TV ad spend down despite high consumption: study

TV isn’t getting the praise it deserves, according to Warc’s most recently Global Ad Trends, which shows TV’s reach as being close to 100% in Canada per month, a new piece in Media In Canada reports

Warc’s December report, “TV at a Crossroads,” shows that TV ad spend is on a downturn with the estimated $3.5 billion ad spend this year in Canada, down 1.8% from 2017 and 17.3% from 2011. But despite that, TV is still the largest display medium in Canada.

According to the report, viewership of live TV in Canada hit an average of two hours, 16 minutes per day in 2018 – down by one minute from 2017 and 28 minutes fewer than in 2013. In 2017, ad spend hit US$201.3 billion in North America.

TV has a dominant reach in Canada – 98.4% of people in Canada consume monthly and 80.6% of people consume it daily, compared to 92.2% of people in the U.S. monthly and 70.5% daily.

You can read the full story here.