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TV News Has Become a Madison Avenue Hot Potato, But It Still Helps Ads
Advertisers have grown wary of TV news programs in recent years, but a study from research firm Mediaprobe suggests the strategy is flawed
TV-news programs are some of the most-watched in a fragmented media ecosystem, but advertisers have increasingly shied away from the medium in recent years, fearful that polarized audiences will associate their pitches with hot talk and tough stories tied to politics, climate change and cultural debates. Ad dollars are expected to fall at CNN, MSNBC and Fox News Channel in 2025, according to data from Kagan, a market-research firm that is part of S&P Global Intelligence. “The strategic implications of these findings are clear: placing ads in news/politics content not only increases the chances of viewer engagement but also significantly boosts brand recall,” Mediaprobe found.
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