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Trust in news publishers extends to advertising brands, IAB survey finds

What's New in Publishing 16 Oct 2020 08:35

Advertising on news content can be beneficial to a brand’s image, according to a new IAB report, The News Trust Halo: How Advertising in News Benefits Brands.

84% of consumers surveyed for the report said that their trust levels for brands either increases or stays neutral when they see advertisements alongside news. The sentiment holds across different types of news stories whether they are entertaining, serious or opinionated.

Trust levels are much higher among professionals. There can be as much as a 26% lift in trustworthiness among executives compared to general consumers.

The survey covers 2,029 US consumers aged between 18-54 years. 3 out of 4 general consumers follow national/international news weekly. The figure rises to 9 out of 10 among executives. On average the respondents follow four news sources and 7 in 10 (8 in 10 among executives) find their chosen news sources trustworthy. 

This trust transfers to brands advertising on such publications (the halo effect). It was seen that advertising on news content can increase consumer trust by up to 6%. 

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The News Trust HaloDavid CohenUS
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