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

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment

Cossette names Michaela Charette senior strategist

Longtime beer marketer moves to the agency side of the business

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Final 2014 MIAs shortlist announced

Finalists in the Targeted Marketing, and Products and Services categories