THE BELIEVABILITY INDEX: MEDIA CONSUMPTION EDITION
In 2019 Ogilvy PR partnered with Kantar to diagnose the perceptions of Australia’s political and corporate leaders, and to reveal the dimensions of leadership that influence people’s decision to support a person, a party, an idea.
This nationally representative study used a hybrid methodology to go beyond measuring the rational drivers of trust to reveal what shapes people’s gut reactions – the emotional drivers of effective leadership that speak to the heart as well as the head.
The pandemic experience has put experts and information sources in the spotlight like never before, with governments across Australia and around the world relying on them to inform public opinion and influence behaviour. This renewed interest in truth and believability around the pandemic has also flowed into our perceptions of media channels.
With believability back under the microscope during the pandemic, in 2021 we asked more than 1,000 Australians to rate the importance of seven attributes when deciding whether a media channel or source is believable (see graphic below).