The Canadian media and marketing community has developed 26 common industry segments to enable targeting at scale across linear television. The collaboration involved all four major Canadian broadcast networks, working with the trade body, thinktv.

Why it matters

In Canada, average daily time spent consuming linear television is almost twice that of digital TV. By using common industry segments across networks, brands – even smaller ones – can achieve depth and scale.

Takeaways

• Before these segments were developed, brands assumed audience-based buying only worked with Connected TV.
• Another issue was that audience segments and data from individual broadcasters varied greatly,...