Globe Insiders: COVID-19 readership study

Globe readership insights during COVID-19 
Research study –
April 2021

Our latest Globe Insiders audience research reconnected with Globe readers to explore how they’ve been faring this year, and what they are looking forward to and planning for, in Canada’s recovery phase

Explore our highlights to discover opportunities for brands and advertisers to help Canada recover, as we accelerate toward the recovery phase and into a new normal. 

Survey Period:
April 15 – 21, 2021

Respondents:
1,628 participants – 37% response rate

Results were weighted to represent the age demographics of our print and digital readers. (Vividata Winter 2021 Study, National Adults 18+)

Globe readers are looking forward to getting back to “normal”

Eat inside a restaurant

91%

Host / attend a party

89%

Travel by airplane

83%

Stay at a hotel/resort

80%

Attend a live venue

74%

Watch a movie at a theatre

69%

Once Canadians are vaccinated and the COVID-19 crisis ends, how likely are you to do the following? Base: Very likely and Somewhat likely (n= 1,628)

Globe readers have not seen a large financial impact

While many feel their mental and physical health has been affected, most readers (85%) said the pandemic has had no negative impact or a small negative impact to their income and finances. 

Impact on mental health

37%

Impact on physical health

26%

Impact on income

15%

Impact on personal finances

15%

Retirement savings / investments

14%

Job / Job stability

13%

To what degree do you feel the COVID-19 crisis has impacted the following? (n=1,628)

Globe readers have been saving more and spending less

I have been spending less

79%

I have saved more money

65%

When thinking about your experiences over the past year during COVID-19, how would you rate your level of agreement with the following statements?
Base: Agree and Somewhat agree (n= 1,628)

Our audiences need vital news and financial information,
along with support and positive inspiration for what’s ahead

Top stories that Globe readers want from us. 

Vaccine rollout / schedule
81%

Investigative reports / analysis on government strategies
76%

Information around vaccines
76%

Updates on COVID-19 statistics
70%

Topics unrelated to Covid-19
68%

How to stay active and healthy in body and spirit
55%

Stories on how Canadians are handling the pandemic
53%

Positive stories
51%

Strategies and advice on managing investments and finances
49%

Recovery rates
47%

Globe audiences want brands to help them navigate the pathway to recovery

Our Globe Insiders survey revisited our audiences’ information needs and their perspective on advertising, to consider how they view the role of brand messaging.

People are now very comfortable with brands returning to normal advertising, presenting powerful opportunities to support their purchase decisions in the months ahead.

Neutral/Somewhat Approve/Strongly Approve of:

Practical information/tips
to help people

96%

Promotions / offers /
loyalty perks

94%

Continuing to sell non-essential products
on their websites

94%

Ads showing response to Covid-19 or helping customers

93%

Running “normal” ad campaigns
(not related to COVID-19)

91%

Ads that express support for frontline workers

88%

To what extent do you approve or disapprove of brands and companies doing the following at the moment? (n=1,628)

For more information from this study or the Globe Insiders panel, please contact:

Andrew Consky
Head of Research and Media Insights
aconsky@globeandmail.com

Take the next step.

Get complete information about how partnering with the Globe Media Group builds your strongest connection to Canada.

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Globe Insiders: COVID-19 readership study

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Toronto, M5A 0N1
advertising@globeandmail.com 

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