Smarter audio starts here! Combine radio and digital for maximum impact and reach
September 4, 2025
Why bell media is your best bet for reaching listeners across platforms
Canadians are listening—everywhere. From smart speakers in the kitchen, to car dashboards on the commute, to Connected TV, tablets, desktops and smartphones on the go, audio has never been more accessible.
But how, where, and what they’re tuning into is changing fast. A new eMarketer report shows that time spent with digital audio has now overtaken traditional radio in Canada—and the gap is widening. By 2026, Canadian adults are expected to spend nearly two hours per day with digital audio (1:53) compared to just over an hour with radio (1:14).
This isn’t the end of radio, it’s the evolution of audio. To capture the full potential, brands need smarter, multi-platform strategies that reach listeners whether they’re streaming a podcast at home, catching a morning show in the car, or tuning in from a mobile app. Bell Media’s unmatched combination of live, local radio, premium streaming, and on-demand podcast content ensures your brand is everywhere your audience is listening.
But here’s the real opportunity: greater total reach with minimal audience duplication
When advertisers buy with Bell Media, they don’t have to choose between radio and digital.
They get both.
A powerful network of local radio stations across Canada, and a thriving digital audio ecosystem powered by iHeartRadio, one of the most popular free streaming audio platforms in the country.
By combining these channels into a single buy, brands can:
- Maximize exposure by reaching a broad audience on AM/FM radio while precision-targeting listeners on streaming, podcasts and custom playlists.
- Extend campaign reach by 10-15% across different listener habits and life stages
- Minimize waste by reducing message overlap
- Drive results across the full audio funnel—from trusted live and local voices to personalized streaming ads and podcast discovery.
Why radio still matters
Despite the rise of digital, traditional radio remains a dominant media force in Canada. Bell Media Radio reaches nearly 11 million listeners weekly, holding a 30% share of hours tuned among the top 5 broadcasters. Our coast-to-coast network delivers*:
- Leading reach among adults 18–34 and 25–54
- Strong scale with parents and grocery shoppers
- Unmatched presence in Québec, where Bell is the #1 radio broadcaster
Radio also delivers engaged listening. People tune in not just for music, but to feel connected, informed, and entertained. That emotional engagement drives stronger ad recall and brand connection especially when combined with digital.
Digital audio that goes beyond streaming.
On the digital side, Bell Media delivers:
- Premium streaming inventory via iHeartRadio
- Addressable Audio powered by Bell First Party Data
- Branded content and curated experiences across stations, playlists, and digital shows
- Top-performing podcasts like TSN Overdrive, Véronique et les Fantastiques, and Complètement Midi**
iHeartRadio listeners are highly engaged and commercially valuable. They over-index in key advertiser segments, including***:
- Full-time workers (Index: 143)
- Parents of children (Index: 147)
- Grocery spenders (Index: 171)
- High-income earners (Index: 179)
Plus, they’re younger, mobile-first, and more likely to be streaming video, shopping online, or listening to multiple formats across devices.
You can also extend your radio campaign into out-of-home or television, unlocking full surround-sound storytelling through Bell Media’s exclusive cross-platform integrations.
Only Bell Media offers exclusive Radio-to-Road technology that syncs radio ads with digital out-of-home billboards, creating real-time visibility in transit.
When combined with at-home execution, this evolves into our Streets-to-Screens model: a first-of-its-kind activation spanning radio, OOH, TV, digital, and even virtual product placement. It’s a fully integrated consumer journey that connects messaging across every environment.
Source: Numeris PPM Data, Total Meter Markets, Meter Stations, Spring 2025 Mo-Su 2a-2a AP2+
Smarter together: Why pair Video and Radio?
In today’s fragmented media landscape, combining Video and Radio ensures your message connects even when screens are off during commutes, work hours, errands, and on the go. Radio reaches 81% of Canadian adults weekly, making it an ideal complement to screen-based video buys.
When used together, TV and audio reinforce each other’s message and deepen brand resonance across the day.
The bottom line
The rise of digital audio doesn’t diminish radio’s role it multiplies it. And when you partner with Bell Media, you gain access to Canada’s most complete cross-platform audio solution. Whether your goal is mass awareness, deeper engagement, or efficient frequency, we help you reach more Canadians, more often, and in more moments that matter.
Let’s build a smarter audio plan together.
Sources:
*Numeris PPM Data Spring 2025 Mo-Su 2a-2a, AP2+, Numeris Diary Data Spring 2025 Mo-Su 5a-1a, A12+
**Triton Digital, Jan-May 2025 vs. same period 2021 to 2024
***Vividata SCC/Digital, Total Canada, A18+, Spring 2025
RadioConnects CANADIAN ADSUPPORTED AUDIO LANDSCAPE 2024
