The strategic power of news media in the mid-funnel

Reach and frequency of contact do not tell the whole story: the choice of medium and the reader’s relationship with the media brand largely determine the campaign’s impact. Our recent study across 34 media titles and 4,900 respondents shows that news media are of considerable value within the mid-funnel when it comes to building brand trust, image and the effective communication of the message. Particularly at a time when AI is helping consumers navigate this ‘messy middle’, brands must build the authority and trust needed to be seen as the go-to credible source.

1. The Context Effect

This study substantiates the fact that the consumption environment is decisive for the success of an advertisement by measuring the effect of exactly the same advert in different media environments. When we compare an online advert in a news media environment with the same advert on social media (index 100), we see a strong uplift across all mid-funnel KPIs:

• Interest in the brand: rises to an index of 148 (+48% compared with social media).

• Brand affinity: rises to an index of 132 (+32%).

• Brand trust: rises to an index of 130 (+30%).

• Message recall: rises to an index of 128 (+28%).

We see the same pattern in audio: an advert in a news podcast performs significantly better in terms of brand affinity (index 130), interest (index 132) and trust (index 120) than in an entertainment podcast. A calm atmosphere, focus on content and a high-quality brand context therefore act as direct catalysts for brand impact.  

2. The critical reader’s mindset as an advertising accelerator

We have seen previously that news media provide a context of trust. However, the real breakthrough in our understanding lies in the audience’s mindset. The study shows that the effect of advertising is strongly linked to the reader’s attitude: an audience that is curious, critical and socially engaged processes information at a deeper level. This engaged mindset emerges from this study as the strongest predictor of advertising effectiveness. This underlines that it is not only the media environment that matters, but also the mindset with which people consume media.

3. The misconception surrounding younger target groups 

It is often assumed that younger target groups (such as 18–34-year-olds) can only be effectively reached via social media or entertainment content. This research calls for an important nuance. Young people who consume news media do so with a high level of engagement and trust. In fact, campaigns within a news context show an even greater increase in KPIs among this younger group across the brand indicators examined than among those aged 35 and over. News media thus offer a powerful gateway to connecting young, highly educated and discerning consumers to a brand. 

4. Journalistic authority vs. creator trust 

Whilst content creators have gained ground in recent years in terms of personal engagement, affinity and relatability, news brands add a different quality to this: a journalistic context in which trust and credibility play a key role. 

5. Format opportunities 

Standard display banners ensure continuous visibility, but to make the most of the attention paid to content in news media, there may be significant opportunities in utilising richer formats. The current research suggests this is the case, as podcasting (overall) scores higher on advertising impact than online media. This warrants further research.  It also presents an interesting opportunity for high-involvement brands with a content-driven or rational proposition – such as financial services providers, sustainability and energy companies, B2B providers and premium brands. 

Conclusion: focusing on impact 

The results show that the qualitative impact per contact within the target group and context under investigation is higher in a news environment than on social media. Low eCPMs and reach alone do not always reveal what a campaign actually achieves. Reach creates the opportunity, but this research shows that context and reader mindset are also relevant factors for the ultimate brand impact. 

About the research 

The research was carried out in the second quarter of 2026 amongst 4,900 respondents within the HBO+/AB1/W1 target group. The experimental study examined 34 media titles and platforms. Respondents were shown or played identical adverts from two fictional brands in various media environments, including a digital newspaper, a mobile website and a podcast pre-roll. Metrics such as message recall, brand image and interest were then measured. The research was carried out by WPP Media in collaboration with Mediahuis NRC and the research agency MSI-ACI, on behalf of Mediahuis NRC.