German consumers trust news ads as much as sports or entertainment
The core—and not entirely selfless—message from Stagwell and Media Impact is that advertising alongside news content performs just as effectively as in other environments. According to their findings, Germans showed an average purchase intent of 66 percent for brands whose ads appeared next to political or crime news articles. By comparison, the figure for sports and entertainment content was only slightly higher, at 67 percent. Even when broken down by demographics—such as Generation Z, millennials, high earners, or university graduates—there were no differences in brand impact.
"Germans love news. Advertising in news media guarantees high attention and strong consumer trust," declares Christoph Eck-Schmidt, CCO & CMO of Axel Springer. "Brands that avoid news environments are making themselves invisible," he claims.
The survey, conducted by the companies, included 11,282 adults in Germany. It builds on earlier Stagwell studies examining news advertising in the Asia-Pacific region, Canada, the U.S., and the U.K. The full study can be downloaded here.
Read also:
- American teenagers taking up farming roles previously filled by immigrants, a concept revisited from 1965's labor market shift.
- Weekly affairs in the German Federal Parliament (Bundestag)
- Landslide claims seven lives, injures six individuals while they work to restore a water channel in the northern region of Pakistan
- Escalating conflict in Sudan has prompted the United Nations to announce a critical gender crisis, highlighting the disproportionate impact of the ongoing violence on women and girls.
