Market Insights Advertising & Media Advertising

TV & Video Advertising - Canada

Canada

Ad spending in the TV & Video Advertising market in Canada is forecasted to reach US$6.15bn in 2024.
The largest market is Digital Video Advertising, with a market volume of US$3.86bn in 2024.
When compared globally, the highest ad spending is anticipated to be generated the United States, reaching US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is expected to be US$106.10 in 2024.
The number of TV Viewers in Canada is projected to reach 30.39m users by 2029.
In Canada, TV & Video Advertising is increasingly leveraging programmatic buying to target specific audiences and maximize campaign effectiveness.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Canada has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Canadian consumers have shown a strong preference for digital and streaming platforms for their entertainment needs. With the increasing availability of high-speed internet and the rise of over-the-top (OTT) streaming services, such as Netflix and Amazon Prime Video, traditional TV viewership has been declining. This shift in consumer behavior has led advertisers to allocate a larger portion of their budgets to digital and video advertising, targeting audiences on these platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Canada is the growth of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to target specific audiences with personalized messages. This trend has gained traction in Canada as advertisers seek more efficient and cost-effective ways to reach their target customers. Another trend in the market is the increasing use of data-driven advertising. Advertisers are leveraging data analytics and insights to better understand their target audience, optimize ad campaigns, and measure the effectiveness of their advertising efforts. This data-driven approach allows advertisers to deliver more relevant and personalized ads, leading to higher engagement and conversion rates.

Local special circumstances: Canada's bilingualism is a unique factor that influences the TV & Video Advertising market. Advertisers need to consider both English and French-speaking audiences in their campaigns to effectively reach the Canadian population. This adds complexity to the creative development and localization process, as well as media planning and buying.

Underlying macroeconomic factors: The strong and stable economy of Canada has contributed to the growth of the TV & Video Advertising market. With a high standard of living and disposable income, Canadian consumers have the purchasing power to support the advertising industry. Additionally, Canada's diverse population presents a lucrative market for advertisers, as they can target specific ethnic and cultural groups with tailored messaging. In conclusion, the TV & Video Advertising market in Canada is developing in response to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the shift towards digital and streaming platforms, leveraging programmatic and data-driven advertising, and considering Canada's bilingualism. The strong economy and diverse population of Canada also contribute to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.