Reuters, the international multimedia news provider, has announced the findings of the Tomorrow’s News 2017 survey, which show that – in the year the media became the headline – while fake news can be damaging for both news brands and advertisers, brands which advertise on trusted news sites can benefit.

Tomorrow’s News 2017, a global survey conducted in April and May 2017 among 1,711 Reuters.com users, found that advertising on trusted news sites can help build awareness, influence perception and ultimately create a positive response to advertising.

This is the second year that Reuters has conducted the Tomorrow’s News survey and the findings show that news consumers are becoming increasingly savvy and more wary of sensationalism, and they are more likely to fact check their news with other providers.

The survey findings include:

• 83 per cent tend to trust well-known news brands and always check the accuracy of shared news from other sources (up 6 per cent on 2016).
• Trustworthy content is the number one factor that makes online news brands appealing (57 per cent agreed).
• 87 per cent agree that it is damaging for a brand to advertise on a news site associated with a fake news story.
• 54 per cent believe they are more likely to notice an advertiser if it appears on a trusted news site.
• 57 per cent agree that they have a more favourable opinion of a brand if it advertises on a trusted news site (rising to 60 per cent among those in director level positions).
• 54 per cent believe they are more likely to respond to an advert if it appears on a trusted news site.
• 74 per cent strongly agree they often turn to news brands they trust to verify the source of a breaking story (up 8 per cent on 2016).

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