Never has trusted news been more important in our society. Over the past year we have seen significant growth in news consumption as we increasingly rely on news to keep us safe, connected, and informed. The IAB study sought to understand the brand impact of advertising in the news. While historically some brands have avoided news due to negative association concerns, the study found that those concerns were unfounded. If a consumer sees an ad in a news outlet they deem legitimate, they are more likely to consider trying the brand, telling a friend about it, visiting the brand’s website, and ultimately finding that brand more trustworthy. News outlets provide a powerful platform to connect with consumers. Put simply, news saves lives and news builds brands.
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