New Study Says Drake is Worth $3 Billion to Toronto

Everybody loves Drake, and Drake loves Toronto. Therefore, everybody loves Toronto. Right? Well, maybe not, but it’s clear that Drizzy has helped boost the city’s reputation far more than any tourism campaign ever could.

In appreciation, The Toronto Star asked researchers at ZenithOptimedia to crunch some numbers and calculate exactly how much the 6God is worth to the city. They took into consideration Drake’s YouTube views, his 32.5 million Twitter and 23 million Instagram followers and his appearances in conventional media, such as his recent hosting of Saturday Night Live, which was littered with references to his home city. The grand total? A cool $3 billion.



The figure was calculated by reasoning that, in order for the city of Toronto to buy that kind of exposure, it would cost an estimated $300 million in advertising. They then multiplied that $300 million figure by 10 because of Drake’s endorsements and the fact that he is considered an A-list celebrity. The math isn’t the sharpest, but the point is that it’s a lot.

Toronto city councillor Michael Thompson said:

“We knew there was a value to what he was doing, but we hadn’t put a dollar figure on that, but I guess we’ve seen that the price of cool is priceless.”