{"id":8161,"date":"2020-10-26T00:00:00","date_gmt":"2020-10-26T07:00:00","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/2020\/10\/26\/all-news-is-not-created-equal-the-advantages-of-local\/"},"modified":"2023-06-06T18:59:37","modified_gmt":"2023-06-07T01:59:37","slug":"all-news-is-not-created-equal-the-advantages-of-local","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/all-news-is-not-created-equal-the-advantages-of-local\/","title":{"rendered":"All News is Not Created Equal: The Advantages of Local"},"content":{"rendered":"<p><i><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11525 alignleft\" src=\"https:\/\/www.tegna.com\/advertise\/wp-content\/uploads\/sites\/2\/2023\/01\/Nancy-Barre.jpg\" alt=\"\" width=\"100\" height=\"100\" \/>By Nancy Barre, Local Sales Manager, WXIA\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">The overuse of the term \u201cfake news\u201d may lead people to assume that advertising in news content will create negative associations for a brand. A new study from IAB and Magid Research demonstrates the opposite is true. Advertising in trusted news sources makes consumers trust and like brands <\/span><b><i>more<\/i><\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The study,<\/span><a href=\"https:\/\/www.iab.com\/wp-content\/uploads\/2020\/09\/200927.iab_Value-of-News.ExecSummary.FINAL_.pdf\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><span style=\"font-weight: 400;\"> The News Trust Halo: How Advertising in News Benefits Brands<\/span><\/a><span style=\"font-weight: 400;\">, draws the conclusion that advertising is <a href=\"https:\/\/www.tegna.com\/advertise\/brand-safety-101-the-importance-of-advertising-environments-you-can-trust\/\" target=\"_blank\" rel=\"noopener\">brand safe<\/a>, increases trust, and drives consumers to action. This is excellent news for advertisers.\u00a0\u00a0<\/span><\/p>\n<h2><b>IAB Reveals Positive Sentiment with Advertising in News<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The study revealed that almost half (47%) of consumers said that advertising in the news increases their positive perceptions of brands, including believability, customer focus, and quality. Overall, 49% of consumers believe brands that advertise in the news are more relevant to them.<\/span> <span style=\"font-weight: 400;\"> Additionally, consumers who see a brand\u2019s advertising on their favorite news outlets are:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">45% more likely to visit the brand\u2019s website or search for more information online\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">43% are more likely to consider buying it\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">41% more likely to talk about the brand with family or friends\u00a0<\/span><\/li>\n<\/ul>\n<h2><b>Local News Consumption &amp; Engagement is Habit-Forming<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The foundations for building a trusting relationship between the viewer and local TV news is based on engagement and relevance. While the IAB study offers these strong insights into news content in general, the implications for brands advertising in local television news are amplified.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is because viewers choose to engage with local TV news sources because of the relevance and proximity to what happens in their everyday lives. Viewers trust that their local TV news will bring them the information they need to go about their day. Viewers tune in regularly to content that matters to them when local TV news can be the answer to their questions.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What happened in my community today, and how will that impact me? How should I prepare for today\u2019s weather forecast? How will traffic affect my commute? When local TV News delivers on the promise to answer these questions for viewers, it builds trust and brings viewers back time and again in habit-forming daily patterns.\u00a0\u00a0\u00a0<\/span><\/p>\n<h2><b>Engagement Taken One Step Further\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Advertising in trusted local TV news takes engagement and relevance to the logical next step in offering the answers to other questions that arise in the viewer\u2019s everyday lives. Questions like\u00a0<\/span><span style=\"font-weight: 400;\">\u201cWho can I trust to fix my HVAC system? Which is the best private injury firm in the city?\u201d or \u201cWhere should I go to buy my next car?\u201d are just a few examples.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, local TV news viewers are also consumers. Combining the halo effect of advertising in a trusted news source with the ability to create the frequency of messages with daily local viewers can have a powerful impact on brands by driving consumer connection and action.<\/span><\/p>\n<h2><b>How TEGNA Can Help with Local TV Advertising<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">TEGNA delivers innovative, integrated marketing solutions via local TV news broadcasts, OTT, and digital platforms so your brand can reach a critical audience \u2013 on any screen, any time, anywhere. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Find out what partnering with TEGNA can do for your brand and connect with us today!<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Forget about fake news. A new study from IAB finds that advertising in trusted news sources &#8211; like WXIA in Atlanta &#8211; makes consumers trust and like brands more. WXIA&#8217;s Nancy Barre discusses why local news advertising is brand safe, increases trust, and drives consumers to action &#8211; and why this is excellent news for advertisers.<\/p>\n","protected":false},"author":4,"featured_media":8162,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52,87,79],"tags":[],"class_list":["post-8161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practice-tips","category-broadcast","category-thought-leadership","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8161","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=8161"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/8161\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/8162"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=8161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=8161"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=8161"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}