Stagwell Announces Goal to Increase 2025 Ad Spend in News Media by 22% Year-Over-Year
Stagwell (NASDAQ: STGW) has announced plans to increase its news media ad spend by 22% year-over-year in 2025. The announcement coincides with the company's second annual Future of News UK summit and new research findings from over 500 EMEA CEOs and Board Directors.
The research, conducted by Stagwell's HarrisX, reveals that 89% of EMEA executives closely follow news, reading an average of five articles daily. Key findings show that 80% view news media as a powerful stakeholder communication tool, and 85% consider it a good investment. Additionally, 86% believe news media advertising positively impacts reputation among both the general public and financial investors.
The study also highlighted concerns about brand safety protocols, with 71% of executives believing these measures are overapplied, potentially harming both media outlets and advertisers. Regional variations show particularly strong support for news media advertising in the GCC, where 92% of leaders view it as a good investment.
Stagwell (NASDAQ: STGW) ha annunciato piani per aumentare la spesa pubblicitaria nei media informativi del 22% anno su anno nel 2025. L'annuncio coincide con il secondo summit annuale Future of News UK dell'azienda e con nuovi risultati di ricerca provenienti da oltre 500 CEO e membri del Consiglio di amministrazione EMEA.
La ricerca, condotta da HarrisX di Stagwell, rivela che 89% degli executive EMEA seguono attentamente le notizie, leggendo in media cinque articoli al giorno. I risultati chiave mostrano che 80% vede i media informativi come uno strumento potente per la comunicazione con gli stakeholder, e 85% lo considerano un buon investimento. Inoltre, 86% credono che la pubblicità sui media informativi impatti positivamente la reputazione sia tra il pubblico generale che tra gli investitori finanziari.
Lo studio ha anche evidenziato preoccupazioni riguardo ai protocolli di sicurezza del marchio, con 71% degli executive che ritengono che queste misure siano applicate in modo eccessivo, potenzialmente danneggiando sia i mezzi di comunicazione che gli inserzionisti. Le variazioni regionali mostrano un supporto particolarmente forte per la pubblicità nei media informativi nel GCC, dove 92% dei leader la vedono come un buon investimento.
Stagwell (NASDAQ: STGW) ha anunciado planes para aumentar su gasto en publicidad en medios de noticias en un 22% interanual en 2025. El anuncio coincide con la segunda cumbre anual Future of News UK de la empresa y nuevos hallazgos de investigación de más de 500 CEO y directores de juntas de EMEA.
La investigación, realizada por HarrisX de Stagwell, revela que 89% de los ejecutivos de EMEA siguen de cerca las noticias, leyendo un promedio de cinco artículos al día. Los hallazgos clave muestran que 80% ven los medios de noticias como una herramienta poderosa de comunicación con los interesados, y 85% lo consideran una buena inversión. Además, 86% creen que la publicidad en medios de noticias impacta positivamente la reputación tanto entre el público general como entre los inversores financieros.
El estudio también destacó preocupaciones sobre los protocolos de seguridad de la marca, con 71% de los ejecutivos creyendo que estas medidas se aplican en exceso, lo que podría perjudicar tanto a los medios de comunicación como a los anunciantes. Las variaciones regionales muestran un apoyo particularmente fuerte a la publicidad en medios de noticias en el GCC, donde 92% de los líderes la ven como una buena inversión.
Stagwell (NASDAQ: STGW)는 2025년 뉴스 미디어 광고 지출을 전년 대비 22% 증가할 계획을 발표했습니다. 이 발표는 회사의 두 번째 연례 Future of News UK 정상 회의와 500명 이상의 EMEA CEO 및 이사회 이사들로부터의 새로운 연구 결과와 일치합니다.
Stagwell의 HarrisX가 수행한 연구에 따르면 89%의 EMEA 경영진이 뉴스를 주의 깊게 따라가며, 하루 평균 다섯 개의 기사를 읽고 있습니다. 주요 결과는 80%가 뉴스 미디어를 강력한 이해관계자 소통 도구로 보고, 85%가 이를 좋은 투자라고 생각한다는 것입니다. 또한, 86%는 뉴스 미디어 광고가 일반 대중과 금융 투자자 모두에게 긍정적인 평판에 영향을 미친다고 믿고 있습니다.
이 연구는 또한 브랜드 안전 프로토콜에 대한 우려를 강조했으며, 71%의 경영진이 이러한 조치가 과도하게 적용되고 있다고 믿어, 미디어 매체와 광고주 모두에 해를 끼칠 수 있다고 언급했습니다. 지역별 차이는 GCC에서 뉴스 미디어 광고에 대한 특히 강한 지지를 보여주며, 92%의 리더가 이를 좋은 투자로 보고 있습니다.
Stagwell (NASDAQ: STGW) a annoncé des plans pour augmenter ses dépenses publicitaires dans les médias d'information de 22% d'une année sur l'autre en 2025. L'annonce coïncide avec le deuxième sommet annuel Future of News UK de l'entreprise et de nouvelles conclusions de recherche provenant de plus de 500 PDG et directeurs de conseil d'administration de la région EMEA.
La recherche, menée par HarrisX de Stagwell, révèle que 89% des dirigeants de l'EMEA suivent de près les nouvelles, lisant en moyenne cinq articles par jour. Les résultats clés montrent que 80% considèrent les médias d'information comme un outil puissant de communication avec les parties prenantes, et 85% le considèrent comme un bon investissement. De plus, 86% estiment que la publicité dans les médias d'information a un impact positif sur la réputation tant auprès du grand public que des investisseurs financiers.
L'étude a également mis en évidence des inquiétudes concernant les protocoles de sécurité des marques, 71% des dirigeants estimant que ces mesures sont appliquées de manière excessive, ce qui pourrait nuire à la fois aux médias et aux annonceurs. Les variations régionales montrent un soutien particulièrement fort à la publicité dans les médias d'information dans le GCC, où 92% des dirigeants la considèrent comme un bon investissement.
Stagwell (NASDAQ: STGW) hat Pläne angekündigt, die Werbeausgaben für Nachrichtenmedien im Jahr 2025 um 22% im Vergleich zum Vorjahr zu erhöhen. Die Ankündigung fällt mit dem zweiten jährlichen Future of News UK-Gipfel des Unternehmens und neuen Forschungsergebnissen von über 500 EMEA-CEOs und Vorstandsmitgliedern zusammen.
Die von HarrisX von Stagwell durchgeführte Forschung zeigt, dass 89% der EMEA-Führungskräfte Nachrichten genau verfolgen und durchschnittlich fünf Artikel pro Tag lesen. Zu den wichtigsten Ergebnissen gehört, dass 80% die Nachrichtenmedien als ein mächtiges Kommunikationsinstrument für Stakeholder betrachten und 85% es als eine gute Investition ansehen. Darüber hinaus glauben 86%, dass Werbung in Nachrichtenmedien einen positiven Einfluss auf den Ruf sowohl in der breiten Öffentlichkeit als auch bei finanziellen Investoren hat.
Die Studie hob auch Bedenken hinsichtlich der Marken-Sicherheitsprotokolle hervor, wobei 71% der Führungskräfte der Meinung sind, dass diese Maßnahmen übermäßig angewendet werden, was sowohl Medienhäuser als auch Werbetreibende schädigen könnte. Regionale Unterschiede zeigen eine besonders starke Unterstützung für Werbung in Nachrichtenmedien im GCC, wo 92% der Führungskräfte dies als eine gute Investition ansehen.
- Committed 22% increase in news media ad spend for 2025
- Strong market validation with 85% of EMEA executives considering news media a good investment
- High engagement potential with 89% of EMEA executives following news closely
- Concerns over overapplied brand safety protocols potentially limiting advertising effectiveness
Insights
Stagwell's commitment to increase news media ad spend by 22% year-over-year in 2025 represents a significant strategic investment decision that signals confidence in their media allocation approach. This isn't merely a CSR initiative - it's a data-driven business decision backed by their proprietary research showing 85% of EMEA executives believe news media advertising is a good investment.
What makes this particularly interesting is Stagwell's contrarian stance on brand safety protocols. Their research reveals 71% of business leaders believe these protocols are overapplied. This suggests Stagwell has identified a market inefficiency - potentially allowing them to reach valuable executive audiences (who read 5 news articles daily according to their research) through channels competitors might be underutilizing.
For investors, this represents Stagwell leveraging their unique position as both a marketing services provider and research organization. By collecting proprietary data on executive media consumption habits, they're making informed decisions about their own media investments while simultaneously establishing thought leadership that benefits their client services business.
The strategic focus on news media could also strengthen Stagwell's positioning with premium clients targeting executive decision-makers, particularly in financial services and B2B sectors where reaching this high-value audience directly impacts campaign effectiveness.
Stagwell's announcement serves dual strategic purposes that enhance both their market positioning and client offering. By committing to a 22% increase in news media spend, they're not just allocating marketing dollars differently - they're making a statement about where they see value in the media ecosystem that competitors might be missing.
Their research finding that 86% of executives believe news media has the strongest reputational impact among both general public and financial investors represents valuable proprietary intelligence. This data point alone justifies their increased investment from an effectiveness standpoint.
What's particularly shrewd is how Stagwell is addressing the industry's brand safety paradox. Their finding that 71% of executives believe safety protocols are overapplied suggests many advertisers are likely overcompensating in their avoidance of news content. By leaning into news while others pull back, Stagwell potentially gains access to less competitive inventory with engaged, high-value audiences.
The timing alongside their Future of News summit demonstrates sophisticated integrated marketing - using their own spending commitment to validate the thought leadership they're sharing with clients. This creates a virtuous cycle where their research informs their strategy, which in turn enhances their credibility as advisors on media investment.
For a marketing services organization, this approach differentiates Stagwell as both practitioner and expert in an area where many companies struggle with decision-making.
Announcement timed to today's second annual Future of News
"At Stagwell, we believe supporting trusted journalism isn't just good for society — it's smart business," said Mark Penn, Chairman and CEO of Stagwell. "The data continues to back that up, which is why we're doubling down on our commitment with a significant increase in news ad spend for 2025."
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 conducted by Stagwell's research consultancy HarrisX and fielded among more than 500 EMEA CEOs and Board Directors across the
EMEA CEOs and Board Directors Consider Media to be Vital, Share Global Trust Concerns
80% think news media gives companies a powerful medium to reach their stakeholders.73% ofUK CEOs and Board Directors think news media is critical to democracy, as do82% of GCC CEOs and Board Directors.
EMEA CEOs and Board Directors Want Their Companies to Advertise More on News Media
- Overall,
85% believe advertising on news media is a good investment. - In the GCC,
92% say advertising on news media is a good investment. - EMEA CEOs and Board Directors believe advertising on news media will have the greatest positive reputational impact among the general public (
86% ) and financial investors (86% ).
Brand Safety is an Industry Standard but its Application is Too Broad
- While only
9% of EMEA CEOs and Board Directors say safety protocols should not be used at all, a majority (71% ) believe brand safety protocols are overapplied to the point of hurting media outlets and advertisers. 26% of CEOs and Board Directors inGermany think brand safety protocols should be used across all types/sources of news media, but the sentiment is much higher inFrance (47% ) and the GCC (51% ).
"This study illustrates that despite the noise around brand safety, AI and politics, EMEA business leaders recognize the significant impact news media has on effective advertising," said James Townsend, Stagwell EMEA CEO.
Tonight, Stagwell will host panel discussions at its EMEA headquarters 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 40+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at StagwellGlobal.com.
Contact:
Madi Wick
PR@StagwellGlobal.com
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SOURCE Stagwell Inc.
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