Kantar, Vividata Launch Canada 'Trust in News' Study

Kantar has partnered with cross-media and consumer behaviour specialist Vividata to roll out its Trust in News Study in Canada.

Trust in News is already conducted in Brazil, France, the UK and the US. Fielded in April among a representative sample of 2,000, the latest wave delves into how Canadians feel about their news sources in the era of 'fake news', while examining individuals' preferred and trusted sources of news, the importance of quality journalism, and willingness to pay for news The inaugural study has shown that 28% of Canadians feel their trust in mainstream news has suffered as a result of fake news.

Phillip Crawley (pictured), Vividata Vice Chair, who is also CEO and Publisher at The Globe and Mail, comments: 'While we see that traditional news media retain higher levels of trust, it is crucial to protect the quality of journalism that earned this loyalty. This release from Vividata and Kantar, when combined with Vividata's extensive cross-media capabilities and understanding of consumer behaviour, can offer key learnings for online and offline publishers as well as those who plan and buy media'.

Web site: www.kantar.com and www.vividata.ca .