In today’s media landscape, trust is a currency that holds immense value – not just for publishers but for advertisers as well. A new Canadian study, conducted by Cossette Media, Vox Pop Labs, and the Google News Initiative, has revealed compelling data on “The Trust Premium” – the measurable lift in brand affinity when advertising appears in trusted news environments.
Key Findings: Why Trust Matters for Advertisers
Advertising in trusted news environments leads to a 25% brand lift
When brands advertise alongside highly trusted publishers, they inherit the credibility of the publication – boosting consumer trust in the brand itself.
Local news drives even stronger trust effects
On average, news publishers rank 35% above other media in trustworthiness. Local news outlets see an additional 16% gain, especially in Quebec, where trust levels in news are even higher.
Hard news is just as effective as soft news for advertisers
Despite assumptions that “hard news” (political or economic reporting) might negatively impact brand perception, the study shows no difference between hard and soft news environments. Brands perform just as well in serious news settings.
Political alignment doesn’t matter – trust does
Consumers don’t penalize brands for appearing in news content that doesn’t align with their political views. Instead, trust in the publisher is what matters most.
What This Means for Marketers
This research reinforces the power of premium journalism as an advertising channel. Brands that advertise within trusted news ecosystems benefit from an immediate halo effect, lifting their credibility and deepening audience trust. In a time when brand safety and consumer confidence are top priorities, this study highlights the importance of aligning campaigns with credible, high-quality journalism to maximize impact.
Want to unlock the Trust Premium for your brand? Partnering with high-trust publishers like The Globe and Mail ensures your brand is positioned in a credible, high-impact environment.
For more information about the Globe Media Group’s advertising and marketing opportunities, please contact your Globe representative.
