Stagwell (STGW) Unveils Official News Network as an Extension of its Future of News Initiative, Allowing Clients Direct Access to Leading News Publishers

Rhea-AI Summary

Stagwell (NASDAQ: STGW) has launched the Stagwell News Network, a private marketplace connecting advertisers with eight major publishers including Newsweek, NPR, and The Washington Post. New research from HarrisX studying 7,126 U.S. adults reveals significant advertising opportunities in news media, with News Junkies (80.4M adults) showing 66% purchase intent versus 50% for general population. The study found Exclusive News Junkies grew by 7.2M since 2024, now representing 13.8% of the population. Stagwell's campaigns in news media have demonstrated 3x higher return on ad spend compared to other channels, with one client seeing 136% transaction growth. The company will further discuss these findings at multiple sessions during Cannes Lions 2025.

Positive

• Research shows News Junkies (80.4M adults) have 66% purchase intent vs 50% for general population
• Exclusive News Junkies population grew by 7.2M since 2024, now at 13.8% of population
• Campaigns delivered 3x higher return on ad spend in news media vs other channels
• Partnership with eight premier publishers including Newsweek, NPR, and The Washington Post
• Client case study showed 136% transaction growth for a global logistics business

Negative

• None.

Insights

Digital Advertising Strategist

Stagwell's News Network launch leverages rising news consumption trends to drive higher ad ROI for clients through premium publisher partnerships.

Stagwell's launch of the Stagwell News Network represents a strategic expansion of its advertising capabilities through direct partnerships with eight major news publishers including The Washington Post, TIME, and Newsweek. The private marketplace (PMP) structure gives Stagwell's clients privileged access to premium news inventory, potentially creating competitive advantages in reaching high-value audiences.

The company's research findings are particularly significant, identifying a growing segment they call "Exclusive News Junkies" - approximately 36.8 million Americans who closely follow news but not sports or entertainment. This audience has grown by 7.2 million since 2024 and shows higher advertising responsiveness than general populations. Most importantly, Stagwell reports that campaigns including news media deliver three times higher return on ad spend than other paid media channels.

The performance metrics are compelling - a 136% transaction growth for a global logistics client demonstrates the commercial application. The 66% purchase intent among news junkies versus 50% in the general population validates Stagwell's thesis that news inventory delivers outsized results.

This initiative positions Stagwell to capture greater media budget share from clients seeking performance optimization while simultaneously strengthening relationships with premium publishers. The company is clearly betting that the news advertising segment represents an undervalued opportunity in the media landscape, allowing them to differentiate from competitors while delivering measurable results for clients.

The Stagwell News Network launches in partnership with eight premier publishers

New study of 7,000+ U.S. adults finds rising news consumption and greater ad lift among the most engaged news audiences, reinforcing the value of advertising in news.

Research to be built upon throughout Future of News programming at Cannes Lions

NEW YORK, June 13, 2025 /PRNewswire/ -- Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, today announced the launch of the Stagwell News Network, a private marketplace (PMP) associated with its Future of News initiative. As Stagwell continues to drive greater investment into news by bringing together leaders from marketing and news media around data and forward-looking discussions, the News Network will give Stagwell clients unique access to publishers – strengthening Stagwell's ability to deliver premium news inventory and performance-driven solutions for clients.

The News Network's launch partners are Newsweek, Nexstar, NPR, Ozone, RealClear Politics, The Associated Press, The Washington Post, and TIME.

This announcement coincides with Stagwell and the Future of News initiative's expanded presence at the Cannes Lions International Festival of Creativity 2025. Leading up to the festival, Stagwell today unveiled new ad performance-based research, conducted by Stagwell's research consultancy HarrisX among 7,126 U.S. adults, that reveals a clear loss in campaign reach and effectiveness when foregoing news advertising.

Key findings from the study include:

News Consumers are High-Impact Audiences

• News Junkies — roughly 80.4 million U.S. adults who follow the news 'very closely' — view brands more positively than less engaged audiences across seven key brand and reputation metrics, including purchase intent, favorability, likelihood to recommend, and trustworthiness.
• Among News Junkies, a key target group for advertisers, the average purchase intent for 20 brand ads tested across technology, travel/hospitality, CPG, financial services, and automotive, was 66%— compared to 50% among the rest of the general population.
• 13.8% of U.S. adults, or approximately 36.8 million individuals, are Exclusive News Junkies, defined as those who follow the news 'very closely' but do not closely follow sports or entertainment.
• Exclusive New Junkies show greater post-ad exposure lift than the rest of the general population, making it clear they are an underserved advertising audience who responds to ads.

News Engagement is Growing

• Since 2024, Exclusive News Junkies have grown in population size by approximately 7.2 million U.S. adults, now making up 13.8% of the general population compared to 11.1% a year ago. 
• Nearly 60% of News Junkies and Exclusive News Junkies now follow the news more closely than they did a year ago.
• News Junkies and Exclusive News Junkies are now paying particularly more attention to political, international, and economic news than a year ago.

"This research shows that campaigns including news in the media mix consistently outperform those that forego news, and as the population of Exclusive News Junkies expands, brands that ignore news advertising are missing the opportunity to drive real results," said Stagwell Chairman and CEO Mark Penn.

Since beginning news-focused testing in the second half of 2023, Stagwell has seen 2024 campaigns deliver three times the average return on ad spend (ROAS). According to Stagwell agency Assembly's Media Mix Model, news delivers commercial impact, with three times higher ROAS than other paid media channels, and 136% transaction growth for a leading global logistics business.

"We're turning insight into action--from debuting new research for Cannes that proves the power of news audiences, to launching the Stagwell News Network with eight leading publishers, and hosting the first-ever NewsFronts event this October. We're doubling down on the power of news as a critical platform for marketers and advertisers," added Alexis Williams, Chief Corporate Affairs Officer at Stagwell.

Join the Future of News team for programming throughout Cannes Lions:

• RTL AdAlliance Beach | The Business of News | Monday, June 16, 10:30 AM CEST
• WSJ's Journal House | Hard Truths, Real Results: How News Unlocks Advertising ROI | | Monday, June 16, 4:15 PM CEST 
• ADWEEK House | The Business of News | Tuesday, June 17, 1:30PM CEST
• SPORT BEACH | Future of News Breakfast Roundtable | Wednesday, June 18, 9:00 AM CEST
• SPORT BEACH | Future of News: Why News Junkies are the Real MVPs | Wednesday, June 18, 1:00 PM CEST  

To learn more about Stagwell's Future of News Initiative, please reach out to futureofnews@stagwellglobal.com.  To request a copy of the latest research, please visit https://www.stagwellglobal.com/future-of-news/.

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
PR@stagwellglobal.com

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SOURCE Stagwell Inc.

FAQ

What is the Stagwell News Network and who are its launch partners?

The Stagwell News Network is a private marketplace giving clients access to premium news inventory, launching with eight partners: Newsweek, Nexstar, NPR, Ozone, RealClear Politics, The Associated Press, The Washington Post, and TIME.

How effective is advertising to News Junkies according to Stagwell's research?

According to the research, News Junkies show 66% purchase intent compared to 50% for the general population, with campaigns delivering 3x higher return on ad spend in news media.

How has the Exclusive News Junkies demographic changed since 2024?

Exclusive News Junkies grew by 7.2 million U.S. adults since 2024, increasing from 11.1% to 13.8% of the general population, with nearly 60% following news more closely than a year ago.

What ROI metrics has STGW achieved through news advertising?

Stagwell's campaigns delivered 3x the average return on ad spend compared to other paid media channels, with one global logistics client achieving 136% transaction growth.

When and where will Stagwell present these findings at Cannes Lions 2025?

Stagwell will present at multiple venues including RTL AdAlliance Beach, WSJ's Journal House, ADWEEK House, and SPORT BEACH between June 16-18, 2025.