For years, advertisers have treated hard news like kryptonite—avoiding it for fear of brand-safety blowback. But a new study from Stagwell (NASDAQ: STGW), in partnership with The Globe and Mail, suggests that in Canada, that approach may be leaving serious money on the table.
Canadians Love Their News
According to the research, 22% of Canadians are “news junkies”, checking in about five times daily and consuming nearly nine articles on average. A much larger 71% qualify as regular news readers, still clocking 6.5 articles per day.
To put that in context: Canadians are just as likely to follow news as sports (22% vs. 21%) and far more likely to follow news than entertainment (14%). That makes news one of the country’s top daily habits—an environment advertisers can’t afford to ignore.
The Brand Safety Myth
One of the study’s biggest findings: no brand safety issues emerged across key demographics, including Gen Z, moms, high earners, and university grads.
Among Gen Z, purchase intent for brands advertised next to domestic political content was 61%, nearly identical to ads beside sports (59%) or crime stories (61%). High earners showed similar results, with statistically insignificant differences whether ads ran beside global politics, business, or entertainment content.
The implication? Ads placed next to news are no more risky—and no less effective—than ads placed beside lighter fare.
Why It Matters
The research, conducted by HarrisX, builds on Stagwell’s Future of News initiative, which has already run studies in the U.S. and U.K. The message from Stagwell CEO Mark Penn is blunt: “Advertisers shouldn’t avoid news—they should embrace it. Trusted news delivers engaged audiences and stronger returns worldwide.”
For The Globe and Mail, Canada’s most prominent national paper, the study doubles as validation. “This research underscores the essential role of news media in upholding a healthy democracy, while also offering brands a trusted environment,” said CEO Andrew Saunders.
The Bigger Picture
The timing isn’t accidental. With Google phasing out cookies and advertisers scrambling for engaged, context-rich environments, news outlets are fighting to prove their value. Stagwell’s numbers add weight to the argument that news may actually be one of the safest and most effective bets on the media plan.
The findings are being unpacked today at the Future of News Canada Summit, where Stagwell and The Globe and Mail are making their case directly to advertisers: it’s time to put news back on the buy list.
