The impact of audio: Amplify your brand’s reach and engagement

How audio drives the performance of media strategies 

More than 2 hours and 30 minutes per day. That’s the average amount of time Canadians spend listening to audio.

At home, at work, on the go or in the car, audio accompanies Canadians throughout the day, giving brands a consistent audience presence. This makes audio a powerful medium for increasing awareness, strengthening brand recall and building lasting relationships with consumers. Through its audio ecosystem, Bell Media reaches 1 in 3 Canadians every week.

The strength of radio

Linear radio remains an essential medium for reaching a large audience quickly. It represents 69% of ad-supported listening time in Quebec and 60% in Canada, while reaching 81% of adults each week. 

Combined with Bell Media’s digital platforms, it allows advertisers to:

• Reach more than 11 million Canadians  
• Increase campaign reach by 10% to 15%  
• Reach new audiences thanks to a low duplication rate of 9%  
• Generate more than 1.8 billion digital audio impressions each year through iHeartRadio

Podcasts also enrich audio strategies. Listened to weekly by 1 in 3 Canadians, podcasts allow brands to reach attentive audiences in an intentional listening environment and create a different kind of connection with consumers. 

From trust to action

Radio is thriving in Canadians’ daily lives, particularly in the car. Radio benefits from an exceptional level of trust among its audience. 75% of Canadians expect to hear trustworthy advertising on radio, while 54% of listeners say they took action after being exposed to a radio ad. 

With its broad reach and strong relationship with audiences, radio can effectively build brand awareness and engagement.

Radio strengthens the effectiveness of media plans

Adding radio to an existing media plan delivers measurable gains: 

• +17% brand recall for TV and video campaigns  
• +52% additional website visits for digital campaigns  
• +27% incremental reach for OOH campaigns  

These results demonstrate that each medium plays a different role in the consumer journey. Television can create strong visual impact, digital can drive interaction, and audio can maintain a brand presence throughout the day

Branded content: From exposure to connection

To maximize the performance of audio, advertisers are increasingly turning to branded content. When deployed through a multiplatform offering, branded content can transform a campaign into more authentic and memorable connections with consumers. Supported by Bell’s first-party data, these solutions also enable more precise audience targeting and better optimization of results. 

Babybel x Véronique et les Fantastiques: A natural integration

To strengthen its connection with families, Babybel integrated itself into the world of Véronique et les Fantastiques through a multiplatform strategy combining on-air content, social media and custom segments. The brand integrated naturally into the conversations, creating an authentic experience for listeners. The results:

• 106% radio impression delivery  
• 163% digital impression delivery  
• 128% OOH impression delivery  

Beyond media performance, the campaign strengthened brand affinity through an organic and engaging presence within the content. 

By combining the power of radio, the precision of digital and the impact of branded content, Bell Media’s audio offering enables advertisers to maximize reach, strengthen engagement and drive tangible results. 

Ready to amplify your campaigns? Contact our team of experts to build a customized audio strategy. 

Sources: Vividata, eMarketer, Numeris, Radio Connects/Angus Reid, Radiocentre, Westwood One/Cumulus