U.S. and U.K. Respondents Agree: Brands Can and Should Safely Advertise Alongside Quality News

LONDON, Sept. 26, 2024 /PRNewswire/ -- New research from Stagwell (NASDAQ: STGW) reveals a significant opportunity for brands to reach a valuable yet often overlooked audience: dedicated news followers. Building on Stagwell's 'Future of News' initiative first announced in May, Stagwell set out to further test brand safety concerns — the measures taken to ensure a brand's advertisements don't appear alongside content that could potentially harm that brand's reputation — this time in the U.K. market.

In line with the inaugural study, the new survey of 22,116 U.K. adults conducted by Stagwell research consultancy HarrisX, reveals ads placed adjacent to news topics such as politics, inflation and crime perform as effectively as those placed next to business, entertainment and sports stories.

"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, 25% of Brits are news junkies — on average checking the news four times a day and reading nearly five news articles per day."

Additional findings include:

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 London.

Interested parties can request a copy of the research here. To learn more and get involved additional questions, please contact [email protected].

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
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