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.