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#ECS2018 @Kantar_Media
Fake News – suddenly became common words
#ECS2018 @Kantar_Media
Source:
Google Trends
worldwide request
July 2013 July 201...
#ECS2018 @Kantar_Media
Legacy media channels are the most trusted ones
Source:
European Commission,
Eurobarometer conducte...
#ECS2018 @Kantar_Media
"Media delivering comments and
analyses of quality on news"
(connected interviewees, interested
in ...
Conscious of coming across fake news
37%
12%
31%
17%
3%
AT LEAST ONCE A WEEK
EVERY DAY
OR ALMOST
EVERYDAY
SEVERAL TIMES
A ...
And conscious of the issue
85%
A PROBLEM
FOR THE COUNTRY
83%
A PROBLEM
FOR DEMOCRACY
Source:
European Commission,
Eurobaro...
#ECS2018 @Kantar_Media
Designated actors to stop the spread
NGOs
EU INSTITUTIONS
SOCIAL MEDIA, MESSAGING APPS
CITIZENS
MED...
“I can see what
people with very
different views from
mine are saying
“I can comment and
share news with
others“I can easi...
#ECS2018 @Kantar_Media
In France: on Social Media, higher trust is shown when…
…news comes from an identified media label
...
#ECS2018 @Kantar_Media
About Kantar Media
Kantar Media is a global leader in media intelligence, providingclients
with the data they need to make...
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ECS - Kantar Media Fake News presentation

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During the last European Communication Summit, Kantar Media presented the topic of Fake News, basing its analysis on two major Kantar studies, one carried with the European Commission (EB) and one with its media clients (Trust in News).

When addressing the topic of Fake News, it is worth remembering the starting point of the phenomenon, which according to Google Trends corresponds to the 2016 US Presidential campaign.

The concepts of Fake News and False News have since merged into one, designating at the same time false news with intent to harm a reputation, false news with no harmful intent, real news reported with a bias and strong reactions to real news being denied by one of their characters.

Despite this vast definition, the overall impact is clear: fake news spoil our confidence in the facts and grip the media machinery - legacy media channels and media labels showing the most resilience after impact.

This presentation uncovered the levels of awareness among the general public, the impact on trust towards media, and the consequences for all stakeholders in this society phenomenon.

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ECS - Kantar Media Fake News presentation

  1. 1. #ECS2018 @Kantar_Media
  2. 2. Fake News – suddenly became common words #ECS2018 @Kantar_Media Source: Google Trends worldwide request July 2013 July 2016January 2015 January 2018
  3. 3. #ECS2018 @Kantar_Media Legacy media channels are the most trusted ones Source: European Commission, Eurobarometer conducted by SOCIAL MEDIA, MESSAGING APPS VIDEO WEBSITES, PODCASTS ONLINE NEWS PRINTED NEWSPAPERS, MAGAZINES TELEVISION RADIO TOTALLY TRUST TEND TO TRUST 70% 66% 63% 47% 27% 26%
  4. 4. #ECS2018 @Kantar_Media "Media delivering comments and analyses of quality on news" (connected interviewees, interested in news, from FR, UK, US, BR, CN) Magazines TV NewsRadio News24/7 TV News Online from Magazines Online from Newspapers Online from TV or Radio Newspapers Online-only News Outlets Social Media Messaging Apps 72% 69% 68% 67% 33%65% 65% 64% 50% 37% 67% Fake news context: better resilience for media labels Source: Trust in News survey, conducted in 5 countries by
  5. 5. Conscious of coming across fake news 37% 12% 31% 17% 3% AT LEAST ONCE A WEEK EVERY DAY OR ALMOST EVERYDAY SEVERAL TIMES A MONTH SELDOM OR NEVER DON’T KNOW FI LT EE HR HU ES EVERYDAY OR… ONCE A WEEk 78% 77% 76% 54% 53% 50% “How often do you come across news or information that you believe misrepresent reality or is even false?” #ECS2018 @Kantar_Media Source: European Commission, Eurobarometer conducted by
  6. 6. And conscious of the issue 85% A PROBLEM FOR THE COUNTRY 83% A PROBLEM FOR DEMOCRACY Source: European Commission, Eurobarometer conducted by #ECS2018 @Kantar_Media Yes, definitely Yes, definitely Yes, to some extent Yes, to some extent
  7. 7. #ECS2018 @Kantar_Media Designated actors to stop the spread NGOs EU INSTITUTIONS SOCIAL MEDIA, MESSAGING APPS CITIZENS MEDIA MANAGEMENT NATIONAL AUTHORITIES JOURNALISTS 45% 36% 32% 26% 21% 15% 39% Source: European Commission, Eurobarometer conducted by
  8. 8. “I can see what people with very different views from mine are saying “I can comment and share news with others“I can easily access a wide variety of news sources 40% 40%43% “I can read the news on the go 35% “Cost is a key factor 30% #ECS2018 @Kantar_Media Top reasons for using Social Media to consume news (connected interviewees, interested in news, from FR, UK, US, BR, CN) Source: Trust in News survey, conducted in 5 countries by
  9. 9. #ECS2018 @Kantar_Media In France: on Social Media, higher trust is shown when… …news comes from an identified media label 18 17 34 19 32 26 15 36 1 2 TRUST 16% 38% …when posted by a "friend"? …when posted by online channels of a Print or Broadcast media brand? NO TRUST 66% 45% Non réponse Pas du tout confiance Plutôt pas confiance Plutôt confiance Tout à fait confiance Source: French specific barometer Media & Trust conducted by Totally trustTend to trustNot trust at all Tend not to trustNo answer
  10. 10. #ECS2018 @Kantar_Media
  11. 11. About Kantar Media Kantar Media is a global leader in media intelligence, providingclients with the data they need to make informed decisions on all aspects of media measurement, monitoring andselection. Part of Kantar, the data investment management arm of WPP, Kantar Media providesthe most comprehensive and accurate intelligence on media consumption, performance and value. For further information, please visit us at www.kantarmedia.com © Kantar Media company/Kantar-Media +KantarMediaGlobal @Kantar_Media KantarMediaGlobal @KantarMedia KantarMediaGlobal

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