Advertising Impact Study on News Consumption

This document is a report detailing the findings of the Future of News Initiative, conducted by Stagwell and HarrisX. The study aimed to assess the impact of advertising on brand and reputation metrics among U.S. adults, specifically focusing on the implications of excluding news platforms from advertising strategies. A total of 7,126 participants were surveyed, including distinct groups of News Junkies and Exclusive News Junkies, to evaluate their perceptions of various advertisements across different formats and sectors. The report presents data on brand favorability, consideration, purchase intent, and trust metrics before and after ad exposure. It highlights that News Junkies tend to view brands more positively compared to the general public, and Exclusive News Junkies show a significant lift in response to advertisements, indicating their potential as an underserved audience. The report also notes trends in news consumption and the increasing prominence of Exclusive News Junkies in the U.S. adult population.