By Mark Ruthenberg, Advantage Tech Inc. and TransCanada FoundLocally Inc. Many folks misunderstand LinkedIn and…
Review of Advertising Revenues in Canada since 1999
Internet Advertising has outgrown all other ad media since 1999
As consumers have shifted viewing, listening and reading habits, advertisers are closely following their habits.
We’ve followed these stats for several years, and its always interesting to see how various media have shifted in importance over the years:
Components of Net Advertising Revenue (in Net Millions of $) | % Growth | |||||||||
Medium | 1999 | % | 2000 | 2010 | 2002 | 2003 | 2004 | 2005 | % | Since 1999 |
Television | 2,370 | 26% | 2,450 | 2,553 | 2,593 | 2,826 | 2,963 | 3,013 | 26% | 127% |
National | 1,199 | 13% | 1,200 | 1,209 | 1,201 | 1,312 | 1,308 | 1,300 | 11% | 108% |
Local | 433 | 5% | 428 | 418 | 386 | 389 | 384 | 385 | 3% | 89% |
Network | 419 | 5% | 425 | 469 | 480 | 503 | 546 | 541 | 5% | 129% |
Specialty | 304 | 3% | 381 | 438 | 509 | 607 | 708 | 768 | 7% | 253% |
Infomercial | 16 | 0% | 17 | 20 | 18 | 17 | 18 | 19 | 0% | 119% |
Radio | 953 | 11% | 1,001 | 1,049 | 1,080 | 1,171 | 1,209 | 1,299 | 11% | 136% |
Daily Newspaper | 1,629 | 18% | 1,731 | 1,678 | 1,684 | 1,697 | 1,752 | 1,784 | 15% | 110% |
Consumer Magazines | 460 | 5% | 514 | 541 | 558 | 610 | 647 | 665 | 6% | 145% |
Outdoor & Transit | 243 | 3% | 263 | 281 | 273 | 284 | 303 | 344 | 3% | 142% |
Internet | 56 | 1% | 110 | 97 | 176 | 237 | 364 | 519 | 4% | 927% |
Other / Catalogue | 3,284 | 37% | 3,449 | 3,487 | 3,547 | 3,781 | 3,981 | 4,109 | 35% | 125% |
Direct Mail | 1,190 | 13% | 1,255 | 1,264 | 1,295 | 1,399 | 1,499 | 1,547 | 13% | 130% |
Phone Directories | 975 | 11% | 1,029 | 1,046 | 1,060 | 1,121 | 1,168 | 1,206 | 10% | 124% |
Other Print | 1,119 | 12% | 1,165 | 1,177 | 1,192 | 1,261 | 1,314 | 1,356 | 12% | 121% |
Total | 8,995 | 100% | 9,519 | 9,685 | 9,911 | 10,607 | 11,218 | 11,733 | 100% | 130% |
Source: the Canadian Media Directors Council. (2007)
See related article: What’s wrong with traditional media?