News Is a Big Driver of Consumers’ Actions
A new study from Disney Ad Sales and Magna affirms what local TV stations and savvy advertisers have known for many years: News is one of the best advertising platforms to connect with consumers.
According to the study, when viewers trust and respect news sources research intent increases 25%, brand favorability increases 21% and purchase intent increases 21%. The study also showed those three consumer actions by the subcategories of news.
Impact of Ads by News Subcategories, 2021
|
News Subcategories |
Research Intent |
Brand Favorability |
Purchase Intent |
|
Entertainment |
+5% |
+4% |
+6% |
|
Sports |
+1% |
+8% |
+2% |
|
Human interest |
+6% |
+5% |
+3% |
|
Race & culture |
+5% |
+7% |
+7% |
|
Politics |
+2% |
+5% |
-1% |
|
Hard news |
+3% |
+6% |
+4% |
Disney Ad Sales and Magna, February 2022
Interestingly, the research also showed a display ad in sports and entertainment news increases research intent much more than a video ad, or +7% and +2%, respectively. Video ads scored much higher than display ads in sports and entertainment news for brand favorability (+7% vs. +3%) and purchase intent (+5% vs. 0%).
Product ads score much better than perception ads in the hard news subcategory, however, perception ads are more valuable than product ads in the race & culture news subcategory.
Impact of Ad Types in the Hard News and
Race & Culture News Subcategories, 2021
|
Ad Type |
Research Intent |
Brand Favorability |
Purchase Intent |
|
Hard News |
|
|
|
|
Product ad |
+5% |
+10% |
+7% |
|
Perception ad |
0% |
+1% |
+2% |
|
Race & Culture News |
|
|
|
|
Product ad |
+3% |
+3% |
+4% |
|
Perception ad |
+7% |
+11% |
+10% |
Disney Ad Sales and Magna, February 2022
