The Future of News Canada Study was conducted among 9,675 adults across Canada from August 22 to August 29, 2025. HarrisX, a Stagwell company and a leading global research consultancy, conducted the quantitative survey-based online interviews. The sampling margin of error is +/-1.0% for the total study sample, +/-2.5% for each news article tested, and +/-4.9% for each variation of study stimulus. The survey data was weighted to a nationally representative sample of Canadian adults across key demographics, including age, gender, region, race/ethnicity, education, and income, to align with Canadian census.

HarrisX obtained the survey sample from multiple industry-leading online sample panels. Throughout the data collection process, HarrisX used in-house technology tools to ensure data quality including authenticating survey respondents and preventing multiple survey submissions.

D1: Are you...?
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Male	49%	49%	49%	49%	49%	49%	49%	100%	0%	45%	50%	49%	46%	55%	44%	49%	47%	53%	65%	43%	50%	54%	47%	48%	50%	45%	48%	56%	44%	50%	47%	48%	55%	62%
Female	51%	51%	51%	51%	51%	51%	51%	0%	100%	55%	50%	51%	54%	45%	56%	51%	53%	47%	35%	57%	50%	46%	53%	52%	50%	55%	52%	44%	56%	50%	53%	52%	45%	38%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QAge: QAge
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
18-29	17%	17%	17%	17%	17%	17%	17%	15%	18%	100%	0%	0%	0%	0%	100%	5%	0%	0%	0%	20%	16%	14%	26%	20%	14%	18%	17%	16%	14%	16%	19%	18%	13%	8%
30-39	18%	19%	18%	17%	17%	18%	18%	18%	17%	0%	100%	0%	0%	0%	0%	64%	0%	0%	0%	14%	15%	23%	14%	13%	22%	19%	17%	16%	18%	20%	17%	16%	16%	18%
40-49	16%	16%	17%	17%	16%	17%	16%	16%	17%	0%	0%	100%	0%	0%	0%	31%	32%	0%	0%	13%	16%	20%	17%	14%	18%	15%	18%	17%	16%	20%	16%	16%	13%	14%
50-64	23%	22%	23%	23%	24%	22%	23%	22%	25%	0%	0%	0%	100%	0%	0%	0%	68%	20%	0%	20%	23%	26%	19%	24%	23%	22%	23%	25%	24%	24%	24%	23%	20%	26%
65+	26%	26%	26%	26%	26%	26%	26%	29%	23%	0%	0%	0%	0%	100%	0%	0%	0%	80%	100%	33%	30%	17%	25%	28%	24%	28%	24%	27%	28%	20%	24%	27%	37%	34%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

H2: Generation
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Gen Z	16%	16%	16%	15%	16%	15%	15%	14%	17%	92%	0%	0%	0%	0%	100%	0%	0%	0%	0%	19%	14%	12%	24%	19%	12%	16%	16%	14%	13%	14%	17%	17%	12%	7%
Millennials	27%	27%	27%	28%	27%	28%	28%	27%	27%	8%	100%	52%	0%	0%	0%	100%	0%	0%	0%	22%	25%	36%	23%	21%	33%	28%	28%	26%	27%	32%	27%	26%	24%	27%
Gen X	25%	25%	24%	25%	24%	26%	25%	24%	26%	0%	0%	48%	74%	0%	0%	0%	100%	0%	0%	20%	25%	29%	22%	24%	26%	23%	26%	26%	26%	28%	25%	24%	21%	25%
Baby Boomers	29%	28%	30%	30%	30%	29%	31%	32%	27%	0%	0%	0%	26%	90%	0%	0%	0%	100%	0%	37%	33%	21%	25%	33%	27%	30%	27%	31%	32%	25%	28%	31%	38%	38%
Silent	3%	3%	3%	2%	3%	2%	2%	3%	2%	0%	0%	0%	0%	10%	0%	0%	0%	0%	100%	3%	3%	2%	5%	3%	2%	3%	2%	3%	2%	1%	2%	3%	6%	4%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

ETHN. Please indicate any ethnicities that you feel describe you.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
White (including British, German, Polish, other)	72%	72%	72%	73%	72%	73%	72%	71%	73%	49%	62%	70%	79%	89%	49%	64%	76%	88%	91%	77%	74%	69%	76%	80%	65%	72%	70%	75%	85%	80%	67%	73%	65%	73%
Asian (including Chinese, Japanese, Korean, other)	7%	8%	8%	8%	7%	7%	7%	8%	7%	10%	7%	9%	8%	5%	9%	8%	8%	5%	5%	4%	7%	10%	0%	3%	11%	7%	8%	7%	2%	3%	9%	6%	16%	6%
Black / African Canadian / Caribbean	4%	4%	4%	4%	5%	5%	4%	5%	4%	11%	6%	4%	2%	1%	12%	6%	3%	1%	0%	4%	4%	5%	4%	4%	5%	5%	5%	4%	3%	4%	6%	5%	2%	6%
Hispanic / Latin American	1%	1%	1%	2%	1%	1%	1%	1%	1%	3%	2%	1%	1%	0%	3%	2%	1%	0%	0%	1%	1%	1%	2%	1%	1%	1%	1%	1%	0%	2%	1%	1%	1%	1%
Indigenous, such as First Nation, Metis or Inuit	5%	5%	5%	5%	5%	5%	5%	4%	5%	7%	11%	4%	3%	1%	7%	8%	3%	1%	1%	6%	3%	5%	9%	5%	4%	4%	6%	4%	4%	3%	4%	8%	5%	5%
Middle Eastern	1%	1%	1%	1%	1%	1%	1%	1%	1%	2%	1%	1%	0%	1%	2%	1%	1%	0%	0%	1%	1%	1%	2%	1%	1%	1%	1%	1%	1%	1%	1%	1%	0%	1%
Arab	1%	1%	1%	1%	1%	1%	1%	1%	1%	2%	1%	1%	1%	0%	2%	1%	1%	0%	0%	1%	1%	1%	1%	1%	1%	1%	1%	1%	1%	2%	1%	1%	0%	1%
South Asian (including Indian, Pakistani, Sri Lankan, Bangladeshi, Nepali, other)	6%	5%	5%	6%	7%	5%	7%	6%	6%	13%	8%	6%	4%	2%	13%	8%	4%	2%	1%	5%	6%	6%	3%	3%	8%	7%	5%	4%	3%	2%	9%	5%	6%	7%
South East Asian (including Thai, Vietnamese, Filipino, Singaporean, other)	4%	4%	5%	4%	4%	4%	3%	4%	4%	8%	5%	5%	2%	1%	8%	5%	3%	1%	0%	3%	4%	5%	3%	3%	5%	4%	4%	4%	1%	2%	4%	5%	6%	3%
Other (specify)	2%	2%	2%	1%	2%	2%	2%	2%	2%	2%	1%	1%	2%	2%	2%	1%	2%	2%	4%	3%	2%	1%	2%	2%	1%	2%	2%	2%	2%	3%	2%	1%	1%	1%
Prefer not to answer	1%	1%	1%	1%	1%	1%	1%	1%	1%	2%	1%	1%	1%	1%	2%	1%	1%	1%	0%	1%	1%	1%	4%	1%	1%	1%	2%	1%	1%	2%	1%	1%	1%	1%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

D103: What is the highest level of education you have completed or the highest degree you have received?
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Grade school / elementary school	3%	3%	2%	3%	2%	3%	3%	3%	3%	4%	2%	3%	2%	3%	4%	2%	2%	2%	6%	6%	2%	1%	100%	0%	0%	2%	3%	3%	4%	2%	3%	4%	2%	2%
High school	37%	37%	37%	37%	37%	36%	37%	34%	39%	52%	27%	30%	38%	37%	54%	28%	34%	39%	34%	60%	37%	18%	0%	81%	0%	33%	41%	36%	38%	32%	36%	45%	36%	27%
Vocational / technical / trade school	9%	8%	8%	9%	10%	9%	7%	10%	7%	3%	7%	9%	9%	13%	2%	7%	9%	12%	19%	7%	11%	8%	0%	19%	0%	8%	8%	10%	13%	10%	5%	10%	12%	7%
College	17%	17%	18%	18%	17%	17%	18%	16%	19%	14%	17%	18%	20%	17%	14%	18%	19%	18%	13%	14%	20%	17%	0%	0%	34%	17%	17%	19%	19%	19%	19%	15%	13%	15%
University	25%	24%	27%	24%	26%	25%	26%	26%	24%	21%	33%	28%	24%	22%	20%	32%	27%	21%	18%	11%	23%	39%	0%	0%	49%	30%	22%	24%	16%	27%	28%	19%	27%	32%
Post graduate	9%	11%	8%	9%	8%	9%	10%	11%	8%	6%	14%	11%	7%	9%	5%	13%	9%	8%	12%	3%	7%	17%	0%	0%	18%	11%	9%	8%	10%	10%	10%	7%	10%	16%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QFAV2: Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	69%	68%	65%	70%	69%	72%	70%	70%	68%	68%	74%	71%	69%	66%	68%	73%	69%	66%	68%	66%	69%	74%	54%	65%	73%	72%	67%	68%	68%	70%	72%	64%	68%	78%
Very favorable	26%	25%	24%	26%	25%	27%	29%	27%	25%	25%	29%	28%	26%	24%	24%	29%	26%	24%	21%	25%	25%	29%	20%	23%	29%	29%	22%	27%	27%	23%	29%	24%	26%	44%
Somewhat favorable	43%	43%	42%	44%	43%	45%	41%	43%	43%	43%	45%	43%	43%	42%	43%	44%	42%	42%	47%	41%	44%	45%	34%	42%	44%	43%	45%	41%	41%	47%	43%	40%	42%	34%
Somewhat unfavorable	14%	16%	17%	14%	14%	11%	14%	15%	14%	18%	13%	14%	14%	14%	17%	13%	14%	14%	9%	14%	14%	14%	21%	15%	13%	13%	15%	16%	13%	14%	14%	16%	14%	11%
Very unfavorable	6%	7%	6%	6%	6%	5%	5%	6%	6%	4%	5%	6%	6%	7%	4%	5%	6%	7%	8%	7%	6%	5%	8%	6%	5%	6%	5%	7%	7%	6%	5%	6%	6%	6%
BOTTOM 2 BOX	20%	22%	23%	20%	20%	16%	19%	21%	19%	22%	18%	20%	20%	21%	21%	18%	20%	21%	17%	21%	20%	19%	30%	21%	19%	18%	20%	23%	20%	19%	19%	23%	20%	17%
Don’t know	11%	10%	12%	10%	11%	12%	11%	9%	13%	11%	8%	10%	11%	13%	11%	8%	11%	13%	15%	14%	10%	7%	16%	14%	8%	9%	13%	9%	12%	11%	9%	13%	12%	5%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QBPI2: Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	62%	62%	61%	62%	61%	61%	63%	63%	60%	61%	68%	65%	62%	56%	61%	67%	62%	56%	56%	56%	63%	67%	50%	57%	67%	64%	59%	62%	65%	61%	64%	58%	58%	73%
Very likely	36%	35%	34%	36%	36%	37%	39%	37%	35%	32%	41%	37%	37%	35%	32%	40%	36%	35%	33%	31%	36%	43%	26%	32%	40%	40%	32%	37%	42%	33%	39%	34%	32%	52%
Somewhat likely	25%	27%	27%	26%	25%	24%	24%	26%	25%	29%	27%	28%	25%	21%	29%	27%	26%	21%	24%	25%	26%	25%	24%	24%	26%	24%	27%	25%	23%	28%	25%	24%	25%	21%
Somewhat unlikely	15%	16%	15%	15%	15%	15%	14%	15%	15%	19%	15%	14%	15%	13%	19%	15%	15%	14%	6%	16%	14%	15%	17%	15%	14%	14%	16%	15%	16%	15%	14%	14%	17%	10%
Very unlikely	18%	17%	18%	18%	19%	19%	17%	18%	18%	14%	12%	16%	18%	26%	14%	13%	17%	24%	32%	22%	18%	15%	22%	21%	15%	19%	17%	18%	14%	18%	16%	22%	20%	15%
BOTTOM 2 BOX	33%	33%	33%	33%	34%	34%	31%	32%	33%	33%	27%	29%	33%	39%	33%	28%	32%	38%	38%	37%	32%	30%	39%	37%	29%	32%	33%	33%	30%	33%	30%	36%	38%	24%
Don’t know	6%	6%	5%	6%	5%	5%	6%	4%	7%	6%	5%	5%	5%	6%	6%	5%	6%	6%	6%	7%	5%	3%	11%	7%	4%	4%	8%	4%	5%	6%	5%	6%	5%	3%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QATTR2r1: Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	68%	67%	67%	69%	68%	67%	68%	69%	66%	70%	71%	67%	67%	66%	70%	70%	67%	66%	64%	65%	69%	71%	59%	66%	70%	70%	66%	68%	69%	65%	70%	67%	68%	76%
Very well	28%	27%	26%	28%	28%	28%	28%	29%	27%	29%	31%	27%	26%	26%	28%	30%	27%	26%	28%	27%	28%	29%	27%	26%	30%	31%	25%	28%	30%	25%	30%	27%	27%	43%
Somewhat well	40%	40%	41%	41%	41%	38%	40%	41%	39%	41%	40%	39%	41%	39%	42%	39%	40%	41%	36%	38%	41%	41%	31%	40%	41%	39%	41%	40%	38%	40%	40%	40%	41%	33%
Not too well	13%	14%	14%	12%	14%	14%	12%	14%	13%	14%	15%	15%	13%	12%	14%	15%	13%	12%	13%	13%	13%	14%	13%	14%	13%	13%	14%	13%	11%	15%	13%	14%	13%	10%
Not at all well	8%	9%	8%	8%	8%	9%	8%	9%	8%	7%	7%	9%	9%	9%	6%	7%	10%	9%	7%	9%	8%	8%	7%	9%	8%	8%	8%	10%	9%	10%	7%	8%	8%	8%
BOTTOM 2 BOX	22%	23%	22%	20%	23%	23%	20%	22%	21%	21%	22%	24%	22%	21%	21%	22%	23%	21%	19%	22%	21%	22%	20%	22%	21%	21%	21%	23%	20%	25%	20%	22%	21%	18%
Don’t know	10%	10%	11%	11%	9%	10%	12%	8%	12%	9%	7%	9%	11%	14%	9%	8%	10%	13%	16%	13%	10%	8%	22%	12%	9%	9%	12%	9%	12%	10%	10%	11%	11%	6%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QATTR2r2: Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	75%	75%	75%	76%	74%	75%	75%	76%	73%	74%	76%	73%	76%	74%	75%	75%	74%	75%	75%	72%	75%	78%	67%	72%	78%	76%	73%	75%	75%	72%	77%	73%	75%	82%
Very well	36%	35%	35%	35%	36%	38%	38%	38%	34%	38%	39%	35%	35%	36%	38%	38%	35%	36%	37%	34%	36%	40%	34%	33%	39%	40%	32%	37%	40%	35%	39%	34%	34%	53%
Somewhat well	39%	39%	39%	40%	39%	36%	37%	38%	39%	37%	37%	39%	41%	38%	37%	38%	40%	39%	37%	39%	39%	38%	33%	39%	38%	36%	41%	38%	35%	38%	38%	39%	41%	29%
Not too well	10%	10%	9%	9%	11%	9%	10%	10%	9%	11%	11%	11%	9%	8%	11%	11%	9%	8%	7%	9%	10%	10%	5%	10%	10%	10%	10%	10%	8%	11%	9%	11%	10%	8%
Not at all well	6%	7%	8%	6%	6%	7%	5%	7%	6%	6%	5%	7%	7%	7%	6%	6%	8%	7%	6%	7%	7%	5%	9%	7%	6%	6%	6%	8%	7%	8%	6%	7%	6%	6%
BOTTOM 2 BOX	16%	17%	17%	15%	17%	16%	15%	17%	15%	17%	16%	19%	16%	15%	17%	17%	17%	15%	13%	16%	17%	15%	13%	17%	16%	16%	16%	18%	15%	19%	15%	17%	16%	14%
Don’t know	9%	8%	9%	9%	9%	9%	10%	7%	11%	9%	7%	8%	8%	11%	9%	8%	9%	10%	13%	12%	8%	6%	20%	11%	6%	8%	11%	7%	10%	9%	8%	9%	10%	5%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QATTR2r3: Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	71%	72%	71%	69%	72%	72%	72%	72%	71%	74%	75%	71%	70%	69%	74%	74%	69%	69%	71%	69%	71%	75%	66%	69%	74%	74%	69%	71%	73%	69%	73%	70%	72%	78%
Very well	30%	30%	29%	30%	30%	30%	33%	32%	29%	32%	34%	31%	28%	28%	32%	34%	29%	28%	29%	29%	31%	32%	24%	28%	33%	33%	27%	32%	34%	28%	32%	30%	30%	45%
Somewhat well	41%	42%	42%	39%	42%	41%	39%	40%	42%	42%	41%	40%	41%	40%	42%	40%	40%	41%	42%	40%	40%	43%	41%	41%	41%	41%	42%	39%	40%	41%	41%	40%	42%	34%
Not too well	13%	12%	13%	14%	13%	14%	12%	14%	13%	11%	13%	14%	14%	13%	11%	13%	13%	13%	13%	12%	14%	13%	10%	14%	13%	13%	14%	13%	10%	14%	13%	14%	14%	11%
Not at all well	7%	9%	8%	8%	8%	7%	6%	8%	7%	6%	6%	7%	9%	8%	6%	6%	9%	8%	6%	8%	7%	7%	6%	8%	7%	7%	6%	9%	8%	8%	7%	8%	6%	7%
BOTTOM 2 BOX	20%	20%	21%	22%	21%	21%	18%	22%	19%	17%	19%	22%	22%	21%	17%	19%	23%	21%	18%	20%	21%	19%	16%	22%	20%	20%	20%	22%	17%	22%	20%	21%	20%	18%
Don’t know	8%	8%	8%	8%	7%	7%	10%	6%	10%	9%	6%	7%	8%	10%	9%	6%	8%	9%	10%	11%	8%	6%	19%	10%	6%	7%	11%	7%	9%	9%	7%	8%	8%	4%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QATTR2r4: Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	47%	46%	48%	48%	48%	48%	47%	49%	46%	53%	54%	51%	46%	38%	53%	54%	47%	40%	30%	45%	49%	50%	37%	45%	50%	48%	46%	48%	45%	45%	52%	45%	45%	58%
Very well	20%	19%	21%	21%	20%	19%	21%	21%	19%	21%	25%	22%	19%	16%	21%	25%	19%	16%	14%	19%	21%	21%	13%	18%	22%	22%	17%	22%	20%	18%	23%	18%	19%	34%
Somewhat well	28%	27%	27%	27%	29%	29%	26%	28%	27%	32%	30%	30%	28%	22%	32%	30%	28%	24%	16%	25%	28%	29%	24%	27%	28%	26%	29%	27%	25%	27%	29%	27%	25%	24%
Not too well	17%	19%	17%	17%	17%	18%	16%	18%	17%	19%	18%	18%	17%	16%	19%	18%	17%	16%	17%	16%	17%	19%	19%	17%	18%	17%	18%	17%	15%	17%	18%	18%	17%	13%
Not at all well	21%	22%	21%	21%	21%	21%	21%	21%	21%	17%	19%	19%	22%	26%	16%	18%	22%	25%	26%	23%	21%	20%	20%	22%	20%	22%	19%	23%	20%	24%	18%	22%	23%	19%
BOTTOM 2 BOX	38%	41%	38%	38%	38%	39%	36%	39%	38%	35%	37%	37%	40%	41%	36%	36%	40%	41%	43%	38%	38%	38%	39%	39%	38%	39%	37%	40%	35%	41%	36%	40%	40%	32%
Don’t know	14%	13%	14%	14%	14%	13%	17%	12%	16%	11%	9%	12%	14%	21%	11%	10%	13%	20%	27%	17%	13%	11%	25%	16%	12%	13%	17%	12%	20%	14%	12%	15%	15%	10%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QATTR2r5: Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	68%	66%	69%	68%	68%	70%	69%	69%	67%	68%	73%	70%	68%	65%	68%	72%	68%	66%	62%	66%	68%	72%	56%	66%	71%	69%	67%	69%	66%	67%	70%	67%	67%	76%
Very well	29%	28%	27%	28%	29%	29%	30%	30%	27%	29%	33%	28%	27%	27%	29%	32%	28%	27%	24%	27%	30%	30%	23%	26%	31%	32%	25%	29%	30%	28%	30%	26%	27%	44%
Somewhat well	40%	38%	42%	40%	38%	41%	39%	39%	40%	38%	40%	41%	41%	38%	39%	40%	40%	39%	38%	39%	39%	41%	33%	40%	40%	37%	42%	40%	36%	40%	40%	41%	40%	32%
Not too well	11%	12%	10%	10%	11%	11%	10%	12%	10%	13%	11%	12%	10%	9%	13%	12%	11%	9%	8%	10%	11%	11%	14%	10%	11%	11%	11%	10%	10%	12%	11%	10%	12%	8%
Not at all well	7%	8%	7%	7%	8%	6%	6%	8%	6%	7%	6%	7%	8%	7%	7%	6%	8%	7%	6%	8%	7%	6%	7%	8%	6%	7%	6%	8%	7%	8%	6%	7%	7%	7%
BOTTOM 2 BOX	18%	20%	18%	17%	19%	18%	16%	19%	17%	20%	18%	19%	18%	16%	19%	18%	19%	16%	14%	17%	18%	17%	20%	18%	18%	18%	17%	19%	16%	20%	17%	17%	18%	15%
Don’t know	14%	14%	13%	15%	13%	13%	15%	11%	16%	13%	10%	11%	14%	19%	13%	10%	13%	18%	24%	17%	13%	11%	23%	16%	12%	13%	16%	13%	17%	13%	13%	16%	14%	9%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QATTR2r6: Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands.
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	77%	77%	78%	76%	77%	79%	77%	78%	76%	74%	78%	77%	78%	78%	74%	78%	77%	78%	79%	74%	77%	81%	68%	75%	80%	80%	75%	76%	78%	76%	79%	75%	77%	85%
Very well	35%	34%	35%	35%	35%	36%	37%	37%	34%	35%	37%	35%	34%	36%	36%	36%	34%	36%	35%	35%	37%	36%	32%	33%	38%	39%	32%	36%	39%	34%	37%	33%	34%	52%
Somewhat well	42%	43%	43%	41%	41%	43%	40%	42%	42%	39%	41%	42%	44%	42%	39%	42%	43%	42%	44%	39%	40%	45%	36%	42%	42%	41%	44%	40%	39%	43%	41%	42%	43%	33%
Not too well	10%	11%	10%	11%	11%	10%	9%	11%	10%	12%	11%	9%	10%	9%	12%	11%	10%	9%	5%	10%	11%	9%	10%	11%	10%	9%	10%	12%	9%	9%	10%	12%	11%	7%
Not at all well	6%	5%	7%	6%	6%	5%	5%	6%	6%	5%	5%	7%	6%	6%	5%	5%	7%	5%	6%	6%	6%	5%	6%	6%	5%	5%	6%	7%	5%	7%	5%	6%	5%	5%
BOTTOM 2 BOX	16%	16%	16%	17%	17%	15%	14%	16%	15%	17%	16%	16%	15%	15%	17%	16%	16%	15%	11%	16%	16%	15%	16%	17%	15%	14%	15%	19%	14%	16%	15%	17%	16%	13%
Don’t know	7%	7%	6%	7%	7%	6%	9%	5%	9%	8%	6%	6%	6%	8%	8%	6%	7%	7%	10%	10%	6%	4%	16%	8%	5%	6%	9%	6%	7%	8%	6%	7%	7%	3%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QNEWS1: How closely do you follow the news?
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
TOP 2 BOX	71%	72%	70%	70%	73%	71%	70%	77%	65%	54%	70%	68%	75%	82%	54%	69%	72%	81%	84%	63%	74%	77%	47%	64%	79%	79%	62%	73%	68%	70%	73%	67%	76%	100%
Very closely	22%	21%	23%	22%	20%	22%	24%	28%	16%	11%	23%	18%	25%	29%	10%	21%	22%	28%	31%	17%	21%	28%	13%	17%	27%	28%	14%	24%	20%	21%	24%	19%	24%	100%
Somewhat closely	49%	51%	47%	48%	53%	49%	46%	49%	49%	43%	48%	50%	50%	53%	43%	48%	50%	53%	52%	46%	53%	49%	34%	47%	52%	51%	47%	49%	48%	49%	49%	48%	52%	0%
Not too closely	22%	22%	22%	23%	20%	22%	23%	18%	26%	34%	22%	24%	19%	14%	34%	23%	21%	15%	12%	27%	21%	18%	33%	27%	17%	17%	27%	20%	22%	23%	21%	24%	19%	0%
Not at all closely	7%	6%	8%	7%	7%	7%	7%	5%	9%	12%	8%	7%	6%	4%	12%	7%	7%	4%	4%	10%	5%	5%	20%	9%	4%	3%	11%	7%	10%	7%	6%	9%	5%	0%
BOTTOM 2 BOX	29%	28%	30%	30%	27%	29%	30%	23%	35%	46%	30%	32%	25%	18%	46%	31%	28%	19%	16%	37%	26%	23%	53%	36%	21%	21%	38%	27%	32%	30%	27%	33%	24%	0%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

QNEWS2: SUMMARY: TOP 2 BOX - How closely do you follow each of the following types of news?
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Political news	66%	67%	65%	66%	66%	67%	67%	72%	61%	56%	64%	62%	68%	77%	55%	64%	64%	76%	76%	58%	69%	74%	45%	59%	74%	79%	52%	70%	66%	65%	68%	62%	70%	96%
International/global affairs news	68%	69%	66%	67%	68%	70%	66%	73%	62%	59%	64%	64%	69%	77%	58%	65%	67%	75%	76%	60%	70%	74%	46%	60%	75%	77%	57%	69%	62%	66%	69%	66%	72%	96%
Entertainment news	47%	47%	45%	46%	48%	48%	47%	44%	49%	64%	60%	52%	42%	28%	64%	58%	46%	30%	23%	46%	46%	49%	39%	44%	50%	52%	46%	41%	39%	51%	50%	42%	41%	55%
Sports news	46%	45%	47%	46%	49%	47%	45%	62%	32%	46%	52%	47%	47%	42%	44%	51%	46%	43%	44%	38%	48%	53%	27%	43%	50%	47%	43%	50%	38%	44%	50%	46%	45%	66%
Financial/business news	50%	50%	51%	49%	50%	48%	50%	60%	40%	43%	55%	48%	50%	52%	42%	53%	48%	51%	59%	36%	51%	62%	30%	39%	60%	52%	44%	55%	38%	52%	52%	42%	53%	80%
Technology news	49%	49%	49%	49%	51%	47%	48%	60%	38%	53%	61%	52%	46%	38%	52%	59%	48%	39%	39%	42%	49%	56%	39%	42%	56%	51%	46%	48%	35%	52%	50%	45%	50%	72%
Healthcare news	63%	63%	64%	61%	64%	64%	62%	60%	65%	51%	61%	61%	65%	71%	50%	61%	64%	69%	75%	58%	65%	66%	45%	56%	69%	70%	58%	60%	64%	60%	64%	59%	67%	85%
Economic news	60%	61%	62%	59%	60%	59%	60%	68%	53%	49%	61%	59%	63%	65%	48%	60%	60%	66%	68%	48%	62%	70%	37%	52%	68%	64%	53%	65%	51%	61%	62%	55%	64%	89%
NET	91%	93%	91%	90%	91%	91%	91%	95%	87%	90%	91%	89%	91%	93%	90%	90%	90%	93%	95%	87%	93%	94%	77%	88%	95%	95%	86%	93%	87%	91%	92%	89%	93%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

Q410: Which one of the following best describes your employment status?
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Employed full time	43%	44%	42%	42%	43%	42%	45%	48%	38%	40%	71%	67%	47%	7%	37%	70%	57%	13%	1%	17%	44%	65%	15%	30%	56%	43%	41%	46%	39%	51%	42%	39%	37%	46%
Employed part time	9%	9%	11%	10%	9%	9%	9%	7%	12%	19%	8%	7%	10%	5%	19%	8%	9%	7%	1%	13%	10%	7%	11%	11%	8%	10%	10%	9%	8%	9%	10%	10%	9%	7%
Self-employed full time	4%	4%	4%	4%	4%	4%	4%	5%	3%	4%	3%	5%	6%	2%	4%	4%	6%	3%	2%	3%	4%	5%	3%	4%	4%	4%	3%	5%	2%	4%	4%	4%	4%	4%
Self-employed part time	3%	3%	3%	3%	2%	3%	2%	2%	3%	2%	2%	3%	3%	3%	2%	2%	3%	3%	2%	3%	2%	2%	3%	2%	3%	3%	2%	3%	3%	2%	2%	3%	4%	3%
Not employed, but looking for work	5%	6%	4%	5%	6%	5%	4%	5%	5%	10%	6%	6%	4%	1%	10%	5%	5%	1%	0%	10%	3%	2%	11%	7%	2%	4%	6%	4%	6%	3%	5%	6%	4%	3%
Not employed and not looking for work	1%	1%	1%	1%	1%	1%	1%	1%	1%	2%	1%	1%	1%	0%	2%	1%	1%	0%	0%	2%	0%	0%	6%	2%	0%	1%	2%	1%	1%	1%	1%	1%	1%	0%
Not employed, unable to work due to a disability or illness	4%	3%	4%	4%	3%	3%	4%	2%	5%	3%	3%	5%	7%	1%	3%	4%	6%	2%	0%	8%	3%	0%	12%	6%	1%	3%	5%	2%	4%	2%	4%	5%	3%	2%
Retired	25%	25%	25%	24%	27%	25%	24%	26%	24%	0%	0%	1%	18%	80%	0%	0%	7%	71%	93%	34%	28%	15%	23%	29%	22%	26%	24%	26%	30%	21%	24%	25%	34%	31%
Student	4%	3%	4%	4%	4%	4%	4%	3%	4%	18%	2%	1%	0%	0%	20%	1%	1%	0%	0%	5%	2%	3%	10%	6%	2%	3%	5%	3%	2%	3%	5%	4%	2%	1%
Stay-at-home spouse or partner	3%	3%	3%	3%	2%	3%	3%	1%	5%	2%	4%	5%	4%	1%	2%	4%	4%	1%	1%	4%	3%	2%	6%	4%	2%	3%	3%	3%	4%	3%	2%	3%	2%	2%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

D109: Which of the following income categories best describes your total annual household income before taxes?
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Less than $15,000	4%	4%	5%	5%	4%	5%	4%	3%	5%	10%	5%	4%	4%	1%	11%	5%	4%	2%	0%	16%	0%	0%	17%	7%	1%	3%	6%	4%	6%	4%	5%	5%	3%	3%
$15,000 to $24,999	7%	7%	7%	6%	7%	6%	6%	6%	8%	7%	4%	6%	6%	9%	7%	5%	6%	8%	7%	24%	0%	0%	18%	10%	3%	6%	9%	5%	8%	7%	6%	6%	7%	5%
$25,000 to $34,999	7%	7%	6%	8%	7%	7%	8%	7%	7%	6%	6%	4%	6%	11%	7%	6%	5%	10%	10%	26%	0%	0%	12%	10%	4%	7%	8%	6%	9%	6%	7%	9%	6%	6%
$35,000 to $49,999	9%	9%	9%	9%	9%	9%	9%	8%	10%	8%	6%	7%	7%	14%	8%	6%	7%	13%	15%	33%	0%	0%	11%	12%	6%	9%	9%	9%	13%	9%	7%	12%	7%	7%
$50,000 to $74,999	18%	18%	18%	19%	18%	17%	18%	18%	18%	18%	15%	17%	18%	22%	17%	16%	18%	21%	25%	0%	55%	0%	15%	20%	16%	18%	17%	20%	16%	20%	18%	18%	18%	17%
$75,000 to $99,999	15%	15%	15%	14%	15%	16%	15%	16%	14%	13%	14%	15%	15%	16%	13%	14%	15%	16%	11%	0%	45%	0%	5%	14%	16%	16%	13%	15%	15%	13%	14%	16%	17%	15%
$100,000 to $124,999	13%	14%	12%	14%	13%	13%	12%	14%	12%	11%	19%	15%	14%	9%	10%	18%	15%	10%	9%	0%	0%	38%	4%	9%	18%	15%	11%	14%	15%	13%	14%	11%	14%	15%
$125,000 to $149,999	9%	9%	9%	8%	7%	10%	9%	10%	7%	7%	10%	11%	10%	6%	7%	11%	11%	6%	5%	0%	0%	25%	5%	5%	12%	9%	8%	9%	6%	10%	9%	7%	9%	12%
$150,000 to $199,999	8%	7%	8%	8%	9%	8%	7%	8%	7%	6%	10%	10%	10%	5%	6%	10%	10%	5%	8%	0%	0%	22%	3%	4%	12%	8%	8%	9%	4%	8%	9%	8%	8%	10%
$200,000 to $249,999	3%	3%	3%	2%	3%	2%	3%	3%	3%	2%	4%	4%	3%	2%	3%	4%	3%	2%	1%	0%	0%	8%	2%	1%	4%	3%	2%	3%	2%	2%	3%	2%	3%	4%
$250,000 or more	2%	2%	3%	2%	2%	3%	2%	3%	2%	3%	3%	2%	3%	1%	3%	3%	3%	1%	1%	0%	0%	7%	0%	1%	4%	2%	2%	3%	1%	3%	3%	2%	2%	4%
Decline to answer	5%	5%	4%	5%	5%	4%	6%	4%	6%	9%	3%	5%	5%	5%	9%	3%	5%	5%	9%	0%	0%	0%	8%	6%	4%	4%	7%	4%	4%	5%	6%	4%	6%	2%
NET	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%	100%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

T2B Scores – Overall
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	62%	62%	61%	62%	61%	61%	63%	63%	60%	61%	68%	65%	62%	56%	61%	67%	62%	56%	56%	56%	63%	67%	50%	57%	67%	64%	59%	62%	65%	61%	64%	58%	58%	73%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	69%	68%	65%	70%	69%	72%	70%	70%	68%	68%	74%	71%	69%	66%	68%	73%	69%	66%	68%	66%	69%	74%	54%	65%	73%	72%	67%	68%	68%	70%	72%	64%	68%	78%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	68%	67%	67%	69%	68%	67%	68%	69%	66%	70%	71%	67%	67%	66%	70%	70%	67%	66%	64%	65%	69%	71%	59%	66%	70%	70%	66%	68%	69%	65%	70%	67%	68%	76%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	75%	75%	75%	76%	74%	75%	75%	76%	73%	74%	76%	73%	76%	74%	75%	75%	74%	75%	75%	72%	75%	78%	67%	72%	78%	76%	73%	75%	75%	72%	77%	73%	75%	82%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	71%	72%	71%	69%	72%	72%	72%	72%	71%	74%	75%	71%	70%	69%	74%	74%	69%	69%	71%	69%	71%	75%	66%	69%	74%	74%	69%	71%	73%	69%	73%	70%	72%	78%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	47%	46%	48%	48%	48%	48%	47%	49%	46%	53%	54%	51%	46%	38%	53%	54%	47%	40%	30%	45%	49%	50%	37%	45%	50%	48%	46%	48%	45%	45%	52%	45%	45%	58%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	68%	66%	69%	68%	68%	70%	69%	69%	67%	68%	73%	70%	68%	65%	68%	72%	68%	66%	62%	66%	68%	72%	56%	66%	71%	69%	67%	69%	66%	67%	70%	67%	67%	76%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	77%	77%	78%	76%	77%	79%	77%	78%	76%	74%	78%	77%	78%	78%	74%	78%	77%	78%	79%	74%	77%	81%	68%	75%	80%	80%	75%	76%	78%	76%	79%	75%	77%	85%
NET	90%	90%	90%	90%	90%	91%	90%	91%	89%	93%	93%	90%	89%	88%	93%	92%	88%	88%	88%	88%	90%	93%	83%	88%	92%	92%	89%	90%	88%	90%	92%	88%	90%	94%
Column n	9,675	1,612	1,614	1,611	1,613	1,612	1,613	4,362	5,313	1,723	1,913	1,731	2,517	1,791	1,578	2,929	2,723	2,279	166	3,446	3,357	2,531	196	3,526	5,953	3,337	3,807	2,531	704	1,793	4,051	1,777	1,343	2,064

T2B Scores – News Junkies
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	73%	71%	74%	72%	72%	71%	75%	72%	73%	82%	82%	83%	71%	62%	81%	83%	73%	65%	57%	68%	72%	76%	57%	69%	75%	74%	72%	71%	79%	74%	75%	66%	69%	73%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	78%	77%	76%	80%	76%	80%	81%	78%	80%	84%	84%	81%	80%	72%	82%	85%	79%	74%	67%	74%	77%	83%	68%	76%	80%	81%	76%	76%	83%	79%	81%	73%	74%	78%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	76%	76%	80%	74%	72%	76%	75%	77%	79%	83%	79%	76%	70%	77%	82%	76%	73%	56%	72%	76%	78%	71%	74%	77%	77%	74%	76%	80%	74%	77%	74%	75%	76%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	82%	84%	81%	84%	79%	77%	84%	82%	82%	85%	84%	84%	83%	78%	85%	84%	82%	81%	65%	79%	81%	85%	75%	78%	84%	82%	83%	80%	84%	79%	84%	82%	79%	82%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	78%	78%	77%	75%	78%	80%	81%	78%	79%	86%	83%	81%	78%	73%	85%	83%	77%	75%	69%	76%	78%	81%	87%	76%	79%	79%	77%	78%	87%	76%	79%	78%	76%	78%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	58%	56%	59%	59%	59%	57%	57%	59%	57%	81%	72%	70%	53%	44%	79%	74%	56%	46%	29%	53%	58%	61%	56%	54%	60%	61%	55%	56%	59%	56%	62%	55%	52%	58%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	76%	77%	78%	74%	75%	77%	76%	76%	82%	82%	83%	76%	69%	80%	83%	76%	72%	55%	73%	77%	78%	64%	74%	77%	77%	77%	75%	76%	77%	77%	76%	73%	76%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	85%	83%	85%	84%	84%	85%	86%	85%	85%	84%	89%	87%	86%	81%	83%	89%	84%	83%	72%	81%	84%	88%	75%	82%	86%	86%	85%	82%	89%	84%	86%	85%	80%	85%
NET	94%	94%	94%	95%	93%	91%	95%	94%	93%	97%	94%	95%	95%	91%	97%	95%	93%	93%	83%	93%	93%	95%	91%	93%	94%	94%	94%	92%	95%	93%	95%	92%	94%	94%
Column n	2,064	332	359	334	328	347	364	1,207	857	209	418	309	617	511	182	614	590	626	52	595	704	729	22	548	1,494	930	542	592	127	349	941	331	314	2,064

T2B Scores – GenZ
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	61%	65%	61%	61%	61%	58%	59%	61%	60%	61%	-	-	-	-	61%	-	-	-	-	57%	66%	67%	43%	58%	67%	63%	56%	64%	57%	58%	64%	62%	56%	81%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	68%	65%	66%	67%	70%	74%	65%	68%	67%	68%	-	-	-	-	68%	-	-	-	-	67%	69%	73%	63%	64%	74%	73%	64%	67%	57%	64%	72%	68%	63%	82%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	70%	70%	74%	68%	69%	70%	70%	71%	69%	70%	-	-	-	-	70%	-	-	-	-	69%	74%	74%	65%	69%	73%	71%	69%	71%	66%	66%	73%	72%	67%	77%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	75%	73%	78%	72%	74%	76%	74%	77%	73%	75%	-	-	-	-	75%	-	-	-	-	74%	76%	79%	67%	73%	77%	76%	73%	75%	66%	68%	79%	77%	71%	85%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	74%	75%	76%	68%	73%	74%	77%	75%	73%	74%	-	-	-	-	74%	-	-	-	-	73%	73%	79%	69%	73%	76%	76%	71%	76%	67%	67%	77%	76%	74%	85%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	53%	52%	57%	54%	54%	53%	49%	55%	52%	53%	-	-	-	-	53%	-	-	-	-	51%	56%	58%	40%	50%	59%	53%	51%	57%	43%	49%	55%	57%	52%	79%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	68%	68%	71%	66%	64%	72%	65%	68%	67%	68%	-	-	-	-	68%	-	-	-	-	68%	70%	69%	57%	67%	69%	65%	69%	70%	64%	58%	72%	72%	66%	80%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	74%	74%	73%	70%	76%	79%	73%	76%	73%	74%	-	-	-	-	74%	-	-	-	-	73%	77%	75%	72%	73%	76%	78%	75%	69%	69%	71%	78%	74%	72%	83%
NET	93%	93%	92%	91%	94%	94%	93%	93%	93%	93%	-	-	-	-	93%	-	-	-	-	92%	94%	95%	88%	92%	94%	94%	92%	93%	82%	92%	94%	94%	94%	97%
Column n	1,578	255	269	276	257	265	256	652	926	1,578	0	0	0	0	1,578	0	0	0	0	687	486	305	48	677	853	561	647	370	102	279	732	298	164	182

T2B Scores – Moms
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	68%	72%	67%	67%	65%	69%	68%	-	68%	66%	70%	68%	68%	61%	65%	69%	68%	64%	-	61%	70%	72%	63%	62%	72%	74%	63%	67%	81%	60%	73%	66%	61%	87%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	73%	75%	66%	74%	69%	78%	76%	-	73%	73%	76%	70%	71%	79%	72%	74%	71%	74%	-	65%	75%	78%	69%	67%	76%	78%	71%	67%	76%	69%	77%	68%	74%	87%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	71%	74%	73%	73%	67%	70%	71%	-	71%	79%	73%	65%	70%	78%	78%	70%	67%	83%	-	68%	73%	73%	72%	68%	73%	74%	69%	70%	73%	63%	76%	73%	67%	86%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	77%	81%	75%	78%	72%	78%	77%	-	77%	81%	77%	74%	76%	82%	81%	76%	74%	83%	-	72%	77%	80%	79%	71%	80%	81%	72%	76%	81%	70%	80%	77%	73%	88%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	80%	75%	75%	71%	76%	76%	-	76%	77%	77%	72%	78%	79%	76%	75%	76%	82%	-	73%	75%	78%	69%	73%	78%	80%	73%	72%	80%	69%	78%	77%	76%	85%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	54%	57%	54%	55%	51%	51%	58%	-	54%	62%	54%	50%	55%	60%	61%	53%	52%	63%	-	52%	56%	56%	45%	48%	58%	58%	50%	55%	53%	49%	57%	54%	55%	74%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	74%	75%	76%	74%	73%	74%	72%	-	74%	73%	78%	71%	73%	77%	72%	75%	73%	80%	-	66%	75%	79%	65%	69%	78%	77%	71%	73%	75%	70%	77%	74%	72%	89%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	79%	82%	77%	80%	77%	80%	78%	-	79%	79%	80%	77%	80%	85%	79%	79%	77%	92%	-	75%	78%	82%	79%	77%	80%	83%	79%	72%	81%	75%	82%	79%	73%	88%
NET	92%	90%	92%	90%	91%	93%	92%	-	92%	94%	94%	88%	90%	89%	94%	92%	88%	95%	-	89%	91%	94%	90%	89%	93%	93%	90%	91%	95%	88%	92%	92%	92%	94%
Column n	1,610	266	271	267	242	304	260	0	1,610	270	584	506	229	21	252	901	415	42	0	495	565	510	28	457	1,125	563	654	393	111	291	735	312	159	284

T2B Scores – English Speaker
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	62%	62%	62%	62%	63%	62%	62%	63%	61%	62%	70%	66%	62%	55%	61%	70%	63%	56%	56%	56%	63%	68%	51%	57%	68%	65%	59%	63%	66%	65%	64%	58%	58%	73%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	69%	69%	65%	70%	69%	72%	69%	70%	68%	68%	74%	70%	69%	66%	68%	74%	68%	66%	67%	66%	69%	74%	55%	65%	74%	73%	66%	67%	69%	70%	72%	64%	68%	79%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	69%	68%	67%	71%	70%	68%	68%	70%	68%	71%	73%	67%	68%	66%	71%	71%	68%	67%	64%	66%	70%	72%	58%	67%	71%	70%	67%	69%	69%	68%	70%	67%	68%	76%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	75%	76%	74%	76%	76%	76%	74%	77%	74%	76%	78%	73%	76%	74%	76%	76%	74%	75%	74%	73%	76%	79%	66%	72%	78%	77%	74%	75%	76%	73%	77%	73%	75%	82%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	72%	72%	72%	71%	73%	74%	71%	73%	71%	75%	77%	72%	70%	69%	75%	76%	70%	69%	71%	70%	71%	76%	65%	69%	75%	74%	70%	72%	74%	72%	73%	71%	72%	79%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	48%	47%	48%	49%	49%	50%	47%	49%	47%	54%	56%	51%	48%	38%	53%	55%	49%	40%	29%	45%	49%	52%	36%	45%	52%	49%	48%	48%	45%	47%	52%	45%	45%	59%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	68%	66%	68%	68%	69%	70%	68%	69%	67%	69%	74%	69%	67%	65%	69%	72%	67%	66%	61%	66%	69%	72%	56%	66%	71%	69%	67%	69%	67%	66%	70%	67%	67%	76%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	78%	77%	77%	77%	78%	80%	76%	79%	76%	75%	79%	77%	78%	78%	75%	79%	77%	78%	80%	75%	78%	81%	67%	75%	80%	80%	76%	76%	79%	77%	79%	76%	77%	85%
NET	90%	90%	90%	91%	90%	91%	90%	91%	90%	93%	93%	90%	90%	88%	93%	93%	88%	88%	89%	89%	90%	93%	82%	89%	92%	92%	89%	90%	88%	91%	91%	88%	90%	94%
Column n	8,603	1,449	1,414	1,432	1,451	1,418	1,439	3,865	4,738	1,554	1,711	1,500	2,212	1,626	1,425	2,583	2,380	2,058	157	3,088	2,984	2,213	187	3,124	5,292	3,035	3,285	2,283	691	772	4,023	1,772	1,338	1,857

T2B Scores – French Speaker
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	58%	60%	60%	57%	51%	55%	65%	62%	54%	55%	55%	60%	59%	61%	56%	56%	59%	60%	69%	52%	60%	60%	36%	56%	60%	58%	57%	59%	35%	58%	69%	21%	71%	71%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	70%	64%	71%	71%	68%	69%	75%	72%	67%	66%	72%	72%	71%	66%	66%	72%	72%	66%	81%	65%	69%	74%	47%	71%	70%	69%	70%	70%	33%	70%	90%	84%	76%	76%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	62%	61%	66%	61%	57%	56%	69%	65%	59%	64%	56%	64%	62%	64%	66%	59%	62%	63%	64%	60%	64%	64%	73%	60%	63%	63%	63%	58%	33%	62%	78%	59%	63%	72%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	71%	70%	75%	71%	65%	69%	77%	73%	70%	65%	68%	75%	76%	71%	66%	70%	75%	72%	81%	67%	73%	73%	71%	69%	73%	72%	72%	70%	37%	72%	88%	59%	82%	78%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	67%	70%	68%	61%	63%	61%	77%	67%	66%	65%	65%	69%	68%	65%	65%	67%	66%	68%	69%	64%	68%	67%	73%	64%	69%	68%	65%	68%	30%	67%	86%	45%	100%	74%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	44%	43%	46%	42%	46%	36%	49%	48%	39%	50%	45%	53%	37%	35%	51%	50%	39%	36%	60%	42%	47%	42%	48%	44%	43%	44%	41%	48%	24%	43%	66%	21%	58%	51%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	68%	65%	73%	67%	62%	67%	76%	69%	68%	60%	67%	75%	70%	66%	60%	70%	71%	67%	72%	66%	67%	71%	56%	69%	68%	70%	68%	66%	43%	68%	91%	45%	45%	78%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	75%	76%	79%	70%	68%	74%	83%	77%	73%	67%	72%	80%	80%	74%	67%	75%	79%	77%	55%	69%	77%	80%	82%	74%	76%	79%	75%	72%	53%	75%	92%	45%	100%	83%
NET	89%	89%	90%	87%	87%	87%	92%	91%	86%	91%	89%	90%	88%	86%	93%	89%	87%	88%	81%	85%	88%	92%	100%	87%	90%	91%	87%	88%	71%	89%	94%	84%	100%	91%
Column n	1,072	163	200	179	162	194	174	497	575	169	202	231	305	165	153	346	343	221	9	358	373	318	9	402	661	302	522	248	13	1,021	28	5	5	207

T2B Scores – Quebec
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	61%	60%	61%	61%	59%	62%	64%	64%	58%	56%	62%	65%	61%	61%	58%	62%	61%	61%	63%	56%	62%	65%	48%	58%	64%	63%	59%	61%	-	61%	-	-	-	74%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	70%	66%	66%	74%	69%	70%	74%	72%	68%	63%	75%	72%	70%	68%	64%	75%	70%	68%	52%	67%	69%	75%	47%	68%	72%	72%	69%	68%	-	70%	-	-	-	79%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	65%	63%	64%	66%	63%	62%	69%	67%	62%	66%	63%	66%	63%	65%	66%	64%	64%	66%	50%	62%	67%	67%	67%	63%	66%	67%	64%	62%	-	65%	-	-	-	74%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	72%	72%	73%	76%	68%	71%	74%	73%	71%	66%	74%	73%	75%	72%	68%	72%	75%	73%	61%	70%	73%	75%	67%	70%	74%	74%	72%	69%	-	72%	-	-	-	79%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	69%	71%	67%	66%	69%	69%	74%	70%	68%	67%	71%	71%	68%	68%	67%	71%	68%	69%	65%	68%	69%	72%	75%	67%	71%	72%	67%	69%	-	69%	-	-	-	76%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	45%	44%	45%	47%	47%	41%	44%	47%	42%	49%	49%	54%	39%	36%	49%	51%	43%	37%	30%	44%	46%	46%	44%	44%	46%	47%	42%	46%	-	45%	-	-	-	56%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	67%	63%	69%	68%	63%	70%	71%	68%	66%	57%	70%	73%	68%	66%	58%	70%	69%	67%	56%	65%	66%	71%	52%	66%	69%	68%	67%	67%	-	67%	-	-	-	77%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	75%	77%	75%	72%	78%	80%	78%	75%	70%	75%	79%	79%	76%	71%	76%	78%	78%	61%	73%	76%	80%	74%	74%	78%	78%	75%	74%	-	76%	-	-	-	84%
NET	90%	88%	90%	91%	88%	90%	92%	91%	89%	91%	91%	90%	89%	88%	92%	91%	88%	89%	86%	89%	89%	92%	91%	89%	91%	92%	88%	89%	-	90%	-	-	-	93%
Column n	1,793	288	330	290	290	302	293	845	948	312	369	376	459	277	279	594	538	367	15	591	626	516	24	643	1,126	658	773	362	0	1,793	0	0	0	349

T2B Scores – University Educated
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	68%	68%	69%	66%	67%	68%	69%	70%	65%	68%	74%	72%	66%	60%	68%	74%	67%	60%	61%	61%	65%	71%	-	-	68%	67%	66%	71%	73%	66%	71%	68%	61%	75%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	75%	75%	73%	75%	76%	76%	74%	77%	73%	75%	80%	74%	74%	71%	76%	79%	72%	72%	70%	70%	75%	77%	-	-	75%	76%	74%	75%	78%	73%	76%	78%	71%	80%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	72%	73%	72%	73%	70%	71%	71%	74%	69%	75%	78%	68%	70%	67%	75%	75%	69%	69%	55%	65%	74%	73%	-	-	72%	71%	71%	74%	74%	67%	73%	77%	68%	77%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	80%	81%	79%	80%	79%	79%	79%	82%	77%	78%	83%	78%	81%	77%	79%	81%	79%	78%	75%	74%	80%	82%	-	-	80%	79%	78%	82%	81%	76%	81%	84%	79%	84%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	76%	76%	74%	77%	77%	75%	77%	74%	79%	80%	75%	75%	71%	79%	79%	73%	73%	65%	71%	76%	78%	-	-	76%	76%	74%	77%	82%	73%	76%	79%	73%	80%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	51%	50%	51%	52%	54%	51%	50%	54%	48%	59%	61%	55%	48%	36%	59%	60%	49%	39%	28%	45%	53%	53%	-	-	51%	49%	51%	56%	54%	45%	56%	53%	46%	60%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	72%	69%	73%	72%	72%	74%	72%	74%	70%	70%	79%	74%	69%	66%	70%	77%	70%	68%	63%	67%	73%	74%	-	-	72%	71%	72%	73%	72%	70%	73%	75%	67%	78%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	81%	82%	81%	80%	81%	82%	80%	84%	78%	78%	84%	80%	82%	80%	78%	83%	80%	81%	80%	78%	80%	84%	-	-	81%	82%	80%	82%	85%	78%	82%	86%	79%	87%
NET	93%	94%	93%	94%	93%	93%	91%	94%	92%	95%	95%	92%	92%	91%	95%	95%	91%	91%	90%	91%	93%	94%	-	-	93%	93%	91%	94%	93%	91%	94%	93%	92%	94%
Column n	3,637	612	593	604	612	601	615	1,767	1,870	590	929	715	816	587	514	1,368	990	711	54	716	1,269	1,542	0	0	3,637	1,483	1,297	857	202	707	1,622	554	551	1,067

T2B Scores – Affluent/$100K+ HHI
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	67%	65%	67%	67%	69%	64%	70%	68%	66%	67%	72%	69%	66%	60%	67%	71%	66%	63%	60%	-	-	67%	48%	61%	69%	68%	66%	67%	73%	65%	70%	64%	64%	76%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	74%	73%	73%	72%	75%	73%	76%	75%	72%	73%	80%	72%	72%	70%	73%	77%	70%	71%	81%	-	-	74%	49%	68%	76%	76%	73%	72%	74%	75%	76%	67%	73%	83%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	71%	68%	72%	69%	72%	70%	73%	73%	68%	73%	74%	68%	69%	69%	74%	71%	70%	69%	75%	-	-	71%	60%	67%	72%	71%	71%	71%	71%	67%	73%	69%	72%	78%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	78%	79%	80%	77%	78%	77%	80%	80%	77%	79%	79%	77%	80%	77%	79%	79%	78%	79%	82%	-	-	78%	70%	73%	80%	79%	78%	78%	77%	75%	81%	75%	81%	85%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	75%	73%	77%	72%	75%	77%	77%	76%	74%	79%	80%	72%	73%	72%	79%	78%	71%	74%	80%	-	-	75%	75%	70%	77%	76%	74%	75%	80%	72%	77%	74%	74%	81%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	50%	51%	50%	47%	52%	50%	52%	53%	48%	58%	57%	51%	47%	39%	58%	56%	48%	42%	29%	-	-	50%	53%	44%	52%	50%	50%	52%	47%	46%	55%	45%	50%	61%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	72%	67%	73%	69%	75%	73%	72%	73%	70%	69%	76%	73%	71%	67%	69%	75%	70%	70%	68%	-	-	72%	64%	68%	73%	71%	71%	74%	66%	71%	74%	68%	71%	78%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	81%	79%	83%	78%	80%	84%	81%	83%	79%	75%	82%	81%	82%	82%	75%	82%	81%	83%	80%	-	-	81%	76%	77%	83%	83%	81%	79%	80%	80%	83%	79%	80%	88%
NET	93%	92%	95%	92%	92%	92%	95%	94%	92%	95%	96%	93%	92%	90%	95%	95%	91%	91%	92%	-	-	93%	90%	92%	93%	93%	92%	93%	91%	92%	94%	90%	94%	95%
Column n	2,531	399	418	426	448	409	431	1,312	1,219	353	649	545	675	309	305	985	781	429	31	0	0	2,531	19	499	2,013	945	871	715	141	516	1,101	397	372	729

T2B Scores – Liberals
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	64%	61%	63%	62%	65%	64%	68%	66%	62%	63%	69%	70%	66%	56%	63%	70%	66%	57%	55%	59%	65%	68%	42%	59%	68%	64%	-	-	63%	63%	67%	61%	59%	74%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	72%	70%	66%	72%	75%	76%	76%	74%	71%	72%	78%	75%	73%	67%	73%	77%	74%	68%	64%	69%	73%	76%	68%	69%	75%	72%	-	-	72%	72%	75%	68%	70%	81%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	70%	69%	69%	69%	71%	68%	71%	72%	68%	71%	73%	70%	69%	66%	71%	72%	69%	68%	62%	69%	70%	71%	60%	69%	70%	70%	-	-	66%	67%	72%	72%	65%	77%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	76%	75%	76%	77%	78%	77%	78%	75%	76%	80%	78%	76%	74%	76%	79%	75%	76%	70%	74%	76%	79%	64%	74%	78%	76%	-	-	74%	74%	79%	76%	73%	82%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	74%	74%	71%	72%	74%	74%	76%	74%	73%	76%	76%	78%	72%	69%	76%	76%	73%	70%	70%	72%	73%	76%	63%	72%	75%	74%	-	-	70%	72%	75%	75%	74%	79%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	48%	45%	49%	47%	50%	46%	52%	50%	46%	53%	54%	53%	48%	39%	53%	54%	50%	41%	25%	47%	49%	50%	43%	46%	50%	48%	-	-	46%	47%	52%	47%	42%	61%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	69%	66%	69%	69%	68%	72%	69%	72%	67%	65%	75%	73%	67%	67%	65%	73%	67%	69%	58%	67%	70%	71%	53%	67%	71%	69%	-	-	65%	68%	70%	70%	66%	77%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	80%	78%	79%	78%	81%	82%	83%	83%	78%	77%	82%	82%	81%	79%	78%	82%	80%	80%	81%	77%	81%	83%	70%	79%	82%	80%	-	-	80%	78%	82%	79%	79%	86%
NET	92%	91%	91%	90%	92%	93%	93%	93%	91%	94%	95%	92%	92%	88%	94%	94%	91%	89%	91%	89%	92%	93%	79%	90%	93%	92%	-	-	88%	92%	93%	91%	90%	94%
Column n	3,337	565	561	535	537	574	565	1,413	1,924	613	689	533	828	674	561	1,021	861	830	64	1,099	1,208	945	43	1,071	2,223	3,337	0	0	258	658	1,453	526	441	930

T2B Scores – Conservatives
	Total	Cell						Sex		Age					Generation					Income			Education			Political Ideology			Region/Province					News Junkies
	Total	Global Politics	Canadian Politics	Crime	Business	Entertainment	Sports	Male	Female	18-29	30-39	40-49	50-64	65+	Gen Z	Millennials	Gen X	Baby Boomers	Silent	Under $50	50K-100K	$100K +	Less than high school	High school or trades	College/University/postgrad	Liberal	Moderate	Conservative	Atlantic Provinces	Quebec	Ontario	Prairie Provinces	British Columbia	Very closely
Please indicate how likely or unlikely you are to make a purchase or use services from following brands over the next 6 months	62%	63%	63%	64%	61%	60%	63%	63%	62%	65%	66%	66%	60%	59%	64%	67%	62%	58%	63%	56%	62%	67%	54%	57%	68%	-	-	62%	73%	61%	65%	57%	61%	71%
Please indicate how favorable or unfavorable you are towards following brands. If you do not know enough about the company to have an opinion, please indicate so	68%	67%	66%	69%	65%	70%	68%	68%	68%	68%	70%	68%	66%	68%	67%	71%	65%	67%	69%	66%	66%	72%	51%	64%	72%	-	-	68%	69%	68%	69%	63%	71%	76%
Cares about its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	68%	65%	68%	72%	68%	66%	67%	68%	68%	71%	70%	65%	64%	69%	71%	69%	64%	68%	69%	65%	69%	71%	56%	64%	72%	-	-	68%	71%	62%	70%	66%	71%	76%
Is a trustworthy company - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	75%	75%	76%	78%	76%	71%	74%	74%	75%	76%	74%	70%	74%	78%	75%	73%	73%	77%	81%	73%	74%	78%	65%	70%	79%	-	-	75%	76%	69%	77%	72%	79%	80%
Offers good value to its customers - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	71%	72%	73%	68%	71%	72%	71%	71%	71%	77%	73%	67%	67%	73%	76%	73%	66%	72%	73%	69%	71%	75%	65%	67%	75%	-	-	71%	77%	69%	72%	68%	74%	78%
Is a company I would want to work at - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	48%	47%	48%	50%	47%	51%	46%	48%	49%	58%	55%	47%	47%	39%	57%	55%	46%	41%	37%	42%	51%	52%	35%	45%	52%	-	-	48%	44%	46%	52%	42%	51%	56%
Has the right values - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	69%	66%	69%	71%	69%	69%	69%	68%	70%	70%	72%	70%	66%	69%	70%	71%	67%	68%	70%	67%	68%	74%	58%	67%	71%	-	-	69%	67%	67%	72%	65%	71%	75%
Has quality products/services - Below are some phrases and words. Please indicate how well you think each phrase or word describes following brands	76%	76%	78%	76%	75%	76%	73%	76%	75%	71%	75%	73%	76%	81%	69%	75%	74%	80%	81%	75%	75%	79%	65%	72%	80%	-	-	76%	76%	74%	78%	73%	76%	82%
NET	90%	90%	91%	90%	90%	90%	90%	90%	90%	94%	93%	88%	87%	91%	93%	92%	87%	90%	87%	89%	89%	93%	88%	88%	93%	-	-	90%	87%	89%	92%	87%	93%	92%
Column n	2,531	424	409	418	460	419	401	1,302	1,229	411	455	456	715	494	370	718	746	648	49	804	936	715	56	959	1,516	0	0	2,531	162	362	1,041	620	344	592