The Bills have seen their Canadian fanbase continue to grow in recent years. Bills executive Russ Brandon says that based on 2011's demographic studies and the current ticket-selling trend, Southern Ontario has "inched past" Rochester, New York to become the team's secondary market. "Roughly on any given Sunday I'd say 15 percent of the people in the stadium are from Monroe County, and now about 15.5 to 16 percent are from Southern Ontario," Brandon said. Brandon said the spike in ticket sales in Southern Ontario is directly attributable to the regionalization push the franchise made with the Bills Toronto Series. Now in its fifth and final year on the original agreement (which Brandon is confident will be renewed), the series provided an immediate financial windfall for the team.