Stagwell’s latest research highlights strong engagement from the most dedicated news consumers. News Media advertisers could find an especially receptive audience.
What We Know: Stagwell’s Future of News study found that 25% of Americans qualify as “news fanatics,” meaning they check the news more than five times each day. That audience also shows strong support for brands appearing alongside trusted journalism. Specifically, 78% of news fanatics believe companies should advertise on news media. Additionally, 74% say they have a more positive impression of companies that advertise within news environments. Those findings reinforce the idea that highly engaged news audiences don’t view advertising as a negative when it supports the content they value.
What The Numbers Show: The Stagwell data arrives as publishers, broadcasters, and advertisers continue debating the value of news audiences. However, the research suggests the industry’s most loyal consumers actively reward brands that invest in news programming. Nielsen data adds another layer to that conversation. According to Nielsen, News/Talk listeners spend 45% more time listening than all-news listeners. As a result, advertisers don’t just reach engaged consumers through News/Talk stations. They also receive longer exposure to their messaging across those broadcasts.
What Remains Unclear: The study doesn’t indicate whether those attitudes translate directly into higher purchase rates or stronger long-term sales performance. Likewise, it doesn’t break down how opinions differ across television, radio, digital, podcasts, or print news platforms. Additional research could clarify whether those advertising perceptions remain consistent across every news format.
What It Means: The findings strengthen the argument that news audiences remain valuable despite shifting media habits. While some marketers have reduced spending around news content, this research suggests dedicated consumers often welcome brand participation. Combined with Nielsen’s listening data, the results offer another reminder that News/Talk programming continues delivering highly engaged audiences that spend significant time with trusted news brands.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.