In 2025, supporting local media and reflecting on the role of Canadian culture is more critical than ever. The media landscape is evolving rapidly, and Canadian broadcasters face a major challenge: competing with global giants. In 2024, Google and Meta alone captured 65% of Canada's digital advertising investments1, according to the Convergence Research Group. But this challenge also presents an opportunity—for advertisers, it's the perfect moment to invest in a strategic sector at the heart of Canada's identity.
The dominance of Google, Meta, and Amazon in digital advertising is even greater in Canada than in the U.S. or the U.K. In 2024, these three companies accounted for 74.1% of Canada's digital ad spend, compared to 70.1% in the U.K. and 60.9% in the U.S2. However, investing in local media is about more than addressing this imbalance. It's an opportunity to support causes that shape Canada's future, including:
Strengthening Culture |
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Investing in local media helps nurture Canadian culture. It amplifies stories that resonate with communities and provides a platform for diverse talent, including underrepresented groups. These local creations connect deeply with audiences, both at home and beyond Canada's borders. |
Boosting the Economy |
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Local media does more than tell stories—it fuels the Canadian economy. Every dollar invested supports job creation, drives innovation, and generates economic benefits that ripple across the country. |
Driving Innovation |
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Local media serves as a hub for fresh ideas and creative formats. By supporting this sector, advertisers help bring innovative projects to life, meeting the needs of Canadian audiences in exciting new ways. |
As the largest commissioner of original Canadian content, CBC/Radio-Canada drives Canada's cultural and creative sector.
CBC/Radio-Canada's annual budget of $1.9 billion anchors an information and creative economy that contributes $72.9 billion to the Canadian economy every year3 and provides jobs for at least 630,000 Canadians4.
For every dollar invested in the public broadcaster, two dollars are reinjected into the Canadian economy5.
Sources
1. Convergence Research Group, Canada, Couch Potato Report 2024
2. Emarketer, Forecast, March 2024
3. 6 Statistics Canada, Gross domestic product (GDP) at basic prices, by industry, monthly, growth rates (x 1,000,000), March 31, 2023
4. Canadian Heritage, Creative Canada Policy Framework, 2017
5. Deloitte, Economic Impact of CBC/Radio-Canada in 2013, June 2014
Select an option to advertise in the CBC/Radio-Canada ecosystem
