The Canadian Media Directors’ Council (CMDC) has partnered with GroupM and Kijiji Canada to look into how newcomers interact with local media. They found that a majority of newcomers (76%) begin consuming Canadian media before they arrive in Canada.

“This research amplifies the voices of newcomers, providing insights for Canadian leaders to understand the importance of investing in local media,” says Shannon Lewis, president of CMDC. “With 20% of the population being newcomers and this number projected to grow, newcomers have substantial purchasing power.”

For the joint study, “Perspective on Canada’s Local Media: through Newcomers’ Eyes,” an online survey of 500 people was conducted to gather insights from the Indian market. Although immigration to Canada is prevalent in five key markets, GroupM chose India due to the strength of its online panel and because it’s the highest volume feeder country for recent Canadian immigration.

The questions of the survey mostly covered demographics, reasons they were considering moving, desired location, consumption and type of Canadian media currently consumed, as well as the purchase categories they would be most interested in once they had emigrated.

“Newcomers represent a significant yet untapped market,” says Jed Schneiderman, head of advertising at Kijiji. “Not only do 76% consume Canadian media before they arrive, but they’re also highly familiar with classified platforms like Kijiji, with 93% already using or planning to use them. This well-educated, high-earning demographic presents a valuable opportunity for advertisers looking to reach newcomers eager to integrate and contribute to the Canadian economy.”

The study found that Toronto, Ottawa, Hamilton and Montreal were the preferred settlement destinations.

Urania Agas, chief client officer at GroupM Canada, said, “Understanding where newcomers plan to settle, along with their media habits, motivations and purchasing intentions creates a foundational element to our approach to addressable audience planning and activation strategies. These insights enable us to create highly targeted campaigns that resonate with newcomers through relevant media and messaging.”