Brand safety has emerged as a critical concern for advertisers. According to the Video Advertising Bureau (VAB), a company’s brand reputation constitutes around 20 per cent of its enterprise value. 

With 80 per cent of marketing professionals identifying brand safety as a major concern, the stakes are high. Advertisers have traditionally avoided placing their ads next to sensitive news content, fearing potential harm to their brand image.

However, a new study challenges this perception, shedding light on the advantages of advertising alongside news.

News is safe for brands

Stagwell’s survey of 50,000 US adults reveals that ads placed next to news stories covering politics, inflation, and crime perform as effectively as those placed near business, entertainment, or sports content. This data debunks the long-held belief that sensitive topics inherently harm brand performance.

For advertisers targeting Gen Z—a high-value demographic—the findings are particularly compelling. Stagwell’s research shows that purchase intent for ads placed next to articles on crime is 67 per cent, compared to 66 per cent for inflation and 69 per cent for sports. 

These numbers indicate that sensitive topics like crime and inflation can still generate engagement on par with less controversial subjects.

Furthermore, major news networks like CNN and Fox News rank among the highest-reaching cable networks for adults aged 19 and up. Choosing to avoid advertising in news programming could mean missing out on a substantial and engaged audience.

Building brand trust through news

Contrary to popular belief, advertising in news programming can enhance brand trust. The Interactive Advertising Bureau’s (IAB) 2020 “News Trust Halo” report found that 84 per cent of news consumers believe that advertising in the news either increases or maintains brand trust. Less than 10 per cent of respondents felt that sensitive content negatively impacts advertisers.

Additionally, Forbes highlights that high-quality news platforms drive brand favorability, research intent, and purchase intent. Advertisers can leverage this “news trust halo” to create stronger connections with their audiences.

A strategic opportunity

In a time when brand safety standards are more stringent than ever, Stagwell’s findings suggest advertisers might be too cautious. 

Viewers can distinguish between news stories and ads, which minimises potential risks while allowing brands to engage with valuable audiences. By revisiting their approach to news advertising, brands can capitalise on the trust and engagement that high-quality news programming offers.

The bottom line

Advertising in news programming is not just safe; it’s an untapped opportunity for growth and trust-building. 

As election years and global events dominate headlines, brands should embrace news platforms strategically, ensuring their messages reach audiences where it matter most. 

High-quality news remains a powerful and effective medium for advertising, helping brands maintain relevance and credibility in an ever-evolving media landscape.