Ad industry continues to grow: Statistics Canada

The Canadian advertising industry continues to thrive even as the industry continues to evolve and change, according to the latest annual report compiled by Statistics Canada. According to the report, operating revenues for the advertising and related services industry increased 2.9% to $7.1 billion between 2011 and 2012, with all provinces except New Brunswick seeing […]

The Canadian advertising industry continues to thrive even as the industry continues to evolve and change, according to the latest annual report compiled by Statistics Canada.

According to the report, operating revenues for the advertising and related services industry increased 2.9% to $7.1 billion between 2011 and 2012, with all provinces except New Brunswick seeing an increase.

Ontario remains the industry’s powerhouse, accounting for more than half (57.7%) of all revenues. It is followed by Quebec (23%) and British Columbia (8.5%).

All industry sectors reported a rise in operating revenue, led by the all other services related to advertising category (such as sign painting or window dressing) with a 7.5% increase, followed by media agencies with a 6.5% increase.

Media agencies generated $458.6 million in operating revenue in 2012 – a 6.5% increase from $430.7 million in 2011 – with Ontario and Quebec combining for more than $400 million of that total. Operating profit for Canadian media agencies was 17.3%, up slightly from 17% in 2011 and far outpacing the overall industry average of 10.2%.

Advertising agencies accounted for more than a third (39.7%) of the industry’s operating revenues, almost three times as much as direct mail advertising and advertising material distribution (12.7%). Display advertising was ranked third with 12.1% of total industry revenues, followed by all other services related to advertising (10.8%), specialty advertising distributors (10.3%) and PR services (7.9%).

Advertising Articles

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

KD looks to the older end of millennial market

'Cheese the Moment' matures the message but keeps it playful

Ads You Must See: The other kind of football

Two bold, captivating spots celebrate soccer culture

Jessica Schnurr joins 180LA

The 30 Under 30 alumnus moves to the U.S. next to another Canadian expat

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Agency of the Year 2015: Leo Burnett

A new business approach, a bold new philosophy and an Emmy cap a great year

Tech Player of the Year 2015: Shopify

This industry-changing, billion-dollar unicorn is moving at full gallop

Quaker stays focused on family in new national effort

'Don't Question Yourself' honours parents' decisions and staying the course