Canadian ad spend on the rise in the next five years: CMA

And Canuck marketers are expected to be especially bullish about digital media, more than doubling 2007's $1.4-billion spend.

Advertising spending across all Canadian media will increase from $19 billion in 2007 to more than $23.3 billion in 2011, according to research released yesterday by the Toronto-HQ’d Canadian Marketing Association. Overall direct sales from ad campaigns are expected to reach $203 billion by 2011 – a 33% increase from today’s levels.

The CMA believes digital media will likely lead all other marketing channels in 2011 in terms of direct Internet and commercial email sales, for a total topping $46.6 billion. By 2011, Canadian business is expected to be spending more than $3.3 billion on digital media – more than double the $1.4 billion recorded in 2007.

Despite enthusiasm for digital media, the CMA report says that a large percentage of ad spend in Canada will continue to be allocated to traditional media, and that ‘solid overall growth continues in all traditional media categories with television, direct mail and out-of-home experiencing the most rapid growth.’

Conducted for the CMA (with funding from Canada Post) by Toronto-based Global Insight, Marketing’s Contribution to the Canadian Economy cites data from more than 25 industries.