Health
Dental clinics in Toronto: 17.1%Official of residents are 65+, and a federal plan is moving new patients
Who books, which languages to advertise in, and the RCDSO rules your ads must follow.
Audience intelligence for every Canadian business
Know exactly who your customer is in Canada — and how to win them.
Every audience by age, gender, income, language, culture, faith, immigration and life stage, mapped down to the postal code. Every industry gets a playbook: who to target, where they are, how to reach them, how to convert them and what to watch out for.
Eight ways to define a Canadian audience
Explore all 227 segments →01
Demographics
Gender, age bands, marital status, household and family structure.
02
Socio-economic
Income, education, occupation, industry of work, housing tenure and type, commute.
03
Language
Mother tongue, language spoken at home, knowledge of official languages.
04
Culture & faith
Ethnic or cultural origin, visible minority group, religion, Indigenous identity.
05
Immigration
Immigrant status, period of arrival, generation, place of birth, temporary residents.
06
Life events
Moments that trigger buying: moving, marrying, having a baby, buying a first home, retiring, arriving.
07
Behaviour & values
Media and online habits, shopping channels, values. Survey-based, modelled to place.
08
B2B buyers
Business size, industry and decision-maker role, from business counts and Census occupations.
Every playbook answers eight questions
See a sample →Question 1
Who is the audience?
Core persona, decision-maker vs user, segments that matter
Question 2
Where are they?
Offline by postal code; online by platform
Question 3
How do we reach them?
Channel mix, live media prices, budget split
Question 4
How do we enter?
Competition density, positioning, price band, timing
Question 5
How do we engage?
Language, culture, content themes, community touchpoints
Question 6
How do we convert?
Funnel, offers, follow-up, retention
Question 7
What are the risks?
Regulation (CASL, privacy, Bill 96, Competition Act, industry rules), seasonality, reputation
Question 8
Budget & KPIs
Three spend scenarios with targets to track
Playbooks by industry
All 92 industries →Finance
Mortgage brokers: reaching the 1.3 millionOfficial people who immigrated in 2016–21
Timing, trust signals and in-language channels for first-time buyers.
Real estate
Selling homes in Markham: 81.7%Derived of households own, and 58.6%Official of residents are immigrants
The Cantonese and Mandarin audiences are different markets. Treat them that way.
Food & hospitality
Restaurants: the festival calendar that fills tables
Vaisakhi, Lunar New Year, Ramadan, Diwali: a 12-month plan by community.
Home services
Renovation contractors: where owner-occupiers cluster, by postal code
Map ownership, dwelling age and income to find your best FSAs.
Education
Tutoring centres: families with children under 15, by language
Where the demand is and which parents decide.
Built on official data
Every number is labelled: Official, Derived or Modelled.
We combine Statistics Canada's Census, IRCC's monthly permanent-resident data, business counts and national surveys, then model audiences down to postal-code level. Nothing is a guess dressed up as a fact.
10 Feb 20272026 Census: population & dwellings, site-wide refresh
8 Sep 2027Language: all language audiences rebuilt
27 Oct 2027Immigration, ethnocultural & religion. New: sexual orientation
MonthlyIRCC new permanent residents by city and country
The other half of the plan
Know who. Then buy where.
Every playbook links to MediaBuy.ca for live media prices across TV, radio, out-of-home, print, digital and multicultural media, and a free media plan.
For agencies & consultants
Unlimited playbooks. Your logo on every one.
Pro and White-label plans for agencies, consultants and business-plan writers. See plans →