Local news Audience in Canada
Local news has an estimated audience of 4,442,361 people in Canada. 52.6% are female, 47.4% are male, average age 44.2. Top regions: Ontario, British Columbia, Nova Scotia. Top brand affinities: Breaking news, Broadcast journalism, Online newspaper, Government, News broadcasting.
The average Local news fan in Canada is 44.2 years old, balanced, and lives primarily in Ontario. The audience is concentrated in Ontario, British Columbia, Nova Scotia. Top brand affinities include Breaking news, Broadcast journalism, Online newspaper, with strongest over-indexing on Breaking news (10.69× the country average). Demographically, the Local news audience skews balanced with an average age of 44.2, and over-indexes on personality traits such as Early Adopter Mentality, Social Media Usage. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: News · Type: Topic
Demographics of Local news fans
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 44.2 |
| Estimated audience size | 4,442,361 |
Audience persona
The typical Local news fan in Canada is balanced, around 44.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Breaking news.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 1,700,845 | 0.91× |
| British Columbia | 757,587 | 1.14× |
| Nova Scotia | 296,722 | 2.24× |
| Alberta | 236,361 | 0.43× |
| Quebec | 211,389 | 0.2× |
| Manitoba | 144,809 | 0.87× |
| Saskatchewan | 132,167 | 0.94× |
| Newfoundland and Labrador | 111,364 | 1.65× |
| New Brunswick | 111,345 | 1.09× |
| Prince Edward Island | 16,047 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Breaking news | 10.69× | Movies & TV |
| Broadcast journalism | 11.16× | Movies & TV |
| Online newspaper | 3.35× | News |
| Government | 5.01× | Politics & Society |
| News broadcasting | 2.53× | Business & Career |
| Weather forecasting | 5.46× | Home & Garden |
| Live television | 3.85× | Movies & TV |
| Ontario Lottery and Gaming Corporation | 2.05× | Games |
| Home construction | 1.53× | Home & Garden |
| Used car | 1.58× | Cars & Mobility |
| High tech | 2.38× | Technology & Electronics |
| Family car | 2.72× | Cars & Mobility |
| Yokohama | 8.07× | Travel & Leisure |
| FreshCo | 1.76× | Shopping |
| CP24 | 1.76× | Movies & TV |
| GO Transit | 2.38× | Cars & Mobility |
| Public policy | 4.38× | Politics & Society |
| Mississauga | 1.8× | Travel & Leisure |
| Financial plan | 2.04× | Movies & TV |
| Hatchback | 1.94× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 1.19 |
| Social Media Usage | JOY | 1.18 |
| Urban Lifestyle | OPEN | 1.17 |
| Travelling | THRILL | 1.17 |
| Need for Security | CONSERVATISM | 1.09 |
| Patriotism | CONSERVATISM | 1.06 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 34.2% |
| India | 8.0% |
| United Kingdom | 6.4% |
See Local news audiences in other countries
More News audiences in Canada
- Entertainment (22,290,233)
- Business and industry (21,309,471)
- Food and drink (21,077,113)
- Arts and music (21,063,262)
- Sports (20,983,256)
Frequently asked questions
How many fans does Local news have in Canada?
Local news has an estimated audience of 4,442,361 people in Canada, concentrated in Ontario and British Columbia.
What is the gender split and age of Local news fans?
52.6% of Local news fans are female, 47.4% are male, with an average age of 44.2 years.
Which brands do Local news fans like most?
Local news fans show strongest brand affinity for Breaking news (10.69×), Broadcast journalism (11.16×), and Online newspaper (3.35×) over the country average.
Where do Local news fans live in Canada?
Local news fans in Canada are most concentrated in Ontario (reach 1,700,845), British Columbia (reach 757,587), and Nova Scotia (reach 296,722). These three regions account for the largest share of the active audience.
What other brands do Local news fans also like?
Beyond Local news itself, the audience over-indexes on Broadcast journalism (11.16×), Online newspaper (3.35×), Government (5.01×), and News broadcasting (2.53×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for Local news. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.