What today's audiences want from brands — and why news delivers it
While visiting my family in New York recently, I found myself observing how my nephews engage with content, especially news. What they consider news, where they find it, and who they trust to deliver it is vastly different from traditional expectations.
This shift is echoed in the 2025 Reuters Digital News Report, which shows that younger audiences, in particular, are more selective than ever in where they get their news and who they trust. Attention is limited, and trust — once lost — is hard to regain. For brands, this presents a pressing challenge: How do you stay visible, relevant, and memorable in such a fast-evolving media landscape?
The answer lies in a powerful, yet often underestimated, space — trusted news media.
Yes, news. In an age of algorithms and ad fatigue, credible news environments offer something rare and powerful: trust. In a world where trust drives engagement and loyalty, news is a strategic asset for brand building and connecting with audiences.
When a brand appears in a trusted news environment, it does not just gain exposure; it also gains credibility. According to CNN's Brand Power study, which surveyed 1,200 senior marketing professionals, nearly 90 percent of marketing leaders say international news is an essential part of their brand strategy. They turn to the news for its high-quality, trusted, and impactful environment.
This is the halo effect of strong journalistic brands. Brands benefit from the integrity and authority of the news platforms on which they appear. That trust transfers, and in a time of misinformation and media skepticism, it is more valuable than ever.
Today's audiences are informed, selective, and value-driven. They want brands to be authentic and relevant. News provides the context and credibility that help brands meet these expectations. It allows them to show, not just tell, what they stand for.
Even as some consumers moderate their news consumption due to fatigue, many remain deeply engaged with trusted sources, especially during major global moments.
Events like the 2024 US Election and the COP29 climate summit drew millions of viewers worldwide, demonstrating the enduring power of news to unite and inform. These are the audiences that matter most: thoughtful, curious, and open to meaningful messaging.
According to our Brand Power study, marketing leaders recognize this — many agree that brands appearing in trusted news environments during key moments are rewarded with increased brand exposure, elevated brand status, and heightened audience attention, engagement, and interest.
There is a persistent myth that news is a risky space for advertisers. The truth is the opposite. Reputable news organizations uphold rigorous editorial standards, making them among the safest and most effective environments for advertising.
News audiences are highly engaged and influential. They are not just scrolling; they are seeking. Research from WARC and Stagwell consistently shows that audiences in news environments are in an active, information-seeking mindset, making them significantly more engaged and receptive to brand messaging. This elevated level of attention leads to stronger brand recall, deeper trust, and a higher likelihood of consumer action. When brands align with quality journalism, they benefit from increased purchase intent and more meaningful emotional engagement.
In fact, according to Stagwell research, 84 percent of consumers say they trust brands more when they appear in brand-safe environments, such as trusted news media, underscoring the unique value of journalism as both a high-impact and low-risk advertising channel.
The goal is not just to be seen; it is to be remembered and trusted. News helps brands move from awareness to action through storytelling that informs and inspires.
We have seen how campaigns integrated into trusted editorial environments consistently outperform traditional formats. They do not interrupt; they connect. According to WARC research, ads placed in premium news environments are up to two times more trusted and 1.5 times more likely to be viewed than those in non-premium contexts.
Despite strong evidence supporting the effectiveness of news for advertisers, a concerning trend is emerging: Many brands are retreating from news. A recent WARC study projects that global ad spend on news brands will decline by 33 percent in 2025 compared to 2019. In a world where media is fragmented and audiences are skeptical, news offers something uniquely powerful: a foundation of trust. It provides the credibility, context, and connection that modern brands need to thrive.
Brands that embrace news do not just advertise; they build relationships. They don't just sell; they stand for something. And in doing so, they create campaigns that not only perform but also endure.
In a distracted world, trust is everything — and news is where trust lives. Advertising in the news is not just good for society; it is a smart, strategic choice for brands. Advertisers have a vital role to play in sustaining a healthy and truthful information ecosystem, one where my nephews and future generations can grow up with access to trusted, credible news.
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