national newspapers, despite the criticism they appear to consistently face."
She then asks "the natural question". Why the sudden and spectacular increases? But she offers no answer beyond observing that the findings "will prompt some interesting debate". Or maybe not.
