Total Media Ad Spending in Canada

Timeframe20222023202420252026
Total media ad spending (billions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of worldwide total media ad spendingMaximum of two rows can be charted.
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Source: eMarketer

Note: All years converted to US dollars using average 2021 exchange rates; includes digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV

Additional Note: eMarketer benchmarks its Canada digital and mobile ad spending projections against the IAB Canada for which the last full year measured was 2016. Digital ad spending includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms. Mobile ad spending includes SMS, MMS and P2P messaging-based advertising. Magazine spending includes B2B, consumer, local and Sunday. Newspaper spending includes classified, local, national and retail. Out-of-home spending includes alternative, billboards, cinema, street furniture and transit. TV spending includes broadcast TV and cable TV.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Total media ad spending, Canada, billions

Sources2020202120222023202420252026
eMarketer,October 2022
Zenith,December 2019

Total media ad spending growth, Canada

Sources2020202120222023202420252026
eMarketer,October 2022
Warc,May 2020
Dentsu Aegis Network,June 2019
Zenith,December 2019
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