Stagwell expanded its Future of News initiative into APAC last week, marked by a summit at the American Chamber of Commerce in Singapore, hosted in partnership with South China Morning Post. At the event, Stagwell unveiled new research conducted by its research consultancy HarrisX, examining public perceptions and the overall health of news advertising in the market.
The survey, fielded among 9,876 adults across Hong Kong, Japan, Singapore, and Vietnam, builds on Stagwell’s prior News Advertising studies conducted in Canada, the U.S. and the UK. Stagwell’s regional study “further reinforces that it is safe for brands to advertise adjacent to quality news content agnostic of the topic,” the company said.
Key Future of News Findings:
- 74% of APAC adults are news readers, reading an average of 7.1 articles per day.
- 21% of APAC adults are ‘news junkies,’ checking the news an average of 7.2 times per day and reading an average of 9.4 news articles per day.
- APAC adults are more likely to follow news very closely (21%) than they are sports and entertainment (19%).
- The research reveals no evidence of brand safety concerns across key audience groups, including News Junkies, Gen Z, Millennials, and university-educated adults.
- Among highly educated respondents, the average purchase intent for brands whose ads were placed next to news articles on global politics and crime was 66%, compared to 64% for sports and 63% for business—differences that are statistically insignificant, meaning it is safe for brands to advertise next to all of these topics.
- Among parents, purchase intent for brands whose ads were placed next to news articles on crime and entertainment was 77%, respectively, echoing it is safe for brands to advertise in these environments.
“The findings of our APAC study reinforce a consistent narrative: trusted journalism connects brands with engaged audiences and fuels stronger business outcomes,” said Mark Penn, Chairman and CEO of Stagwell.
“The role of news in shaping consumer trust and brand safety is as critical in this region as it is globally, and this event gave leaders across industries the chance to engage with fresh insights tailored to our markets,” added Randy Duax, Managing Director of Stagwell APAC.
Alongside the findings, the summit featured panel discussions on Why News Works for Brands and Being a Journalist in APAC Today, featuring thought leaders from news organizations, including Business Insider, CNN, South China Morning Post, and business leaders from regional and global companies.
“For today’s marketers, the emphasis should be on a future focused on brand suitability. Brands now have the tools and confidence to choose contexts that align with their values, effectively addressing concerns about low-quality environments,” said Kevin Huang, Chief Operating Officer at South China Morning Post.
“The real opportunity lies in collaborating with trusted journalism to share authentic stories that resonate in the real world.”
To learn more about the Future of News and explore the research, go here.
