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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

Afreximbank Africa Trade Report shows Africa can turn geopolitical disruptions into long-term growth opportunity

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The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts

CAIRO, Egypt, June 24, 2026/APO Group/ –African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has launched the 2026 edition of its flagship African Trade Report themed “Leveraging Geopolitics for Trade and Industrialisation in Global Africa.” The report presents a comprehensive review of trade and economic developments across Africa and globally in the context of the 2025 operating environment, while outlining available strategic options for Africa to transform ongoing geopolitical tensions and associated supply chain disruptions into long-term resilience for growth and shared prosperity across the continent.

 

The report highlights Africa’s continued growth resilience despite significant headwinds occasioned by escalating geopolitical tensions and ensuing economic shifts. Reflecting the continent’s growth resilience, the report shows that while global economic growth slowed to 3.4 percent in 2025 and is projected to further ease to 3.1 percent in 2026, Africa’s real GDP growth strengthened from 3.4 percent in 2024 to 4.5 percent in 2025. This performance not only surpasses the global average but also highlights the continent’s improving economic fundamentals in a fractured world economic order.

Africa’s merchandise trade also delivered strong performance, expanding by 6.1 percent to reach approximately US$1.5 trillion, while aggregate inflation declined sharply from 21.6 percent in 2024 to 13.1 percent 2025. These outcomes reflect the stabilising effects of prudent macroeconomic management, ongoing policy and institutional reforms, and the countercyclical interventions of development finance institutions across the continent.

Commenting on the Africa Trade Report’s findings, Dr Yemi Kale, Group Chief Economist and Managing Director of Research and Trade Intelligence at Afreximbank, said:

By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future

Africa stands at a critical juncture. Geopolitical tensions and economic fragmentation are reshaping global trade patterns, but they also present a historic opportunity for the continent. By strategically leveraging these shifts, Africa can build a more resilient, competitive and inclusive economic future.

“It is imperative for the continent to act decisively to strengthen regional value chains, deepen industrial capacity, expand access to trade finance, and accelerate continental integration. Through coordinated policy action, strategic infrastructure investment, and stronger development finance institutions, Africa can build a more resilient, inclusive, and value-added trade ecosystem. Africa cannot afford to delay.”

The report further highlights that Africa’s export performance remains constrained by a persistent trade finance gap, estimated at approximately US$74 billion in 2025. The challenge is exacerbated by limited foreign exchange liquidity and the continued decline in correspondent banking relationships, factors that restrict the continent’s capacity to fully realise its trade and industrial potential.

At the same time, evolving shipping routes and prolonged disruptions to global logistics networks continue to extend delivery timelines and increase freight and trading costs. These pressures are particularly acute for African economies that remain heavily reliant on imported inputs and external markets, even as global supply chains increasingly reconfigure toward resilience, diversification, and emergence of alternative production hubs.

The report also outlines several strategic priorities, including the accelerated implementation of the African Continental Free Trade Area (AfCFTA), the expansion of digital payments infrastructure through the Pan-African Payment and Settlement System (PAPSS), and coordinated reforms to the global financial architecture. It further underscores the growing role of African financial institutions in strengthening economic resilience. Afreximbank, a founding member of the Alliance of African Multilateral Financial Institutions (AAMFI), disbursed US$17.5 billion in 2024 and is working to double intra-African trade finance by 2026. Meanwhile, Pan African Payment and Settlement System (PAPSS) is already helping to reduce transaction costs and lessen reliance on foreign currencies across the continent.

As geopolitical tensions continue to reshape global supply chains and trade patterns, the continent’s ability to leverage these shifts will depend on strengthening industrial ecosystems, expanding intra-African trade, and sustaining coordinated financial support. Ultimately, a combination of adaptive policy frameworks, strategic trade positioning, and robust direct foreign investment interventions will be central to driving a resilient, inclusive, and sustainable industrialisation pathway for Global Africa. The imperative now is to act with ambition and urgency. This would require accelerating the implementation of the African Continental Free Trade Area (AfCFTA), expanding intra-African trade finance, strengthening transport and logistics infrastructure, and deepening digital payment systems through the Pan-African Payment and Settlement System (PAPSS).

The full report can be downloaded here:  https://apo-opa.co/4xNkbFx

Distributed by APO Group on behalf of Afreximbank.

 

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Islamic Development Bank (IsDB) Institute Strengthens Global Partnerships through Strategic Bilateral Engagements at 2026 Group Annual Meetings

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The meetings reaffirmed IsDBI’s commitment to advancing Islamic economics and finance as a catalyst for sustainable development, innovation, financial inclusion, and economic transformation across Member Countries and beyond

BAKU, Azerbaijan, June 24, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org/) successfully conducted a series of bilateral meetings with government institutions, multilateral organizations, financial regulators, academic institutions, development agencies, and industry leaders on the sidelines of the 2026 IsDB Group Annual Meetings in Baku, Azerbaijan.

 

The meetings reaffirmed IsDBI’s commitment to advancing Islamic economics and finance as a catalyst for sustainable development, innovation, financial inclusion, and economic transformation across Member Countries and beyond.

The engagements covered a wide spectrum of strategic themes, including Islamic finance ecosystem development, regulatory and legislative reform, capacity building, sukuk market development, Islamic social finance, digital transformation, fintech, sustainable finance, waqf innovation, and knowledge partnerships.

Among the key engagements were discussions with representatives from the Governments of Tajikistan, Libya, Maldives, Türkiye, Ethiopia, and Sierra Leone on strengthening Islamic finance ecosystems through technical assistance, regulatory enhancement, and institutional capacity development.

The Institute also met with leading international organizations and standard-setting bodies, including the Islamic Financial Services Board (IFSB), AAOIFI, the Eurasian Development Bank, and the Islamic Microfinance Development Fund (FDMI). The meetings explored avenues for collaboration in research, standards development, capacity building, and strategic initiatives aimed at broadening the global reach and impact of Islamic finance.

Several meetings focused on innovation and emerging opportunities, including discussions with Rosatom State Corporation on sustainable financing solutions and sukuk structures, Islamic Money Australia on digital Islamic banking models, and INCEIF University on Islamic social finance data, waqf tokenization, and applied research collaboration.

The Institute also explored partnerships with organizations from Brazil, Palestine, Somalia, Senegal, Djibouti, and the private sector to advance knowledge dissemination, capacity-building programs, blended Islamic finance solutions, cash waqf digitalization initiatives, and investment-related research.

Commenting on the outcomes of the engagements, the Institute’s team, led by Acting Director General, Dr. Sami Al-Suwailem, noted that the meetings reflected the growing global interest in leveraging Islamic economics and finance to address contemporary development challenges and unlock new opportunities for inclusive and sustainable growth.

The discussions generated a pipeline of follow-up initiatives, including technical assistance programs, joint research projects, capacity-building activities, policy advisory support, and collaborative knowledge-sharing platforms.

The 2026 IsDB Group Annual Meetings provided a valuable platform for strengthening existing partnerships, establishing new strategic relationships, and advancing the Institute’s mission of promoting innovative, impactful, and development-oriented Islamic economics and finance solutions worldwide.

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

 

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Nigeria Accelerates $750B Mining Vision Ahead of African Mining Week (AMW) 2026

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African Mining Week will showcase opportunities within Nigeria’s mining value chain as the country seeks capital to unlock its $750 billion worth of untapped mineral deposits

CAPE TOWN, South Africa, June 24, 2026/APO Group/ –Nigeria’s mining sector is entering a new phase of growth as regulatory reforms, downstream investments and international partnerships strengthen investor confidence in one of Africa’s largest untapped mineral markets. The country’s solid minerals sector has secured approximately $3 billion in investments over the past three years, reflecting growing investor confidence as the West African nation seeks to bridge the financing gap hindering large-scale mining development.

 

The investment milestone comes as Nigeria deepens engagement with investors to unlock its estimated $750 billion in untapped mineral resources. The country is targeting an increase in mining’s contribution to GDP to 10%, creating lucrative investment opportunities for global mining industry players.

These developments come as African Mining Week (AMW) 2026 – Africa’s Most Influential Mining Conference, taking place in Cape Town from October 14-16 – prepares to showcase Nigeria’s expanding project pipeline and investment opportunities. Through dedicated country sessions, project showcases and executive networking, the event will connect international investors with Nigerian policymakers, mining companies and service providers driving the country’s mining transformation.

Nigeria’s expanding investment pipeline is a testament to its drive to strengthen partnerships. In June 2026, indigenous company Romulus Mining announced plans to increase investments across its gold and lithium portfolio from approximately $50 million to $150 million over the next three years, underscoring growing private sector confidence in the country’s mining outlook.

A partnership deal signed with Turkey in May 2026 is expected to support cooperation in geological exploration, mining technologies, digitalization and capacity building, while creating new opportunities for Turkish investment and technical expertise across Nigeria’s mining value chain.

Meanwhile, the advancement of several downstream projects – including a $600 million lithium processing facility in Nasarawa State and a $200 million lithium processing plant in Abuja – underscores Nigeria’s commitment to boosting mineral production and supporting industrialization.

Amid these developments, AMW 2026 provides a timely platform for investors seeking to capitalize on one of Africa’s most promising mining markets. The event will facilitate strategic partnerships that support exploration, mineral processing and long-term industry growth, reinforcing Nigeria’s ambition to develop a $1 billion economy by 2030 on the back of its mining industry.

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

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