2013 can now be known as the year when digital media took over in Canada.
According to recent figures released by the Interactive Advertising Bureau of Canada (IAB) from their Canadian Media Usage Trends (CMUST) and Annual Online Advertising Revenue Reports, in 2013 digital media became both the most consumed media by Canadians and the most used media by Canadian advertisers.
Canadian Media Consumption 2012 vs. 2013
When comparing the time in minutes per week that Canadians spent on each type of media, digital media content became the number one most consumed media above TV, radio, newspapers and magazines.
Digital media consumption jumped from 750 minutes per week to 1,735 minutes. The hike is explained by the impressive popularity of smartphones and tablets as consumption devices. It is also worth mentioning that IAB revised its measurement system to include time spent not only on desktop computers but also on portable devices.
Canadian Media Buy 2012 vs. 2013
As consumers flock to digital media, so do advertisers. In 2013, Canadian advertisers invested more than 3.5 billion dollars on digital media bringing it for the first time to the number one spot above traditional media outlets. With the exception of newspapers and digital, all other media saw a decrease in revenue from advertising, including TV, which had been the stronghold of traditional advertising.
As digital video becomes more accesible across devices, advertisers have also realized that CPM costs are lower and targeting options more sophisticated than on traditional television. This has been slowly eroding TV advertising revenue and helped establish digital media at the top.