Research from Vividata and Kantar finds that 48% of Canadian news audiences catch up on news several times a day using various sources. Another 37% do so at least once a day. Essentially every day, 85% of news audiences are actively consuming news content from various news media.
The top types of news Canadians are looking to catch-up on are news about their region, city or town, international news, and Canadian political news. For these top types of news, the depth of commentary and analysis provided by newspaper brands is unprecedented.
Established news brands have the ability to position themselves as the trusted medium of choice, since they are. This positioning can enable news brands to break free of the now much contested practice of ad spend being firmly aligned with time spent with media. Trust transcends basic attention metrics, and is a key differentiator for news brands.
Vividata is Canada’s authoritative source for insights on multi-media and consumer behaviour and is the leading provider of cross platform audience measurement for publishers. The Trust in News report explores the relationship between Canadian news audiences and news media, while uncovering areas of strength and opportunity for news organizations in Canada. This report also examines how Canadians feel about their news sources in the era of ‘fake news’, their preferred and trusted sources, and the importance of quality journalism.