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BBC Media Brand Safety

Brands should look to trusted news channels or websites to woo APAC news consumers, says BBC study

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By Benjamin Cher, Reporter

May 31, 2017 | 3 min read

The majority of Asia Pacific news consumers (61%) would trust an advertiser if it was advertised on a trusted news channel or website, according to a study titled The Value of New – and the Importance of Trust by BBC World News and BBC.com.

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Trusted news site top news consumer perceptions accoridng to BBC study

The report also found that almost two-thirds (65%) would consider a brand if it was advertised on a similarly trusted platform.

This comes as Snap and Google double down on brand safety to reassure advertisers.

The study polled 1,549 respondents across Australia, Singapore, Malaysia, Hong Kong and India. APAC news consumers were also more likely (65%) to read sponsored content on a trusted news website according to the study.

Traditional news publishers remain the most trusted type of digital platform, with trust level for brands associated with these outlets at least 50% higher than other types of digital news platform. Being associated with an untrusted media outlet would negatively affect the perception of a brand for 62% of APAC news consumers, according to the report.

While 82% of APAC news consumers said that staying abreast of news is important, 77% were more concerned about global issues than ever. However 79% were concerned about fake news with 64% finding it hard to distinguish between real and fake news. This has led 79% of respondents to be more inclined to refer to well-known and established news brands.

TV remains the most popular platform (85%) in staying updated with international news with for APAC news consumers, followed by social media (76%), news apps (50%), websites (49%), newspapers (45%) and news aggregators (36%).

The joint number one sources for discovering breaking news are social media and international news channels, however, 68% of those using social media will use international news channels as top alternate sources for fact checking. International news websites and apps were the second top source at 62%. BBC World News appeared on the top of the most trusted international news channel and most important new channel amongst the respondents’ pay TV package, however it is worth noting that the study was carried out by the network.

“In a world of fake news and increasing mistrust in the media, brand safety and trust are crucial for any quality advertiser," said Chris Davies, commercial director, BBC Global News Ltd. "Consumers are looking for news they can rely on and this research reveals clear evidence of a halo effect and credibility boost for brands associated with trustworthy, quality publishers like the BBC."

BBC Media Brand Safety

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