Canadian Advertising Resources

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. 3852Content
 

• General
• 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
   

General

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                                              
PsycInfo                                                         
Communication And Mass Media Complete   
Google Scholar
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
   

Canadian Radio-Television and Telecommunications Commission (CRTC)

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


Industry Associations

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
Magazines Canada
News Media Canada
Numeris
Thinktv



Advertising Campaigns

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
  Advertising Awards

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.

 Media Research

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.

Nielsen Canada
Vividata
Numeris: Topline Data  (for radio and television)
COMMBS  (out-of-home)


Insider Intelligence/eMarketer Pro has some ad spending, media usage, audience measurement data, mainly for digital media



Updated November 2022