Canada’s ad market is regaining momentum as digital dominates spending. Mobile, connected TV (CTV), and retail media are reshaping budgets even as trade tensions threaten the total macroeconomic outlook.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the second installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Stronger attention and effectiveness support comparing OLV and linear on quality, not channel type.

Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. "Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers."

Programmatic and addressable ad buying are both growing their share of the linear TV market. But the long-term picture for each is hampered by the overall decline of traditional TV.

WBD’s Q2 exposes weak spots: Streaming gains couldn’t offset TV declines, making the Paramount deal more consequential than ever.

YouTube is becoming TV. As its viewing shifts to TV screens and ad budgets blur across channels, marketers need to rethink where TV ends and digital video begins.

Creator videos capture 26% of viewing time: Creator content is now a core media buy, but brands will need stronger creator fits as competition rises.

Comcast leans on sports and Peacock in Q2: Live events still deliver outsized results, but long-term success depends on turning audiences into streaming users.

Advertisers are pouring money into channels that don’t match where consumers spend their time. This report reveals the biggest gaps across media, devices, and platforms—and where missed opportunities may lie.

World Cup draws record US audiences: US-Belgium set a 42 million viewer soccer record, reinforcing live sports as a rare source of mass reach for brands.

Nielsen's math gets challenged: TVB questions Nielsen’s ad-supported TV figures, saying flawed inputs overstate streaming and undercount linear viewing.

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

Sports has long been the go-to for high-intent connected TV (CTV) audiences, but that strategy is starting to plateau. Lifestyle content is emerging as a more consistent driver of engagement, attention, and purchase behavior.

They still see most health ads on linear TV and favor trusted medical sources. And while they avoid AI and social media for most health purposes, CTV is rising as a trusted digital channel.

Sports fuels streaming catalogs: SVOD sports titles jumped 77.5%, giving marketers premium digital arenas.