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2024 Edelman Trust Barometer P. 53 Trust in Media Sources Percent trust in each media source for general news and information GLOBAL 27 Excluding Brazil - 0 + Significant change Distrust Neutral Trust (1-49) (50-59) (60-100) 68 62 51 44 Change, +6 +3 +5 +4 2023 to 2024 Search Traditional Owned Social engines media media media 2024 Edelman Trust Barometer.COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? 9-point scale; top 4 box, trust. Question asked of half the sample. General population, 27-mkt avg. Year-over-year changes were tested for significance using a t-test set at the 99%+ confidence level. In Brazil, the translation for "Search engines" was updated in 2024. This language change mean the 2024 data cannot compared to data from previous years and has been removed from this analysis for all items to ensure a consistent global average is shown for each.

2024 Edelman Trust Barometer Global Report - Page 53 2024 Edelman Trust Barometer Global Report Page 52 Page 54