This guide focuses on Canadian advertising resources that can be accessed by University of Windsor faculty, staff, and students, free-of-charge. If you need further assistance, please contact Katharine Ball at (519) 253-3000, ext. 3852
- Advertising Laws and Standards
- Advertising Industry, Companies, and Brands
- Industry Associations
- Advertising Campaigns
- Advertising Awards
- Target Market, Consumer Behaviour and Consumer Trends Research
- Media Research
- Measurement and Monitoring
Advertising, Consumer Culture, and Canadian Society: A Reader / Kyle Asquith (Leddy Library Book Collection, Main Building, 3rd Floor: HF5813.C2 A38 2019)
Canadian Advertising in Action / Keith Tuckwell (Leddy Library Book Collection, Main Building, 3rd Floor: HF5823.T82 2018)
Journal articles on all Canadian advertising topics can be found by searching databases such as:
Business Source Complete
Proquest One Business
Communication And Mass Media Complete
Try searches such as: advertising AND (roi OR "return on investment") or "brand loyalty" AND (millennials OR "generation y")
Limit by date, as appropriate.
Advertising Laws and Standards
Advertising and Marketing Law in Canada / Brenda Pritchard (Law Library Texts, 1st Floor: KF1614.P75 2015): an expert overview
Ad Standards the Canadian advertising, self-regulatory body
- Canadian Code of Advertising Standards
- Gender Portrayal Guidelines
- Broadcast Code for Advertising to Children
- Ad Complaints and Disputes Report
- Influencer Marketing
the administrative tribunal that regulates and supervises Canadian broadcasting and telecommunications
- Communications Monitoring Report a detailed overview of the Canadian communication industry including revenues, subscriber data, audience measurement, household expenditures, technology penetration and emerging trends and issues.
Advertising Industry, Companies, and Brands
Advertising in Canada / Marketline: reports from 2003 to the present; has market overview, market data, segmentation, outlook, strategic analysis
Advertising in Canada / Euromonitor: type Advertising in Canada in the keyword search box. Select Analysis; includes the country report: Advertising in Canada which provides an industry overview, cost structure, market structure, trade, etc.
IBISWorld has the following reports: Advertising Agencies in Canada, Advertising Agencies in Ontario, Billboard and Outdoor Advertising in Canada, and Direct Mail Advertising in Canada
Advertising and Related Services / Statistics Canada: an annual overview of trends
Interactive Advertising Bureau Canada see under Resources; includes the Canada Internet Ad Revenue Reports as well as other reports
Magazines Canada. Resource Centre: many articles and reports on the magazine sector of the advertising industry
News Media Canada. Industry Information: many articles and reports on the daily and community newspaper sectors of the advertising industry
CARDonline: Canadian Advertising Rates and Data: use the search box and the pull-down menu to select advertising agencies, media associations, and media representatives; information on the industry, including detailed contact information
Some of the key associations are:
Ad Standards Canada
Association of Canadian Advertisers
Canadian Association of Broadcasters
Canadian Broadcast Standards Council
Canadian Marketing Association
Institute of Canadian Agencies
Interactive Advertising Bureau Canada
News Media Canada
Ad*Access / Duke University: an image database of over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955. Covers the following categories: beauty and hygiene, radio, television, transportation, and World War II
Adviews / Duke University: contains over 9,000 television commercials, including English and French language Canadian commercials
ROAD / Duke University: 30,000 images of outdoor advertisements, including Canadian ads
Vintage Ad Browser: includes advertisements from a variety of sources and from many countries, including Canada
Adforum: a large database of advertisements in many media and from many countries, including Canada. Most are free to view.
Internet Archive: contains a variety of historical advertisements. Try searches such as: commercials OR advertisements
See also: social media such as YouTube Search: (advertisements OR commercials) AND Canada
See also: Advertising Awards for examples of award-winning Canadian ads
Ace Awards: Award Winners
ADDC: Ad and Design Club: Award Winners
Applied Arts: Award Winners
Atomic Awards: Award Winners
Cassies: Award Winners
CMA Awards: Award Winners
Marketing Awards: Award Winners
Media Innovation Awards: Award Winners
Target Market, Consumer Behaviour and Consumer Trends Research
Please use the Consumer Information research guide.
CARDonline: Canadian Advertising Rates and Data contains advertising information and rates for Canadian newspapers, magazines, radio, television, out of home advertising, interactive and other media.
Insider Intelligence/eMarketer Pro provides reports and forecasts in areas such as media, advertising, digital marketing, retail and e-commerce, social media, demographics; global and some country coverage.
Mintel Canadian reports; perhaps select Technology and Media; they cover market size, including a 5 year forecast, brand share, category trends, consumer attitudes and behaviours; each report also includes downloadable consumer survey data.
On the Internet, some organizations provide free access to media research. See for example: Thinktv: Research, Interactive Advertising Bureau Canada: Research , Comscore,and CMDC: Media Review
Measurement and Monitoring
Most detailed audience measurement data is only available for a fee from companies such as those listed below. In some cases, top level data and a few consumer behaviour reports and case studies are available.
Numeris: Topline Data (for radio and television)
Insider Intelligence/eMarketer Pro has some ad spending, media usage, audience measurement data, mainly for digital media
Updated November 2022