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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

SLB commissions new fluids systems plant in Pemba to support Mozambique’s offshore energy development

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Mozambique

New facility expands in-country drilling and completion fluids capability, advancing the next phase of SLB’s growth in Mozambique

PEMBA, Mozambique, October 9, 2026/APO Group/ –SLB (NYSE: SLB) (www.SLB.com) announced the opening of a new fluids systems plant in Pemba, Mozambique. The new facility strengthens in-country capacity to prepare, store and deliver drilling and completion fluids for offshore operations, reinforcing the infrastructure needed as Mozambique’s offshore activity grows and its role as a strategic energy hub for East Africa continues to expand.

The commissioning of the plant, also known as a liquid mud plant, coincides with SLB marking 70 years of operations in Mozambique. It reflects the company’s long-term commitment to investing in people, infrastructure and capability that support the country’s long-term offshore energy development plans.

 




  

With an initial storage capacity of 21,000 barrels, the liquid mud plant provides a scalable platform for future growth, supporting multiple customers and rising offshore activity while improving logistics and enhancing operational flexibility.

As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions

“As SLB marks 70 years in Mozambique, this investment reflects our confidence in the country’s future and our commitment to supporting its energy ambitions,” said Miguel Baptista, Central, East and Southern Africa, Managing Director, SLB. The new liquid mud plant strengthens local energy infrastructure, expands opportunities for local content development, and enhances our ability to support customers as they deliver some of Africa’s most significant offshore energy resources.”

The liquid mud plant project was delivered with strong local participation and that momentum is expected to continue into operations. During project delivery, more than 100 jobs were created in Pemba with nationals representing 80% of the workforce, reflecting a focus on building local capability.

The project was delivered with a strong focus on safety, operational integrity, and quality, achieving more than 67,000 hours worked without a recordable safety incident.

This key infrastructure strengthens SLB’s ability to support consistent service quality and enhance supply chain readiness for increasing offshore activity across Mozambique, supporting customers execute safely and efficiently while developing local skills and expertise.

Key Points:

  • SLB has commissioned a new fluids system plant in Pemba, expanding in-country drilling and completion fluids capability for offshore operations.
  • With an initial storage capacity of 21,000 barrels, the facility provides a scalable platform to support growing offshore activity in Mozambique.
  • The investment marks the next phase of SLB’s growth in Mozambique, strengthening local capability and supporting long-term offshore energy development.

Distributed by APO Group on behalf of SLB.

 

 




 

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South African Energy Storage Association (SAESA) welcomes 4,600 MW battery storage prioritisation and calls for integrated energy planning

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Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply

JOHANNESBURG, South Africa, October 9, 2026/APO Group/ –The South African Energy Storage Association (SAESA) (www.SAESA.org.za) welcomes the prioritisation of 4,600 MW of battery energy storage under the first Integrated Resource Plan (IRP) 2025 Section 34 determination.

 




  

The timing is significant. Recent Integrated Energy Plan (IEP) modelling and assumptions discussions highlighted a fundamental shift that South Africa’s energy planning now needs to capture: we cannot plan the future power system by counting megawatts of generation alone.

We must plan for when energy is available, where it is available, how it moves through a constrained grid and how it is stored and dispatched when the system needs it most.

The announcement reinforces that shift. Battery energy storage systems (BESS) are becoming critical system infrastructure, supporting flexibility, reducing avoidable curtailment, shifting energy into periods of demand and strengthening security of supply.

For SAESA, the message for the IEP is clear: storage, flexibility and system services must be modelled as integral components of South Africa’s future electricity architecture, with their contribution considered from the outset of generation planning.

“The IEP must plan the power system we are becoming, not simply model the power system we have inherited,” says SAESA.

The IEP must plan the power system we are becoming, not simply model the power system we have inherited

Partnership with C&I Energy + Storage Summit

SAESA is an association partner of the C&I Energy + Storage Summit, created by VUKA Group, taking place on 28–29 October 2026 at The Maslow Hotel, Sandton, Johannesburg.

The summit brings together commercial and industrial energy users, project developers, financiers, regulators and solution providers to explore practical approaches to energy security, procurement and storage deployment.

For businesses assessing how storage can support their operations, the event offers an opportunity to meet SAESA and engage with the wider energy community on the decisions shaping South Africa’s evolving electricity system.

Commercial and industrial energy decision-makers are invited to apply to attend as hosted buyers. Qualifying buyers receive complimentary summit access and curated opportunities to engage with industry partners.

 

Meet SAESA at C&I Energy + Storage Summit: Join the Hosted Buyer Programme

The Hosted Buyer Programme connects commercial and industrial energy decision-makers with solution providers shaping South Africa’s evolving private energy market.

Qualified energy buyers receive complimentary access to the summit and curated engagement with industry partners exploring energy procurement, storage deployment and project development.

Apply for the Hosted Buyer Programme (https://apo-opa.co/4ehLijJ)

Distributed by APO Group on behalf of VUKA Group.

 




 

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Afreximbank welcomes launch of Africa Credit Rating Agency as an important step in strengthening Africa’s financial architecture

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Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets

PORT LOUIS, Mauritius, October 8, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) welcomes today’s launch of the Africa Credit Rating Agency (AfCRA), an important milestone in strengthening Africa’s financial architecture and expanding the continent’s capacity to generate credible, independent analysis of African credit risk.

 




 
 

Credit ratings play an important role in determining access to capital, influencing investor perceptions and shaping the cost at which governments, institutions and businesses can finance development. It is therefore essential that assessments of African credit risk are independent, rigorous and evidence-based, while reflecting a complete understanding of the structures, institutions and economic realities being assessed.

The establishment of AfCRA adds an important African-led source of credit opinion to the market. Its value will not be measured by whether it produces more favourable ratings, but by the credibility of its analysis, the quality of its data and transparency of its methodology, and its ability to deepen understanding of African sovereigns, sub-sovereigns and corporate credit.

This is particularly important given that many African issuers remain unrated, while local-currency and sub-sovereign markets continue to have limited rating coverage. Expanding credible rating coverage can improve the information available to investors and support the development of deeper domestic and regional capital markets.

AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans

Alongside fellow members of the Alliance of African Multilateral Financial Institutions (AAMFI), Afreximbank has consistently maintained that African Multilateral Financial Institutions should be assessed on the basis of their fundamentals, performance, legal frameworks, mandates and operating models. Ensuring that these institutional characteristics are properly understood is essential to achieving informed, balanced and credible assessments of African risk.

Commenting on the uniqueness of the African market, and need for AfCRA’s rating methodology to reflect this, Mr Denys Denya, Senior Executive Vice President, Afreximbank, said: “The rating methodology AfCRA develops must recognise the uniqueness of our environment and its institutional structures. The Agency must set its own standards and not follow those set elsewhere — it must build a unique identity that conforms to an ‘African best practice.”

Highlighting the need for the autonomy of the Africa Credit Rating agency as it takes off, Mr Denya added: “Most importantly, AfCRA must set a new benchmark for the continent, maintain its independence, and remain wholly owned and controlled by Africans. We must all use it, and in return expect a complete assessment of where we (Africa) stand: the strengths the market has ignored, and the weaknesses we still need to fix.”

AfCRA should therefore be seen as complementary to existing international and regional rating agencies, broadening the range of credible analysis available to investors and issuers while strengthening competition, transparency and analytical capacity within Africa’s credit markets.

As Africa seeks to mobilise the scale of capital required for industrialisation, trade, infrastructure and economic transformation, credible African institutions that improve information, strengthen market confidence and deepen the continent’s financial markets will become increasingly important.

Afreximbank congratulates the African Union, the African Peer Review Mechanism (APRM) and all those involved in bringing AfCRA from concept to launch, and looks forward to the contribution the Agency will make to deeper, more transparent and more efficient African capital markets.

Distributed by APO Group on behalf of Afreximbank.

 




 

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