Our latest study, Local Advantage: Where Trust Lives, conducted by PA Consulting, uncovers the growing importance of trustworthy, authentic media environments and the pivotal role they play in shaping how audiences respond to advertising.
At a time when misinformation and AI-generated content increasingly blur the boundaries of truth, UK consumers are actively seeking out credible sources. According to the research, 87% of people prioritise trustworthy media, while 81% look for authenticity — reinforcing the enduring influence of reliable journalism on both audience behaviour and brand outcomes.
Trust Lives Locally
The study also found that trust and relevance are the defining markers of high-performing media environments, with consumers placing particular value on journalism rooted in the communities they know. In fact, 63% say they are more likely to trust reporting from journalists within their local area.
This trust translates directly into advertising effectiveness. Ads placed on local online news sites outperform those on other media channels — including social media, podcasts, online video, radio, and apps — delivering higher levels of:
- Trust (+26%)
- Reassurance (+41%)
- Connection (+26%)
- Loyalty (+8%)
- Purchase intent (+6%)
What Shapes the Most Effective Ad Environments?
The findings are based on a survey of 5,000 UK media users, conducted 5–17 August 2025 by PA Consulting on behalf of Reach. Researchers examined 17 content attributes – including trustworthiness, relevance, positivity, and accuracy – to understand which characteristics most strongly influence how people engage with surrounding advertising.
Louise Chow, Director of Insights & Measurement at Reach, said:
“What comes through clearly is that placement matters just as much as the message itself. When engaging with an ad, 76% of users consider the environment around it a key part of their decision-making, and 64% are influenced by the media brand hosting the ad.”
Younger Audiences Still Turn to Local News
Despite the rise of social platforms, younger audiences (Gen Z and Millennials) continue to rely on local online news for needs that social media cannot meet. They see local sites as providing:
- More trustworthy content (+18%)
- Greater positivity (+17%)
- Stronger sense of connection (+10%)
Across these audiences, Reach’s local titles deliver measurable uplifts versus local online competitors, including:
- +14% in recommendation
- +11% in ad recall
- +9% in engagement
Local Readers Spend More Time and Dive Deeper
The research also highlights the depth of engagement among local readers. People consuming news from within a publication’s own region spend significantly longer on-site and view more pages than the average user.
For example, Liverpool Echo readers in Liverpool generate more than triple the page views per person and spend three times longer on pages compared with the broader audience average.
Strong Advertising Opportunities Across Key Sectors
Local online news sites also present clear advantages for advertisers across multiple categories. Audiences report being particularly open to ads from:
- Financial services – 88%
- Travel – 84%
- Sport – 80%
- Retail – 76%
- Gambling & lottery brands – 68%
The Clear Advantage of Trusted Local Media
Emma Callaghan, Chief Revenue Officer at Reach, said:
“This research confirms what we’ve long known: trusted local journalism isn’t just vital for communities — it’s also a high-performance environment for advertisers. When brands connect with people where they live through trusted local channels, they benefit from that credibility, driving stronger engagement, better business outcomes, and greater loyalty.”
Across Reach’s local online network, over 60% of users view our titles as trustworthy, relevant, and rooted in their community – a distinctive connection that directly translates into stronger advertising performance, from increased loyalty and purchase intent to higher recall and engagement.
Download the report here.
