The ‘reliability and quality’ of news content plays a significant role in achieving brand safety, new study finds

• Guidance on ad messaging subtleties between hard news and softer or more culture-driven news. In hard news, a more direct, product focused ad message delivered higher brand impact, with favorability rising 10% over benchmarks, research intent up 5% and purchase intent up 7%. In race and culture news, on the other hand, a storytelling approach for brands yielded 11% better favorability 10% better purchase intent.

• News perceived as “heavy” isn’t necessarily a bad place for brands to appear adjacent to; the study showed it can actually drive brand impact. Brand favorability rose 7% and intent to recommend the brand rose 5% from ads in news perceived as “heavy” or “sad” by participants.

• 57% of the study’s respondents felt that brands should vet the news source before advertising on it, but that rose to 61% among more affluent households (incomes of $100K+) and dropped to 52% among households making $35K or less. 

MAGNA and Disney are both taking the study’s findings out to their respective clients. “It aligns with our broader approach on media responsibility, which is ensuring that making this connection to where you spend your money matters,” said Lowcock. “We now have demonstrable evidence that when you spend your money in places that matter, you get a better brand outcome. They’re two good narratives.”

Both Davidov and Lowcock dismissed concerns that the research could be used by less reputable news outlets to try to legitimize themselves. “The underlying thing our research is around is that the reliability and quality of the source is important,” explained Lowcock. “But there’s separate work we’re doing to validate the reliability and credibility of that finding. High ratings do not translate to reliability.”