Reassessing Perceptions of Advertising in News
A new study reveals that audience behavior often contradicts long-held brand safety fears about advertising in news environments. The research found no evidence of brand safety problems across major demographic groups, including Gen Z, Millennials, and older audiences.
Audience Behaviour vs. Brand Concerns
Contrary to common assumptions, consumers did not associate negative news contexts with brands appearing alongside them. Instead, participants reported that ads placed within trusted news sources were perceived as more credible and responsible.
Key Findings
- No significant brand safety risks were identified across demographic cohorts.
- Gen Z audiences showed a particularly strong preference for brands that support quality journalism.
- Advertisements in reputable news outlets enhanced brand trust and emotional connection.
- The study indicated that exclusion from news media may unnecessarily limit advertising reach and performance.
Implications for Advertisers
Industry experts suggest these insights should encourage marketers to reconsider avoiding news platforms. With audiences valuing transparency and social accountability, advertising in credible journalism can strengthen brand image without the risks often assumed.
“The data demonstrates that trusted news is a safe and powerful advertising environment,” the report concluded.
Author’s summary: The study reveals that advertising in news media remains safe and effective across all age groups, countering outdated brand safety fears and highlighting consumer trust in credible journalism.
More News
- Desjardins Investments Inc. announces Final Valuations for Terminating the Desjardins Sustainable American Equity ETF
- JCPS schools considered for closure
- The Role Of AI In Addressing Climate Change
- Des Bruxelloises dans le classement Forbes “30 Under 30”
- Rams Fold Under Mistakes in Loss
- ARMSTRONG WORLD Cours Action AWI, Cotation Bourse NYSE
- Main round spots ready to be sealed, while co-hosts Netherlands throw off campaign
- JCPS Rankings of Top School Closure Candidates
- 26-year-old from Kenner identified as victim killed in Metairie crash
- JCPS hosting feedback sessions