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Media habits in Canada have changed, favoring digital across all formats. The GMI report for Canada is a single source for quantifying the pace of change in time spent with media, media adoption, and device ownership.

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.

Our annual Trends to Watch report for Canada highlights expected developments in the country’s media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

Time spent with media across digital and traditional formats peaked last year. The 2024 GMI results showed a plateauing of consumption in the 11 media formats measured.

Ad spending projects to hold strong in healthcare and pharma: Here’s why health and pharma marketers are prioritizing some media channels over others.

Saudi Arabia and the UAE have some of the most digitally engaged consumers in the world. Here’s how they stack up globally.

France had lower digital media consumption compared with regional averages. Desktop/laptop/tablet usage was at an average of 2:44 daily, while mobile was at 2:32. These figures are 11 minutes and 16 minutes below Western Europe averages, respectively, indicating lower overall digital engagement.