In this year's US Brand Safety Consumer Survey, 25% of respondents said any specific news topic should be off-limits to ads, while nearly half (46%) said all high-quality journalism should be appropriate for ads. Reinforcing those findings, by more than a two-to-one margin (69% to 31%), respondents said the importance of ad funding for coverage of the Ukraine war outweighed any risk of violent content in that coverage.
When asked about specific topics, only small minorities of respondents said news coverage of those subjects should not be supported by ads, such as news about the war in Ukraine (19%), COVID-19 (19%), riots/civil unrest (22%), police brutality (22%), drug abuse/overdoses (23%), LGBTQ+ issues (23%), abortion (23%), school shootings (25%), controversial politicians (26%), or murders/violent crimes (27%).
By contrast, far larger percentages of respondents said nine other types of non-news content should be blocked by advertisers. Those “noxious nine” topics, which align with equivalent categories in the GARM Brand Safety Suitability Framework, are:
Among other findings of the survey:
To download the full 2022 US Brand Safety Consumer Survey, click below.
To read the full press release, click below.