Canada Advertising Costs Part 1
Average Advertising CPM in Canada
- The average advertising cost for free broadcast television in Canada is $36 per 1,000 people.
- The average advertising cost for paid cable television in Canada is $18 per 1,000 people.
- The average advertising cost for radio in Canada is $11 per 1,000 people.
Industry Average Podcast Advertising Rates
- The average advertising cost for a 30-second podcast ad is $18 per 1,000 people.
- The average advertising cost for a 60-second podcast ad is $25 per 1,000 people.
Mobile Video Advertising Rates
- Ad rates per 1,000 people vary from $7.13 to $10.60 for rewarded videos on Android.
- Ad rates per 1,000 people vary from $4.48 to $13.87 for rewarded videos on iOS.
After a full scale exhaustive research, we were unable to find any private domain information about the average advertising cost per 1,000 people in Canada for Broadcast Television, Cable television, Podcasts, Radio, and Mobile Video.
Our research began with a search of credible databases and resources like eMarketer, the Canadian Media Directors' Council (CMDC), the Association of Canadian Advertisers (ACA), Canadian Media Sales, Canadian Radio-television and Telecommunications Commission (CRTC), Canadian Marketing Magazine, Canada Radio Media, Radio Advertising deals, Statistics Canada, and Future TV Advertisign Forum of Canada. We found a plethora of articles on the benefit of advertising on TV, strategies for buying radio media ads in Canada, themes in TV advertising in Canada, and laws regarding TV and Radio commercials in Canada. Unfortunately, we did not locate any resources that could provide us commercial costs for Broadcast Television, Cable television, Podcasts, Radio, and Mobile Video, per 1000 people. We did find average CPM rates laid out in a neat graphical comparison of different media. However, the graph didn't have any reference to the rates being limited to ages 25 – 54 or 18+, nor did it give any information about the period of the commercial. We also found a source with podcast ad rates which are average of entire podcast ad industry. We have included findings from both sources in the above helpful findings.
We next looked for data which we can use to calculate the current average CPM rates of advertising for ages 25 – 54 on different medium. We looked on the media benchmarking websites like Nielsen and Numaris, from which maximum TV and Radio channels derive their ad rates. We also looked at websites of Canada Association of Broadcasters (CAB), Canada TV Media, ITWC, and UMWW. We found reports on net ad revenue from TV and radio channels, and rising trends in advertising; however, no mention of ad rates or CPM was to be found. We did get one Nielsen benchmarking report on ad rates for 2016; however, the report was to be individually requested and it was for UK. We then looked at Canada Advertising Rates and Data (CARD) website, and its sister website The National List. The websites had all the necessary data necessary with statistics, as promised by the websites. However, when we actually found out pages of individual TV, Radio, and Podcast channels, we found their rates to be behind a paywall.
To make a complete search, we also checked for individual ad rates on websites of prime broadcast giants like CTV Television Network, CBC, Bell Media, Rogers Entertainment, Corus Entertainment Inc., and GroupTVA Inc; and radio networks like Aboriginal Voices Radio Network, British Columbia Target Radio Market, CFCB/CFSX, and Christian Radio Network. Our hope was to find individual rates of advertising for these networks and then triangulate an average from those values. However, this didn't work out as all these websites had an option to personally request ad rates from the website owners, but no publicly available data which can be used for triangulation.
We then tried to find mentions of CPM or rate of advertising to look for any relevant metric that could be used in place of CPM rates or advertisement. We scoured Canadian business and marketing news websites like BNN Bloomberg, Canadian Business, Financial Post, The Canadian Business Journal, The Globe and Mail, Vancouver Sun, Business Chief Canada, Strategy Online, Media in Canada, Mast Head Online, Adweek, IAB Canada, and News Media Canada. We found many articles on definition of CPM, CPE, and CPI; uses of CPM to compare ad agencies; and tips to improve ad rates. However, we couldn't find any relevant metrics that could be used to properly provide ad rates in Canada.
Continuing on, we attempted to find paywalled sources which may have held the specific CPM data we were after. However, we couldn't find any paywalled source different from the ones we had already encountered and mentioned previously.
As a last resort, we expanded our criteria to ad rates in general. We removed the filter of rates par 1000 people and even then, couldn't get any further from what we had already found. We then tried to find the same data for all the North America, but found that such data was neither available nor practical due to population, demand, and industry variations.
Hence, after a diligent research, we concluded that ad rates for Broadcast Television, Cable television, Podcasts, and Radio were available, but either behind a paywall or privately request-able.