Canada鈥檚 trade war with its largest trading partner is underway. While uncertainty remains around the scope and depth of US tariffs, Canadian brands and retailers need to rebalance a heavy reliance on US-based customers and suppliers.
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.
Digital users in Quebec鈥攎ost of whom speak French as their first language鈥攈ave unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.