For publishers and media outlets, the stakes have never been higher. You carry the torch, delivering trusted journalism, which safeguards democracy. But there’s a challenge we all face: How do we ensure that advertisers and agencies recognize the critical role your media platforms play, not just for society but for their brands?

The truth is, news outlets are more than just another space to place ads. They offer something everyone is looking for in today’s fragmented digital landscape: trust, attention, and real brand outcomes. And it’s up to us, as media executives, to make sure the advertising community understands that value.

A new study from Teads and Lumen Research underscores what many of us already know—advertising alongside quality journalism isn’t just the right thing to do, it’s also the smart thing to do. Yes, supporting the health of the media is important. But the news and information created by trusted media brands provides an excellent environment for advertisers.  

Why news platforms outperform social media

When advertisers invest in news platforms, they’re getting more than just impressions. They’re tapping into the power of focused attention and outcomes. Our study found that ads placed within trusted news environments drive a 77% increase in brand recall. That’s compared to other channels where distractions are plenty and attention is fragmented.

Consumers who come to news platforms are there to engage deeply. And that translates directly to the brands that advertise alongside this content. The study showed that news platforms have a higher attention coefficient. Publisher inventory running through Teads’ premium supply, for example, outperformed social media with a focused attention rate of 16.9%, compared to the social average of 15.8%.

This means that ads placed within trusted journalism aren’t just seen—they’re remembered. And in a time when attention is the most valuable currency, that’s a huge differentiator for brands.

Building trust and driving brand safety

Here’s the thing: brands seek to build trust and credibility. And where better to find that than in the trusted, carefully curated content that news outlets provide? Consumers have shown they trust brands that advertise alongside credible journalism. In fact, the study found that 94% of U.S. consumers have a neutral or positive perception of brands that advertise in quality news content.

For advertisers, that’s reassurance. It means their brand isn’t just safe—it’s enhanced by association with journalism that audiences trust. And the fear that placing ads next to serious news will hurt their brand? The study debunked that myth too. 69% of consumers report that advertising alongside serious or even “disconcerting” news doesn’t negatively impact their perception of the brand.

This is critical as we talk to advertisers. News outlets offer an unparalleled level of trust and brand safety, providing the very context that advertisers need to not only protect their reputation but to strengthen it.

Helping advertisers understand the value

Let’s be clear: this isn’t about asking advertisers to just do the right thing by supporting journalism. This is about showing the real, measurable value that news platforms provide. Quality journalism delivers. It offers attention, trust, and results that many other channels simply can’t.

But we’re also facing a growing challenge—news outlets are under immense pressure. Since 2005, more than 43,000 journalist jobs have been lost, and the U.S. is seeing an alarming rise in “news deserts” as more than 1,700 communities are left without local news sources. These closures don’t just hurt journalism, they hurt society. And as misinformation spreads and trust in media declines, it becomes harder for quality journalism to survive without the support of advertisers.

We, as media executives, are in a unique position to bridge that gap. By helping advertisers understand the tangible benefits of supporting news outlets we can drive the investment that quality journalism needs to thrive. And the value for these advertisers is clear: higher brand recall, stronger consumer trust, and a brand-safe environment.

A call to action for media leaders

This is about more than just placing ads. It’s about the future of public discourse. Quality journalism is a pillar of democracy, and without it, we risk losing an informed and engaged society. But the future of journalism is at risk if advertisers continue to look elsewhere.

Our role is to ensure they see the value in supporting trusted journalism. The Teads and Lumen Research study proves that investing in news platforms isn’t just good for society—it’s good for business. But it’s up to us to ensure that message gets through.

Now more than ever, media executives have the power to lead the charge. It’s our responsibility to communicate to advertisers and agencies that their dollars aren’t just buying ad space—they’re investing in the future of a free press, trusted information, and an informed democracy.

We must continue to show the value of these partnerships, both for the brands that advertise and the journalism that drives societal progress. After all, it’s not just about what’s good for business. It’s about what’s good for the world. 

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Study Methodology: commissioned by Teads, Lumen Research conducted an online survey with 900 respondents from the U.S., age 18+. The study measured against prompted brand recall, brand choice and brand perceptions to further explore the impact of ad exposure on brand outcomes. One group saw traditional news and one group read soft news content to understand how the news content affected attention to the ads. Lumen’s patented eye-tracking platform was enabled as respondents scrolled from the front-facing smartphone camera to measure the visual attention data of how each consumer read the news and paid attention to the ads. A control group of 250 people matched on demographics took part in the survey component of the study. Fieldwork was undertaken between May 2 and May 24, 2024.