Why advertising in news works
October 30, 2025
By SmartNews
The Data Behind Trust and Brand Performance
The Case for News Advertising
For years, marketers have debated the value of news as an advertising channel.
Now data from Stagwell’s Future of News initiative confirms what many have long believed:
advertising in credible news environments drives superior business outcomes.
At the inaugural Future of News NewsFronts in New York, Stagwell Chairman and CEO Mark Penn shared groundbreaking findings that quantify the link between trusted journalism and brand growth.
“It’s time for brands to invest in news,” Penn said.
“Advertising in trusted outlets isn’t just safe, it’s one of the smartest moves you can make to drive performance and earn consumer trust.”
The Research: Why News Audiences Matter
The study, conducted with HarrisX , surveyed over 7,000 US adults and tested 20 brands across five industries — technology, travel, consumer goods, finance, and automotive.
The results are striking: consumers who regularly engage with news aka ” News Junkies” respond more positively to brand messages across every major reputation metric.
📊 Brand Lift in News Environments
| Metric | General Public | News Junkies | Lift |
|---|---|---|---|
| Favorability | 73.8% | 82.5% | +8.7 pts |
| Purchase Intent | 50.3% | 66.0% | +15.7 pts |
| Trustworthiness | 70.5% | 81.1% | +10.6 pts |
| Cares About Customers | 68.0% | 78.6% | +10.6 pts |
“People who consume a lot of news also consume a lot of ads,” Penn explained.
“They’re information seekers and that makes them a highly desirable audience.”
The Rise of the “Exclusive News Junkie”
One of the most powerful segments identified was the Exclusive News Junkie — Americans who primarily consume news and not sports or entertainment. This group now represents 14% of the US population, growing by 7 million people in the past year.
They’re informed consumers, decision-makers, and community leaders who turn to credible journalism for context and they reward brands that do the same.
“Brands that invest in news aren’t just supporting journalism — they’re gaining a competitive edge,” Penn emphasized.
What This Means for Advertisers
The implications for marketers are clear:
- Trust drives action. Ads in credible news are viewed as more authentic and brand-safe.
- Engaged audiences deliver more value. News readers are twice as likely to act on brand messages.
- Excluding news is a missed opportunity. Avoiding news platforms means losing reach among high-intent consumers.
This data reframes news not as a “safe” investment — but as a smart, performance-driven channel for brand growth.
The SmartNews Perspective
At SmartNews, we’re turning these insights into action. Our platform connects brands with millions of high-trust, information-seeking consumers who read credible journalism every day.
The SmartNews Advantage
- Brand-safe, premium news environments across top publishers
- Access to informed, high-value audiences proven to lift brand metrics
- Data-driven delivery and measurement to ensure ROI
SmartNews bridges brands and credible news environments to drive meaningful action.
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