Respondents were asked "How trustworthy would you say news from the following brands is?" and asked to rate them from 0 ("not at all trustworthy") to 10 ("completely trustworthy"). Responses of 6 to 10 were coded as "trust", 5 as "neither" and 0 to 4 as "don't trust". Respondents who had not heard of a brand were removed from that analysis.