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Half of Canadians appear satisfied with the amount of coverage of the American election in domestic media outlets.

Vancouver, BC – The selection of real estate developer Donald Trump as the presidential nominee of the Republican Party in the United States has not affected the overly negative views of Canadians towards his candidacy, a new Canada-wide Insights West poll has found.

In the online survey of a representative national sample, 78% of Canadians believe it would be “bad” for Canada if Trump became president—a 16-point increase since the first time Insights West asked this question one year ago.


The prospect of a Trump victory is particularly unattractive for women (78%), Canadians aged 55 and over (79%), British Columbians (90%) and voters who supported the New Democratic Party (NDP) in last year’s federal election (92%).

Canadians continue to have a more nuanced take on Democratic Party presidential nominee Hillary Clinton, with 47% believing she would be “good for Canada” as head of state, and 27% thinking she would be “bad” for the country.

While two-in-five Canadians (42%) are “very” or “moderately” concerned about the possibility of Clinton becoming the 45th American President, four-in-five (79%) are worried about Trump becoming the next dweller of the White House.

About half of Canadians believe that the amount of coverage that Canadian television newscasts (52%), newspapers (51%) and radio stations (49%) have devoted to the U.S. Presidential Election has been adequate. However, one-in-four (26%) feel there has been too much television exposure.

“The American election is clearly in the minds of Canadians, who are appreciative of the coverage they are currently getting in domestic media outlets,” says Mario Canseco, Vice President, Public Affairs at Insights West. “With the actual vote less than 100 days away, the level of concern about a Donald Trump victory remains extremely high.”

Practically half of Canadians (48%) say they are following news related to this year’s presidential election in the United States more than on previous occasions, including 57% of British Columbians, 55% of those aged 55 and over and 53% of men.

About Insights West:

Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary.

About this Release:

Results are based on an online study conducted from August 1 to August 4, 2016, among a representative sample of 1,002 Canadian adults. The data has been statistically weighted according to Canadian census figures for age, gender and region. The margin of error—which measures sample variability—is +/- 3.1 percentage points. Click here to view the detailed data tabulations.

For further information, please contact:

Mario Canseco
Vice President, Public Affairs, Insights West


Photograph: Gage Skidmore