Stagwell (STGW) Expands 'Future of News' Initiative into Asia-Pacific with a Summit in Singapore in Partnership with South China Morning Post

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 UK. This regional study further reinforces it is safe for brands to advertise adjacent to quality news content agnostic of the topic.

Key Findings Include:

• 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," said 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.

Kevin Huang, Chief Operating Officer at South China Morning Post, said, "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. 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, visit: https://www.stagwellglobal.com/future-of-news/ and reach out to [email protected] with any questions. Content from the summit will also be available for viewing on Stagwell's YouTube.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com. 

Contact
Madison Wick
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SOURCE Stagwell Inc.