CanadaMap

What GroupM’s report says about Canada’s media market

A look at media spending forecasts and who's spending more

While GroupM’s latest forecast on global ad and media investment shows the U.S. is still the biggest influencer worldwide, This Year, Next Year also highlights a number of changes in the Canadian market.

Media Spending

Canadian spending on media increased 1.8% to $13.6 billion in 2013 and is projected to rise another 2% in 2014 to $13.9 billion and 2.1% in 2015 to $14.1 billion.

Digital and interactive media grew the most, 7.9% to $2.8 billion, while television ad spend rose 2% to $3.4 billion. Going in the opposite direction were newspapers and consumer magazines, both down 2% and business magazines, down 1%.

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Millions in $CAD. Click to enlarge

Media Share
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Big Spenders

As usual, P&G remains the biggest single spender on media with its total spend rising 10% in 2013 to $196 million. The next biggest spender was Rogers Communications, which dropped 2% to $143 million.

GM (+15% to $117 million), Bell (+4% to $102 million) and Ford (+23% to $91 million) round out the top five.

Of the top 20 charted by GroupM, George Weston Limited (the parent company of Loblaw) saw its spending on media increase the most – 60% – in 2013 to $63 million from $39 million in 2012.
TopSpenders

While a number of these individual companies have increased their spending, most of Canada’s major ad sectors saw declines in overall investment. Of the top 18 markets, 13 of them saw at least some decline.
SectorSpend

Market influences at a glance

These are the factors GroupM called out as having a bearing on ad and media investment over the course of the year.

• “57% of Canadians own a smartphone and 30% own a tablet”

• “However, Ipsos finds that of four hours per capita daily ‘watching’, 80% is on a large screen and 83% can be classified ‘commercial’ airtime. TV viewing hours remain stable”

• “Rogers Media now controls the vast majority of Ice Hockey media rights following landmark 12-year $5.2BN deal. This deprives the part state funded CBC of much programming including 61-year flagship Hockey Night in Canada

• “The Canadian Radio and Television Commission has again been asked to review ‘simultaneous substitution’, being the insertion of local ads into US TV network feeds. To stop would devastate the Canadian media economy, so broadcasters, agencies and advertisers support its continuation”

• “Nielsen OCR now live in Canada, allowing advertisers to measure reach and frequency on digital campaigns”

• “Media owners now offer advanced data targeting. Rogers, Bell and Shaw match subscriber data with media consumption habits across all media channels”

Media Articles

Metro pairs fashion with food

Grocer partners with fashion magazine Flare on food-focused marketing campaign

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

CBC News lays off 144 staff, Radio Canada cuts 100

Layoffs shave $15 million from public broadcaster's operating costs

CRTC bids to make TV service contracts easier to understand

Proposed code the latest to emerge from CRTC's "Let's Talk TV" hearings last fall

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

Kevin Crull apologizes for interfering in CTV coverage

Bell Media president says he was wrong to try to influence the editorial decisions of CTV

Virgin Mobile Canada seeks to foil pranksters with PSA

Mobile company urges Canadians to be on the lookout April Fool's Day