A data profile of the people who buy, follow and care about Local news in Canada — modelled from more than twelve digital signal sources. Local news has an estimated audience of 4,442,361 people in Canada.
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.
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.
The key figures that characterise the Local news profile in Canada.
52.6% are female, 47.4% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 52.6% |
| Male | 47.4% |
| Average age | 44.2 |
| Estimated audience size | 4,442,361 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Local news audience comes from Canada.
| Country | Share |
|---|---|
| United States | 34.1% |
| India | 8.0% |
| United Kingdom | 6.4% |
Where the Local news audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nova Scotia | ~300K | 2.24× | |
| 02 | Newfoundland and Labrador | ~100K | 1.65× | |
| 03 | British Columbia | ~800K | 1.14× | |
| 04 | New Brunswick | ~100K | 1.09× | |
| 05 | Saskatchewan | ~100K | 0.94× | |
| 06 | Ontario | ~1.5M | 0.91× | |
| 07 | Manitoba | ~100K | 0.87× | |
| 08 | Prince Edward Island | ~20K | 0.73× | |
| 09 | Alberta | ~200K | 0.43× | |
| 10 | Quebec | ~200K | 0.20× |
The strongest cross-interests of the Local news audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Broadcast journalism | Movies & TV | 11.16× | ||
| 02 | Breaking news | Movies & TV | 10.69× | ||
| 03 | Yokohama | Travel & Leisure | 8.07× | ||
| 04 | Weather forecasting | Home & Garden | 5.46× | ||
| 05 | Government | Politics & Society | 5.01× | ||
| 06 | Public policy | Politics & Society | 4.38× | ||
| 07 | Live television | Movies & TV | 3.85× | ||
| 08 | Online newspaper | News | 3.35× | ||
| 09 | Family car | Cars & Mobility | 2.72× | ||
| 10 | News broadcasting | Business & Career | 2.53× | ||
| 11 | High tech | Technology & Electronics | 2.38× | ||
| 12 | GO Transit | Cars & Mobility | 2.38× | ||
| 13 | Ontario Lottery and Gaming Corporation | Games | 2.05× | ||
| 14 | Financial plan | Movies & TV | 2.04× | ||
| 15 | Hatchback | Cars & Mobility | 1.94× | ||
| 16 | Mississauga | Travel & Leisure | 1.80× | ||
| 17 | FreshCo | Shopping | 1.76× | ||
| 18 | CP24 | Movies & TV | 1.76× | ||
| 19 | Used car | Cars & Mobility | 1.58× | ||
| 20 | Home construction | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.19× | |
| Social Media Usage | JOY | 1.18× | |
| Urban Lifestyle | OPEN | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.94× | |
| Convenience Orientation | PREMIUM | 0.94× | |
| Individualism | JOY | 0.99× |
Local news has an estimated audience of 4,442,361 people in Canada, concentrated in Ontario and British Columbia.
52.6% of Local news fans are female, 47.4% are male, with an average age of 44.2 years.
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.
Local news fans in Canada are most concentrated in Ontario (reach ~1.5M), British Columbia (reach ~800K), and Nova Scotia (reach ~300K). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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