38.5% of Brand Mentions on News Pages Are Negative vs 26.2% on Other Websites

    When a news site mentions a brand, the mention is negative 38.5% of the time, against 26.2% on blogs, stores and other websites. Across the web, 30.7% of recent brand mentions are negative, almost as many as the 35.4% that are positive, and insurance brands follow the same pattern, with 39.2% of their news mentions negative.

    Share of mentions by tone
    Mainly positive
    35.4%
    Neutral
    28.6%
    Mainly negative
    30.7%
    Strongly negative
    19.3%

    Source: Suff Digital analysis of 296,171 online mentions of 300 US brands and 29,998 mentions of 30 insurance brands · news sites, blogs, stores and other web pages, September 2026

    Negative by page type
    News
    38.5%
    Organization sites
    31.6%
    Blogs
    28.5%
    Ecommerce
    24.9%

    Source: Suff Digital analysis of 296,171 online mentions of 300 US brands and 29,998 mentions of 30 insurance brands · news sites, blogs, stores and other web pages, September 2026

    300 US brands
    Mentions that are negative
    30.7%
    Mentions that are positive
    35.4%
    Mentions that are strongly negative
    19.3%
    News mentions that are negative
    38.5%
    Other mentions that are negative
    26.2%
    Share of mentions on news pages
    36.3%

    Source: Suff Digital analysis of 296,171 online mentions of 300 US brands and 29,998 mentions of 30 insurance brands · news sites, blogs, stores and other web pages, September 2026

    Brands by share of mentions negative
    Under 10%
    26
    10% to 20%
    51
    20% to 30%
    63
    30% to 40%
    45
    40% to 50%
    30
    Over 50%
    37

    Source: Suff Digital analysis of 296,171 online mentions of 300 US brands and 29,998 mentions of 30 insurance brands · news sites, blogs, stores and other web pages, September 2026

    Mentions negative by brand
    Lulus
    0.5%
    Whirlpool Appliances
    1.1%
    GE Appliances
    1.9%
    REMAX
    2.8%
    Toyota
    3.5%
    ForSaleByOwner
    3.8%
    The General Insurance
    3.9%

    Source: Suff Digital analysis of 296,171 online mentions of 300 US brands and 29,998 mentions of 30 insurance brands · news sites, blogs, stores and other web pages, September 2026

    Source: 38.5% of Brand Mentions on News Pages Are Negative vs 26.2% on Other Websites - Suff Digital