News junkies, individuals who consume news frequently, represent a key demographic for advertisers. They demonstrate significantly higher purchase intent and brand trust compared to the general population. Despite brand safety concerns discouraging some companies from advertising on news platforms, these fears are often unfounded and lead to missed opportunities. More than 80 million U.S. adults closely follow the news, presenting a growing market segment. Advertising within news content has proven effective, yielding better returns on ad spending than other media channels.
"News junkies are a valuable demographic for advertisers, demonstrating higher purchase intent and brand trust. The average purchase intent among news junkies is 66% −16 percentage points higher than the general population."
"Brand safety concerns, often based on outdated blocklists, are overblown and lead to missed advertising opportunities within news content. Advertisers should see the tremendous potential in a large, highly engaged audience."
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