Wurl's CTV Trends Report Highlights New Advertising Opportunities in News Programming
1. Introduction to Brand Safety in Streaming News
In a significant release on May 20, 2026, Wurl, a prominent player in the streaming TV industry, unveiled its latest CTV Trends Report, which dives into the evolving landscape of brand safety within News programming on free ad-supported streaming TV (FAST). This report challenges traditional perceptions of News content, revealing that advancements in scene-level contextual targeting are enabling advertisers to effectively tap into premium inventory with increased precision.
2. Transforming Advertising Strategies
As the streaming audience expands, the potential for targeting highly engaged viewers through News channels has never been more apparent. The report highlights that News content accounts for approximately 8.6% of all FAST viewing hours, with some households dedicating nearly all their viewing time to News programming. Specifically, devices that allocate more than 90% of their viewing hours to News represent 7.4% of total viewing across all FAST genres, indicating a substantial audience segment that is often overlooked by advertisers relying on broad genre and channel exclusions.
“Brand safety has historically forced advertisers into an all-or-nothing approach with News,” stated Dave Bernath, CEO of Wurl. He emphasized the nuanced landscape of brand safety today, noting that scene-level contextual analysis allows advertisers to assess the specific moment before an ad break instead of relying on general assumptions about an entire channel or program. This shift is poised to revolutionize advertising strategies within the News segment.
3. Key Findings from the Report
The report provides several critical insights that are essential for advertisers looking to navigate the News landscape effectively:
- Brand Safety Classification: More than one-third (35.7%) of analyzed News scenes were deemed fully brand safe according to IAB-aligned categories, indicating that a significant portion of News content is suitable for advertising.
- Engaged Audience Segment: A small but highly engaged group of devices—just 6.4%—is responsible for over 80% of total News consumption, underscoring the challenge and opportunity of reaching this concentrated audience.
- Concentration of Brand Safety Risks: The majority of brand safety concerns in News are linked to a few specific categories tied to real-world events, such as Death/Harm, Violence, and War/Conflict. Other commonly cited risk categories appear to be less prevalent, allowing for a more strategic approach to ad placements.
- Political Leanings and Brand Safety Risks: The report also notes that brand safety risk profiles vary between red-leaning and blue-leaning News environments. Red-leaning content tends to focus more on War/Conflict and Derogatory themes, while blue-leaning content frequently features Violence and Death/Harm.
4. A New Era for Advertisers
As advertisers increasingly demand precision and control in their streaming TV strategies, scene-level targeting is redefining how News inventory is assessed and activated. By leveraging solutions like Wurl Advertising’s Scene-Level targeting, advertisers can now pinpoint appropriate moments in real time, unlocking access to trusted, high-attention News audiences with enhanced confidence and scalability.
5. Conclusion
The insights provided by Wurl's CTV Trends Report mark a pivotal moment for advertisers in the fast-evolving landscape of streaming television. By embracing the nuanced understanding of brand safety and audience behavior within News programming, companies can optimize their advertising strategies to engage with a highly dedicated viewer base. For a comprehensive overview of the findings, Wurl encourages interested parties to read the full report, "The CTV Trends Report: Rethinking Brand Safety and Audience Behavior on News Channels."
About Wurl
Wurl is at the forefront of the streaming TV industry, creating innovative technologies that facilitate the delivery of content and advertisements on television. The company aids publishers, streamers, and advertisers in expanding viewership, maximizing revenue, and enhancing brand value. Wurl, LLC operates under the ownership of AppLovin Corporation (NASDAQ: APP).
