Specialised media achieve 43.2% credibility among informed consumers, only behind consumer associations and company employees.
The specialised media, both print and digital, are the third most credible source about brands and companies for informed consumers in Spain, with a 43.2%. According to auto-revista.com, this figure comes from the study “The Power of Authenticity 2025”, conducted by Omnicom Public Relations Group.
Only consumer associations surpass specialised media, with 57.2%, and employees of the companies themselves, with 50.9%. Following them are recommendations from friends, family, and informed colleagues (40.2%), non-profit entities (34.8%), general press (26.4%), social media (12.8%), and influencers (3.6%).
The advantage over general newspapers is 16.8 points. According to the study, consumers consult on average four different sources before forming an opinion about a company.
Credibility increases among the more informed profiles. It reaches 49.6% among those who consider themselves quite informed about economic, political, or business news, compared to 39.8% of those who consider themselves somewhat informed. By age, 50.8% of those over 60 value it, 41.9% of people aged 40 to 59, and 37.7% of young people aged 18 to 39. In all three groups, specialised media remain among the three most credible sources.
Ignacio Rojas, president of Peldaño Media Group and first vice president of Clabe, assesses the result:
That specialised media are the third most credible source about brands and companies reaffirms the importance of rigorous, specialised journalism that understands each sector.
Lola Fernández Paniagua, general director of Prensa Profesional 360° and president of Coneqtia, highlights the value of this credibility for brands:
The credibility of specialised media is a fundamental asset.
The study also notes that 86% of consumers believe that companies must demonstrate their impact before communicating commitments and promises. Furthermore, 76% believe that to be more credible than their competitors, brands must talk about their behaviour and their impact on society and the environment.
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