CEOs and Board Directors View News Media as Powerful Advertising Tool to Influence Key Stakeholders and Say Brand Safety is Overapplied, Reveals Stagwell Future of News (STGW) Study
Stagwell (NASDAQ: STGW) released a comprehensive survey of over 1,000 CEOs and Board Directors across 14 countries, revealing significant insights about news media's role in advertising and brand safety protocols. The study, conducted by HarrisX, shows that 90% of executives follow news closely, with 86% supporting advertising in news media.
Key findings indicate that 83% of leaders believe news media raises awareness of critical issues, while 81% say it can positively influence society. However, 57% think brand safety protocols are mistakenly applied across all news content, with 69% stating these protocols are overapplied, potentially harming both media outlets and advertisers.
The study also reveals tempered economic expectations for 2025, with only 42% expecting global economic improvement, 36% anticipating inflation easing, and 33% foreseeing improvement in geopolitical conflicts.
Stagwell (NASDAQ: STGW) ha pubblicato un'indagine completa su oltre 1.000 CEO e membri dei Consigli di Amministrazione in 14 paesi, rivelando informazioni significative sul ruolo dei media di notizie nella pubblicità e nei protocolli di sicurezza del marchio. Lo studio, condotto da HarrisX, mostra che il 90% dei dirigenti segue da vicino le notizie, con l'86% che supporta la pubblicità nei media di notizie.
I risultati principali indicano che l'83% dei leader crede che i media di notizie aumentino la consapevolezza su questioni critiche, mentre l'81% afferma che possono influenzare positivamente la società. Tuttavia, il 57% pensa che i protocolli di sicurezza del marchio vengano applicati erroneamente a tutto il contenuto informativo, con il 69% che afferma che tali protocolli sono sovraapplicati, danneggiando potenzialmente sia i media che gli inserzionisti.
Lo studio rivela anche aspettative economiche moderate per il 2025, con solo il 42% che prevede un miglioramento economico globale, il 36% che anticipa un allentamento dell'inflazione e il 33% che prevede un miglioramento nei conflitti geopolitici.
Stagwell (NASDAQ: STGW) publicó una encuesta integral de más de 1,000 CEO y Directores de Junta en 14 países, revelando importantes perspectivas sobre el papel de los medios de noticias en la publicidad y los protocolos de seguridad de marca. El estudio, realizado por HarrisX, muestra que el 90% de los ejecutivos sigue de cerca las noticias, con el 86% apoyando la publicidad en los medios de noticias.
Los hallazgos clave indican que el 83% de los líderes creen que los medios de noticias aumentan la conciencia sobre temas críticos, mientras que el 81% dice que puede influir positivamente en la sociedad. Sin embargo, el 57% piensa que los protocolos de seguridad de marca se aplican erróneamente a todo el contenido de noticias, con el 69% afirmando que estos protocolos son sobreaplicados, lo que puede perjudicar tanto a los medios como a los anunciantes.
El estudio también revela expectativas económicas moderadas para 2025, con solo el 42% esperando una mejora económica global, el 36% anticipando una disminución de la inflación y el 33% prevviendo mejoras en los conflictos geopolíticos.
스태그웰 (NASDAQ: STGW)는 14개국에서 1,000명 이상의 CEO와 이사회 이사들에 대한 포괄적인 설문조사를 발표하여 광고 및 브랜드 안전 프로토콜에서 뉴스 미디어의 역할에 대한 중요한 통찰력을 밝혀냈습니다. 해리스X가 진행한 이 연구는 90%의 경영진이 뉴스를 밀접하게 따르고 있으며, 86%가 뉴스 미디어에서의 광고를 지지하고 있음을 보여줍니다.
주요 결과는 83%의 리더가 뉴스 미디어가 중요한 문제에 대한 인식을 높인다고 믿고 있으며, 81%는 이것이 사회에 긍정적인 영향을 미칠 수 있다고 말하고 있습니다. 그러나 57%는 브랜드 안전 프로토콜이 모든 뉴스 콘텐츠에 잘못 적용되고 있다고 생각하며, 69%는 이러한 프로토콜이 과도하게 적용되어 미디어와 광고주 모두에게 해를 끼칠 수 있다고 주장하고 있습니다.
이번 연구는 2025년을 위한 온건한 경제 기대를 드러내며, 42%만이 글로벌 경제 개선을 기대하고 있고, 36%는 인플레이션 완화를 예상하며, 33%는 지정학적 갈등 개선을 점치고 있습니다.
Stagwell (NASDAQ: STGW) a publié une étude complète portant sur plus de 1 000 PDG et administrateurs dans 14 pays, révélant des informations significatives sur le rôle des médias d'information dans la publicité et les protocoles de sécurité de marque. L'étude, réalisée par HarrisX, montre que 90% des dirigeants suivent de près les nouvelles, avec 86% qui soutiennent la publicité dans les médias d'information.
Les principaux résultats indiquent que 83% des dirigeants pensent que les médias d'information accroissent la sensibilisation aux enjeux critiques, tandis que 81% affirment qu'ils peuvent influencer positivement la société. Cependant, 57% estiment que les protocoles de sécurité de marque sont appliqués à tort à l'ensemble du contenu d'information, avec 69% indiquant que ces protocoles sont appliqués de manière excessive, nuisant potentiellement à la fois aux médias et aux annonceurs.
L'étude révèle également des attentes économiques tempérées pour 2025, avec seulement 42% s'attendant à une amélioration de l'économie mondiale, 36% anticipant une atténuation de l'inflation et 33% envisageant une amélioration des conflits géopolitiques.
Stagwell (NASDAQ: STGW) hat eine umfassende Umfrage unter über 1.000 CEOs und Vorstandsmitgliedern aus 14 Ländern veröffentlicht, die bedeutende Erkenntnisse über die Rolle der Nachrichtenmedien in der Werbung und den Marken-Sicherheitsprotokollen enthüllt. Die von HarrisX durchgeführte Studie zeigt, dass 90% der Führungskräfte die Nachrichten genau verfolgen, wobei 86% die Werbung in den Nachrichtenmedien unterstützen.
Wichtige Ergebnisse zeigen, dass 83% der Führungskräfte glauben, dass Nachrichtenmedien das Bewusstsein für wichtige Themen erhöhen, während 81% sagen, dass sie die Gesellschaft positiv beeinflussen können. Dennoch glauben 57%, dass Marken-Sicherheitsprotokolle fälschlicherweise auf alle Nachrichteninhalte angewendet werden, wobei 69% angeben, dass diese Protokolle übermäßig angewendet werden, was potenziell sowohl Medien als auch Werbetreibende schädigen kann.
Die Studie zeigt auch gemilderte Wirtschaftserwartungen für 2025, wobei nur 42% eine globale wirtschaftliche Verbesserung erwarten, 36% an eine Abschwächung der Inflation glauben und 33% eine Verbesserung der geopolitischen Konflikte voraussehen.
- 86% of executives support advertising in news media
- 75% of companies want to increase their news media advertising
- 90% of CEOs and Board Directors actively engage with news content
- Only 42% expect economic improvement in 2025
- Just 36% believe inflation will ease
- Mere 33% expect improvement in geopolitical conflicts
Insights
The study reveals critical insights about the relationship between news media and corporate advertising strategies. The data showing 90% of CEOs closely following news and 86% supporting news media advertising indicates strong potential for STGW's news-focused initiatives. However, the most compelling finding is that 75% of executives want to increase news advertising, suggesting significant growth opportunities in this sector.
The revelation that 57% of executives believe brand safety protocols are misapplied across news content could catalyze a shift in advertising strategies. This insight, combined with 69% viewing current brand safety measures as excessive, signals a potential market correction that could benefit both media outlets and advertisers. The data suggests an imminent restructuring of brand safety approaches, which could unlock substantial advertising revenue previously restricted by overcautious policies.
The economic outlook section showing only 42% expecting economic improvement and 36% anticipating inflation relief provides valuable context for future advertising spending patterns. This cautious outlook might influence advertising budgets, though the strong support for news media advertising suggests resilience in this sector despite economic uncertainties.
Fewer than half expect the global economy, inflation or geopolitical conflicts to improve in 2025
Stagwell Chairman and CEO Mark Penn to reveal additional results of the study on stage at the World Economic Forum 2025
At Stagwell, we believe a thriving news industry is not only the foundation of a healthy democracy, but also a critical platform for marketers and advertisers. However, recent discourse around brand safety – the effort of protecting a brand's reputation by controlling advertisement proximity to certain content – has disproportionately hurt the news industry, as advertisers shy away from news due to misconceptions and an abundance of caution. Stagwell launched the Future of News Initiative with the goal of reinvigorating the relationship between news and marketing through research, events and informed discussion around brand safety.
This latest study, fielded among more than 1,000 CEOs and Board Directors across 14 countries, and conducted by Stagwell's HarrisX research consultancy, underscores that business leaders overwhelmingly value the importance of news media as a powerful advertising tool.
CEOs and Board Directors Are Strong Proponents of News Media
90% of CEOs and Board Directors follow the news closely, reading an average of six articles per day.- A strong majority say news media raises awareness of critical issues (
83% ), can positively influence society (81% ), and is critical to democracy (79% ). - The executives view advertising in news media as a strategic tool, with
86% saying companies should advertise on news media and87% calling it a sound investment to reach and influence stakeholders. 75% say their companies should advertise in news more, compared to just7% who want to scale back their advertisement in news.
CEOs and Board Directors Think Brand Safety Protocols Are Overapplied
84% of CEOs and Board Directors say their organizations apply brand safety protocols, but57% think it is a mistake to apply brand safety across all news outlets and types of news content.69% say brand safety protocols are overapplied to the point of hurting media outlets and advertisers.75% of executives of large companies in particular believe brand safety has been overapplied.
Tempered Expectations for 2025
42% of CEOs and Board Directors expect the global economy to improve in 2025, while35% predict stagnation and23% anticipate a decline.36% believe inflation will ease, but35% foresee no change and29% expect worsening.- Only
33% foresee improvement of geopolitical and military conflicts this year, with41% expecting no change and26% predicting escalation.
Throughout WEF next week, Stagwell will host programming laddering back to its Future of News initiative including a News x Democracy panel with AG Sulzberger, Chairman and Publisher at The New York Times, and Mark Penn, Chairman and CEO of Stagwell. Stagwell will also host a Cocktails and Conversation event in partnership with The Washington Post to celebrate a new year of collaboration and innovation in shaping the future of news.
Later this month, Stagwell will also host an inaugural Publisher Showcase with its coalition of publisher partners at Stagwell's headquarters in One World Trade Center. For more information about the initiative and to get involved, visit https://www.stagwellglobal.com/future-of-news/.
Methodology
This study was conducted with 1,028 CEOs and Board Directors in
About Stagwell
Stagwell is the challenger holding company 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 35+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.
About HarrisX
HarrisX is a leading public opinion research, data analytics, and strategy consulting company with offices in
Contact:
Kara Gelber
PR@stagwellglobal.com
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SOURCE Stagwell Inc.
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