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Media Ad Spend in Canada to Reach $10.74 Billion in 2017

A chart presenting the 2017 forecast for total media, digital and mobile ad spending in North America by country, US and Canada, from 2015 to 2021. Total media ad spend includes desktop, mobile, directories, magazines, newspapers, out-of-home, radio and TV; digital ad spend includes advertising on desktop and laptop, mobile phones, tablets, and also includes SMS, MMS and P2P messaging-based advertising; mobile ad spending includes display and search and excludes SMS, MMS and P2P messaging-based advertising. Source is eMarketer, March 2017.A report released by eMarketer, “Worldwide Ad Spending: The eMarketer Forecast for 2017,” reveals that North America is forecasted to reach $217.51 billion in total media ad spending in 2017, accounting for at least 36% of global ad outlays. Total media ad spending worldwide will top $584 billion this year, and is expected to hit $748.68 billion in 2021. Ad spend will continue to grow, though North America is expected to be surpassed by the Asia-Pacific region by 2019.

Canada’s digital market is significantly smaller than the U.S., though the growth rate is comparable. Total media ad spending will rise 5.8% to $10.74 billion in 2017 and is projected to reach $13 billion in 2021. Digital ad spending in Canada is expected to grow by 16% to $4.78 billion this year, with advertisers allocating 44.5% of total media spending to digital, slightly more than 40.1% in the US.

Canada is paying more attention to mobile ad spending, and will spend $2.82 billion on mobile, or 59.1% of digital ad spending; this is a growth rate of 40%.

Print will account for at least 11% of total spending throughout the forecast.


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