News Drives Positive Results for Advertisers
12 Giugno 2018 - 02:30PM
Business Wire
New commissioned study debunks myth that news
is bad for brands
News websites help drive sales for brands and create value for
advertisers through quality journalism, according to a new Nielsen
study commissioned by News Corp.
The 2018 Nielsen Media Lab survey and white paper highlights the
power of news websites to positively impact consumer behavior and
brand perception. Key findings include:
- News sites drive a significantly higher
increase in both purchase intent and recommendation than other
publishing categories such as sports, travel, food, and
entertainment.
- News content helps increase positive
brand perception and brand affinity.
- Negative or political news content is
no more likely to adversely impact consumer attitude towards a
brand than any other publisher category.
“Authenticity and actuality are precious qualities in an age of
the artificial and the asinine. It is important that
advertisers have adjacencies to reporting of the utmost integrity
and verified veracity, and not have the brands tarnished by
exposure in unsafe spaces and polluted places. Gilt by association
is far preferable to guilt by association,” said Robert
Thomson, Chief Executive of News Corp. “This significant survey
underscores the lasting power of news to engage, inform and
enhance.”
“There is a common misconception among marketers that news is
bad for brands, but as this survey shows: that’s simply not true,”
said Jesse Angelo, News Corp’s Chief of Advertising Solutions and
CEO of the New York Post. “News has always been and continues to be
an effective place to advertise because of its ability to inform
and engage its audience.”
For some marketers, today’s political climate or catastrophes
can make the news space seem perilous to navigate. However,
millions of consumers see tremendous value in staying informed and
actively engage with news every day. The Nielsen data shows that
this value to consumers drives what marketers seek most—positive
connections that ultimately lead to sales.
Nielsen gathered and analyzed data from nearly 6,000 real
consumers, resulting in new, evidence-based insights into how news,
compared to other publisher categories, performs for brands. The
survey, which was commissioned by News Corp's advertising solution
NewsIQ, found that while brands experienced an increase in purchase
intent across all publisher categories, news content was a clear
leader in this metric with a 44% increase — significantly ranking
above all other content categories.
The survey also showed that respondents were 42% more likely to
recommend a brand to a friend when viewing content on news
publisher sites, nearly 10% percent higher than the combined
average of the other publisher sites.
In measuring brand affinity, business (39%) and news sites (38%)
were category leaders – likewise in driving positive brand
perception. In fact, even negative news content was no more likely
to adversely impact consumer’s brand perception than any other
publisher category.
“We’re excited to work with News Corp to explore how the
consumer experience is being influenced amidst this dynamic media
environment and to help uncover data and insights that help brands
connect and resonate with people through their news and media
consumption,” said Peter Bradbury, Managing Director of National
Client Solutions at Nielsen.
About the 2018 Nielsen Media Lab Survey
Nielsen Media Lab fielded a survey of 5,833 respondents ages 18
to 64 using a methodology designed to replicate the experience of
reading a website article. The goal of the study was to test how a
consumer’s brand perception and how their purchasing behavior might
be affected by the publication category in which their ad runs.
Respondents selected from seven publisher categories - business,
news, fashion/beauty, travel, entertainment, and viewed – to view
content from both category leaders and smaller websites.
To replicate the diversity of content that falls under the news
category, articles that were determined under preset parameters to
be positive, negative or neutral content, were served to the
respondents. Additionally, five different product and service
categories – CPG, auto, finance, retail and tech – were tested
against the content to ensure that the findings were generally
applicable to the marketing industry as a whole.
To get the report, please email: whitepaper@newscorp.com.
About News Corp
News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) is a global,
diversified media and information services company focused on
creating and distributing authoritative and engaging content to
consumers throughout the world. The company comprises businesses
across a range of media, including: news and information services,
book publishing, digital real estate services, and cable network
programming and pay-TV distribution in Australia. Headquartered in
New York, the activities of News Corp are conducted primarily in
the United States, Australia, and the United Kingdom. More
information: http://www.newscorp.com.
About NewsIQ:
NewsIQ is a precision audience targeting platform powered by
News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV). NewsIQ gives
advertisers access to an audience across a suite of News Corp
businesses, including Dow Jones, NY Post, Move Inc., HarperCollins
Publishers, Storyful, and News America Marketing. NewsIQ leverages
News Corp’s proprietary data, custom content studios, social
listening technologies and premium brand-safe media inventory to
help its partners achieve their marketing goals. For more
information, please visit: http://www.newsiq.net.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180612005817/en/
News Corp Corporate CommunicationsIlana Ozernoy,
212-416-3364iozernoy@newscorp.comorNews Corp Investor
RelationsMichael Florin, 212-416-3363mflorin@newscorp.comorNewsIQ
Corporate Marketing:Carol Gillard,
212-416-3099cgillard@newscorp.com
Grafico Azioni News (ASX:NWS)
Storico
Da Feb 2024 a Mar 2024
Grafico Azioni News (ASX:NWS)
Storico
Da Mar 2023 a Mar 2024