News Content Doesn't Negatively Affect Key Brand Metrics, Survey Shows

Some brands are reluctant to place advertising within news content because of concerns that controversial or unsettling stories make people less receptive to commercial messaging. However, news not only is brand-safe, but it also helps to raise key metrics for advertisers, according to a study of 50,000 U.S. adults by marketing platform Stagwell.

Among women with children, the average purchase intent for brands whose ads were placed next to articles on inflation (considered bad news) and business (considered more neutral) were each 70%.