New Study Highlights Importance of Advertising in Trusted News Environments for Canadian Brands

Canadians Embrace Trusted News Advertising

A recent study conducted by Stagwell in partnership with The Globe and Mail has unveiled significant insights about the Canadian public's consumption of news and the potential for brands to engage with these audiences through trusted news environments.

Key Findings from the Study

The study, which surveyed nearly 10,000 Canadian adults, found that a striking 22% of Canadians identify as 'news junkies', checking news updates an average of five times daily and engaging with nearly nine articles each day. An overwhelming 71% of participants consider themselves regular news readers, consuming an average of 6.5 stories per day. In comparison, the interest in news is evident, with Canadians showing equal enthusiasm for news and sports, at 22% and 21% respectively. Notably, interest in news surpasses that of entertainment, which stands at 14%.

Moreover, the findings highlight that brands can safely advertise in news environments without encountering significant brand safety issues among key demographics, including Gen Z, mothers, high earners, and university graduates. Among Gen Z, the average purchase intent for brands advertising alongside politically-related news articles scored 61%, equal to that seen in sports and crime contexts. Similarly, high earners demonstrated an average purchase intent of 65% for ads next to global political content, closely aligning with business and entertainment ad placements.

Harnessing the Power of News for Advertising

According to Mark Penn, Chairman and CEO of Stagwell, the findings reinforce the idea that advertisers should not shy away from news platforms. Instead, these trusted environments should be embraced as they attract engaged audiences and yield better returns globally. Penn emphasized that the study showcases how investing in news advertising not only supports a robust democracy but also offers brands a credible space for building meaningful engagement with Canadian consumers.

Andrew Saunders, President and CEO of The Globe and Mail, also highlighted the crucial role of news media in fostering democratic discourse, further advocating for brands to see news as a vital channel for reliable engagement with the public. The Future of News Canada Summit, held to discuss these findings, gathered influential journalists and industry leaders to deliberate on strategies and pathways to better integrate advertising within trusted news frameworks.

Methodology of the Study

The Future of News Canada Study was conducted through a quantitative survey involving 9,675 adults across Canada from August 22 to August 29, 2025. HarrisX, a Stagwell subsidiary and a leading global research consultancy, oversaw the online interviews. The study's design featured a margin of error of +/-1.0% for the overall sample, while variations reached +/-2.5% for each tested news article and +/-4.9% for each variation of the study stimulus. Additionally, the data was weighted to ensure it was representative of the national demographics, including age, gender, region, race, education, and income, aligning with Canadian census details.

In summary, this enlightening research not only provides a roadmap for advertisers looking to engage Canadian audiences but also solidifies the role of trusted news in creating valuable brand connections. As the marketing landscape continues to evolve, investing in news advertising presents a promising opportunity for brands willing to reach out to engaged and informed consumers.

For more insights and discussions surrounding this study, visit Stagwell and join the conversation at the Future of News Canada Summit.