Media News

WSJ: Readers paid more attention to ads during election

January 28, 2025

Posted by Chris Roush

The Wall Street Journal said its readers paid more attention to ads during the election, reports Mark Stenberg of Adweek.

Stenberg writes, “In October, The Journal offered advertisers a performance guarantee for any qualified campaign that ran during a four-week window coinciding with the U.S. presidential election.

“Between Oct. 15 and Nov. 15, all five clients—representing six total campaigns—saw their campaigns exceed the performance benchmark.

“‘We had a benchmarking exercise that showed that our inventory represented a high level of attention, and we were confident that this was going to be the result,’ said Jesse Waldele, the senior vice president of digital operations and client success at Dow Jones, the parent company of The Journal. ‘We think this drives home the point that news is under-invested in.’

“The promotion, in collaboration with attention vendor Adelaide, sought to ease marketers’ concerns that audiences would pay less attention to their ads given the intensity of the news cycle.”

Read more here.

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