This is the second year that the brand is launching its "Balikbayan" campaign to reach the Filipino community.

According to MTM's latest study, the dominant platform is Pluto TV, which is used by nearly a quarter of Canadians.

Both linear and streaming TV will grow 6% next year, while retail media will see double-digit growth for the next two years.

The Signal Hill study also found that more than six in 10 listeners have taken some action after listening to an ad.

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