July 25, 2024 — The Weather Network is again Canada’s most trusted media organization on Pollara’s annual Trust in Media study. This study also finds high levels of trust in major TV networks CBC, CTV, and Global, though trust levels in most media outlets are down compared to last year.
Canada’s media landscape is becoming increasingly polarized, with Conservative voters less trusting of most mainstream media outlets. Nowhere is this more present than with respect to the CBC, which is trusted by 49% of Conservative voters and 87% of Liberal voters. This trust gap of 38 points is 11 points higher than in 2023.
Similarly, Rebel Media enjoys a net positive trust rating among Conservative and PPC voters, but is trusted less than The Beaverton by Liberal, NDP, Bloc, and Green voters.
While trust levels vary outlet to outlet, there is largely agreement among Canadians that they want humans writing the news. This year’s report finds that just 18% of Canadians would trust the information in a news story produced by a Canadian news organization if it was written by AI. Even when told a journalist would review it first, trust in AI written news only sits at 26%.
