New research from Stagwell unveils an exciting opportunity for brands aiming to engage with a crucial yet often neglected audience: dedicated news consumers. This study builds upon Stagwell’s ‘Future of News’ initiative, which was first announced in May. The current research further investigates brand safety concerns ensuring that advertisements are strategically placed to avoid content that could harm a brand’s reputation specifically within the U.K. market.
Significant Findings
The latest survey, conducted by Stagwell in partnership with HarrisX, involved 22,116 U.K. adults. The results demonstrate that advertisements positioned adjacent to news topics such as politics, inflation, and crime perform comparably to those next to business, entertainment, and sports articles.
Mark Penn, Chairman and CEO of Stagwell, remarked, “Our research underscores the importance of brands seizing the opportunity to advertise on news platforms instead of steering clear of them.” Investing in news allows business leaders to reach incredibly valuable audiences. Our study indicates that 25% of the British population can be classified as news enthusiasts, checking news updates an average of four times a day and reading nearly five articles daily.”
Insights into Audience Behaviour
The study revealed several notable insights:
- High News Engagement: An impressive 76% of the U.K. population follows the news closely or very closely, including the 25% of individuals who engage with the news multiple times throughout the day.
- Engagement Among Gen Z: For Gen Z, a demographic crucial for advertisers—the average purchase intent for brands whose ads were placed alongside high-quality news articles related to the Middle East conflict was 61%. This was closely followed by purchase intent of 58% for articles on inflation and 57% for crime, with these differences being statistically negligible. In comparison, purchase intent was recorded at 59% for entertainment content, traditionally viewed as a ‘safe’ topic for advertising.
- Insights from Mothers: Among mothers, another vital target group for advertisers, the average purchase intent for brands whose advertisements were located next to articles about crime and sports both registered at 66%, illustrating no significant difference in effectiveness between potentially negative and neutral stories.
Commitment to Promoting Research-Driven Discussions
Stagwell remains committed to initiating research-driven conversations with advertisers regarding their investments in news media. This important subject will be explored in greater detail at the upcoming Future of News summit taking place tonight at Stagwell’s EMEA headquarters in London.
Conclusion
The insights garnered from this survey signify a meaningful shift in how advertising alongside news content is perceived. By recognising the value of quality journalism, brands have the chance to connect with engaged audiences and build relationships that extend beyond conventional advertising practices.
The implications of these findings stretch beyond immediate advertising strategies, urging brands to consider news as a vital component of their overall marketing approach. As media consumption continues to evolve, Stagwell’s dedication to innovative research ensures that brands can confidently navigate the complexities of advertising in today’s dynamic environment. The Future of News initiative highlights the importance of strategic placements and the potential rewards of investing in high-quality news settings.
