New Research: Vividata and Kantar Launch “Trust in News” Study

Vividata and Kantar launched their “Trust in News” study at an industry event in Toronto on July 18. “Trust in News” explores how Canadians feel about news and quality journalism in the era of “fake news,” and what drives their trust in news sources and channels.

Vividata partnered with research firm Kantar, which has conducted similar studies in other global markets, on “Trust in News” to explore “key areas of strength and opportunity for news organizations in Canada,” said Vividata President and CEO Pat Pellegrini in a press release. “We all want to have confidence that the content we read and share is accurate.”

Matthew Holmes, Kathy English, Mary Beth Williamson and Scott Megginson discuss the "Trust in News" study at a launch event in Toronto on July 18, 2018.

At the “Trust in News” launch event, Magazines Canada CEO Matthew Holmes took part in a panel discussion with Kathy English, Public Editor at the Toronto Star, and Mary Beth Williamson, Chief Marketing Officer of Fleurish Cannabis. The discussion was moderated by Scott Megginson, President of Kantar Canada, and focused on content and marketing in the context of trust—how does one establish and maintain trust with one’s audience, and how does that trust impact conversations with advertisers.

As Vividata notes in their release, an overall key finding from the study is that “traditional media such as Print, TV and Radio are much higher on audience trust than social media websites and apps.”

Key findings from the “Trust in News” study that will be of interest to magazine media include:

Fake News

“Trust in News” shows that nine out of 10 Canadian adults are aware of the term “fake news,” but the term means several things to Canadians:

  • Six out of 10 believe “fake news” means a mainstream news organisation has deliberately fabricated news.
  • 43% believe it is a story put out by someone pretending to be a news organization.
  • 42% also believe it implies a story is factually incorrect (possibly by mistake).

Awareness of Fake News: 9 out of 10 Canadian adults are aware of the term "fake news." 6 out of 10 believe "fake news" means a mainstream news organization has deliberately fabricated news.


Eight out of 10 Canadians believe the health of Canada’s democracy depends on journalists reporting the facts accurately. Half of the adult population feels that people choosing to access their news from more credible news sources is an effective way to tackle fake news.

Attitudes Toward News: 81% agree that "The health of our democracy depends on journalists reporting the facts accurately." 50% agree that "People choosing to use more credible news sources is an effective way to tackle fake news."

Traditional news media—radio, TV, magazines and newspapers —have retained higher levels of audience trust than digital media. As Rahul Sethi, Vividata’s Senior Insights Manager, notes in a post for the International News Media Association, “Fake news has had more of a detrimental impact on trust in digital-only news outlets and social media than it has on traditional or mainstream news. This makes sense as traditional news organisations have a greater reputation for producing quality content and have built a history of trust with audiences.”

This trust extends to traditional news media content on digital platforms. For magazines, 68% of their audience rates print magazines high on trust and 63% rates magazine websites or apps high on trust, as compared to just 32% who do so for digital-only news outlets and 19% for social media.

Trust in News Sources Used: 68% trust printed magazines. 63% trust websites or apps of news magazines.


For providing in-depth commentary and analysis, audiences rate print magazines just below national daily newspapers and radio at 68%, and magazine websites and apps at 63%— above newspaper websites or apps, TV, digital-only news outlets and social media.

Rating of news sources used for providing in-depth commentary and analysis: Printed magazines 68%; Websites or apps of news magazines 63%.

Similarly, for challenging the reader’s views and opinions, audiences rate print magazines and magazine websites and apps at 54% and 50% respectively, just below national daily newspapers and radio, and above TV, newspaper websites or apps, digital-only news outlets and social media.

Rating of news sources used for challenging the reader's views and opinions: Printed magazines 54%; Websites or apps of magazines 50%.


In Vividata’s “Trust in News” press release, Mark Wood, Vice President at Kantar, states, “Trust in media goes beyond the content as it impacts marketing. Advertising in trusted environments not only makes ads more effective as consumers pay more attention to the message, it also provides assurances of brand safety and ultimately protecting the reputation of your brand.”

“Trust in News” shows that high levels of audience trust and publishing in-depth content is also beneficial for advertisers. Among those who trust print magazines as a news source, 42% say that advertising in print magazines influences their purchase decision of a product or service advertised in a print magazine, and 62% that advertising in print magazines keeps them up to date about products and services.

Influence of advertising among those who trust printed magazines as a news source: 42% agree that "Advertising influences my purchase decisions." Index: (123). 62% agree that "Advertising keeps me up to date about products and services available in the marketplace." Index: (121).

After seeing an advertisement in a print magazine, 29% of readers searched online for the product, brand or service, and 14% made a purchase.

Actions magazine readers have taken after seeing a magazine advertisement: 29% searched online for a product/brand/service; 14% purchased a product, brand and/or service.

Based on a representative sample of 2,000 Canadians, the “Trust in News” study was fielded in April 2018. “Trust in News” is Vividata’s second new syndicated study to be released in 2018, and like the recently released “Canadian Cannabis” study, “Trust in News” is linked to Vividata’s “Survey of the Canadian Consumer.”

Vividata provides essential consumer intelligence to a wide range of companies including media agencies, media companies and advertisers in Canada and around the world. Offering the largest syndicated study in Canada, Vividata is the go to source for demographics, attitudes, life events, media, purchasing and brand preferences. Visit

Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, including Kantar Millward Brown and Kantar TNS, provide inspirational insights and business strategies for clients in 100 countries including Canada. Visit


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