The 2009 Edelman Trust Barometer is the 10th edition of the firm's annual trust and credibility survey. It was launched in partnership with the Financial Times on 27th January 2009 in London. http://www.edelman.co.uk/trustbarometer Additional research looking specifically at trust in relation to entertainment, launched on the 7th July 2009, by Edelman, reveals that UK adults aged 18-34 are more trusting in the entertainment industry than those in the US. UK trust in the sector remains stable at 29% compared to last year, whereas the US has seen a sharp decline of 15 points to 17%. With trust in the entertainment industry linked to an increased willingness to buy a company’s products, the differences between the two countries is further highlighted by consumers’ purchasing habits: 66% of consumers in the UK say they are spending the same or more on digital entertainment compared with last year, versus 56% in the US. For the fourth year running, the Trust in the Entertainment Industry survey explores attitudes toward entertainment companies in the UK and US. It examines the impact trust has on behaviours such as purchase, recommendation, file downloading and sharing. Trust in the Entertainment Industry 2009 follows Edelman’s tenth Trust Barometer, published in January 2009, which ranks the entertainment industry as the fifth most trusted (50%), following technology, healthcare, food and biotech, among UK opinion formers aged 35-64. In the US, trust in the entertainment industry is ranked 3rd from the bottom (33%), sharing its position with the automotive industry and just topping insurance and media companies.

1. The State of Trust in
the Entertainment
Industry
7 July 2009

2. Research Methodology
Trust in Entertainment Trust Barometer
American adults aged 18-34 Informed publics aged 25-64
United Kingdom adults aged 18-34
500 people in the UK 4,475 people in 20 countries on 5
continents
500 people in the US
500 in US and 200 in UK
± 4.4% in 95 out of 100 cases ± 4.4% in 95 out of 100 cases in US
± 6.9% in 95 out of 100 cases in UK
Online survey: US Data collected
Telephone survey: data collected
January 26 – 28, 2009
November 5 – December 14, 2008
UK Data collected Feb 4 – 6, 2009
2

3. Youthful Trust in the Entertainment Industry Higher in UK than in US
Highest in India
100% Informed publics aged 25-34
90% 88%
80% 76% 78%
70% 66%
62% 62% 64% 64%
60% 55% 56% 56% 58% 58%
52%
50% 48%
44% 44% 44%
39% 40%
40%
30% 28%
20%
10%
0%
Australia
Italy
Indonesia
Ireland
Netherlands
France
Spain
Poland
Global
US
Germany
China
UK
Brazil
India
Russia
Canada
Mexico
S. Korea
japan
Sweden
A34. [Entertainment] Now I would like to focus on your trust in different industry sectors. Please tell me how much you TRUST businesses
in each of the following industries to do what is right. Again, please use a 9-point scale where one means that you "DO NOT TRUST THEM
AT ALL" and nine means that you "TRUST THEM A GREAT DEAL". (Top 4 Box) Informed Publics ages 25-34 in 20 countries; 2009
Edelman Trust Barometer
3

4. Trust in Business and Entertainment Remained Steady in UK; Fell in US
2008 2009 2008 2009
100%
100%
90%
90%
Trust in Business* Trust in Entertainment Industry Trust in Business* Trust in Entertainment Industry
80%
80%
-28
70%
70%
60% -15
60%
60% 56%
50%
50% 46%
40%
40% 32% 32%
31% 29% 30%
30%
20% 17%
20%
10%
10%
0%
0%
2009 Edelman Trust UK Trust in Entertainment 2009 Edelman Trust US Trust in Entertainment
Barometer, Informed Brits Survey, British adults Barometer, Informed Survey, American adults
ages 25-34 ages 18-34 Americans ages 25-34 ages 18-34
*―How much do you trust each institution to do what is right?‖ (Responses 6-9 only on 1-9 scale) – 2009 Edelman Trust Barometer (informed publics ages 25-34)
―To what extent do you trust businesses in the entertainment industry to do what is right?‖ (Responses ―a lot‖ and ―a little‖) – ―Trust in Entertainment Industry‖
survey (adults ages 18-34)
4

5. Trust by Industry
Informed publics aged 35-64
United Kingdom United States
Health care industry 60% Technology 73%
Technology 59% Biotech/life sciences 62%
Food 57% Food 58%
Biotech/life sciences 51% Consumer packaged goods… 54%
Entertainment 50% Retail 49%
Pharmaceuticals 47% Pharmaceuticals 42%
Retail 47% Health care industry 42%
Automotive 43% Energy 40%
Consumer packaged… 40% Banks 36%
Energy 32% Entertainment 33%
Insurance 31% Automotive 33%
Banks 31% Insurance 31%
Media companies 21% Media companies 25%
0 10 20 30 40 50 60 70 0 10 20 30 40 50 60 70 80
―How much do you trust each institution to do what is right?‖ (Responses 6-9 only on 1-9 scale) – 2009 Edelman Trust Barometer
(informed publics ages 35-64)
5

6. Trust by Industry
Informed publics aged 25-34
United Kingdom United States
Technology 70% Technology 68%
Automotive 60% Biotech/life sciences 54%
Food 58% Food 50%
Entertainment 56% Consumer packaged goods… 48%
Health care industry 56% Retail 40%
Biotech/life sciences 56% Entertainment 39%
Retail 46% Health care industry 38%
Pharmaceuticals 44% Banks 36%
Consumer packaged… 42% Energy 35%
Banks 34% Media companies 32%
Insurance 30% Pharmaceuticals 31%
Media companies 30% Automotive 29%
Energy 24% Insurance 24%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80
―How much do you trust each institution to do what is right?‖ (Responses 6-9 only on 1-9 scale) – 2009 Edelman Trust Barometer
(informed publics ages 25-34)
6

7. Actions Taken with Respect to a Trusted Company
United Kingdom United States
I chose to buy their 92% I chose to buy their 92%
products or services 60% products or services 57%
I recommended them to a 74% I recommended them to a 78%
friend or a colleague 49% friend or a colleague 50%
I paid a premium for their 60% I paid a premium for their 67%
products or services 24% products or services 25%
I shared positive company I shared positive company
36% opinions or experiences
44%
opinions or experiences 33%
online 30% online
21% I bought shares
29%
I bought shares 5%
5%
Companies
Entertainment
0% 20% 40% 60% 80%100% companies 0% 20% 40% 60% 80%100%
―Thinking back over the past 12 months, have you taken any of the following actions in relation to entertainment companies that you trust?‖ (Total ―Yes‖)
―Trust in Entertainment Industry‖ survey (adults ages 18-34)
―Thinking back over the past 12 months, have you taken any of the following actions in relation to companies that you trust?‖ (Total ―Yes‖)
2009 Edelman Trust Barometer (informed publics ages 25-34)
7

8. Entertainment Spending
8

9. Entertainment Spend is Up Despite Economic Turmoil
Correlation Between High Trust and Higher Spend
United Kingdom United States
66%
spend
same/
more
35%
spend
less
―Are you currently spending more money, less money, or about the same amount on entertainment as you did a year ago?‖
―Trust in Entertainment Industry ―survey (adults ages 18-34)
9

10. Entertainment Quality is Second Only to Price
United Kingdom United States
Price Price
―When paying for entertainment—music, movies, television, or games—which ONE of the following is your biggest consideration?‖
―Trust in Entertainment Industry‖ survey (adults ages 18-34 in US)
10

11. Illegal Downloading Unchanged in the UK but Increasing in the US
United Kingdom United States
Downloaded files illegally 24% Downloaded files illegally 24%
25% 19%
Made copies without paying 19% Made copies without paying 19%
for them 24% for them 15%
Been vocal about my rights Been vocal about my rights
to get content free from 12% to get content free from 19%
music, film and video …
11% music, film and video …
11%
Shared files illegally 12% Shared files illegally 16%
18% 12%
Used software to get around 13% Used software to get around 11%
copy protections 9% copy protections 9%
0% 5% 10% 15% 20% 25% 30% 0% 5% 10% 15% 20% 25% 30%
2009 2008
―Have you done any of the following actions regarding internet downloading?‖
―Trust in Entertainment Industry‖ survey (adults ages 18-34 in US)
11

12. Industry Mindshare
12

13. Television Networks, and Diversified Content Providers Dominate
Consumer Brand Mindshare
United Kingdom United States
Television
45% Global entertainment 41%
49% brands 33%
Global entertainment 42% 37%
brands 37% Television
46%
Movies
9% 18%
9% Movies
17%
Music
2% 3%
Other
4% 2%
Other
2% 2%
Music
2% 2%
0% 20% 40% 60% 2009 2008 0% 20% 40% 60%
―When you think about the entertainment sector, which companies come to mind?‖ ―Trust in Entertainment Industry‖ survey
(adults ages 18-34)
13

14. Television, Movies, Internet And Music Are The Sources People
Mention Most Often As Places They Turn To For Entertainment
Video games Television
Film
Books
Sports
Music
Radio Magazines
Online
Internet games
Board games Newspaper
―What sources of entertainment do you turn to most often?‖ ―Trust in Entertainment Industry‖ survey (adults ages 18-34)
14

15. DISCUSSION
Gail Becker Paul Jackson Euan Semple Myles MacBean
Edelman Forrester Social Computing Walt Disney
Consultant
15

16. The State of Trust in
the Entertainment
Industry
7 July 2009
16