Canada Nonmobile Ad Spending Penetration, by Industry Forecasts, Estimates, & Historical Data

Source & Notes

Data Table

Source: EMARKETER Forecast, August 2024 - August 2024

Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices on all formats mentioned; numbers may not add up to total due to rounding

Additional Note: Digital ad spending historical data up to 2018 is derived from Interactive Advertising Bureau (IAB)/Standard Media Index (SMI)/Media Radar data. Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance including but not limited to the following categories and segments: new car, used car, service, parts, OEMs, dealer associations, franchise dealers, co-op, independent dealers, aftermarket service, aftermarket parts, auto finance (depending on the source of the ad spending) wholesale/auction and private party sales. Computing products & consumer electronics includes hardware (computers, computer storage devices, and computer peripheral equipment), consumer electronics, prepackaged software (operating, utility and applications programs), local area network systems and network systems integration, computer processing and data preparation and data processing services. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., broadcast TV, cable TV, satellite TV, telco/fiber operators, etc.). CPG includes food and beverage products, household products, packaged goods, tobacco, personal care products, toiletries and cosmetic products. Financial services includes commercial, investment, retail banks, cooperative banks, credit unions, property and casualty, life and mutual insurance, credit agencies, personal and business credit institutions, mortgage lending, tax preparation, hedge funds, private equity, venture capital firms, wealth management, payment platforms, card networks, companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts; also includes fintech companies that have disrupted the industry and leverage the internet, mobile devices, software technology or cloud services to provide traditional financial services (e.g., banking, insurance, lending) and emerging financial services (e.g., payments, crowdfunding, cryptocurrency, blockchain, etc.). Healthcare and pharma includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals and biological products, as well as establishments providing health care services and social assistance for individuals; also includes health insurance advertising. Media includes establishments primarily engaged in radio and television broadcasting (network and station) including commercial, religious, educational and other radio or television stations. Also includes establishments primarily engaged in publishing. Entertainment includes amusement and recreation, box office, film, music, OTT video platforms, sporting events and ticketing and video games (excluding video game hardware). Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry and general merchandise. Travel includes airlines, car rental, hotels and resorts, cruises and destination marketing organizations; includes leisure and unmanaged business travel. Other includes categories that fall outside of those mentioned, such as real estate, politics, non-profit, professional services, energy, manufacturing, industrial and education.

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 and Entertainment; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer Media and Entertainment consumption trends; consumer device usage trends; and EMARKETER interviews with executives at ad agencies, brands, Media and Entertainment publishers and other Industry leaders.

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