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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