Hockey is seen as providing benefits to children such as building character, developing life skills, and having strong role models. Research shows that Canadians frequently visit community ice arenas, with 1 in 3 Canadian adults visiting each year and 45% of adults with children under 18 visiting annually. Hockey fosters a positive mindset among Canadians and is an important source of national pride for 48% of Canadian adults. Recreational hockey advertising through REC Media provides over 160 million annual impressions across over 3,500 venues nationwide, including rural markets.