Marketing Statistics
Marketing in Canada: Key Trends Shaping Where You Should Invest
April 1, 2026
Marketing in Canada is evolving quickly, but the data tells a clear story: while digital continues to dominate, traditional media still holds influence—especially with certain audiences.
Before diving into strategy, here are the key statistics every business should understand.
Key Marketing Statistics in Canada
- Around 65–70% of Canada’s total advertising spend goes to digital media
- Television remains one of the most effective advertising channels
- Over 50% of Canadians pay more attention to TV ads than online video or social media ads
- Radio reaches 68% of Canadians daily, despite declining ad revenue since 2014
- Newspaper readership remains strong, with ~88% of millennials and 90% of baby boomers reading weekly
- Magazine readership is declining, with ~67% weekly readership among older Canadians vs. ~44% among younger audiences
- Around 60% of Canadian businesses had a content marketing strategy in 2024
- Blogging can increase website traffic by up to 126%
Advertising Spend Breakdown (Canada)
- Digital (Internet): ~$13.6B (~70%)
- Television: ~$3.3B (~17%)
- Radio: ~$1.1B (~6%)
- Newspapers: ~$850M (~4%)
- Out-of-home (billboards, transit, etc.): ~$650M (~3%)
- Magazines: ~$120M (~1%)
A Digital-First Reality
These numbers confirm what many businesses are already experiencing: digital marketing has become the primary driver of growth.
Canadians are spending more time online than ever before—searching, scrolling, watching, and shopping. As a result, businesses are allocating the majority of their budgets to channels that offer precision targeting and measurable performance.
Search engines, social media platforms, and online video allow brands to reach users at exactly the right moment, whether they’re discovering a product or ready to make a purchase.
For small and mid-sized businesses, this level of control makes digital marketing not just effective—but essential.
Traditional Media Still Holds Its Ground
Despite the shift toward digital, traditional media continues to deliver impact in ways that digital sometimes cannot.
Television, for example, remains highly trusted and commands strong attention from viewers. In fact, many Canadians still report paying more attention to TV ads than to online content.
Print media—particularly newspapers—also maintains strong readership across generations, while radio continues to offer consistent daily reach.
However, the role of these channels has changed. Rather than serving as the core of most campaigns, they are now used more strategically:
- To build credibility
- To reach specific demographics
- To reinforce brand awareness
Demographics Matter More Than Ever
The effectiveness of any channel ultimately depends on who you’re trying to reach.
- Television & Newspapers: Strongest among audiences aged 40+, particularly baby boomers and seniors
- Magazines: Skew toward older, niche audiences but declining among younger readers
- Radio: Effective for working adults (25–54), especially for local reach
- Digital: Dominates among 18–44, while continuing to grow across all age groups
This distribution highlights a key insight: Traditional media delivers trust and reach, while digital delivers targeting and scalability.
Why Digital Should Lead Your Strategy
With the majority of ad spend and consumer attention now online, digital marketing has become the foundation of modern business growth.
It allows companies to:
- Target specific audiences with precision
- Track and measure performance in real time
- Scale campaigns efficiently based on results
Content marketing plays a major role here as well. With around 60% of businesses already investing in it, strategies like blogging, SEO, and video are helping brands build long-term visibility. The potential upside is significant—consistent blogging alone can increase website traffic by over 100%.
Finding the Right Balance
While digital should lead, the most effective marketing strategies are rarely limited to one channel.
Traditional media can still be a powerful complement—especially when targeting older audiences or building trust in local markets. When used alongside digital, it can strengthen overall campaign performance.
Success today comes from understanding how to combine both approaches in a way that aligns with your audience and goals.
How MTW Marketing Can Help
As a boutique agency, MTW Marketing offers a balanced perspective on modern marketing.
Founder Martina Zhu brings extensive experience across traditional media—including television, radio, newspapers, and magazines—giving clients a strong foundation in channels that still matter.
For small businesses:
- If you’re looking to invest in traditional media, MTW can help you plan, negotiate, and execute effectively
- If you want to grow through digital marketing, MTW specializes in targeted, data-driven strategies designed for measurable results
Marketing in Canada is no longer about choosing between digital and traditional—it’s about using each channel with intention.
Digital leads in growth and efficiency. Traditional media continues to offer trust and reach. The real advantage lies in knowing how to use both together.
Sources:
Statistics referenced in this article are based on industry reports and publicly available data, including insights from Statistics Canada and advertising spend data from News Media Canada, as summarized by Made in CA.