With trust in news media increasing, brands need to move fast

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2021, 2:00 PM UTC

Ads in news brands are more likely to be committed to audiences’ long-term memory as well.

Post the pandemic, 66% of audiences value journalism more.  With people tending to spend more time with ads in news brands and an increased propensity to look at these ads, advertisers can benefit from this environment created by news brands.

Profits from advertising increased across 2018 and 2019 as advertisers increasingly invested in news brands. The profit gap went from £3bn to a little over £2.6bn. By the end of 2020, the profit gap was just over £2.7bn, with a total of £268m in additional profit.

Moreover, national news brands are expected to grow by 7.6% in this year. Digital is projected to grow by 13%. Businesses could benefit with an additional profit of £1bn by 2025.

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