The two least trusted media are the ones with blue sky ad sales predictions, online banner ads, and ads on mobile phones. According to the study:
"...while new platforms like the Internet are beginning to catch up with older media in terms of ad revenues, traditional advertising channels continue to retain the public's trust. Ads in newspapers rank second worldwide among all media categories, at 63 percent overall, while television, magazines and radio each ranked above 50 percent."
The study also contains fun information on which media are trusted most/least in different countries.
Use it on a sales call
Often it is hard to shore up the "traditional media" part of an integrated media package. Start by asking your advertiser how important "trust" is in their selling process. Tell them that through an integrated package of traditional media and new media they get the best of both worlds. The functionality of the new media, and the credibility of traditional media. Then show them the study.