The News Trust Halo: How Advertising in News Benefits Brands

Posted on 30 October 2020 in

Original article and downloadable report by IAB: The News Trust Halo: How Advertising in News Benefits Brands

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

Advertising in the News Drives Consumers to Act  

  • Consumers like brands more when they advertise in the news. They find brands:
    • 49% relevant to them
    • 47% customer-focused
    • 46% high quality
  • As a result of seeing a brand advertising on their favorite news outlets, consumers
    • 45% are more likely to visit the brand’s website
    • 43% would consider buying from the brand
    • 39% are comfortable recommending the brand

Consumers Trust the News

  • 3 in 4 consumers seek national/international news weekly
  • On average, consumers follow four news sources
  • 7 in 10 consumers find their chosen news sources to be trustworthy

The Halo Effect: Contrary to Popular Belief, Advertising in News is Brand Safe and Improves Trust for the Brands that Advertise

  • For 84% of consumers, trust remains neutral or increases for news advertisers
    • Only 16% of consumers said it makes them trust brands less
  • Advertising in the news can increase consumers trust by 6%

“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. 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.” David Cohen, Chief Executive Officer, IAB