In the age of media abundance, trust is an important factor in the relationship between any kind of media and their audience. Measuring trust enables media organizations to track citizens' perception of the organization and its output, an immensely important element of audience building, and a useful aspect in shaping Members' strategic planning.
This report is based on the survey data reported in the 84th Eurobarometer survey. It gives an idea of European citizens’ perception of the trustworthiness of several types of media and includes EU Member States as well as acceding and candidate countries.
A net trust index was developed by the EBU Media Intelligence Service in order to get a clearer idea on the level of trust each country’s citizens have in the different types of media.