Media landscape
The Canadian media landscape.
A tour of the channels, measurement and rules that shape Canadian media, and how agencies navigate it all as strategic partners for brands.
What makes Canada unique
Canada is one of the world's most interesting media markets to plan in, and agencies are the experts who help brands make the most of it.
Bilingual by design
Canada plans in English and French. Agencies build strategies that speak to both audiences authentically, not as translations.
A distinct Québec market
Québec has its own media stars, platforms and culture. Agencies with Québec expertise help brands connect there on its own terms.
Three major hubs
Toronto, Montreal and Vancouver are home to agencies, broadcasters and publishers, with strong teams across the country too.
Canadian content rules
Rules supporting Canadian programming and music shape broadcasting. Agencies know this landscape and use it to help brands back homegrown stories.
Channel by channel
Every channel, one strategy.
TV and streaming
A powerful way to build brands, now delivered live, on demand and through connected TV.
What's changing
Streaming and connected TV let agencies plan TV with digital-style targeting.
Learn more: ThinkTV ↗Radio, audio and podcasts
Audio reaches Canadians in the car, at work and on the go.
What's changing
Streaming audio and podcasts are opening new ways to reach listeners.
Learn more: Radio Connects ↗News and publishing
News brands reach readers in print and online.
What's changing
Publishers are growing digital subscriptions, first-party data and branded content studios.
Learn more: News Media Canada ↗Out-of-home
Billboards, transit and place-based screens put brands in the real world.
What's changing
Digital screens allow ads to change by time, weather or audience in the moment.
Learn more: COMMB ↗Digital, social, search and creators
Where people discover, compare and decide, from search results and social feeds to video, creators and the big tech platforms.
What's changing
AI-powered tools and automation are changing how campaigns are planned and optimized.
Learn more: IAB Canada ↗Retail media
Retailers' websites, apps and stores become media channels, reaching shoppers close to purchase.
What's changing
Agencies help brands connect retail media to the full plan.
Learn more: IAB Canada ↗Measurement
How audiences are counted.
Regulation
The rules of the game.
What's changing
AI
Agencies are using AI to sharpen insight and optimization, with human oversight.
Streaming
Viewing and listening are shifting to streaming, and agencies are bringing TV and audio planning together with digital.
Retail media
Retailers are becoming media companies. Agencies help brands use these channels as part of one connected strategy.
Privacy and first-party data
With privacy rules tightening and some browsers blocking third-party cookies, agencies help brands use their own data and trusted partner data responsibly.
Attention
Beyond impressions, agencies are measuring whether people actually notice ads, and planning for quality.
Where to keep learning
- CMDC ↗
Insight, events and leadership from Canada's media agencies.
- CRTC Communications Market Reports ↗
Official data on Canada's broadcasting and communications sectors.
- Statistics Canada ↗
Population, language and how Canadians use the internet.
- Media in Canada ↗
Daily news on Canadian media and agencies.
- Strategy ↗
Canadian marketing, brands and creativity.
- Campaign Canada ↗
Canadian advertising, media and agency news.