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Learn More →Canada Ad Spending vs. Time Spent 2026
CTV Has the Biggest Ad Spending Deficit
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Table of Contents
Executive Summary
Device ad spending vs. time spent highlights mobile and CTV imbalances
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About This Report
CTV has sizable and growing media time in Canada, but ad spending still lags. As viewing habits shift across digital channels, marketers face growing pressure to realign budgets before attention moves further ahead of investment.
Table of Contents
Executive Summary
Device ad spending vs. time spent highlights mobile and CTV imbalances
Media Gallery
Consumers in Canada spend far more time with connected TV (CTV) than ad budgets reflect. As viewing habits shift, marketers face pressure to close the gap before audience attention outpaces investment.
Key Question: How do time spent and ad spending metrics vary by advertising channel?
Key Stat: CTV’s share of time spent is more than three times its share of ad spending.
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authors
Paul Briggs
Contributors
- Ethan Cramer-Flood
- Eleni Digalaki
- Oscar Orozco
- Senior Director, Forecasting
- Naomi Rebuelta
- Copy Editor
- Shelleen Shum
- VP, Forecasting
- Heather Sprung
- Director, Report Editing
- Emman Velasco
- Data Visualization Editor
- Jherr Daven Velasco
- Data Visualization Editor
- Yoram Wurmser
- Principal Analyst
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