🛍 Advertising in News Outperforms Expectations

Sixty percent of marketers reported that advertising placements within news environments outperform their standard campaign performance benchmarks.

The vast majority of marketers do not consider news an unsuitable environment for advertising. Ninety-five percent view “soft” news (sports, weather) as appropriate, and 84–88% say the same for current and breaking news.

Fifty-three percent of marketers already invest in news, allocating an average of 28% of their budgets, and another 28% plan to start investing. Ad impressions among major news publishers increased by 58% in the first half of 2025.

The biggest barrier to increasing investment remains concern about ads appearing alongside negative or potentially controversial topics. Advertising agencies are more sensitive to such topics than the brands themselves.