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TV Advertising - Canada - July 2019

Covered in this report

This report explores commercials seen on linear television (realtime television service that broadcasts scheduled programs, conventionally over the air or through satellite/cable), television everywhere platforms, online streams/video streaming services, video-on-demand content, social media, apps, websites including blogs and forums and online news portals. Banner ads on websites/ apps, as well as native ads are discussed, but are otherwise not included in this report. Additionally, devices that video ads are viewed on are discussed, including televisions, computers, tablets and mobile phones.

This report also examines the challenges the television advertising market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing. The Report covers commercial viewership by platform, ad avoidance, responses to commercials and attitudes to commercials.

"The majority of Canadian consumers regularly see video ads on television and social media, and to a lesser degree, on platforms including streaming app/site for television channels, DVR/PVR recordings, video on-demand libraries, online news portals and other websites including blogs and forums. Although most Canadians are exposed to commercials across various channels and platforms, most try to avoid such ads, at least some of the time and some are leery of the information provided in video ads. While marketers can face challenges, positive sentiment towards ads translates to opportunity in reaching a wider audience effectively through avenues that resonate best with certain groups (eg social media for younger consumers)."

– Andrew Zmijak, Research Analyst

This report examines the following issues:

  • Older cohorts are biased towards traditional formats
  • Most try to avoid video ads
  • Video ads have no influence on some

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Older cohorts are biased towards traditional formats
            • Figure 1: Commercial viewership by platform (select), 18-44s vs over-45s, May 2019
          • Most try to avoid video ads
            • Figure 2: Frequency of avoidance of commercials, May 2019
          • Video ads have no influence on some
            • Figure 3: Select attitudes towards commercials, May 2019
          • The opportunities
            • Video ads are most commonly viewed on TV or social media
              • Figure 4: Commercial viewership by platform, May 2019
            • Movies and TV show commercials stimulate interest
              • Figure 5: Positive responses to commercials, enjoyment vs interest, May 2019
            • Key sentiment exhibits how consumers are receptive to TV ads
              • Figure 6: Select attitudes towards commercials, May 2019
            • What it means
            • The Market – What You Need to Know

              • Value sales of TV advertising to continue to trend downwards
                • Population growth and younger groups will benefit the category
                  • The transition to 4K
                    • High social media use bodes well for category
                    • Market Size and Forecast

                      • TV advertising will continue to struggle
                        • Figure 7: Canada value sales for TV advertising, at current prices, Canada, 2013-24
                        • Figure 8: Canada value sales for TV advertising, at current prices, Canada, 2013-24
                      • Forecast methodology
                      • Market Factors

                        • Population growth and younger groups will benefit the category
                          • The transition to 4K
                            • High social media use bodes well for category
                            • Key Players – What You Need to Know

                              • Linear television still strong
                                • Ad budgets continue their move to digital
                                  • Avoiding ads is common
                                    • The battle for ad-supported streaming services
                                    • What’s Working?

                                      • Linear television still strong
                                        • Ad budgets continue their move to digital
                                        • What’s Struggling?

                                          • Avoiding ads is commonplace
                                            • Traditional platforms slowly lose ground
                                            • What’s Next?

                                              • The battle for ad-supported streaming services
                                              • The Consumer – What You Need to Know

                                                • Video ads are most commonly seen on TV or social media
                                                  • Most try to avoid video ads at least some of the time
                                                    • Movies and TV show commercials stimulate notable interest
                                                      • Food ads lead to sales
                                                        • Leading sentiment displays consumers are receptive to TV ads
                                                        • Commercial Viewership by Platform

                                                          • Video ads are most commonly seen on TV or social media
                                                            • Figure 9: Commercial viewership by platform, May 2019
                                                          • Men more likely to view video ads across all platforms
                                                            • Figure 10: Commercial viewership by platform, by gender, May 2019
                                                            • Figure 11: Attitudes towards commercials, by gender, May 2019
                                                          • Older consumers are more impacted by traditional platforms
                                                            • Figure 12: Commercial viewership by platform (select), 18-44s vs over-45s, May 2019
                                                            • Figure 13: Attitudes towards commercials, 18-44s vs over-45s, May 2019
                                                          • Parents more likely to be exposed to ads through a variety of channels
                                                            • Figure 14: Commercial viewership by platform (select), parents vs non-parents, May 2019
                                                            • Figure 15: Good Choice, Kid – Dollhouse Extended Cut, October 2016
                                                        • Ad Avoidance

                                                          • Most try to avoid video ads, at least some of the time
                                                              • Figure 16: Frequency of avoidance of commercials, May 2019
                                                            • Younger groups are avoiding ads more frequently
                                                              • Figure 17: Frequency of avoidance of commercials, 18-44s vs over-45s, May 2019
                                                            • Parents are favourable targets for marketers
                                                              • Figure 18: 2019 Subaru Forester | Subaru Commercial | A Parent’s Imagination, February 2019
                                                          • Response to Commercials

                                                            • Movies and TV show commercials stimulate notable interest
                                                              • Figure 19: Positive responses to commercials, enjoyment vs interest, May 2019
                                                              • Figure 20: 2019 President’s Choice, #EatTogether 2019, December 2018
                                                            • Movie ads spark a response among consumers that lead them to tell others
                                                              • Figure 21: Responses to commercials (select), word-of-mouth vs reminders, May 2019
                                                            • What categories are driving consumers to shop in-store?
                                                              • Figure 22: Responses to commercials – checked product out in person (select), May 2019
                                                            • Food ads clearly lead to sales
                                                              • Figure 23: Responses to commercials – bought the product or service, May 2019
                                                          • Attitudes towards Commercials

                                                            • Leading sentiment displays consumers are receptive to TV ads
                                                              • Figure 24: 2018 Cruze – All Of The Features: Chevy Commercial, May 2018
                                                              • Figure 25: Select attitudes towards commercials, May 2019
                                                            • Length of ad does not necessarily affect its impact on the viewer
                                                                • Figure 26: Attitudes towards length of advertisements, May 2019
                                                              • For some, video ads have no influence and are viewed as untrustworthy
                                                                  • Figure 27: Select attitudes towards commercials, May 2019
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations

                                                                        TV Advertising - Canada - July 2019

                                                                        £3,435.47 (Excl.Tax)