October 2017

Canadians want government advertising in newspapers

October 4, 2017

More than seven out of Canadians want to see advertising for government programs and services in newspapers, based on a survey of more than 2,400 Canadians in December 2016. In smaller markets across the country (under 100,000 population) six in ten adults believe their local community newspaper is the most appropriate medium for government ads.

Contrast this with the shrinking advertising expenditures that the federal government allocates to the third largest advertising medium in Canada (based on advertising industry data on net advertising volumes in 2016). In 2015/2016 the federal government spent less than 6% of all advertising dollars in daily and community newspapers, compared to 27% in 2009/2010.

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