Canadian Media Intelligence and Insight Report

May-December 2025 

1. Market insights 

High-Net-Worth Individual Statistics 

• Canada hosts approximately 1.7 million high-net-worth individuals (HNWIs) with investable assets exceeding $1 million USD 
• Ultra-high-net-worth individuals (UHNWIs with $30+ million) number approximately 10,500 
• Projected 5.3% growth in HNWI population through 2025, outpacing global average 
• Combined wealth under management exceeds $4.8 trillion CAD 

Business Leadership Landscape 

• 118,000 C-suite executives across publicly traded and private companies 
• 9,400+ board directors of TSX and TSX Venture Exchange listed companies 
• 42% of business leaders concentrated in Ontario, 22% in Quebec, 18% in British Columbia 

Institutional Investor Profile 

• 170+ pension funds managing over $2.2 trillion in assets 
• 85 family offices with average assets under management of $1.2 billion 
• 230 private equity and venture capital firms managing $190 billion 

Business Media Landscape 

• Print financial media: 63% penetration among business decision-makers 
• Digital business platforms: 89% daily engagement among executives 
• Business TV programming: 71% weekly viewership 
• Financial podcasts: 58% monthly listenership 
• Business radio: 42% weekly listenership 
• Financial newsletters: 77% subscription rate among investment professionals 

Key Advantages for Financial Advertisers 

• High digital adoption: 94% of Canadian business leaders use multiple digital platforms daily 
• Cross-border investment literacy: 87% of Canadian investors engage with international markets 
• Regulatory transparency: Recently streamlined disclosure requirements have increased investment activity 
• ESG leadership: Canada ranks among top 5 countries for ESG-focused investment, creating new advertising verticals 
• Multicultural business environment: Opportunities to target specific language communities with significant investment capacity 

Positive Market Trends 

• Enhanced privacy regulations that still permit sophisticated business audience targeting 
• Provincial securities regulators harmonizing investment regulations 
• Increased foreign direct investment due to political stability 
• Growing adoption of open banking platforms 
• Expansion of tech corridors in secondary markets beyond Toronto-Waterloo 
• Rising institutional allocation to alternative investments (15.8% increase projected for 2025) 

2. Exactly where to advertise 

Premium OOH Advertising Locations 

Toronto Financial District 

• Bay Street corridor: 186,000 daily professionals, 72% with decision-making authority 
• PATH underground network: 200,000 daily pedestrians, average household income $175,000+ 
• Brookfield Place digital displays: 85% business leader viewership, 62% C-suite exposure 
• King Street financial towers: 130,000 daily impressions, 68% financial services professionals 

Montreal International Financial Centre 

• Square Victoria: 110,000 daily professionals, 58% bilingual business decision-makers 
• Place Ville Marie: 12,000 daily executives, average income $220,000+ 
• McGill College Avenue: 95,000 daily pedestrians, 47% financial professionals 

Vancouver Financial District 

• Burrard Street corridor: 78,000 daily professionals, focus on Asia-Pacific investment 
• Bentall Centre complex: 9,000 daily executives, $189,000 average income 
• Canada Place: Gateway to 1.1 million convention attendees annually 

Calgary Energy Corridor 

• Bow Valley Square: 24,000 daily energy executives, average portfolio $3.2 million 
• Eighth Avenue Place: 12,000 daily professionals, 42% investment decision-makers 
• Bankers Hall: 7,800 financial professionals daily 

Executive Airport Installations 

• Pearson International Premium Lounges: 2.8 million annual executive travelers 
• Billy Bishop Toronto City Airport: 62% business traveler demographic 
• Vancouver International Jade Lounges: 1.2 million annual executive travelers 
• Montreal-Trudeau Maple Leaf Lounge: 890,000 annual business travelers 

Top 5 Business Regions with Highest Concentration of Investment Decision-Makers 

Greater Toronto Area 

• Economic profile: $385 billion GDP, $1.2 trillion assets under management 
• Industry specializations: Financial services, technology, life sciences 
• Investment preferences: Growth equity, late-stage venture capital, commercial real estate 
• Key locations: Bay Street corridor, Yorkville, King Street West tech hub 
• Media consumption: 82% digital business news, 71% financial print publications 

Greater Montreal Area 

• Economic profile: $205 billion GDP, $675 billion assets under management 
• Industry specializations: AI/ML technology, aerospace, pharmaceuticals 
• Investment preferences: R&D innovation, technology transfer, sustainable infrastructure 
• Key locations: International Financial Centre, Saint-Laurent tech corridor 
• Media consumption: 68% French business media, 59% bilingual financial publications 

Vancouver-Lower Mainland 

• Economic profile: $158 billion GDP, $580 billion assets under management 
• Industry specializations: Clean technology, digital media, Asia-Pacific trade 
• Investment preferences: Pacific Rim ventures, sustainable development, tech startups 
• Key locations: Coal Harbour financial district, Great Northern Way tech campus 
• Media consumption: 74% digital platforms, 57% Asia-Pacific investment publications 

Calgary-Edmonton Corridor 

• Economic profile: $232 billion GDP, $390 billion assets under management 
• Industry specializations: Energy, agriculture technology, sustainable resource development 
• Investment preferences: Energy innovation, resource extraction, infrastructure 
• Key locations: Energy Corridor (Calgary), ICE District (Edmonton) 
• Media consumption: 64% industry-specific publications, 72% energy investment newsletters 

Kitchener-Waterloo Innovation Corridor 

• Economic profile: $32 billion GDP, $85 billion assets under management 
• Industry specializations: Technology, advanced manufacturing, quantum computing 
• Investment preferences: Early-stage tech ventures, R&D commercialization 
• Key locations: Idea Quarter, UWaterloo Research Park, Catalyst137 
• Media consumption: 91% tech investment platforms, 67% university research publications 

3. Exactly whom to advertise to 

Top 7 Language Communities with High Business/Investment Activity 

English (Primary) 

• Market share: 62% of investment capital 
• Characteristics: Traditional portfolio allocation, emphasis on established vehicles 
• Investment preferences: Balanced equity/fixed income, real estate, private equity 
• Media consumption: Globe and Mail Report on Business, BNN Bloomberg, Financial Post 
• Cultural nuances: Emphasis on long-term growth, retirement planning, wealth transfer 

French 

• Market share: 21% of investment capital 
• Characteristics: Strong entrepreneurial focus, regional loyalty 
• Investment preferences: Quebec-based businesses, income-generating assets 
• Media consumption: Les Affaires, La Presse Affaires, RDI Économie 
• Cultural nuances: Community impact investing, preference for local market expertise 

Mandarin/Cantonese 

• Market share: 9% of investment capital 
• Characteristics: Family-centered investment approach, transnational portfolios 
• Investment preferences: Real estate, cross-border ventures, conservative growth strategies 
• Media consumption: Sing Tao Financial, Chinese News Group, WeChat investment channels 
• Cultural nuances: Multi-generational planning, emphasis on education investment, high saving rate 

Punjabi/Hindi 

• Market share: 4% of investment capital 
• Characteristics: Community-oriented, entrepreneurial focus 
• Investment preferences: Commercial real estate, family businesses, high cash positions 
• Media consumption: OMNI Business Report, South Asian Post, specialized WhatsApp groups 
• Cultural nuances: Emphasis on tangible assets, community lending circles 

Persian/Farsi 

• Market share: 1.5% of investment capital 
• Characteristics: High technical education, risk-distributed portfolios 
• Investment preferences: Technology ventures, established multinationals, precious metals 
• Media consumption: Iran Star Business, Shahrvand, specialized Telegram channels 
• Cultural nuances: Political risk hedging, emphasis on professional credentials 

Arabic 

• Market share: 1.3% of investment capital 
• Characteristics: Diversified international portfolios, halal investment considerations 
• Investment preferences: Ethical funds, international real estate, commodities 
• Media consumption: Al Ahram Canada, Sada Al-Mashrek, specialized investment forums 
• Cultural nuances: Sharia-compliant options, family business governance 

Korean 

• Market share: 1.2% of investment capital 
• Characteristics: Tech-savvy investors, high digital adoption 
• Investment preferences: Technology, manufacturing innovation, global brands 
• Media consumption: Korea Times Business, Korea Post Market Report, KakaoTalk investing groups 
• Cultural nuances: Strong brand recognition emphasis, education-focused investing 

Top 5 Investor/Business Segments by Profile 

C-Suite Executives 

• Population: 118,000+ across Canada 
• Decision-making factors: Corporate growth strategies, shareholder value, succession planning 
• Investment patterns: 42% company stock, 28% diversified equities, 18% private holdings 
• Media touchpoints: Executive airport lounges (82% engagement), elite financial publications (76%), exclusive business events (68%), LinkedIn Premium content (73%) 

Private Equity and Venture Capitalists 

• Population: 15,800 active professionals 
• Decision-making factors: Disruptive innovation, management team quality, exit potential 
• Investment patterns: 65% direct investments, 22% fund-of-funds, 13% public equities 
• Media touchpoints: Specialized VC/PE platforms (92%), investment databases (85%), industry innovation conferences (79%), startup pitch events (73%) 

Family Office Managers 

• Population: 4,200 professionals 
• Decision-making factors: Wealth preservation, tax efficiency, legacy planning 
• Investment patterns: 32% alternatives, 28% direct investments, 25% managed accounts, 15% fixed income 
• Media touchpoints: Exclusive wealth symposiums (82%), specialized family office publications (76%), high-end financial advisory content (69%), private banking events (65%) 

Institutional Investors 

• Population: 12,600 professionals 
• Decision-making factors: Fiduciary responsibility, long-term performance, risk management 
• Investment patterns: 40% public markets, 30% fixed income, 25% alternatives, 5% cash positions 
• Media touchpoints: Institutional investment publications (87%), pension investment conferences (81%), financial data terminals (78%), regulatory updates (72%) 

High-Net-Worth Entrepreneurs 

• Population: 265,000 individuals 
• Decision-making factors: Business synergies, innovation potential, personal interest areas 
• Investment patterns: 45% operating businesses, 25% real estate, 20% public equities, 10% venture investments 
• Media touchpoints: Industry disruption events (75%), peer networks (72%), business biography content (65%), entrepreneurship media (62%) 

4. Exactly how to advertise 

Airport Lounge and Private Aviation Opportunities 

• Air Canada Maple Leaf Lounges: 3.1M annual executive visitors, 76% financial decision-makers 
• Exclusive partnership with PrivateFly and AirSprint: Access to 8,400 UHNW individuals 
• Pearson International executive terminal: 920,000 premium travelers annually 
• Porter VIP departure lounge: 620,000 business decision-makers annually 
• Fixed Base Operator (FBO) networks: Direct access to 12,700 private aircraft owners 

Financial and Business Publications 

• Globe and Mail Report on Business: 1.2M print readers, 78% investment decision-makers 
• Financial Post: 950,000 print circulation, 82% financial professional penetration 
• Les Affaires: 600,000 readers, dominant among French-speaking executives 
• Canadian Business Journal: 675,000 readers, 72% C-suite executives 
• Bloomberg Businessweek Canadian Edition: 450,000 readers, 86% financial professionals 

Premium Digital News Publishers 

• Globe and Mail Investor: 2.8M monthly unique visitors, 73% investment decision-makers 
• BNN Bloomberg Digital: 1.9M monthly visitors, 84% financial professional penetration 
• Financial Post Digital: 2.2M monthly visitors, 68% business decision-makers 
• The Logic: 580,000 monthly visitors, 76% tech investors and executives 
• Investment Executive Digital: 760,000 monthly visitors, 91% financial advisors 

Business News TV and Radio 

• BNN Bloomberg Television: 1.8M weekly viewers, 82% investment decision-makers 
• CBC Business Report: 1.5M weekly viewers, 67% business leaders 
• RDI Économie: 780,000 weekly viewers, 72% French-speaking executives 
• Bloomberg Radio Canada: 920,000 weekly listeners, 79% investment professionals 
• Business News Network podcasts: 1.2M monthly downloads, 76% executive listeners 

Conference and Business Event Sponsorships 

• Toronto Global Forum: 2,800 C-suite attendees, $1.8T in represented capital 
• Montreal Conference on Responsible Investing: 1,600 institutional investors 
• Vancouver International Finance Forum: 2,100 attendees, Pacific Rim investment focus 
• Canadian Private Capital Investment Conference: 950 private equity professionals 
• Elevate Tech Festival: 1,800 tech investors and innovation executives 

Programmatic Targeting Capabilities 

• Canadian Financial Professional Network: Reaches 86% of investment advisors 
• C-Suite Digital Ecosystem: 92% penetration of executive decision-makers 
• Wealth Management Programmatic Alliance: 78% of private wealth advisors 
• Business Leadership Exchange: 84% of corporate directors 
• Bay Street Digital Network: 89% of Toronto financial district professionals 

Connected TV and Streaming 

• BNN Bloomberg Connected TV: 890,000 monthly viewers, 77% financial professionals 
• CBC Gem Business Focus: 720,000 monthly business content viewers 
• Financial Post Video Network: 650,000 monthly viewers, 81% business decision-makers 
• Crave Business Documentaries: 550,000 monthly executive viewers 
• YouTube Financial Channels (Canadian): 2.1M monthly views from business professionals 

Premium B2B Publications by Sector 

• Canadian Investment Review: 92% institutional investor penetration 
• Benefits Canada: 86% of pension fund managers 
• Investment Executive: 91% of financial advisors and wealth managers 
• Canadian Infrastructure: 78% of institutional capital allocators 
• Technology Innovation Canada: 84% of tech investors 

Language-Specific Business Media 

• French: RDI Économie (780,000 viewers), Les Affaires (600,000 readers) 
• Mandarin/Cantonese: Sing Tao Financial (420,000 readers), Fairchild Business TV (380,000 viewers) 
• Punjabi: OMNI Business Report (310,000 viewers), Sher-E-Punjab Radio (280,000 listeners) 
• Persian: Iran Star Business (190,000 readers), Persian Tribune (160,000 readers) 
• Arabic: Al Ahram Canada (170,000 readers), Sada Al-Mashrek (150,000 readers) 

Cost Efficiency Metrics 

• Canadian business publications: $42 average CPM, 0.22% average CTR 
• Financial digital display: $38 CPM, 0.28% CTR 
• Business TV advertising: $65 CPM, 0.19% CTR 
• Airport lounge displays: $126 CPM, 0.41% CTR 
• B2B email sponsorships: $220 CPM, 1.8% CTR 
• Financial podcast sponsorships: $87 CPM, 2.2% conversion rate 
• Programmatic business targeting: $52 CPM, 0.32% CTR 

5. Exactly when to advertise 

Quarterly Investment Cycles 

• Q2 (May-June): Post-tax season investment recalibration (21% increased activity) 
• Q3 (July-September): Pre-budget corporate spending (17% increased investment planning) 
• Q3-Q4 transition (September): Fiscal year-end for federal government contracting 
• Q4 (October-November): Year-end tax planning and capital allocation (26% increased activity) 
• Q4 (December): Tax-loss harvesting and charitable giving window (32% increased activity) 

Major Business Conferences and Financial Forums 

• May 15-17: Toronto Global Economic Forum 
• June 8-10: Montreal International Finance Summit 
• June 22-24: Vancouver Investment Conference 
• September 12-14: Calgary Energy Investment Forum 
• October 3-5: Waterloo Innovation Capital Conference 
• November 15-17: Canadian Institutional Investor Summit 

Budget Periods 

• Pre-Federal Budget (October): 28% increase in policy-sensitive investments 
• Post-Federal Budget (November): 34% increase in sector-specific adjustments 
• Pre-Provincial Budgets (Alberta, Ontario): 19% increase in regional investment planning 
• Post-Provincial Announcements: 23% increase in region-specific investment activity 

Industry-Specific Events 

• May 20-22: Canadian Energy Innovation Conference (Calgary) 
• June 12-15: Financial Technology Summit (Toronto) 
• July 18-20: Agricultural Investment Forum (Saskatoon) 
• August 8-10: Clean Technology Investor Conference (Vancouver) 
• September 20-23: Canadian Healthcare Investment Summit (Montreal) 
• October 17-19: Canadian Manufacturing Technology Show (Toronto) 
• November 6-8: Mining Investment Canada (Toronto) 

Cultural Business Calendar Events 

• May: Asian Heritage Month (investment initiatives) 
• June 24: Quebec National Day (provincial investment announcements) 
• September: National Inclusion Month (diversity-focused investments) 
• October: Small Business Month (entrepreneurial investment focus) 
• November: Financial Literacy Month (investment education initiatives) 

Regional Timing Considerations 

• Toronto: Peak investment activity mid-June through mid-July and October-November 
• Montreal: Investment surge post-St. Jean Baptiste Day (June 24) and September-October 
• Vancouver: Highest business activity May-June and September-October 
• Calgary: Energy investment decisions concentrated in May-June and October-November 
• Kitchener-Waterloo: Technology investment cycles peak in September-October 

Performance Metrics During Key Periods 

• Post-tax season (May): 23% higher engagement with investment content 
• Federal budget periods: 34% increase in government policy-related investment research 
• Q4 planning period: 29% increase in financial advisory consultations 
• Year-end (December 1-15): 42% increase in tax-optimized investment activity 
• Conference weeks: 85% higher engagement with related sector investment materials 

6. Conclusion & recommendations 

Key Takeaways 

• Canadian business leaders exhibit high digital engagement across multiple platforms, creating diverse targeting opportunities 
• Regional concentrations of investment capital require market-specific approaches, particularly in the five major business hubs 
• Language diversity presents unique opportunities to target specific investment communities with tailored messaging 
• Institutional investors control the largest pools of capital but require longer relationship-building cycles 
• Timing strategies aligned with fiscal, regulatory, and cultural calendars significantly improve campaign performance 

Strategic Media Planning Recommendations 

• Allocate 40% of budget to digital channels with high executive engagement 
• Reserve 25% for premium business publication partnerships 
• Dedicate 15% to strategic conference and business event sponsorships 
• Invest 12% in targeted OOH placements in financial districts 
• Allocate 8% to premium airport and executive travel touchpoints 

Language and Regional Targeting Strategy 

• Implement trilingual (English/French/Mandarin) core content strategy for major urban centers 
• Develop Toronto-specific campaigns emphasizing financial services innovation 
• Create Montreal content highlighting AI/ML investment opportunities 
• Tailor Vancouver messaging around sustainable investment and Asia-Pacific connections 
• Focus Calgary/Edmonton content on energy transition investment opportunities 
• Target Kitchener-Waterloo with technology commercialization content 

Channel Integration Recommendations 

• Begin with thought leadership in business publications to establish credibility 
• Reinforce messaging through executive digital touchpoints 
• Provide deeper engagement through sponsored content partnerships 
• Maintain visibility in premium business environments through OOH 
• Drive conversion through executive event engagement and direct outreach 

Timing Strategy 

• Launch campaigns during post-tax season investment recalibration (May) 
• Intensify presence during Q3-Q4 transition (September) 
• Maximize visibility during year-end planning period (October-November) 
• Align sector-specific messaging with related industry conferences 
• Schedule French-language campaigns to coincide with Quebec business cycles 

Regional Prioritization Framework 

1. Greater Toronto Area: Highest concentration of investment capital and decision-makers 
2. Montreal: Strong institutional presence and growing innovation investment 
3. Vancouver: Gateway to Asia-Pacific investment and sustainability leadership 
4. Calgary-Edmonton Corridor: Energy transition capital and agricultural technology 
5. Kitchener-Waterloo: Emerging technology commercialization hub 

This report provides a strategic foundation for targeting Canadian business leaders and investors from May through December 2025. By implementing these insights and recommendations, marketers can efficiently reach key decision-makers across diverse regions, language communities, and investment segments.