Below is a summary of our Ad Expenditures Methodology and Coverage by Media Type. For an exhaustive list of covered properties and media owners, please contact your account team.
Television
Factors | Details |
Stations Measured | 200+ |
Data Delivery | Approximately 26-28 days after the end of the media month |
Spend Methodology | Billing statements received monthly from our media supplier partners. Occurrence-level detail from billings are aggregated up to the Brand/Market/Month level |
Inclusions | All commercial types within the commercial break, barring the below |
Exclusions | Station self-promotion, paid programming, infomercials, ad lengths over 120s |
Magazine
Factors | Details |
Publications Measured | 69 consumer and trade magazines |
Data Delivery | Approximately 26-28 days after the end of the media month |
Spend Methodology | All magazine advertisements are captured to identify advertiser name and brand, and measured using ad size, colour, pages, and lineage to estimate spend |
Additional metrics available in separate Print Deep Dive analytical tool | Occurrence level detail, media investment by publication, lineage, pages, creative |
Inclusions | All ad types for publications within coverage, barring the below |
Exclusions | Ads smaller than 100 agate lines, free standing inserts, correction notices, advertising by the publication owner |
Newspaper
Factors | Details |
Publications Measured | 56 leading daily newspapers |
Data Delivery | Approximately 26-28 days after the end of the media month |
Spend Methodology | Newspaper advertisements are captured to identify advertiser name and brand, and measured using ad size, colour, pages, and lineage to estimate spend |
Additional metrics available in separate Print Deep Dive analytical tool | Occurrence level detail, media investment by publication, lineage, pages, creative |
Inclusions | All sections and ad types for publications within coverage, barring the below |
Exclusions | Flyers, free-standing inserts, ads smaller than 100 agate lines, community/weekly newspapers, classifieds, correction notices, advertising by the publication or its owner |
Radio
Factors | Details |
Stations Measured | More than 700 stations in total, comprised of a combination of radio rep house and local market stations |
Data Delivery | Approximately 26-28 days after the end of the media month |
Spend Methodology | Billing statements received monthly from rep house and local station partners. Occurrence level detail from billings are aggregated up to the Brand/ Market/Month level |
Inclusions | All ads on stations within coverage; online radio |
Exclusions | Ads purchased through non-partner media owners; station self-promotion |
Outdoor
Factors | Details |
Suppliers Covered | Astral, Pattison, Outfront, Branded Cities, Quebecor, Rogers, Vendo |
Data Delivery | Approximately 26-28 days after the end of the media month |
Spend Methodology | Suppliers provide monthly billing information that outlines expenditures by company and/or brand |
Inclusions | Billboards, transit shelters and benches, washroom advertising, mall posters, airports, interior and exterior transit ads. |
Exclusions | Ads purchased through non-partner media owners |
Digital
Factors | Details |
Sites Tracked | Popular sites visited by Canadians, plus sites visited by digital user panelists |
Data Delivery | Approximately 26-28 days after the end of the media month |
Spend Methodology | Ad impressions calculated using a combination of engagement (provided by Similarweb) and experience metrics. CPMs are aggregated from multiple resources. Ad expenditures calculated by applying a cost-per-thousand (CPM) estimate against ad impression values |
Inclusions | Desktop Display, Desktop Video, Mobile Web |
Exclusions | In-app advertising, walled gardens (with the exception of panelist activity), paid social, paid search, streaming music platforms |