12 October 2010
Internet advertising posts moderate increase
CANADA—The 2010/2011 Canadian Media Directors’ Council Media Digest, prepared by the Canadian Media Directors Council and published by Marketing, reports decreases across the board in net advertising volume by medium with a moderate increase in internet numbers.

The report, which uses advertising data from 2009, shows internet net advertising volume increased by 9% last year. While it is the only increase in advertising across the board, it is a moderate gain for the category, which boasted a 60.1% jump in 2006, 37.9% in 2007 and a 29.1% gain in 2008.

Daily newspapers dropped -18.4% in 2009, its largest recorded decrease since 2000. General Magazines posted a -14.7% decrease in net advertising volume by medium and Out-Of-Home went down -10.1%.

As for how the 2009 numbers shape the advertising media pie? The internet is the only sector which saw its piece grow, increasing its Net Advertising Volume from 15.7% in 2008 to 18.7% in 2009. Below, a comparative look at the Canadian advertising landscape in 2000 versus 2009.

Canadian Net Advertising Volume in 2000
Canadian Net Advertising Volume, 2000

Canadian Net Advertising Volume 2009
Canadian Net Advertising Volume, 2009

— Val Maloney
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