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Canadian brands skew toward social channel campaigns
19 May 2023
Canadian brands skew toward social channel campaigns
Media & communications budgets Canada Channel planning, media mix selection

Marketers in Canada have recently become over reliant on social channels and are under-investing in TV, according to a study of Canada submissions to the Effie Awards.

Why it matters

Media decisions, especially choosing how much to invest in TV, can affect a campaign’s level of effectiveness, with successful campaigns leading to growth over the long term. As a result, developing a strong TV strategy can offer brands profitability and protection amid ongoing economic uncertainty.

Takeaways

An analysis of over 100 Effie Canada submissions from 2021 to 2022, analyzed by marketing effectiveness specialist Peter Field, found that:

  • The average award...

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