The Weather Network is Canada’s most trusted media organization for a fourth consecutive year, according to Pollara’s annual Trust in Media study.
Fielded from April 14-23, the online survey sampled roughly 2,500 Canadian and 2,500 U.S. adults, 18+.
Pollara found that Canadians have mixed feelings about the news media, with 51% tending to generally trust it and 35% leaning the other way. While younger people have historically been more trusting of the news media, the study finds that seniors are now, by far, the most trusting of the media. Sixty-five per cent of seniors trust the media, compared to just 43% of those aged 18-34.
After The Weather Network, which is trusted by 78% of Canadians, those surveyed have the most trust in the country’s biggest TV networks – CBC (71% trusted), CTV (68% trusted), and Global (65% trusted). The BBC (37%) and New York Times (30%) are the international outlets with the highest trust ratings, while Canadians distrust Fox News the most at -17%, an improved trust score over last year.
Pollara says the trust gap largely falls along partisan lines, with Conservative voters less trusting of all outlets tested – except Fox News and Rebel News. The trust gap between Liberals and Conservatives is largest for the CBC (69 point gap) and the BBC (46 point gap).
This year’s study indicates views about news media have become more polarized, with Canadians slightly more trusting (51%) than our American counterparts (45%). While younger demos in both countries exhibit similar levels of trust, Pollara says the data shows that older Canadians are more trusting than older Americans. Pollara believes that pattern is tied to the difference in how Canadians and Americans are consuming media, with Canadians relying more on mainstream media and word-of-mouth conversations for news, while Americans turn more to social media.
White collar workers are more trusting of the news media overall at 52%, compared to 45% of blue collar workers.
