The News Trust Halo: How Advertising in News Benefits Brands

News Trust Halo Report

IAB Study Finds That Brands Benefit from Advertising Within News

Research finds 84% of consumers feel advertising within the news increases or maintains brand trust

Advertising in the News Drives Consumers to Act  

  • Consumers like brands more when they advertise in the news. They find brands:
    • 49% relevant to them
    • 47% customer-focused
    • 46% high quality
  • As a result of seeing a brand advertising on their favorite news outlets, consumers
    • 45% are more likely to visit the brand’s website
    • 43% would consider buying from the brand
    • 39% are comfortable recommending the brand

Consumers Trust the News

  • 3 in 4 consumers seek national/international news weekly
  • On average, consumers follow four news sources
  • 7 in 10 consumers find their chosen news sources to be trustworthy

The Halo Effect: Contrary to Popular Belief, Advertising in News is Brand Safe and Improves Trust for the Brands that Advertise

  • For 84% of consumers, trust remains neutral or increases for news advertisers
    • Only 16% of consumers said it makes them trust brands less
  • Advertising in the news can increase consumers trust by 6%

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