Stagwell (STGW) releases second installation
of News Advertising Study, this time fielded among more than 20,000
British adults
76% of the British population follows the news
closely or very closely, including 25% who check the news an
average of four times per day, revealing massive opportunity for
advertisers
LONDON, Sept. 26, 2024 /PRNewswire/ -- New research
from Stagwell (NASDAQ: STGW) reveals a significant opportunity
for brands to reach a valuable yet often overlooked audience:
dedicated news followers. Building on Stagwell's 'Future of News'
initiative first announced in May, Stagwell set out to further
test brand safety concerns — the measures taken to ensure a brand's
advertisements don't appear alongside content that could
potentially harm that brand's reputation — this time in
the U.K. market.
In line with the inaugural study, the new survey of 22,116 U.K.
adults conducted by Stagwell research consultancy HarrisX, reveals
ads placed adjacent to news topics such as politics, inflation and
crime perform as effectively as those placed next to business,
entertainment and sports stories.
"Our research continues to show brands should embrace
advertising on news platforms rather than shy away from it," said
Mark Penn, Chairman and CEO of
Stagwell. "Investing in news offers business leaders the ability to
reach incredibly valuable audiences. According to our new study,
25% of Brits are news junkies — on average checking the news four
times a day and reading nearly five news articles per day."
Additional findings include:
- 76% of the British population follows the news closely or very
closely, including 25% who check the news an average of four times
per day.
- Among Gen Z, a key demographic group for advertisers, the
average purchase intent for brands whose ads were placed next to
high-quality news articles on the Middle
East conflict was 61%, compared to 58% for inflation and 57%
for crime—differences that are statistically insignificant. To
compare, purchase intent was 59% for entertainment (widely
considered a 'safe' news topic.
- Among mothers, another key target for advertisers, the average
purchase intent for brands whose ads were placed next to articles
on crime (a potentially negative story), and sports (a more neutral
story) were each 66%, showing no difference between the two.
Stagwell is committed to initiating data-driven discussions with
advertisers about their investment in news. This topic and more
will be discussed at tonight's Future of News summit which will be
held at Stagwell's EMEA headquarters in London.
Interested parties can request a copy of the research here. To
learn more and get involved additional questions, please contact
futureofnews@stagwellglobal.com.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network built to
transform marketing. We deliver scaled creative performance for the
world's most ambitious brands, connecting culture-moving creativity
with leading-edge technology to harmonize the art and science of
marketing. Led by entrepreneurs, our specialists in 34+ countries
are unified under a single purpose: to drive effectiveness and
improve business results for their clients. Join us at
www.stagwellglobal.com.
About HarrisX
HarrisX is a leading global research consultancy that regularly
conducts major market research, public policy polling and social
science studies and consulting engagements in more than 40
countries around the world. It is a proud member of Stagwell Global
(STGW). Learn more at www.harrisx.com.
Contact
Kara Gelber
PR@stagwellglobal.com
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