Core Insights - Stagwell (STGW) has released a new study in partnership with The Globe and Mail, emphasizing the potential for brands to engage with Canadian news consumers, particularly "news junkies" [1][5] - The research highlights the importance of news advertising and its role in connecting brands with engaged audiences [4][5] Group 1: Study Findings - 22% of Canadians are classified as 'news junkies,' checking news an average of five times daily and reading approximately 8.8 news articles per day [8] - A larger segment, 71% of Canadians, are regular news readers, consuming an average of 6.5 articles/stories daily [8] - Canadians show equal interest in news and sports, with 22% following news and 21% following sports, while interest in news surpasses that in entertainment (22% vs. 14%) [8] Group 2: Brand Safety and Purchase Intent - No brand safety issues were identified among key demographics, including Gen Z, high earners, and university-educated adults [8] - Among Gen Z, the average purchase intent for brands advertising next to domestic political news articles is 61%, comparable to 59% for sports and 61% for crime [8] - For high earners, the average purchase intent for brands next to global political news is 65%, similar to 69% for business and 64% for entertainment [8] Group 3: Methodology - The Future of News Canada Study surveyed 9,675 adults from August 22 to August 29, 2025, with a margin of error of +/-1.0% for the total sample [9] - The survey was conducted by HarrisX, utilizing online interviews and ensuring data quality through in-house technology [9]