U.S. and U.K. Respondents Agree: Brands Can and Should Safely Advertise Alongside Quality News
Stagwell (NASDAQ: STGW) has released new research revealing a significant opportunity for brands to advertise alongside quality news content in the U.K. market. The study, conducted by Stagwell's research consultancy HarrisX, surveyed 22,116 U.K. adults and found that 76% of the British population follows the news closely or very closely, with 25% checking the news an average of four times per day.
Key findings include:
- Ads placed next to news topics like politics, inflation, and crime perform as effectively as those placed next to business, entertainment, and sports stories.
- Among Gen Z, purchase intent for brands advertising next to high-quality news articles on various topics showed statistically insignificant differences.
- For mothers, purchase intent was identical (66%) for brands advertising next to crime and sports articles.
Stagwell aims to initiate data-driven discussions with advertisers about investing in news advertising, highlighting the value of reaching dedicated news followers.
Stagwell (NASDAQ: STGW) ha pubblicato una nuova ricerca che rivela un'opportunità significativa per i marchi di pubblicizzare contenuti informativi di qualità nel mercato del Regno Unito. Lo studio, condotto dalla consulenza di ricerca HarrisX di Stagwell, ha intervistato 22.116 adulti del Regno Unito e ha scoperto che il 76% della popolazione britannica segue le notizie in modo attento o molto attento, con il 25% che controlla le notizie in media quattro volte al giorno.
I risultati chiave includono:
- Le pubblicità collocate accanto a temi di attualità come politica, inflazione e crimine funzionano altrettanto efficacemente rispetto a quelle collocate accanto a storie di affari, intrattenimento e sport.
- Tra i Gen Z, l'intento di acquisto per i marchi pubblicizzati accanto a articoli di notizie di alta qualità su vari argomenti ha mostrato differenze statisticamente irrilevanti.
- Per le madri, l'intento di acquisto è identico (66%) per i marchi pubblicizzati accanto ad articoli di crimine e sport.
Stagwell mira a iniziare discussioni basate sui dati con gli inserzionisti riguardo all'investimento nella pubblicità informativa, evidenziando il valore di raggiungere i lettori di notizie dedicati.
Stagwell (NASDAQ: STGW) ha publicado una nueva investigación que revela una oportunidad significativa para que las marcas se anuncien junto a contenido de noticias de calidad en el mercado del Reino Unido. El estudio, realizado por la consultoría de investigación HarrisX de Stagwell, encuestó a 22,116 adultos del Reino Unido y encontró que el 76% de la población británica sigue las noticias de cerca o muy de cerca, con un 25% que consulta las noticias un promedio de cuatro veces al día.
Los hallazgos clave incluyen:
- Los anuncios colocados junto a temas de noticias como política, inflación y crimen funcionan tan efectivamente como aquellos colocados junto a historias de negocios, entretenimiento y deportes.
- Entre la Generación Z, la intención de compra para las marcas que anuncian junto a artículos de noticias de alta calidad sobre varios temas mostró diferencias estadísticamente insignificativas.
- Para las madres, la intención de compra fue idéntica (66%) para las marcas que se anunciaban junto a artículos de crimen y deportes.
Stagwell pretende iniciar discusiones basadas en datos con los anunciantes sobre la inversión en publicidad de noticias, destacando el valor de alcanzar a los seguidores dedicados de las noticias.
스태그웰(Stagwell, NASDAQ: STGW)는 영국 시장에서 품질 높은 뉴스 콘텐츠와 함께 광고할 수 있는 중요한 기회를 제공하는 새로운 연구 결과를 발표했습니다. 스태그웰의 리서치 컨설팅 회사인 해리스엑스(HarrisX)가 진행한 이 연구는 영국 성인 22,116명을 대상으로 조사했으며, 영국 인구의 76%가 뉴스에 대해 매우 가까이 또는 가까이 지켜본다고 밝혔으며, 25%는 하루 평균 네 번 뉴스 체크를 합니다.
주요 발견 사항은 다음과 같습니다:
- 정치, 인플레이션, 범죄와 같은 뉴스 주제 옆에 배치된 광고는 비즈니스, 엔터테인먼트, 스포츠 기사 옆에 배치된 광고만큼 효과적으로 작동합니다.
- Z세대 사이에서 다양한 주제의 고품질 뉴스 기사 옆에 광고하는 브랜드에 대한 구매 의사는 통계적으로 유의미한 차이를 보이지 않았습니다.
- 어머니들 사이에서 범죄 및 스포츠 기사 옆에 광고하는 브랜드에 대한 구매 의사는 동일했습니다(66%).
스태그웰은 광고주와 데이터 기반 논의를 시작하여 뉴스 광고에 대한 투자를 촉구하고, 헌신적인 뉴스 팔로워에게 도달하는 것의 가치를 강조하고자 합니다.
Stagwell (NASDAQ: STGW) a publié une nouvelle recherche révélant une opportunité significative pour les marques de faire de la publicité à côté de contenus d'actualités de qualité sur le marché britannique. L'étude, réalisée par le cabinet de recherche HarrisX de Stagwell, a interrogé 22,116 adultes britanniques et a trouvé que 76% de la population britannique suit les actualités de près ou très de près, avec 25% vérifiant les actualités en moyenne quatre fois par jour.
Les résultats clés incluent :
- Les annonces placées à côté de sujets d'actualités tels que la politique, l'inflation et le crime performent aussi efficacement que celles placées à côté d'histoires d'entreprises, de divertissement et de sport.
- Parmi la génération Z, l'intention d'achat pour les marques faisant de la publicité à côté d'articles d'actualités de haute qualité sur divers sujets n'a montré aucune différence statistiquement significative.
- Pour les mères, l'intention d'achat était identique (66%) pour les marques faisant de la publicité à côté d'articles sur le crime et le sport.
Stagwell vise à initier des discussions basées sur les données avec les annonceurs concernant l'investissement dans la publicité d'actualités, soulignant la valeur d'atteindre les lecteurs d'actualités engagés.
Stagwell (NASDAQ: STGW) hat eine neue Forschung veröffentlicht, die eine bedeutende Gelegenheit für Marken aufzeigt, neben qualitativ hochwertigen Nachrichteninhalten im britischen Markt zu werben. Die Studie, die von Stagwells Forschungsberatung HarrisX durchgeführt wurde, befragte 22.116 Erwachsene aus dem Vereinigten Königreich und stellte fest, dass 76% der britischen Bevölkerung die Nachrichten eng oder sehr eng verfolgt, wobei 25% die Nachrichten im Durchschnitt viermal am Tag abrufen.
Wichtige Ergebnisse sind:
- Werbung, die neben Nachrichtenthemen wie Politik, Inflation und Kriminalität platziert wird, funktioniert ebenso effektiv wie Werbung, die neben Geschäfts-, Unterhaltungs- und Sportgeschichten platziert wird.
- Unter der Generation Z zeigte die Kaufabsicht für Marken, die neben hochwertigen Nachrichtenartikeln zu verschiedenen Themen werben, statistisch insignifikante Unterschiede.
- Bei Müttern war die Kaufabsicht identisch (66%) für Marken, die neben Kriminalitäts- und Sportartikeln werben.
Stagwell zielt darauf ab, datengestützte Diskussionen mit Werbetreibenden über Investitionen in die Nachrichtenwerbung zu initiieren und den Wert zu betonen, den engagierte Nachrichtenleser zu erreichen.
- 76% of British population follows news closely, indicating a large potential audience for advertisers
- 25% of Brits check news four times daily, offering frequent exposure opportunities
- Ads next to news topics perform as effectively as those next to entertainment or sports
- Gen Z shows similar purchase intent across various news topics, including potentially controversial ones
- Mothers show equal purchase intent for ads next to crime and sports articles, suggesting news topic neutrality
- None.
Insights
This study reveals significant opportunities for advertisers in the UK news market. With 76% of British adults following news closely and 25% checking news four times daily, there's a large, engaged audience for brands to target. The research challenges the notion that news content is unsafe for advertising, showing that ads perform similarly across various news topics, including potentially sensitive ones.
Key findings highlight that Gen Z's purchase intent remains consistent across different news topics, including Middle East conflict (61%), inflation (58%) and crime (57%). This suggests that younger audiences are not deterred by ads placed next to hard news content. Similarly, for mothers, another important demographic, purchase intent was identical (66%) for ads next to crime and sports articles.
For investors, this data indicates potential growth in news advertising revenue, as brands may become more confident in placing ads across diverse news content. It could lead to increased ad spending in news media, benefiting companies in the advertising and media sectors.
Stagwell's research presents a compelling case for increased advertising investment in news platforms, which could significantly impact the company's financial performance. By demonstrating that news content is a safe and effective advertising environment, Stagwell is positioning itself to capture a larger share of advertising budgets.
The study's findings could lead to:
- Increased demand for Stagwell's advertising services, particularly in news-related placements
- Potential growth in revenue from clients willing to advertise alongside a broader range of news content
- Enhanced competitive advantage in the advertising industry by providing data-driven insights
For investors, this could translate to improved financial metrics for Stagwell, including revenue growth and potentially higher profit margins. The company's proactive approach in addressing brand safety concerns may also strengthen its market position and client relationships, potentially leading to long-term value creation for shareholders.
Stagwell (STGW) releases second installation of News Advertising Study, this time fielded among more than 20,000 British adults
In line with the inaugural study, the new survey of 22,116
"Our research continues to show brands should embrace advertising on news platforms rather than shy away from it," said Mark Penn, Chairman and CEO of Stagwell. "Investing in news offers business leaders the ability to reach incredibly valuable audiences. According to our new study,
Additional findings include:
76% of the British population follows the news closely or very closely, including25% who check the news an average of four times per day.- Among Gen Z, a key demographic group for advertisers, the average purchase intent for brands whose ads were placed next to high-quality news articles on the
Middle East conflict was61% , compared to58% for inflation and57% for crime—differences that are statistically insignificant. To compare, purchase intent was59% for entertainment (widely considered a 'safe' news topic. - Among mothers, another key target for advertisers, the average purchase intent for brands whose ads were placed next to articles on crime (a potentially negative story), and sports (a more neutral story) were each
66% , showing no difference between the two.
Stagwell is committed to initiating data-driven discussions with advertisers about their investment in news. This topic and more will be discussed at tonight's Future of News summit which will be held at Stagwell's EMEA headquarters in
Interested parties can request a copy of the research here. To learn more and get involved additional questions, please contact futureofnews@stagwellglobal.com.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network 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 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.
About HarrisX
HarrisX is a leading global research consultancy that regularly conducts major market research, public policy polling and social science studies and consulting engagements in more than 40 countries around the world. It is a proud member of Stagwell Global (STGW). Learn more at www.harrisx.com.
Contact
Kara Gelber
PR@stagwellglobal.com
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SOURCE Stagwell Inc.
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