Wealthy European trust international channels more, says survey

Wealthy European consumers trust international TV news channels more than national services to provide impartial news, according to a survey carried out by IPSOS for the inTV channels group.

Eighty-three percent of responders in a survey of 28,000 ‘affluent’ Europeans rated international TV channels as trustworthy, scoring them five or more on a scale of one to seven, and 78% considered them to be impartial or unbiased.

When comparing brand sentiment, international TV channels scored at least 39% higher compared to national TV channels for all attributes on the survey, including whether they were high quality and informative.

Individuals with a household income of over €250,000 rated international TV channels at least 10% more highly than the average for all attributes.

Sonia Marguin, Head of Research at Euronews and chair of inTV said: “With so much instant information, clutter and fake news, time-squeezed affluent consumers are being more selective about which media brands they use. They really value the impartial content provided by international TV channels and so are more likely to engage with them than national TV brands. That’s why, when looking at the international TV channels within the inTV group, we reach 86% of C-Suite Europeans.”

inTV promotes the benefits of international channels to the advertising industry. The group comprises BBC World News, France 24, ESPN Classic, Euronews, Eurosport, National Geographic, Sky News, CNBC and TV5 Monde.