Trust In Advertising vs My Mistrust In Research

I cheered at Inside Radio's headline:  "Consumers’ trust in radio is on the rise", then I looked at Nielsen's just-released chart:

Trust in everything - other than ads in newspapers - appears to be up!

That is, until you look at LAST year's report on the same tracking question, which included a more full picture, where 58% stated, for example, that they don't trust radio ads much at all.

Let's wait until they release the 2012-2013 trend on that number too before we brag too much about the new, more positive, data.

Consumers’ trust in radio is on the rise.