While reach and frequency metrics tell us who we're reaching and how often, they fail to capture whether our message lands in an environment where it will be believed. As we all know, not all reach is created equal. Attention research has proven this, but the trust audiences have in a channel also significantly impacts the quality of that reach.

We created Sonar in 2021 as a direct response to this need for deeper consumer insight. Born during Melbourne's extended lockdowns, Sonar was designed to give marketers quick, affordable access to consumer research when traditional methods were unavailable. We removed the traditional barriers – cost, time to insight, access to data – and delivered a tool that not only gathered critical information but integrated these findings directly into media planning.

Though Sonar hasn't been widely promoted in the market, it's been quietly revolutionising how our clients understand consumer behaviour. A particular area this has proven highly useful? You guessed it: media trust.

What we've discovered through recent research paints a fascinating picture: despite a frenetic news cycle – not aided by a challenging economic and geopolitical environment – Australians maintain surprisingly positive relationships with most media channels. This has real strategic value for brand marketers looking to make every dollar count.

Television commands an extraordinary position in Australia's trust hierarchy. While digital evangelists have been writing TV's obituary for years, our research reveals a different story. Free-to-air television isn't just surviving, it's thriving as our most trusted medium, with 60% of Australians expressing trust compared to just 12% showing distrust.

This reflects a fundamental human preference for environments that offer consistency, quality control, and professional standards. For marketers, this presents a clear strategic imperative: premium, trusted environments still matter enormously for brand building and message credibility.

Cinema and out-of-home advertising follow closely behind in trust rankings. These channels combine the benefit of captive attention with minimal content pollution, creating ideal environments for brand messages.

What's perhaps most revealing is the stark polarisation in how Australians view digital channels. When it comes to social media environments, 26% of Australians express trust, presenting brand marketers with a complex challenge.

While digital channels offer unparalleled targeting and engagement opportunities, they operate in environments where consumer scepticism runs high. The strategic implication isn't to abandon these platforms, but rather to approach them with clear-eyed understanding of their trust limitations.

For marketers, these findings suggest several practical applications:

Consider incorporating trust metrics alongside traditional reach and frequency measures. A smaller audience that trusts the environment may deliver greater impact than a larger one that approaches content with scepticism.

Leverage the unique trust profiles of different channels for specific marketing objectives. Television and cinema might carry your brand story and emotional messaging, while social channels drive tactical engagement within a broader trust framework.

Create content that acknowledges the trust environment of each platform. Messages in high-trust environments can lean on straightforward brand promises, while low-trust environments might require more evidence, social proof, or transparency.

The strong trust metrics for cinema highlight an opportunity for brands seeking premium associations. Despite challenges to the cinema industry, Australian consumers still view it as a trusted space – making it valuable for brands wanting to elevate their perception.

Consider how trusted environments might create a halo effect. Messages first encountered in high-trust channels may retain credibility when reinforced across lower-trust touchpoints.

The polarisation we're seeing isn't static. Trust in media channels continues to evolve as consumers become more sophisticated and platforms respond to scrutiny. Smart marketers will monitor these trends, ready to adjust their channel mix as trust dynamics shift.

This is why tools like Sonar are increasingly essential. When we created Sonar, we envisioned a solution that would give marketers timely, accessible consumer insights. Four years later, this research capability has become indispensable for navigating the increasingly complex media ecosystem.

What's clear is that media planning today requires more nuance than ever. The days of simple channel selection based on cost-per-thousand are long gone. Marketers need to consider the quality of the environment, the reception mindset of the audience, and critically, the trust relationship between consumer and channel.

As we continue to explore this landscape, I'm excited to see how marketers leverage these trust insights to create more effective, more resonant brand communications. The bridge between research and strategy has never been more important, and the rewards for those who cross it skilfully have never been greater.