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Global newsbrand ad spend down to $32.3bn this year as advertisers increasingly favour user generated content

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WARC
  • Globally, 51% of ad spend goes to professionally-produced content, down from 72% in 2019
  • On average, 3.7% of total UK TV ad spend is allocated to news programming
  • Tech, healthcare and direct-to-consumer drive news media spend in the US
  • India defies global trends with 6% YoY growth in newsbrand ad spend

WARC Global Advertising Trends: Advertising’s breaking news problem

15 April 2025 – The advertising industry has a breaking news problem. Today’s abundance of hard news stories – from trade wars to armed conflicts – draw audiences but not ad dollars to content publishers and broadcasters.

Globally, newsbrand ad spend is forecast to fall to $32.3bn this year, a 33.1% decrease from 2019, per WARC Media, and is forecast to remain flat through 2026. For magazine brands, spend is forecast at $3.7bn in 2025, a 38.6% slump since 2019.

Alongside content and safety concerns, brands are favouring global digital platforms like Google and Meta for targeted, scalable ads. Future growth hinges on first-party data, trusted environments, and revenue diversification beyond ads – such as subscriptions and direct consumer relationships.

WARC’s latest Global Ad Trends report examines the shift in advertising spend from professionally-produced content to user generated content (UGC) and ‘creator-journalists’ willing to operate within digital platform ecosystems. It explores how news publishers are tackling the decline in ad spend and how they plan to better demonstrate the role of professional journalism on advertising effectiveness.

Alex Brownsell, Head of Content, WARC Media, says: “Brands have become increasingly squeamish about hard news content. Keyword blocking hinders the ability of publishers to monetise newsworthy moments, while ad investment is increasingly shifting from professional journalism to ‘creator-journalists’.

“In this Global Ad Trends report we look at where the news media ad dollars are being allocated and what newsbrands are doing to combat these losses and win back advertisers.”

News media struggles as brands favour softer content

Ad spend on news content is falling across the board. Despite high audience interest, serious news stories are frequently demonetised due to keyword blocklists deployed by brands concerned by reputational risk. As brands avoid placing ads alongside content deemed controversial or distressing, they are favouring softer content like sport and lifestyle over “hard” news.

Only 3.7% (£177m) of total UK TV ad spend was allocated to news programming in 2024, per Nielsen. In the US, pharma brands have become increasingly integral for news broadcasters, accounting for 12% of national TV ad sales.

This evokes longstanding questions about the value of news as a content category, and whether brands should focus agnostically on targeting audiences.

User generated content set to overtake professional media in ad spend by 2026

The difficulties facing news media come at a time when advertisers increasingly favour user generated content (UGC) from influencers and creators, which offer low production costs, direct audience engagement, and alignment with platform algorithms.

Traditional media, which invests upfront in journalism and operates under stricter content standards and to tighter regulations, has struggled to compete. This shift is particularly damaging to the ad-funded news industry, which has long warned that shrinking investment in professional journalism risks a decline in civic literacy, and weaker defences against disinformation.

By next year, professionally produced content is forecast to account for less than half of content-driven ad spend, according to GroupM. Platforms like TikTok and podcasts are fuelling the rise of creator-journalists, as is the rise of AI-generated content which also accelerates this trend.

Kate Scott-Dawkins, Global President, Business Intelligence, GroupM, says: “As spend from the long tail of advertisers continues to outpace growth from the top 200, UGC is likely to dominate even more.”

Tech, healthcare and DTC brands drive digital spend shift in the US whilst India defies global trends as print media remains strong

Traditionally, the biggest business sectors advertising in US news media included automotive, retail, finance, and telecoms. With a broad reach and significant budgets, they relied heavily on print and local news to promote products and services at scale.

Over time, however, this mix has shifted. Automotive and retail spend moved toward digital and performance-based marketing. As news publishers adapt, they are increasingly targeting tech, healthcare and direct-to-consumer (DTC) brands and niche B2B advertisers seeking trusted environments.

Smartphones, social media, and personalised content have made digital news more convenient and appealing, especially for younger audiences.

Over the past decade, online news consumption has surged in the UK and US, widening the gap with offline formats. This year online consumption is forecast to command nearly half an hour more usage than offline in the UK, while the gap is estimated at 16 minutes in the US.

According to pollster Gallup, news media now ranks among the least trusted institutions in the US, with only 34% expressing confidence.

India’s news sector continues to buck the global trend, with print media maintaining a dominant position despite widespread digital disruption elsewhere. It has established itself as the largest market for print media globally – despite urban audiences increasingly shifting towards digital platforms – with year-on-year growth of 6% in newsbrand ad spend.

Newsbrands invest in tech, AI, and embrace multiplatform strategies to win back advertisers

Newsbrands have responded to the changing market by investing in technology, developing plans for AI, and building out multiplatform strategies to offer brands and agencies a cohesive proposition.

To further allay advertiser concerns around brand safety, publishers like Reach and News UK have developed in-house tech solutions to avoid inappropriate blocking. CNN has developed a neuro-linguistic AI tool that analyses context across text, audio, video, and galleries to assess brand suitability.

Media agencies are also evolving their approach. Some have introduced new measures like “quality CPM” (qCPM) in an effort to better reflect the effectiveness of campaigns placed against professionally-produced journalism.

A recent Future of News survey of EMEA executives by agency group Stagwell, found that 85% believe advertising on news media is a good investment.

Trusted news content is also a key factor in ad effectiveness, according to 2023 research by Newsworks and Peter Field: campaigns placed in trusted news environments saw significantly stronger business outcomes, including an 88% uplift in profit growth between 2018 and 2022.

Read a complimentary sample report of WARC’s Global Ad Trends – Advertising’s breaking news problem. WARC Media subscribers can read the report in full. A WARC podcast discussing the findings outlined in the report will be available from early May.

Global Ad Trends, part of WARC Media, is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments.

Business

Critical Mineral Projects to Watch Ahead of Invest in African Energy (IAE) 2026

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The Uganda Chamber of Energy and Minerals, with both its CEO and governing council chairperson confirmed for Paris, will serve as the primary interface for investors seeking access to Uganda’s licensing framework and project pipeline

CAPE TOWN, South Africa, March 26, 2026/APO Group/ –Governments from West, Central and Southern Africa, with delegations confirmed for the Invest in African Energy (IAE) Forum in Paris next month, are each advancing critical mineral projects that span processing deals, development-stage assets and frontier exploration plays, giving investors a range of entry points across the minerals value chain.

Nigeria – Alumina Refinery & Lithium Processing

Nigeria struck a $1.3 billion deal with the Africa Finance Corporation in early March covering three components: construction of a one-million-ton-per-year alumina refinery, a national geoscience mapping program, and a joint investment vehicle to accelerate exploration and production across priority leases. Projected at 95% utilization over 20 years, the refinery is expected to add $1.2 billion to GDP annually and generate approximately $8 billion in foreign exchange earnings over its lifespan.

Separately, a $600 million lithium processing plant in Nasarawa State is at the commissioning stage, backed by ongoing mapping of lithium-bearing pegmatite belts across Kwara, Ekiti and Kaduna states. New mining licenses now require a local processing commitment covering at least 30% of output before export, a condition that directly shapes the investment structures available to foreign partners. Nigeria’s energy minister is among the confirmed delegations at IAE in Paris.

Zambia – Copperbelt Expansion & Cobalt Refinery

 

Copper output in Zambia is on course to clear one million tons in 2026, supported by First Quantum Minerals’ completed $1.25 billion S3 plant expansion at Kansanshi and Barrick Gold’s $2 billion program to double output at Lumwana by 2028. Several additional projects, including Sinomine’s Kitumba Mine and KoBold Metals’ Mingomba deposit, are also coming online this year, making Zambia one of the few places globally adding significant incremental copper supply in the near term.

Africa’s first cobalt sulfate refinery is targeting commissioning in Zambia in 2026, adding downstream processing capacity alongside the copper ramp-up. The Lobito Corridor, backed by a $553 million US Development Finance Corporation loan for Angola’s Benguela rail link, reduces export costs across the Copperbelt and improves project bankability for both mines and processing facilities seeking long-term offtake commitments.

Senegal – Falémé Integrated Iron Project

Senegal’s Falémé iron district in the Kédougou region holds over 600 million tons of probable reserves, including oxide ore at around 59% iron content and primary magnetite at roughly 45% Fe. The government launched the Falémé Integrated Iron Project as a phased program targeting 15 to 25 million tons per year at peak output, with national iron ore company MIFERSO conducting ongoing reserve verification.

The mineral export port at Bargny is operational and rail rehabilitation linking Kédougou to the coast is progressing under the Emerging Senegal Plan. The project is actively seeking a technical development partner. With port and rail infrastructure advancing independent of any single mining operator, Falémé carries lower logistics risk than comparable iron ore projects requiring greenfield corridor construction, which affects how financiers assess project bankability and timelines to first revenue.

Equatorial Guinea – Rio Muni Mineral Exploration

Equatorial Guinea’s Rio Muni mainland offers early-stage exposure to gold, bauxite, base metals, coltan and iron ore across largely underexplored onshore territory. The Ministry of Mines and Hydrocarbons has been opening the sector since its first public tender in 2019, with exploration contracts now in place and state geological mapping advancing in partnership with Rosgeo. Minister Antonio Oburu Ondo will address investors at IAE, with the minerals program expected to feature in bilateral meetings.

Uganda – Rare Earths & Minerals Sector Opening

Uganda holds rare earth deposits in ionic adsorption clay formations — a deposit type the IEA has flagged for low capital intensity relative to hard rock alternatives — alongside gold mineralization across greenstone belts in the West Nile, Karamoja and Mubende regions. The Uganda Chamber of Energy and Minerals, with both its CEO and governing council chairperson confirmed for Paris, will serve as the primary interface for investors seeking access to Uganda’s licensing framework and project pipeline, at the same time as the country’s Tilenga and Kingfisher oil developments move toward first oil.

Distributed by APO Group on behalf of Energy Capital & Power.

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APO Group Takes Gold at 2026 SABRE Awards – Second Consecutive Win Across Different Clients and Sectors

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Recognition spans technology, global sport, and culture, reflecting APO Group’s cross-sector communications performance across Africa

JOHANNESBURG, South Africa, March 26, 2026/APO Group/ –APO Group (www.APO-opa.com), the pan-African communications consultancy integrating advisory, execution, and proprietary news distribution, has won gold in the Northern Africa category at the 2026 Africa SABRE Awards for its campaign, GITEX Africa Morocco 2025: A Media-Fuelled Journey for Tech Excellence.

 

Delivered for GITEX Africa, the campaign generated more than 3,600 media clippings across African and global outlets, positioning the event as the continent’s leading technology and startup platform, while reinforcing Morocco’s emerging status as a regional technology hub.

Being honoured at the SABRE Awards is particularly meaningful because it reflects the impact of communication designed specifically for how African markets work

APO Group was a finalist in two additional categories for campaigns delivered for international organisations operating across Africa:

  • The Africa Flag 2025 Tournament: Raising the Game in Cairo – National Football League (Media Relations category)
  • Broadcasting Greatness: Elevating African Hoops and Culture at BAL 2025 – Basketball Africa League (BAL) (Media, Arts & Entertainment category)

The SABRE Awards recognise excellence in branding, reputation management, and engagement across the global communications industry. This latest accolade adds to APO Group’s growing record at these prestigious awards, following its win in 2025 for a campaign delivered for Canon Central and North Africa, as well as multiple finalist placements for campaigns supporting leading institutions such as GITEX Africa, Africa’s Business Heroes, and the Global Africa Business Initiative.

 

“Being honoured at the SABRE Awards is particularly meaningful because it reflects the impact of communication designed specifically for how African markets work,” said Bas Wijne, Chief Executive Officer at APO Group. “Successful pan-African campaigns combine strategic planning and strong local execution, together with a clear understanding of how different markets, media environments, and audiences connect with a story. It’s about designing communications that deliver measurable outcomes and help organisations engage effectively and confidently across Africa’s diverse media landscape.”

In addition to its SABRE Awards success, APO Group has received multiple major industry honours over the past year, including Gold and Bronze at the Davos Communications Awards for excellence in strategic communications and campaign execution. The company was also named Africa’s Leading PR Agency – 2025 by Brands Review Magazine and Best Public Relations & Media Consultancy Agency of the Year – 2025 by World Business Outlook.Operating across 54 African countries, APO Group provides communications advisory services, public relations, and media distribution through its proprietary newswire, Africa Newsroom, which places content on more than 250 Africa-focused news platforms worldwide.

Distributed by APO Group on behalf of APO Group.

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Sierra Leone’s PDSL to Host Strategic Investor Roundtable at Paris Energy Forum

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Energy Capital

The Petroleum Directorate of Sierra Leone will lead a targeted roundtable at Invest in African Energy 2026, spotlighting upstream potential and cross-regional partnerships

PARIS, France, March 24, 2026/APO Group/ –The Petroleum Directorate of Sierra Leone (PDSL) is set to convene an investor roundtable at Invest in African Energy (IAE) Forum 2026 in Paris, underscoring growing interest in West and North African energy markets and the need for deeper capital engagement across exploration, renewable and offshore services. The session reflects a strategic effort by Sierra Leone to connect its emerging upstream prospects with established operators and project developers as the country moves to unlock the full potential of its emerging oil and gas industry.

 

Sierra Leone is increasingly positioning itself as a frontier oil and gas market with significant offshore potential, and part of the PDSL’s mandate is to catalyze investment interest in its offshore acreage through direct engagement with global capital. Recent data suggest the country holds estimated recoverable resources in the tens of billions of barrels, backed by discoveries and extensive multi‑client seismic datasets that prospective investors are evaluating. The PDSL is actively promoting licensing opportunities and drilling plans, emphasizing fiscal terms and exploration readiness to attract strategic partners.

 

A cornerstone of this strategy is the anticipated launch of the country’s sixth licensing round. Offering a rare early-entry opportunity into a largely untapped deepwater terrain with considerable upside, the upcoming bid round is backed by fresh 3D datasets which de-risk exploration and support new drilling campaigns. Just this month, GeoPartners announced that the final Pre-Stack Time Migration data for its recently acquired 3D multi-client seismic survey in the country was complete and is now available for licensing. The dataset provides a 3D window into the hydrocarbon potential of the underexplored northern Sierra Leone region.

 

Sierra Leone’s licensing drive comes as major operators advance exploration activities. In 2025, Eni signed a Reconnaissance Permit Agreement with the PDSL, securing rights to conduct reconnaissance and technical evaluation activities across offshore blocks G113, G129, G130, G131 and G132. The acreage covers 6,790 square kilometers within Sierra Leone’s territorial waters. Nigeria’s F.A. Oil Limited is pursuing drilling following its award of six offshore blocks through the country’s fifth licensing round in 2023. The company is currently seeking a farm-in partner to advance the project from exploration to production, offering a 40% stake in each of the G Blocks 53, 54, 55, 71, 72 and 73.

 

As these development unfold, the upcoming roundtable at IAE 2026 offers a unique opportunity for operators and policymakers to engage potential investors. The IAE 2026 Forum has become a strategic bridge between African upstream opportunities and global investors, with sessions like the PDSL roundtable designed to foster deeper dialogue and provide clarity on project pipelines and investment prerequisites. Discussions are expected to cover mechanisms for de‑risking exploration activity, optimizing fiscal and contractual frameworks and identifying synergies between hydrocarbon investment and renewable energy commitments.

 

For investors seeking differentiated exposure to African energy markets, the Sierra Leone roundtable represents both a focused exploration of frontier oil potential and a broader conversation about regional infrastructure, partnerships and the evolving demands of energy capital in the years ahead.

 

IAE 2026 (www.Invest-Africa-Energy.com) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

 

Distributed by APO Group on behalf of Energy Capital & Power.

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