TORONTO – Television continues to be the dominant advertising medium in Canada after raking in $3.57 billion in revenue in 2012, says the Television Bureau of Canada (TVB). But that figure is down slightly from the $3.65 billion reported the year before.
According to the organization’s Net Advertising Volume By Medium report for the broadcast year ended August 31, 2012, 96% of the $3.57 billion is derived from “traditional brand advertising” including regular commercial airtime purchased in linear, VOD, and digitally streamed television content plus display advertising purchased within broadcasters websites. The remaining 4% of revenue is derived from block airtime sold to air infomercial programming.
Online television revenue grew 10% over 2011 figures to $110 million in 2012, the first time that TV’s online ad revenues have been included in this report. Online revenues will continue to grow as the industry transforms ‘everywhere’ access through cross-screen viewing opportunities, and technology enables anytime/anywhere access to content, the report continues.
