Exposing the ‘brand suitability’ myth.

Unveiling the facts: How avoiding advertising in hard news is costing brands ROI and growth.

The prevailing notion of ‘brand suitability’ – which has led some advertisers and agencies to shy away from placing ads in news publishing – lacks a factual basis. New evidence firmly contradicts the claims that advertising in news content harms brand performance or perception. In fact, this misconception is causing advertisers to forgo substantial ROI and profit opportunities.

ThinkNewsBrands has combined global and local research from Stagwell/HarrisX, Edelman, NewsWorks, the University of Canberra, and FiftyFive5 to challenge the ‘brand suitability’ myth. Our comprehensive report reveals the significant advantages of advertising within all news environments (hard and soft) and highlights the substantial opportunity costs advertisers face by avoiding hard news.

Our findings demonstrate that there is no negative impact on a range of performance and brand perception measures from advertising in ‘hard news’, but it also provides enhanced ROI and profit growth. By debunking outdated beliefs and presenting clear evidence, we aim to encourage a shift in advertising strategies, helping brands realise the full potential of news publishing media.

Download our comprehensive report and understand why embracing all news environments could be a game-changer for your advertising strategy.