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CMUST Annual Full Reports

IAB Canada’s Canadian Media Usage Trends (CMUST) is the only Canadian report crossing all major media and combining each channel’s research audience currency of record, five currencies in all. The annual study documents consumers’ changing media consumption across all devices, as digital technologies impact the lives of Canadians.

Since its inception in 2004, the CMUST study has tracked the increasing reach and time spent (number of minutes) with the Internet as more Canadians have shifted their news, entertainment, banking and other activities to the digital space.

The CMUST report gives a clear picture for the marketing and publishing community in Canada to base their strategies, investments, and products on.

CMUST is a PHD analysis that is commissioned by IAB Canada.

Two reports are produced annually in English: Total Canada, French Canada. Access to the full CMUST report is accessible to IAB Canada Members Only.

For the full annual reports click on the links below:

Corus (NextScreen) | Shark Ninja

Corus delivered a first-to-market shoppable innovation in Canada that extends brand storytelling through a custom second-screen experience - NextScreen. Built to support Linear, Connected TV, and Web, the format enables audiences to shop, engage, or learn more directly from video creative, reducing friction and helping drive conversion at the moment of inspiration. By combining upper-funnel impact with direct response capability, NextScreen allows brands to connect attribution to specific creative executions, supported by enhanced analytics and creative-level reporting through its custom portal.

Captivate | Dell Product Launch

Dell’s programmatic campaign delivered measurable gains in ad recall (68%), consideration (53%), and customers action (2 in 5). Captivate’s programmatic guarantee capabilities highlights DOOH’s ability to deliver predictable and reportable results. Watch the video here.

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