As media consumption continues to shift across linear TV, streaming services, YouTube, podcasts, and social media, Canadian marketers are under increasing pressure to prove ROI, manage fragmented audiences, and adapt to rapid change.
That was the core message of a recent fireside chat between Alison Simpson, President & CEO of the Canadian Marketing Association (CMA) and Sue Haas, President & COO of NLogic and former interim CEO of Numeris. The discussion offered a candid, data-backed perspective on how marketers can on how marketers can move from fragmentation to focus.
Here are the key insights from the conversation:
Media by the Numbers: Canada vs. US
Canada’s media habits remain distinct from those of our neighbours to the south. While U.S. audiences are rapidly shifting to digital, Canadians still hold tightly to linear TV, especially in Quebec. According to Numeris' VAM dataset* from April:
- Ontario: 64.1% of video viewing is on linear TV
- Quebec Franco: A striking 78.6% is still linear
- By comparison, Nielsen's U.S. data shows streaming at 44.3% and linear at 45.3%
Streaming is growing rapidly in Canada, but cable subscriptions remain strong. 72% of Canadians, compared to 40% in the U.S. still have one. And digital cable penetration has doubled over the past decade, reaching 60% nationally*.
Live content continues to be the main draw for linear TV. According to Numeris' TAM data*, from hockey playoffs to federal election coverage, Canadians are showing up in big numbers across media in 2025:
- 2025 NHL Playoffs: Game 7 between the Maple Leafs and Panthers drew an average audience of 5.1 million
- Stanley Cup Final: Game 2 between the Oilers and Panthers reached 4.7 million, with 38% of Canadians tuning into the series so far
- Federal Election Night: Reached 19.9 million Canadians, up from 18.1 million in 2021
*Source: Numeris TV Meter, Total Canada, Ind. 2+, AMA(000), CumRch(000), CumRch%, Universe%
Tools for smarter strategy
So, how do marketers adapt in real time, with consumer behaviour shifting and media habits splintered?
Sue Haas pointed to the increasing importance of integrated, cross-platform measurement, starting with Numeris’ VAM (Video Audience Measurement) solution. First released in 2021 and expanding nationally in Fall 2025, VAM is the first and only Canadian dataset to provide a unified and standardized view of video consumption across services, demos and devices.
It’s more than just numbers. VAM reveals when, where, and how Canadians engage with content across linear TV, streaming, and digital. It helps answer key questions:
- Are you over-delivering to frequent TV viewers but missing light streamers?
- Are younger audiences shifting their habits this month?
- How does video engagement differ between families, young professionals, or aging Canadians?
Combined with tools like NLogic’s Video Planner, marketers can now compare reach and frequency across platforms, ensuring campaigns are both efficient and effective.
Programmatic campaigns are also getting smarter. Using linear TV audience segments in DSPs like The Trade Desk, advertisers can now bridge the gap between linear and digital, driving better reach and cost efficiency.
Agility in the face of change
It’s not just media that’s shifting. Geopolitics and consumer sentiment are also in flux. In the wake of Canada–U.S. trade tensions, several consumer surveys predicted cancellations of American streaming services. Yet Numeris’ VAM data showed otherwise: reach for the top three services – Netlifx, Amazon Prime and Disney+, held steady at around 53%.
However, there are shifts in advertiser behaviour that NLogic’s ad tracking data revealed. Specifically, a notable drop in ad campaigns in Canada from U.S. travel destinations/brands, followed by a significant increase in advertising from Air Canada focused on Canadian travel destinations.
Embrace data integration and real-time insights
Sue Haas left marketers with a clear call to action: stay curious and challenge the data presented.
It’s no longer enough to use US data as a proxy, or to plan by channel or rely on legacy metrics. Marketers must move toward holistic, cross-platform strategies, grounded in Canadian-first data that is built for adaptability. Whether you’re facing tighter budgets, an evolving media mix, or increased demand for ROI, the key lies in unifying your approach:
- Break down silos
- Embrace verified Canada data and don’t use US data as a proxy
- Continuously adapt to benchmarks and consumer signals
In Sue’s words: “It’s an exciting time. As an industry, we have the tools to move from chaos to clarity, and the momentum to build campaigns that truly connect.”
