A new survey for News Media Canada has revealed that 68% of Canadians want the federal government to adopt a “Buy Canadian” approach and commit a percentage of its advertising budget to Canadian-owned media. The online survey of 2,404 adult Canadians was done by Totum Research from Dec. 2025 to Jan. 2026. “A 25% advertising set-aside for news, done right, can ensure that the government reaches the 86% of Canadians who engage with newspaper content each week,” said Paul Deegan, President & CEO of News Media Canada.