New survey from Contently finds consumers can’t tell the difference between editorial content and sponsored content

According to a new survey from marketing firm Contently, a large majority of people continue to confuse sponsored content with editorial content. Contently surveyed 509 people ages 18 and up, showing them sponsored content from publishers including The Atlantic and The New York Times and an editorial story on Whole Foods from Forbes. In four out of six groups that were shown sponsored content, a majority of people said they thought the advertisement was editorial content.