Skip to content

TV Spend, Strength & Attribution

David Phillips Jan 31, 2022 2:40:18 PM

We recently partnered with thinktv and SMI to share latest information on the effectiveness of TV today, TV spend data in Canada, and how we can measure the effectiveness of that spend in real-time. 


Through the webinar recording below, you'll learn, that while there's no surprise that streaming and digital tuning are on the rise, TV is still strong and innovating. SMI's latest data shows that ad spending on linear TV is up, and in some cases higher than pre-pandemic levels. And our latest partnership with Adgile, brings a new real-time TV advertising performance management and attribution platform to Canada, helping both the buy and sell side uncover the true value and effectiveness of their campaigns. 

Here are just a few highlights from the webinar, which you can watch in full below.


TV today

  • Canadians (25-54) are watching almost 13 hours a week of linear TV.  This excludes streaming and OTT services.
  • 86% of linear TV viewing is live.
  • TV ads get the most attention compared to online video and social media.

TV spend

  • Linear TV ad spend is up 25% versus last year.
  • Linear TV share is stable and growth to digital is mainly coming from other types of media.
  • The top specialty channels all saw volume growth versus 2020 and most saw growth versus 2019.

TV attribution

  • New platform, called Catalyst, provides real-time TV advertising performance management and attribution.
  • Links real-time TV data with web activity to look at how competitors' advertising is affecting web traffic.
  • Compares the effectiveness of spot and non-spot formats to improve campaign planning.

Webinar recording

HubSpot Video



ThinkTV Webinar CTA Catalyst Demo