A wobbly advertising rebound in 2021

SMI data published by CARTT Magazine

February 10, 2022

Canada’s media advertising market bounced back in 2021 from pandemic lows for digital and TV, but remains mired in a downturn for news publishers and radio stations.

According to CARTT Magazine and based on data from Standard Media Index, the advertising spend on “traditional” (non-digital) media improved 19% in 2021 but remains 15% below pre-pandemic 2019. 

Within traditional media, television recovered by 25% over 2020 but newspapers and radio merely plateaued at 2020 numbers which were a 40% to 45% drop from 2019.

Digital advertising increased 33% increase in 2021. Digital giants Google and Facebook were up 40% over 2020. Digital was flat in 2020, the first year of the pandemic.

The 2021 digital growth helped some TV companies combining conventional and digital broadcasting but not all.

CBC (41% growth) and Rogers (38%) had the best results suggesting they are growing ad revenue post-2019, but Bell (18%), Quebecor (22%) and Corus (14%) are still below 2019 levels.

Published by

Howard Law

I am retired staff of Unifor, the union representing 300,000 Canadians in twenty different sectors of the economy, including 10,000 journalists and media workers. As the former Director of the Media Sector and as an unapologetic cultural nationalist, I have an abiding passion for public policy in Canadian media.

One thought on “A wobbly advertising rebound in 2021”

  1. Good stats, with a helpful graph no less. Nice to see CBC doing well. And interesting to learn about magazines learning how to do digital extensions. I will be fascinated to see the viewing numbers on the Olympics. Thanks

    Liked by 1 person

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