Canadians Echo the Trend: News Advertising Study Reveals Brands Can and Should Advertise in Trusted News Environments
Stagwell (NASDAQ: STGW) has released new research in partnership with The Globe and Mail revealing significant opportunities for brands in Canadian news advertising. The study, conducted among nearly 10,000 Canadian adults, shows that 22% of Canadians are 'news junkies' who check news five times daily and read 8.8 articles per day.
The research demonstrates that 71% of Canadians are regular news readers, consuming an average of 6.5 articles daily. Importantly, the study found no brand safety issues across key demographic groups, including Gen Z, moms, high earners, and university-educated adults. Purchase intent metrics showed comparable effectiveness of news advertising versus other content categories like sports and entertainment.
Stagwell (NASDAQ: STGW) ha pubblicato una nuova ricerca realizzata in collaborazione con The Globe and Mail che identifica grandi opportunità per i brand nella pubblicità sui quotidiani canadesi. Lo studio, condotto su quasi 10.000 adulti canadesi, rivela che il 22% dei canadesi è una “newsjunkie” che consulta le notizie cinque volte al giorno e legge in media 8,8 articoli quotidianamente.
La ricerca mostra che il 71% dei canadesi legge abitualmente le notizie, consumando in media 6,5 articoli al giorno. Inoltre, lo studio non evidenzia nessun problema di brand safety tra i principali gruppi demografici, inclusi Gen Z, mamme, persone con redditi elevati e adulti laureati. Le metriche sull’intenzione d’acquisto indicano un’uguale efficacia della pubblicità sui notiziari rispetto ad altri contenuti come sport e intrattenimento.
Stagwell (NYSE: STGW) ha publicado una nueva investigación en colaboración con The Globe and Mail que revela oportunidades significativas para las marcas en la publicidad de noticias en Canadá. El estudio, realizado entre casi 10,000 adultos canadienses, muestra que el 22% de los canadienses son “adictos a las noticias” que consultan noticias cinco veces al día y leen 8,8 artículos diarios.
La investigación demuestra que el 71% de los canadienses son lectores habituales de noticias, consumiendo en promedio 6,5 artículos al día. De forma importante, el estudio no encontró problemas de seguridad de marca en los principales grupos demográficos, incluidas la Gen Z, madres, personas con altos ingresos y adultos con educación universitaria. Las métricas de intención de compra mostraron una eficacia comparable de la publicidad en noticias frente a otros contenidos como deporte y entretenimiento.
Stagwell (나스닥: STGW)가 The Globe and Mail과 협력하여 발표한 새로운 연구에 따르면 캐나다의 뉴스 광고에서 브랜드에 큰 기회가 있습니다. 이 연구는 거의 1만 명의 캐나다 성인을 대상으로 수행되었으며, 캐나다인의 22%가 하루 다섯 번 뉴스를 확인하고 하루에 평균 8.8건의 기사를 읽는다고 나타났습니다.
연구는 캐나다인의 71%가 정기적으로 뉴스를 읽으며 하루에 평균 6.5건의 기사를 소비한다고 보여줍니다. 또한 연구에 따르면 Gen Z, 엄마들, 고소득층, 대학 졸업자 등 주요 인구통계학적 그룹에서 브랜드 안전 문제가 없었다고 합니다. 구매 의향 지표는 스포츠 및 엔터테인먼트와 같은 다른 콘텐츠 범주와 뉴스 광고의 효과가 유사함을 시사했습니다.
Stagwell (NYSE: STGW) a publié une nouvelle étude réalisée en partenariat avec The Globe and Mail qui révèle d’importantes opportunités pour les marques dans la publicité sur les médias d’information au Canada. L’étude, réalisée auprès de près de 10 000 adultes canadiens, montre que 20 % des Canadiens sont des « accros à l’info » qui consultent les actualités cinq fois par jour et lisent en moyenne 8,8 articles par jour.
La recherche démontre que 71 % des Canadiens lisent régulièrement les actualités, en moyenne 6,5 articles par jour. Importamment, l’étude ne révèle aucun problème de sécurité de marque parmi les principaux groupes démographiques, y compris la Génération Z, les mères, les personnes à hauts revenus et les adultes diplômés. Les métriques d’intention d’achat montrent une efficacité comparable de la publicité sur les actualités par rapport à d’autres catégories de contenus comme le sport et le divertissement.
Stagwell (NASDAQ: STGW) hat in Zusammenarbeit mit The Globe and Mail neue Forschungsergebnisse veröffentlicht, die bedeutende Chancen für Marken in der kanadischen Nachrichtenwerbung aufzeigen. Die Studie, durchgeführt unter fast 10.000 kanadischen Erwachsenen, zeigt, dass 22 % der Kanadier „Nachrichtenjunkies“ sind, die fünfmal täglich Nachrichten prüfen und im Durchschnitt 8,8 Artikel pro Tag lesen.
Die Forschung belegt, dass 71 % der Kanadier regelmäßig Nachrichten lesen und dabei im Durchschnitt 6,5 Artikel täglich konsumieren. Wichtig ist, dass die Studie keine Marken-Sicherheitsprobleme in Schlüssel-Demografien wie Gen Z, Mütter, Gutverdienende und Hochschulabsolventen fand. Kaufabsicht-Metriken zeigen eine vergleichbare Wirksamkeit von News-Werbung gegenüber anderen Inhaltskategorien wie Sport und Unterhaltung.
ستجويَل (الم STGW) أصدرت أبحاثاً جديدة بالشراكة مع The Globe and Mail تكشف عن فرص كبيرة للعلامات التجارية في إعلان الأخبار الكندي. الدراسة، التي أُجريت بين قرابة 10,000 بالغ كندي، تُظهر أن 22% من الكنديين هم "مدمنو أخبار" يتفحصون الأخبار خمس مرات يومياً ويقرؤون 8.8 مقالة يومياً.
تشير الأبحاث إلى أن 71% من الكنديين قراؤوا الأخبار بانتظام، مع استهلاك متوسط قدره 6.5 مقالات يومياً. ومن المهم أن الدراسة لم تجد مشكلات في أمان العلامة عبر المجموعات الديموغرافية الرئيسية، بما في ذلك الجيل Z والأمهات وذوو الدخل العالي والبالغين المتعلمين جامعيًا. كما أشارت مقاييس نية الشراء إلى فاعلية متساوية للإعلانات الإخبارية مقارنة بمحتويات أخرى مثل الرياضة والترفيه.
Stagwell（纳斯达克股票代码：STGW） 与The Globe and Mail 共同发布了新的研究，揭示加拿大新闻广告中品牌的重大机会。该研究在< b>近1万名加拿大成年人中进行，结果显示< b>22%的加拿大人是“新闻成瘾者”，每天查看新闻五次，日均阅读< b>8.8篇文章。
研究还显示，71%的加拿大人是常规新闻读者，日均消费< b>6.5篇文章。重要的是，该研究在包括Z世代、妈妈、高收入者和大学教育成年人在内的主要人口统计群体中，未发现任何< b>品牌安全问题。购买意向指标显示，新闻广告的效果与体育、娱乐等其他内容类别相当。
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Stagwell (STGW) releases third regional wave of its News Advertising study fielded among nearly 10,000 Canadian adults
Stagwell partners with The Globe and Mail to unveil the research at event bringing together Canadian journalists and industry leaders for discussions around the importance of investing in news advertising
Key Findings Include:
22% of Canadians are 'news junkies,' checking the news an average of five times per day and reading an average of 8.8 news articles per day.- An even larger share,
71% , are news readers, reading an average of 6.5 news articles/stories per day. - Canadians are just as likely to follow news as they are sports (
22% vs.21% , respectively). - Canadians are more likely to follow news (
22% ) than they are entertainment (14% ). - No brand safety issues were detected among key demographic groups for advertisers, including Gen Z, moms, high earners and university-educated adults.
- Among Gen Z, the average purchase intent for brands whose ads were placed next to news articles on domestic political content was
61% , compared to59% for sports and61% for crime—differences that are statistically insignificant. - Among high earners, the average purchase intent for brands whose ads were placed next to news articles on global politics was
65% , compared to69% for business, and64% for entertainment—differences that are also statistically insignificant.
This latest study, conducted by Stagwell's research consultancy HarrisX, builds on Stagwell's Future of News initiative, prior
"As we expand our brand safety research to
"We're proud to partner with Stagwell to bring the Future of News initiative to
Stagwell and The Globe and Mail will explore these findings and more at the Future of News Canada Summit today.
About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.
Methodology
The Future of News Canada Study was conducted among 9,675 adults across
Media Contact
Madison Wick
PR@stagwellglobal.com
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SOURCE Stagwell Inc.
FAQ
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