IAB Study Finds That Brands Benefit from Advertising Within News

Research finds 84% of consumers feel advertising within the news increases or maintains brand trust

News has always played a critical role in the lives of consumers. In 2020, the importance of timely, trusted news was amplified as everyone sought updates related to the global pandemic, social injustice, economic uncertainty, and the impending Presidential Election(IAB).

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However, while news outlets experienced record viewership, readership, and listenership, advertising dollars had not increased in a commensurate way. In fact, some brands had backed away from advertising on these platforms, citing brand safety and brand suitability fears. To understand if these concerns were well-founded, Interactive Advertising Bureau (IAB) along with Magid Research embarked on a landmark consumer research study, “The News Trust Halo: How Advertising in News Benefits Brands,” to understand how consumers feel about brands that advertise adjacent to news.

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Advertising within the News is Brand Safe and Increases Brand Trust and ROI

IAB research findings show that advertising within news is more than just safe for brands, it can increase business results. The study found:

1. Consumer trust in brands advertising within news increases because of associations with preferred news sources.
2. In addition to increased trust, brands that advertise within news are also more likely to see increases in consumer perception or other positive attributes.
3. Consumers are more likely to consider making a purchase after being exposed to a brand’s advertisement within their preferred news sources.

“Earlier this year we launched an initiative that we call ‘News Saves Lives.’ This isn’t hyperbole or an expression, it literally does. Not only is supporting the news critically important and the right thing to do, it is the smart thing for brands as they look to grow their business. News is brand safe, increases brand trust, and drives business results,” said David Cohen, CEO of IAB. “Consumers trust brands more when they run adjacent to news, especially breaking news. There is a News Trust Halo for brands that shouldn’t be ignored.”

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