Quick-service restaurants were far and away the most active advertisers on both TV and radio in Canada last year.

The data was compiled by marketing intelligence firm Adease using its proprietary media monitoring technology and methodology, which captures 30 million ad occurrences across platforms in North America annual.

QSRs were the most active on both broadcast channels: they secured a 4% share of all radio ads, with a big 8% share of all TV ads.

Within QSR advertising, McDonald’s Canada had the biggest share of advertising in both radio (35%) and TV (27%). In radio, Subway had the second-highest share (19%), followed by Wendy’s (14%). On TV, Tim Hortons had the second-highest share (18%), followed by Subway (10%). Overall, QSRs had six of the spots in the list of ten most active TV advertisers last year, with Dairy Queen, Burger King and Wendy’s also being big spenders.

In radio, government ads had the second-highest share at 3%. That was led by the Gouvernement du Quebec, which is among the most-active radio buyers in most of the province’s markets year-round, leading to a 40% share of the category, with the Government of Canada having a 12% share and the Government of Ontario having a 10% share.

The third most-active category was smartphones and mobile services with 3% share. The top advertiser in the category was Virgin Plus with a 28% share, followed by parent company Bell (20% share) and Rogers’ flanker brand Fido (15% share).

Outside of the big three categories, jewelry store Spence Diamonds was also a major radio presence in 2022, becoming the top advertiser in Toronto, Calgary and Vancouver, and second in Ottawa. CTV was also a major advertiser, spending the second-most in Montreal, Vancouver, Calgary and Edmonton.

In TV, the second-place category was furniture stores with a 3% share. The top advertisers in the category was Leon’s (30% share), followed by The Brick (19% share) and IKEA (12% share).

The third-most active TV advertiser was streaming services with a 2% share. Bell Media’s Crave TV was most active within the category, taking a big 39% share, followed by Corus’ Stack TV (13% share) and Disney+ (9% share).

Overall, McDonald’s and Tim Hortons were once again the top two TV advertisers in Canada in 2022. Crave TV moved up nine spots to become the third-most active TV advertiser, followed by Leon’s. The only top-ten advertisers not from one of the top three categories was Walmart, which came in tenth.