As we navigate the digital age, trust in media institutions remains a pressing concern. The 2025 Edelman Trust Barometer, now in its 25th year, sheds light on the challenges and perceptions surrounding trust in traditional broadcast media, including radio and television.
Traditional media, encompassing radio and TV, continues to hold a relatively strong position in global trust rankings. With a trust level of 58%, it outpaces newer forms of media such as social media (42%) and owned media (47%). However, this represents a 4% decline compared to 2024, indicating an erosion of confidence even among traditionally trusted platforms.
Despite this, traditional media remains a cornerstone for many seeking reliable news and information. Its enduring presence signals that audiences still value its perceived authority and professionalism compared to the fast-paced and often unverified content circulating online.
The report points to several factors contributing to the decline in trust in broadcast media:
- Perceived Bias: Many respondents believe that traditional media outlets prioritise attracting large audiences or supporting ideological narratives over delivering unbiased, factual reporting.
- Credibility Challenges: A significant 63% of respondents report finding it harder to distinguish between news produced by respected media outlets (like TV and radio) and content created by individuals attempting to deceive.
- Global Distrust: Broadcast media is not immune to the broader trend of institutional distrust. Media is distrusted in 14 of the 28 countries surveyed, reflecting a widespread scepticism about its role in society.
While the report groups radio and TV under traditional media, their unique attributes may offer opportunities to rebuild trust:
- Radio’s Accessibility: As a ubiquitous medium that often serves as a community lifeline, radio has the potential to strengthen its position by focusing on localised, listener-focused content.
- Television’s Visual Authority: TV’s ability to deliver impactful visuals can enhance its credibility. By prioritising transparency and fact-checking in its programming, it can counter scepticism about bias and sensationalism.
The 2025 Edelman Trust Barometer highlights the critical role traditional media can play in rebuilding trust. By doubling down on accuracy, fairness, and audience engagement, radio and TV can reaffirm their place as pillars of reliable information.
The stakes are high. In a world where misinformation spreads rapidly, the need for trustworthy broadcast platforms is more urgent than ever. By addressing concerns around bias and credibility, broadcast media has a chance to not only regain trust but also lead the charge in fostering a well-informed global audience.
