The Influence of Quality News on German Advertising Practices

Stagwell has released its News Advertising Study for Germany in collaboration with Axel Springer, Teads, and The Trade Desk. Covering over 11,000 respondents, the study shows a higher concentration of 'news junkies' in Germany compared to other markets. Notably, 81% of Germans are active news readers, with 35% checking news multiple times daily.

The research highlights that advertising alongside news content is safe for brands. It's noted that brands failing to engage with news media miss significant opportunities, especially given Germany's higher share of news enthusiasts. The study dismisses brand safety concerns, emphasizing consistent purchase intent across all content types, including political and crime coverage.

German consumers demonstrate a robust engagement with news over sports or entertainment. The findings were discussed at the annual Media Leaders event in Berlin, stressing the importance of advertising in news for stability in journalism.