the value of tv news
The Value of TV News for Canadians and Advertisers
In an era of rising misinformation and fragmented media consumption, trusted journalism has never been more important — or more valuable for brands.
Canadian TV news stands apart as a high-reach, high-trust environment that delivers both public value and commercial impact. An overwhelming 96% of Canadians say access to Canadian news is important, while 90% are concerned about fake news, underscoring the growing need for credible, professionally produced journalism.
Against this backdrop, TV remains the primary source of news.
- 57% of adults are reached by linear TV news programming weekly
- Canadians watch 84 million hours of TV news each week
- News accounts for 21% of all TV viewing time (24% among Quebec Francophones)
Importantly, this viewing is highly engaged: 92% of TV news is watched live, reinforcing its immediacy and relevance.
For advertisers, this creates a uniquely effective environment. Compared to other TV genres, ads in news programming are rated highest for attention, trust, and memorability, making it one of the most impactful contexts for brand communication.
Concerns around brand safety are also largely unfounded. Research shows that ads placed alongside news programming (including politics or crime) perform just as well as those in lighter content, with 86% of viewers reporting either a positive or neutral impact on brands appearing in news environments.
The takeaway:
TV news delivers a rare combination of scale, trust, attention, and effectiveness. Supporting Canadian news isn’t just good for society — it’s a smart, proven strategy for brands looking to drive meaningful results
