36% of FAST news scenes clear brand-safety screening
New research indicates that nearly 36% of "news scenes" in ad-supported news content on FAST channels are fully brand-safe. This analysis provides insight into the suitability of news content on FAST for advertising. The article highlights the importance of brand safety measurements within this growing sector.
Key Takeaways
- Nearly 36% of “news scenes” in ad-supported FAST channel content are fully brand-safe.
- The research examines ad-supported news content on FAST channels, not general streaming video.
- Brand-safety measurement is highlighted as a central issue for advertising in FAST news.
- The article frames the findings as an analysis of suitability for advertisers, not a platform-specific report.
Why It Matters
The immediate takeaway is that FAST news inventory is not uniformly safe for brands: only about 36% of news scenes in the sample qualified as fully brand-safe. That makes scene-level measurement relevant for buyers deciding whether to place ads around news programming on FAST channels. The broader ecosystem angle is that FAST ad loads are increasingly tied to content suitability, not just reach, and this research gives the category a concrete benchmark. The next number to watch is whether future analyses move that 36% figure up or down as FAST news inventory is measured more broadly.
Read full article at mediapost.com