Survey fielded after the U.S. presidential
election reveals 57% of U.S. adults say misinformation and "fake
news" are key issues impacting trust in news media
Notwithstanding, 71% of Americans believe
companies should advertise in news media, viewing it as essential
support for journalism
WASHINGTON, Nov. 15,
2024 /PRNewswire/ -- 65% of Americans say advertising
in news is important, though trust challenges remain, according to
a survey Stagwell (NASDAQ: STGW) released on November 14 as part of its Future of News
initiative. The post-election flash poll conducted by Stagwell
and its research consultancy HarrisX, which surveyed 1,510 U.S.
adults between November 11-12,
reveals Americans' perspectives on the media landscape, factors
influencing their trust in news media and public support for brand
advertising in news.
Key findings from the post-election survey include:
- Trust and Perception: 65% of U.S. adults say it's
important for companies to advertise in news, and 66% have a more
positive perception of companies that do so.
- Preferred News Sources: Local (73%) and broadcast
TV (67%), newspapers (66%), and radio (65%) are the top trusted
news sources.
- Misinformation's Role in Breaking Trust: The main
issues impacting Americans' trust in news media are misinformation
and fake news (57%), poor separation between news and opinion
content (46%), and sensationalism and bias (44%).
- CTA for Younger Generations: 56% of Americans say it's
important for younger generations to watch the news more than they
currently do.
- Factors to Increase Trust in News: To build trust in
news media, Americans want more emphasis on fact-checking (58%),
clear separation between news and opinion content (58%) and a
balanced perspective on all issues (54%).
This study follows Stagwell's U.S. and U.K. News Advertising
studies released earlier this year which reveal ads placed
adjacent to news topics such as politics, inflation, and crime
perform as effectively as those placed next to business,
entertainment, and sports stories.
"Americans continue to recognize the importance of news and the
importance of advertisers supporting the news industry," said
Mark Penn, Chairman and CEO of
Stagwell. "But all is not completely rosy as questions about trust,
particularly among Republicans, continue to dog the industry."
These findings highlight the continued importance of news media
as a platform for brand engagement. Stagwell is committed to
initiating data-driven discussions with advertisers about their
investment in news. This topic and more were discussed at the
Future of News post-election summit in Washington on November
14.
To learn more and get involved, please contact
futureofnews@stagwellglobal.com.
About Stagwell
Stagwell (NASDAQ: STGW) is the challenger network built to
transform marketing. We deliver scaled creative performance for the
world's most ambitious brands, connecting culture-moving creativity
with leading-edge technology to harmonize the art and science of
marketing. Led by entrepreneurs, our specialists in 34+ countries
are unified under a single purpose: to drive effectiveness and
improve business results for their clients. Join us at
www.stagwellglobal.com.
About HarrisX
HarrisX is a leading global research consultancy that regularly
conducts major market research, public policy polling and social
science studies and consulting engagements in more than 40
countries around the world. It is a proud member of Stagwell Global
(STGW). Learn more at www.harrisx.com.
Contact
Madison Wick
PR@stagwellglobal.com
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SOURCE Stagwell Inc.