Nearly 58% of advertising spending in Canada is now captured by foreign platforms such as Google and Meta. In this context, brands need new ways to capture attention, stand out, and reconnect with their audience.
Brands that invest early in a relevant strategy often gain a tangible advantage: they learn before others do, establish a foothold more quickly, and build a presence while attention is still available.
For a long time, media platforms were pitted against one another in distinct categories: television versus radio, streaming versus cinema, audio versus video. But today, that model no longer exists.
A new study conducted by Cumulus Media / Westwood One in partnership with Quantilope (surveying 1,000 shoppers in September 2025) reveals a key finding: consumers of audio content—and podcast listeners in particular—spend more in the automotive sector.
Buying local means supporting local creators, sustaining the regional economy, and maintaining a diverse range of businesses that help keep our communities thriving.