A study from MAGNA & Disney highlights the importance of reliable news sources for advertisers in … [+]
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In a polarizing political environment, news programming across numerous platforms continues to generate millions of viewers each day. In a political off-year, three 24-hour news networks remain the three highest rated cable networks on television. Nonetheless, at times, polarizing comments or questionable content from news providers has led marketers, concerned about brand safety, to pull their ads. Conversely, reliable news providers continue to be a safe harbor for advertisers with positive results.
A study from MAGNA Media Trials and Disney Advertising Sales released today called “No News Is Bad News: Ads in News & Other Types of Content,” finds advertising in a reliable news source creates stronger brand effectiveness. The study also found a tailored ad in the news genre can deliver an optimal ROI for marketers. Below are some other findings.
People found news content to be more valuable, trustworthy and interesting. Respondents said ads in news content were 8% more relevant, 6% more valuable and 4% more trustworthy when compared to non-news programming.
News that is considered to be depressing can still help to drive brand impact. The study found brand favorability grew by 7% with product recommendations increased by 5% from ads airing in a gloomy newscast.
The survey also highlighted the importance of credibility of news sources, especially with upscale audiences. A total of 57% of respondents said marketers should vet news sources before advertising. For upper income households ($100K+), 61% agreed with the importance of sources, compared to 52% for households with an income of $35K or less.
Ads on a trusted, well-respected and high-quality news source, help advertisers to bolster such lower funnel attributes as brand favorability (+21%), research intent (+25%) and purchase intent (+21%).
Respondents said ad messaging should vary depending on the type of news. For example, with “hard news” a more focused message will increase brand favorability by 10%, purchase intent by 7% and research intent by 5%. In contrast, race and culture news requires marketers to take a “storytelling” message which would increase favorability by 11% and purchase intent by 10%.
The survey concludes with the following implications:
· Brands should support quality journalism, recognizing there is a difference between unsafe content and news on trusted websites.
· Advertisers should identify and deliver media against reliable news sources to drive better effectiveness. The reliability of the source has more of an impact on ad effectiveness than the news content itself.
· Optimize ad strategies that over index on your marketing goals, as the same ad performs differently across news genres
The survey was released at a time when social media, has come under fire and government investigations for failing to restrict false news and misinformation. According to a recent Pew Research survey, 48% of U.S. adults get their news from social media “often” or “sometimes.”
Andrew Heyward, professor at ASU’s Walter Cronkite School of Journalism & Mass Communication and former President of CBS News says, ”This study is encouraging for both marketers and news organizations — and therefore for consumers. Marketers who advertise in news outlets benefit from a ‘halo effect’ that relies more on the credibility of the news source than the specific nature of the content, which means that …….