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Advertising industry in Canada - Statistics & Facts

The Canadian advertising market is among the ten largest ad markets worldwide. In 2019, ad spending in Canada amounted to over 11 billion U.S. dollars, and according to industry professionals, ad expenditure is projected to grow in the following years. This forecast is particularly interesting as it is common for advertising investments to continually decrease in developed markets. That said, it is Canada’s southern neighbor that accounts for the lion’s share of expenditures in North America. Having spent over 281 billion U.S. dollars on advertising in 2019, the United States remains by far the largest ad market in the world.

In line with North American and global market trends, Canada’s advertising industry has undergone a profound digital transformation in recent years. Influenced by the increased internet penetration and proliferation of digital content, Canadian advertisers are focusing their attention on digital platforms now more than ever. A look at the distribution of media spending over the past decade reveals that the internet has become the most popular and promising medium for participants in the advertising industry. In 2019, internet ad spend in Canada surpassed 6.36 billion U.S. dollars and accounted for over 50 percent of total media ad spend. As some of the most profitable types of digital marketing, search, display, video, and mobile advertising have all seen continuous revenue growth throughout the past decade.

Meanwhile, the ongoing shift towards digital advertising has also left its mark on traditional media formats. As Canadian consumers are spending more time online and turning to digital sources for news and entertainment, marketers are relocating advertising funds away from traditional outlets like TV, radio, newspapers, and magazines. While television remains an essential platform for advertisers, revenue from Canadian TV advertising has been slowly decreasing since 2011.

As far as Canadian consumers are concerned, TV advertising still manages to grab the attention of its audience. According to a recent survey, over 40 percent of respondents stated that they paid the most attention to television ads, while roughly 32 percent listed digital ad formats as the most captivating types of advertising. When measuring factors like conversion rates, TV advertising still proves to be a very effective tool, as many Canadians base their purchasing decisions on this medium. Whether this influencing power will stand the test of time remains to be seen, as young consumers are subjected to digital advertising now more than ever.

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Advertising in Canada

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Advertising industry in Canada - Statistics & Facts

The Canadian advertising market is among the ten largest ad markets worldwide. In 2019, ad spending in Canada amounted to over 11 billion U.S. dollars, and according to industry professionals, ad expenditure is projected to grow in the following years. This forecast is particularly interesting as it is common for advertising investments to continually decrease in developed markets. That said, it is Canada’s southern neighbor that accounts for the lion’s share of expenditures in North America. Having spent over 281 billion U.S. dollars on advertising in 2019, the United States remains by far the largest ad market in the world.

In line with North American and global market trends, Canada’s advertising industry has undergone a profound digital transformation in recent years. Influenced by the increased internet penetration and proliferation of digital content, Canadian advertisers are focusing their attention on digital platforms now more than ever. A look at the distribution of media spending over the past decade reveals that the internet has become the most popular and promising medium for participants in the advertising industry. In 2019, internet ad spend in Canada surpassed 6.36 billion U.S. dollars and accounted for over 50 percent of total media ad spend. As some of the most profitable types of digital marketing, search, display, video, and mobile advertising have all seen continuous revenue growth throughout the past decade.

Meanwhile, the ongoing shift towards digital advertising has also left its mark on traditional media formats. As Canadian consumers are spending more time online and turning to digital sources for news and entertainment, marketers are relocating advertising funds away from traditional outlets like TV, radio, newspapers, and magazines. While television remains an essential platform for advertisers, revenue from Canadian TV advertising has been slowly decreasing since 2011.

As far as Canadian consumers are concerned, TV advertising still manages to grab the attention of its audience. According to a recent survey, over 40 percent of respondents stated that they paid the most attention to television ads, while roughly 32 percent listed digital ad formats as the most captivating types of advertising. When measuring factors like conversion rates, TV advertising still proves to be a very effective tool, as many Canadians base their purchasing decisions on this medium. Whether this influencing power will stand the test of time remains to be seen, as young consumers are subjected to digital advertising now more than ever.

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