LOCAL NEWS The Role of Media Agencies - IAB Canada
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LOCAL NEWS
T h e Ro l e o f M e d i a A g e n c i e s
1
FIRST THING FIRST. IS LOCAL MEDIA VALUED?
Very Important 25%
Important 43%
CANADIANS
RANK IT AS
Neither Important/Unimportant 23%
IMPORTANT
Unimportant 5%
Very Unimportant 4%
Q: How important is local news to you?
Source: Mindshare’s Stuff We Watch Study, Q2 2020, n = 1,000.
Breaking News 74%
Weather 63%
Government Activities 43%
Crime 40%
Politics/Campaign/Elections 38%
Community/Neighourhood Events 36%
THE THINGS Local Businesses 29%
THEY LOOK FOR Traffic/Transportation 28%
ARE CRUCIAL TO Arts/ Cultural Events 26%
THEIR COMMUNITY Schools/Education 24%
Social Services 23%
Taxes/Tax Issues 22%
Restaurants/Club/Bars 18%
Housing/Real Estate 17%
Job Opening 14%
Zoning/Building/Development 14%
Q: What type of content do you turn to for local news?
Source: Mindshare’s Stuff We Watch Study, Q2 2020, n = 1,000.
Local TV News Program 33%
Local News Website 19%
Google 15%
WE GO TO TV
Facebook 10%
AND SITES FOR
NEWS
Physical Newspaper 8%
Radio Program/Station 6%
Twitter 4%
None of the above 3%
Q: Which of the below would you go to first to seek out local news?
Source: Mindshare’s Stuff We Watch Study, Q2 2020, n = 1,000.
WE HAVE THE POPULATION
DENSITY OF ICELAND WITH
THE 2ND LARGEST LAND MASS
IN THE WORLD.
WHAT ARE THE COSTS OF LOSING LOCAL MEDIA?
Lower Voter Increase Government More Reliant
Turnout Spending and Taxes on Gossip
“Local news links people overwhelmed by
otherness and isolation”
Local Environment is Polarization
Corruption Not Covered Grows
7
8
HOW HAS THIS HAPPENED?
Self Inflicted Media Mergers Social and Algorithms Measurement Classifieds
Ghost and Fractured Audience Urban Innovation Fake News Brand Safety
Desert News
9
10
To ensure the Canadian media landscape
thrives preserving our talent, unique
culture, and vibrant democracy.
11WHAT CAN AND WILL WE DO?
12WHAT DO YOU AS A BRAND BELIEVE?
Society
Workplace Environment
13WE SAID THIS WE DID THIS
36% believe it is valuable to
advertise next to COVID
78% had no opinion if you
advertised next to COVID
1/3 of Canadians are reading more
news since COVID
15WHAT DOES SUPPORTING NEWS DO FOR BRANDS?
1
Brand
Building
2
Corporate
Citizen
3
Community
Engagement
16LOCAL NEWS IN FOCUS OF BENEFIT
(OVER OPEN AUCTION)
+18% -40% -67% -28%
viewability cost per site block rate fraud rate
visit
Source: Pubmatic evaluation of Internews/United for News local new list performance 2021 1763% of people respond more positively to ads run on media channels they trust than the same ads run on social media or fake news sites. (*But we need more in Canada on this topic…) Source: 2020 CMO COUNCIL 18
Slow the quick reaction
ADJACENCY IS
Talk about your NOT THE THING
inclusion/exclusion YOU THINK IT IS
19Neighbourhoods THINK
Diversity COMMUNITIES
Backgrounds
20“AFFLUENT MUNICIPALITIES (NEW
JERSEY) ARE LIKELY TO HAVE A
GREATER NUMBER OF LOCAL NEWS
PROVIDERS SERVING THEM, WHILE A
We need this COMMUNITY IN THE LOWEST
INCOME BRACKET (MEDIAN
research in Canada... HOUSEHOLD INCOME OF $25,000 TO
$50,000) IS NO MORE THAN TWICE AS
LIKELY TO BE A NEWS DESERT (0-2
Because OUTLETS PER CAPITA).
INFORMATION THIS MEASURE IS STATISTICALLY
SIGNIFICANT.”
is power.
- CJR, FEBRUARY 18, 2021
21DIVERSITY MATTERS
“Beyond the moral imperative there are strong business and civic cases for racial equity in
Canadian media. There hasn’t been research on Canadian newsroom demographics since
the mid-2000s, which is a testament to how much we hold our industry accountable when it
comes to diversity and inclusion.
These statistics from 15 years ago were abysmal.
Emerging research, which we detail below, shows that circumstances haven’t improved
much since then.”
– J-Source, January 2020
22How was your
research created to
drive your media
investment?
Who was in the THINK WHAT IS
panel?
BEHIND THE
NUMBER.
Did you know that
most are
disproportionately
white and heavy
internet users?
23Think of Canada as WHAT CAN YOU DO?
communities
Build the pipes again
through Local News PMP EDUCATE SOLVE REBUILD
Be an advocate and start
your own education
24“Intention is one of
BE INTENTIONAL the most powerful
Have a conversation with forces there is. What
your media agency and
team about how you can you mean when you
focus investment to
properties and practices do a thing will
that create positive societal
impact for Canada always determine
the outcome.”
25Well done is better than well said. MEDIA MESSAGE
QUESTIONS?
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