TORONTO, ON–A new survey conducted for News Media Canada shows that 68 per cent of Canadians agree that the federal government should adopt a “Buy Canadian” approach and commit a percentage of its advertising budget to Canadian-owned media.
“Canadians are supportive of the federal government committing a percentage of its advertising budget to Canadian-owned media,” said Paul Deegan, president and chief executive officer of News Media Canada. “A 25 per cent advertising set-aside for news, done right, can ensure the Government of Canada reaches the 86 per cent of Canadians who engage with newspaper content each week in a brand safe environment.”
In 2024, the Government of Ontario directed that the largest four government agencies (LCBO, the Ontario Cannabis Store, Metrolinx and the Ontario Lottery and Gaming Corporation) to allocate a minimum of 25 per cent of their annual advertising spending for Ontario publishers. The government made a similar commitment with its own advertising spending. This has made an immediate and meaningful difference to many news titles.
“The Ontario government’s advertising set-aside for news keeps scarce advertising dollars in Canada and has made a big difference to Ontario’s community newspaper publishers over the past year-and-a-half,” said Gordon Cameron, executive director of the Ontario Community Newspapers Association. “We would encourage the federal government and municipalities to adopt this practical and highly effective policy that ensures that Canadians can continue to be informed about what’s going on in the places they call home.”
The U.S.-based not-for-profit Rebuild Local News found that advertising set asides have a number of benefits. First, they can provide substantial revenue to local news organizations and help community journalism thrive. Second, it is money the government is already spending—not new money—so it does not require enlarging state or local budgets or raising taxes. Third, government messages should reach a full range of residents, including those that may not be using larger media. Fourth, as advertising, it is payment for a service rendered, not a subsidy per se. Finally, advertising in community news helps government be more effective by reaching audiences through community and ethnic publications that are more trusted in their communities.
A 2025 study by Stagwell found that it is safe for brands to advertise adjacent to quality news content, regardless of topic; ads placed adjacent to stories covering politics or crime perform as effectively as ads placed next to a positive business story and sports and entertainment; and there are no brand safety issues among key demographic groups for advertisers, including Gen Z, moms, high earners and university-educated Canadians.
A 2024 study by Plus Company on the effects of trust on advertising effectiveness in Canada concluded there is a clear and measurable lift in brand affinity when advertising is placed within trusted news environments. This “Trust Premium” is a powerful force that can be leveraged by advertisers to enhance brand perception and build stronger connections with consumers. As trust becomes increasingly important in today’s media landscape, partnering with reputable news publishers is a valuable opportunity for brands to benefit from the halo effect and establish greater credibility with their target audiences.”
The online survey of 2,404 adult Canadians was conducted by Totum Research between December 2025 and January 2026. The maximum margin of error is ±2.0% at the 95% confidence level.News Media Canada represents more than 500 trusted news titles in every province and territory.
