The public’s perception of news may not be at a high-water mark, but recent research out of IPG’s MAGNA unit, in partnership with Disney’s Ad Sales unit, indicates that news content still delivers value for advertisers because of the way news is valued by consumers.

In a study titled “No News is Bad News: Ads in News & Other Types of Content,” the bottom-line finding is that the source of the news a brand appears in is more important than the content around the ad. In other words, quality and reputable journalism — what Joshua Lowcock, and global brand safety officer with IPG Mediabrands and chief digital officer, UM, calls “Capital J journalism” — can help a brand resonate better, and in turn brands should consider supporting reputable journalism to a greater degree.

It’s no coincidence that this sentiment comes at a time when the public has been hungry for pandemic-related information and news. News viewers are “a smart and curious audience, who are interested in learning about the world around them. Tailoring your message accordingly matters and trustworthiness matters,” said Asaf Davidov, vp of measurement and insights, Disney Ad Sales. Likewise, news content “is just as effective as non-news content, and in some instances more impactful because you’re aligning yourself with trustworthiness as a pretty important component,” he added.

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