The news: Trust in news media is at a record low in the US, with just 28% of Americans across age groups and party affiliations showing a “great deal” or “fair amount” of trust in television, radio, and newspapers to report news fully, fairly, and accurately, per Gallup. Numbers are down from 31% in 2024 and 40% in 2020. Seven in 10 US adults say they have little or no confidence in news media.

By groups: While trust was at record lows across all groups, Gallup reported notable disparities by party.

• Republicans’ overall confidence fell to single digits (8%) for the first time since Gallup has measured the trend. Trust was especially low for Republicans ages 30-49 (6%) and 50-64 (8%), and was slightly higher for those over 65 (17%).
• Respondents identifying as independent showed greater levels of trust, especially among those over 65 (42%).
• Democrats were most likely to trust the media across age groups. Thirty-eight percent of Democrats ages 18-29, 42% ages 30-49, 59% between 50-64, and 69% over 65 said they trusted mass media a “great deal” or “fair amount.” While higher, the numbers still represented an overall low of 51%, only matched by trust measured in 2016.

What it means for advertisers: Declining trust in media trickles down to how advertisers connect with consumers, impacting ad effectiveness and necessitating adaptation.

• As trust in news media dwindles, traditional advertising channels face a decreasing ability to deliver to broad audiences, accelerating media fragmentation and boosting the need for multi-channel strategies to reach consumers more effectively.
• Declining trust means consumers are more discerning about the ads they view. Losing trust in the news will cause consumers to be more skeptical of advertising messages, as overly polished or insincere advertising could be perceived as manipulative.
• And in an era of mass media skepticism, brand reputation is at a greater risk. Brands that don’t take care to maintain authenticity can quickly find themselves on the receiving end of public backlash, especially for brands associated with media outlets that are perceived as untrustworthy or biased.

How brands can adapt: Creating content that aligns with core audience values will be critical to sustain advertising success as consumer trust in media declines.

Brands must understand the issues that impact consumers’ trust in media. Consumers distrust news media specifically when content spreads misinformation or fake news (57% of consumers), poor separation between news and opinion content (46%), sensationalism and bias (44%), and lack of accountability in journalism (39%). Allocating budgets toward platforms that actively subvert these concerns through fact-checking, clear separation, and a record of accountability will help sustain success.