V2 Communications recently released their report, the V2 2023 State of Sponsored Content, for which we conducted a study of 1,401 US consumers to help in understanding how they view sponsored content. Notably only 14 percent of those surveyed in the study said they “would never find sponsored content from a brand valuable.” Almost three out of 10 (29 percent) said they would look at a piece of sponsored content if it were about “a product/service I am considering for personal use.” These results indicate a growing trust in brands using sponsored content as a supplement to their viewing of journalism.

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