A data profile of the people who buy, follow and care about Road in Canada — modelled from more than twelve digital signal sources. Road has an estimated audience of 5,939,801 people in Canada.
The average Road fan in Canada is 43.9 years old, more male, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Ice Hockey World Championships, Real property, Tabloid (newspaper format), with strongest over-indexing on Ice Hockey World Championships (1.62× the country average).
Demographically, the Road audience skews more male with an average age of 43.9, and over-indexes on personality traits such as Career Orientation, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Road fan in Canada is more male, around 43.9 years old, with strong Career Orientation tendencies and a notable affinity for Ice Hockey World Championships.
The key figures that characterise the Road profile in Canada.
42.0% are female, 58.0% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 42.0% |
| Male | 58.0% |
| Average age | 43.9 |
| Estimated audience size | 5,939,801 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide Road audience comes from Canada.
| Country | Share |
|---|---|
| United States | 28.8% |
| Italy | 7.1% |
| United Kingdom | 6.6% |
Where the Road audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~3M | 2.01× | |
| 02 | Ontario | ~3M | 1.20× | |
| 03 | Alberta | ~800K | 1.12× | |
| 04 | British Columbia | ~900K | 1.04× | |
| 05 | Prince Edward Island | ~30K | 0.98× | |
| 06 | Manitoba | ~200K | 0.94× | |
| 07 | New Brunswick | ~100K | 0.88× | |
| 08 | Saskatchewan | ~200K | 0.85× | |
| 09 | Newfoundland and Labrador | ~70K | 0.81× | |
| 10 | Nova Scotia | ~100K | 0.77× |
The strongest cross-interests of the Road audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | John Cena | Sports | 2.95× | ||
| 02 | City car | Cars & Mobility | 2.95× | ||
| 03 | Air pollution | Health | 2.35× | ||
| 04 | Tabloid (newspaper format) | Literature | 2.30× | ||
| 05 | Family car | Cars & Mobility | 2.26× | ||
| 06 | Non-alcoholic beverage | Food & Beverages | 2.24× | ||
| 07 | Real property | Home & Garden | 2.15× | ||
| 08 | Solar energy | Home & Garden | 2.13× | ||
| 09 | Vegas Golden Knights | Sports | 2.13× | ||
| 10 | Vehicle insurance | Cars & Mobility | 2.06× | ||
| 11 | Tom Cruise | Movies & TV | 2.05× | ||
| 12 | Cadillac | Cars & Mobility | 1.94× | ||
| 13 | Hyundai | Cars & Mobility | 1.90× | ||
| 14 | Electric vehicle | Cars & Mobility | 1.90× | ||
| 15 | Western Union | Business & Career | 1.78× | ||
| 16 | Virtual reality | Technology & Electronics | 1.78× | ||
| 17 | Innovation | Business & Career | 1.73× | ||
| 18 | Ice Hockey World Championships | Sports | 1.62× | ||
| 19 | Credit (finance) | Business & Career | 1.59× | ||
| 20 | Radio | Technology & Electronics | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.53× | |
| Family Orientation | CONSERVATISM | 1.47× | |
| Need for Security | CONSERVATISM | 1.46× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.57× | |
| Healthy Lifestyle | BALANCE | 0.79× | |
| Design Affinity | PREMIUM | 0.79× |
Road has an estimated audience of 5,939,801 people in Canada, concentrated in Ontario and Quebec.
42.0% of Road fans are female, 58.0% are male, with an average age of 43.9 years.
Road fans show strongest brand affinity for Ice Hockey World Championships (1.62×), Real property (2.15×), and Tabloid (newspaper format) (2.3×) over the country average.
Road fans in Canada are most concentrated in Ontario (reach ~3M), Quebec (reach ~3M), and British Columbia (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Road itself, the audience over-indexes on Real property (2.15×), Tabloid (newspaper format) (2.3×), John Cena (2.95×), and Radio (1.52×) 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 Road. 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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