New study shows: Advertising has a stronger and more lasting impact in high-quality journalistic environments

Advertising impact is not a random product of individual contacts. It arises from the interplay of environment, sequence, and depth of content. This is precisely where the new study “Reputation Impact 2 – the Synergy Effect (RISE)” comes in. It shows that campaigns in high-quality journalistic environments not only have a stronger impact, but also build their impact steadily over multiple contacts. For media planning and brand management, this means that context is a key lever of impact. The study was commissioned jointly by REPUBLIC, iq media, and iq digital and, like its predecessor “Reputation Impact” from 2023, was conducted by PD Dr. habil. Tino Meitz, EMPYRICA.

“Reputation Impact 2 – The Synergy Effect (RISE)” makes it clear that advertising impact is not an isolated moment, but rather a process that develops across multiple touchpoints. The decisive factor here is not so much the sheer number of contacts as the environment in which they take place. In high-quality journalistic media, a clearly recognizable pattern emerges: earlier advertising contacts ensure that later contacts have a stronger impact – an effect that is hardly detectable in unbranded or low-context environments.

This effect means that campaigns in high-quality environments with strong reputations consistently achieve better results. This applies to both spontaneous reactions, such as advertising appeal or purchase intent, and sustainable brand metrics. This effect is particularly pronounced when different measures are combined. The combination of display advertising, print, and digital storytelling ensures that the respective touchpoints support each other and significantly increase the overall impact.

Another important finding is the temporal robustness of the effects. While advertising impact quickly diminishes in many digital, feed-based environments, it remains stable over a longer period of time in high-quality journalistic media. Here, the impact builds up step by step and is maintained – instead of fizzling out after a short time.

Also clearly visible: high-quality editorial contexts promote more intensive engagement with products and brands. Print contacts and narrative digital storytelling mean that people remember content longer, process it more accurately, and develop a more lasting interest. Experience shows that pure display contacts in environments without a strong context do not achieve this depth.

For advertisers, this means that successful communication does not come about through reach or frequency alone. It arises where there is a high-quality framework in which impact can build over time. Quality journalistic media provide this framework and act as an effective basis for long-term, predictable campaign success.