Crave TV topped Canadian brand engagement during this year’s Canadian Super Bowl broadcast, with telecom and wealth management services being the inescapable categories during the ad breaks, according to AdEase.

The company used its media monitoring methodology to determine which categories and brands had the biggest share of ad time on Bell Media’s CTV.

For the third consecutive year, telecom services took up the most ad time with a 18.5% share. The group was followed by wealth management services, with 12.6%, and the restaurant sector, with 9%. Other categories that marked presence were automotive corporate (8.1%); pharmaceutical products and medicines (5.4%); online gambling (4.5%); and consumer finances (4.5%). Sectors such as healthcare services; candy and snacks; and travel services also had a relevant share, each with 3.6%.

On the brand side, Crave TV led with a 12.6% share. The streamer was also the advertiser that registered the highest number of occurrences in last year’s broadcast (75%).

Meanwhile, financial companies such as Questrade (4.5%) and Fidelity Investments Canada (3.6%) took advantage of this year’s Super Bowl to promote their services, alongside betting brand FanDuel, which recorded a 3.6% share. Questrade also appeared in the top 10 last year, with a 3.2% share.

McDonald’s continued to have a presence this year, albeit with a reduced investment, securing 2.7% compared to 14% in the previous game. TD Canada Trust; BCE (Bell); RBC Financial Group; Toyota Canada; and Adidas also had significant participation, each with 1.8%.

Brands that did not appear in this year’s AdEase top 10 compared to last year include Government of Ontario, Doritos, Expedia, Temu and Winners. Categories missing from this year’s top 10 include banking services, soft drinks, department stores, education, software and entertainment.