Research
Research conducted by Ad Fontes Media.
Ad Fontes Media partnered with Stagwell to present groundbreaking research into The Future of News. Below is a slide presentation highlighting the results of the study. The study found that there are no adverse effects to brands when running ads next to high-quality news stories. There was no substantial difference between purchase intent, brand favorability, or other brand metrics across any cut of demographics when comparing ads in these articles to ads in articles considered more “brand safe.”
The study was conducted among 49,990 U.S. adults across the United States from March 29 to April 19, 2024. HarrisX, a Stagwell company, conducted the quantitative survey-based online interviews. The study found that there are no adverse effects to brands when running ads next to high-quality news stories. There was no substantial difference between purchase intent, brand favorability, or other brand metrics across any cut of demographics when comparing ads in these articles to ads in articles considered more “brand safe.” Find more data here.
Ad Fontes Media performed a study with CivicScience that paints a picture of the people who consume High Quality News (that is, news that is highly reliable and minimally biased). High Quality News consumers are generally healthier, wealthier, and happier than their counterparts who consume Low Quality News. Advertising within High Quality News, the study argues, is both brand safe and brand smart.
Written with our partners at Comscore, this study provides an overview of research demonstrating that advertising in reputable and reliable journalism is brand safe and also benefits brands with an advanced conversion lift. The study also announces Halo Initiative, Comscore’s commitment to supporting responsible media.
This white paper by Ad Fontes Media CEO Vanessa Otero digs into detail around the research demonstrating that brands already benefit from advertising within High Quality News and can benefit more from deeper engagements. This paper also describes Ad Fontes Media’s work with the Alliance for Audited Media.
