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Canadian Media Usage Trends (CMUST)

Canadian Media Usage Trends (CMUST) by PHD Media

Canadian Media Usage Trends (CMUST) is a comprehensive, annually re-engineered report crossing all major media on a Total Canada and French Canada basis. The study documents consumers’ changing media content consumption across devices and screens, as digital technologies increasingly impact the lives of Canadians.

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

The CMUST report gives a clear, multi-faceted picture for the marketing and publishing communities in Canada to base their strategies, investments, and products on. We thank PHD Media for allowing IAB Canada to house these invaluable reports on the IAB Canada website.

Two reports are produced annually in English: Total Canada, French Canada.

CMUST 2024 Executive Summaries:

CMUST FULL REPORTS:

IAB Canada Members can download the FULL 2021 CMUST REPORTS by clicking here and logging in to the Member Portal with your IAB Canada username and password.

Past Full Reports

If you do not have an IAB Canada user name and password for the Member Portal, please email Memberships to request one.

Past EXECUTIVE SUMMARIES

Click on the links below to download any of the Executive Summaries for the previous years:

 

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.

Read the Case Study