A presentation published by Radio Connects in September 2026 brings together research on Canadian audio habits, advertising trust and campaign effectiveness. It reports that Canadians spend twice as much time listening to radio as to podcasts and five times as much as listening to ad-supported Spotify.
The presentation cites an Angus Reid Forum survey of 3,039 Canadians aged 18 and older, conducted in spring 2026. More than half of radio listeners surveyed did not use Spotify’s free tier, while more than 40% did not listen to podcasts. Most podcast listeners and subscribers to paid music-streaming services also listened to radio.
Radio also accounted for nearly eight in 10 minutes of ad-supported audio listening in cars. The survey found that 88% of Canadians used a private vehicle each week, rising to 90% outside metropolitan areas. Nearly half of respondents had driven the day before the survey.
Trust and regular listening were other measures in the presentation. Three-quarters of respondents expected to hear advertising they trusted on AM/FM radio, compared with 44% for podcasts and 37% for ad-supported music streaming. Thirty-seven per cent listened to radio consistently during the week, compared with 30% for podcasts and 16% for ad-supported music streaming.
More than half of radio listeners said they had taken action after hearing a radio advertisement. That figure rose to 60% among respondents outside metropolitan areas. Actions included remembering products and services, discovering new products, seeking information and learning about local events.
The presentation also cites an analysis presented by Mark Ritson at Cannes Lions 2026, based on 1,262 campaigns run between 2007 and 2023 in the U.K., Ireland, Europe and the U.S. Campaigns that included audio were 75% more likely to generate profits, 81% more likely to build trust, 81% more likely to improve resistance to price changes and 19% more likely to acquire customers.
Other research cited in the presentation found that adding radio to television or video increased brand recall by 17% and online brand searches by 52. Adding radio to out-of-home advertising increased campaign reach by 27%.
“Listening builds the audience. Context creates relevance. Together they deliver impact,” Radio Connects said.
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