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A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

This is the first installment of our annual 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

In terms of channels, social media will be hit especially hard: 41% of respondents to the IAB survey expected tariff-related budget cuts to it. Gaming and linear TV (each cited by 24% of respondents) round out the top four most affected channels. Here are two examples of how tariffs could ultimately impact ad spending:.

Gen Zers鈥� habits diverge from other generations鈥� in the early stages of the customer journey. Our inaugural survey of banking consumers in Canada spotlights the differences to help banks drive conversions.

Smartphone ownership is nearly universal in Canada, but time spent with mobile media in the country trails many other similar countries. Average daily time spent on mobile devices in Canada is 33 minutes lower than in the US, for instance. Western Europe doesn鈥檛 fit predictable patterns of media consumption.

Even relative to a neighboring country like Canada, it's like an hour more per day spending time with TV in the US than it would be in Canada. And that gap, especially if you compare that US number of TV consumption to other regions, that gap gets even larger. So it's a finding that we see every year. It speaks to the variety of content that's available to US consumers. And you know what?

The news: TikTok is facing unprecedented global regulatory challenges, notably in Canada, Australia, and the United States. The Canadian government ordered ByteDance to shut down its Canadian subsidiary, citing national security concerns. However, the TikTok app鈥攚hich has 10 million users in Canada, per our forecast鈥攊s still accessible in Canada.

Average revenues per user (ARPU) increased across all geographic regions, with a 19% YoY increase in the critical US and Canada market. The company provided optimistic revenue guidance for the current quarter, projecting 18% to 20% YoY growth. Needs improvement: Despite the revenue strength, Pinterest reported a net loss of $24.8 million for Q1.

The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.