Radio Connects

What Radio Connects does

Radio Connects (bilingually branded "Radio Connexions" in French) is a Canadian not-for-profit trade association headquartered at 160 Bloor Street East, Suite 1005, Toronto, Ontario. Founded in 2016, it functions as the unified representative body for the Canadian commercial radio industry, with a membership roster that includes the country's largest broadcasters — Bell Media, Rogers Sports & Media, Corus Entertainment, Cogeco Media, Pattison Media, Vista Radio, RNC Media, and Stingray. The association is governed by a small executive team led by President Caroline Gianias, with dedicated research (Lisa Dillon) and Quebec-focused client services (Chantal Leblanc) functions.

The organization does not sell advertising products or services. Its core deliverable is the aggregation, synthesis, and publication of research that demonstrates the effectiveness of AM/FM radio as an advertising medium in Canada, supported by data partnerships with Numeris (Canada's cross-media measurement joint committee), Nlogic (radio audience analysis), and RadioCount (radio listenership measurement). Its product portfolio comprises (i) an Audio Research & Reports library built around a 12-argument framework (reach, targetability, engagement, companionship, trust & safety, digital booster, ROI, multiplier effect, brand builder, recovery driver, creativity/agility, multiplatform/mobile); (ii) a six-module Audio Certification Program delivered at audiocertified.ca for advertising and marketing professionals; (iii) a periodic newsletter; (iv) planning resources including the Canadian Radio Station Directory, broadcast calendars for 2025–2027, a media glossary/formula reference, and interactive radio coverage maps covering all Canadian provinces; and (v) cross-medium collaboration with thinktv and international research alignment through the World Radio Alliance.

Radio Connects is funded entirely through membership fees from its broadcaster and industry-partner base and does not publicly disclose financials. It pursues a sales-led, education-first go-to-market: free research and tools are provided to advertisers and agencies to drive radio ad spend back to member broadcasters, with the Audio Certification program functioning as the principal mid-funnel engagement and conversion asset. There is no evidence of significant headcount expansion, no disclosed fundraising, no M&A activity, and no AI/ML capability; the growth posture is steady and product-led rather than scale-led.

Name

Radio Connects

Legal name

Radio Connects

Website

https://radioconnects.ca

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Radio Connects is the Canadian not-for-profit trade association for the commercial radio industry, funded by broadcaster membership fees and providing aggregated research, audience-measurement partnerships, planning tools, and the Audio Certification Program to advertisers, agencies, and member broadcasters across Canada.

Ownership category

akta.pro rank

Product category

Radio Industry Trade Association

NAICS

Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Radio Network Distribution & Programming Services (Syndicators, Format Providers) (MPAIAEAH)

akta.pro secondary industry

Talk/News/Sports Radio Networks & Syndication (MPAIAEAG)

Keywords

• Radio advertising research
• Audio advertising certification
• Broadcast industry association
• Radio audience measurement
• Commercial radio insights

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership fees: Radio Connects is funded through membership fees from Canadian commercial radio broadcasters and industry partners. As a not-for-profit association established in 2016, the organization does not generate revenue from selling products or services to advertisers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Radio Connects is a not-for-profit trade association for the Canadian commercial radio industry, founded in 2016 and headquartered in Toronto. It delivers research, education, and industry resources—including audience measurement reports, an audio advertising certification program, station directories, and broadcast calendars—to support member broadcasters, advertisers, and media agencies.

Product overview

Radio Connects is a not-for-profit trade association for the Canadian commercial radio industry that offers a portfolio of services focused on research, education, and industry resources. The core offerings include an Audio Certification Program (a six-module training course for advertising professionals), comprehensive Audio Research & Reports providing consumer insights and effectiveness data, a Newsletter delivering industry updates, and various resources such as a Canadian Radio Station Directory, Broadcast Calendars, Media Glossary & Formulas, and Radio Coverage Maps. These products work together to help advertisers understand and leverage AM/FM radio's advertising potential in Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Audio Certification Program
• Audio Research & Reports
• Canadian Radio Newsletter
• Canadian Radio Station Directory
• Broadcast Calendars
• Media Glossary & Formulas
• Radio Coverage Maps

Quantifiable outcome

• AM/FM Radio reaches millions of Canadians weekly across all demographics
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• NlogiccoreTechnology or IntegrationNlogic is a Canadian provider of audience analysis tools for television and radio industries, agencies, and companies. They help clients understand radio audiences and offer planning and activation tools, strategic insights, customizable products, and market views.
• NumeriscoreTechnology or IntegrationNumeris is a not-for-profit industry joint committee that provides data, trends, and media habit insights in a mixed media universe in Canada. They are a key source of radio audience measurement data.
• RadioCountcoreTechnology or IntegrationRadioCount measures radio listenership across the country and provides information to broadcasters, advertisers, and agencies.
• thinktvminorStrategic or Co-development Partnerthinktv is the Canadian marketing and research association dedicated to advancing commercial television. Their mission is to help advertisers and agencies.
• World Radio AllianceminorStrategic or Co-development PartnerThe World Radio Alliance is a group of 14 professional radio associations from Europe, the United States, Canada, and Australia that promotes and demonstrates the power and value of radio/audio in the media landscape by sharing best practices.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RadioCentre: UK trade body for commercial radio that markets the medium to advertisers and agencies through research, effectiveness studies, and industry resources — a direct international analog to Radio Connects' Canadian model.
• thinktv: Canadian marketing and research association dedicated to advancing commercial television — operates the same not-for-profit trade association model in Canada as Radio Connects does for radio, and is already a listed partner.
• Commercial Radio Australia: Australian industry body representing commercial radio stations, promoting radio advertising through research and marketing campaigns — directly comparable as another national trade association with broadcaster membership.
• Radio Advertising Bureau (RAB): US radio industry sales and marketing organization that sells radio advertising, produces research on radio effectiveness, and serves as the collective voice for US commercial radio broadcasters — comparable function and member base structure to Radio Connects.

Others

• Nlogic: Canadian provider of audience analysis tools for television and radio, offering planning and activation tools to agencies — a strategic technology/integration partner to Radio Connects supplying data infrastructure.
• World Radio Alliance: Alliance of 14 professional radio associations across Europe, the US, Canada, and Australia that shares best practices on radio's value — an international ecosystem participant of which Radio Connects is a member.
• Numeris: Canadian not-for-profit audience measurement joint committee providing radio, TV, and cross-media ratings — a core data partner underpinning Radio Connects' research outputs and comparable as a Canadian broadcast industry data service.
• Canadian Marketing Association (CMA): Canada's largest marketing association with Chartered Marketer designation (held by Radio Connects' President) — adjacent industry body providing professional credentials and serving overlapping advertiser/agency audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/radio-connects

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Radio Connects