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By study

Browse our range of effectiveness studies for insight into newsbrands’ ROI, context and influence

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By category

From finance to motors - all you need to know about newsbrands’ advertising effectiveness across different sectors

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An in-depth look at the effectiveness of newsbrands’ advertising online in print and online, plus how they work together to maximise ROI


A series of studies in partnership with Benchmarketing, Peter Field, BDRC Continental and Havas Media Group investigate the return on investment of including newsbrands in multi-media campaigns.

Attention = sales

by Lumen and British Gas

This study shows the clear link between attention to ads appearing on newsbrand sites and sales. Lumen studied British Gas data from Q4 2017 and Q1 2018 at impression level, isolating digital newsbrand elements of the programmatically bought campaigns, revealing uplifts in ad viewing, click rate and conversions.

Planning for Profit

by Benchmarketing

Planning for Profit, conducted for us by Benchmarketing, focuses on the total campaign profit delivered by investing in newsbrands. Importantly it quantifies the effectiveness of both print and digital newsbrands for the very first time. It has the widest category coverage of any effectiveness study, with application for over 90% of advertised brands.

RAMetrics – benchmarking newsbrand ad performance

by RAMetrics

Newsworks has partnered with RAMetrics, which tests hundreds of ads and articles a year across multiple measures, to provide a series of benchmarks that give guidance on how newsbrand ads are likely to perform. We also take a look at how both print and digital newsbrand advertising is becoming more effective over time.

The ROI study

by Benchmarketing

Using the results from over 500 econometric models over the last five years, Benchmarketing has proved that newsbrands continue to play a very important part in the modern media mix. As a result, advertising spend should return to 2013 levels for optimum effectiveness.

The IPA Databank study 2017

by Peter Field

Peter Field analysed 108 UK cases from the IPA Effectiveness Awards Databank 2012-2016, to understand the business effectiveness of UK newsbrands. Building on his previous analysis of 2012-14 cases, the study proves that UK newsbrands are a powerful weapon in the battle against short-termism, because they deliver business effects that are vital to long-term brand success: market share, reduced price sensitivity, loyalty, customer acquisition and profit, in addition to sales uplifts. They are an effective multiplier of other media, as well as delivering a strong multiplier effect when both print and digital are employed together. The data also demonstrate that print newsbrand business effectiveness is increasing

The ROI of digital newsbrands

by Ben Dudley

Ben Dudley, head of data modelling at Havas Media Group, implemented a two-pronged measurement solution to provide proof of digital newsbrand effectiveness.

Based on long-term econometric modelling , the analysis shows that newsbrand partnerships are an efficient channel for driving visits to Westfield and that the long-term partnership has increased returns over the three years 2014-2016.

The second study, analysing O2’s digital attribution model, shows newsbrands’ contribution to ROI on a high investment plan and isolates their specific strength in affecting the middle of consumer digital journeys.

The IPA databank study 2016

by Peter Field

Peter Field’s analysis found that advertising campaigns which use newsbrands deliver stronger business effects as well as boosting the business effectiveness of other media, particularly digital media.

The multi-platform study

by BDRC Continental

10,856 readers, five big brand campaigns and 700,000+ individual brand measurements demonstrate that newsbrands have a significant impact on brand health. Print plays a vital role for newsbrands – it’s the most effective newsbrand brand building platform and it kick starts a multiplier effect across digital newsbrands.