Join us for The Great Canadian Tech Trek as we bring the latest insights from the Canadian Media Usage Study (CMUST) directly to our members in Vancouver, Montreal, and Halifax.
For over 20 years, CMUST has been the essential resource for understanding evolving media consumption habits in Canada. In 2026, we will spotlight the shifts that matter most for planning, investment, and growth, and we will translate the findings into practical takeaways for marketers, agencies, publishers, and platforms.
This year, we will also put a spotlight on an important CMUST highlight: Lifestyle Magazine continues to hold strong with audiences, and in some cases, attract even more attention. We will explore what is driving that momentum with Canadian audiences, including the power of inspiration and utility, trusted storytelling, and premium environments, and what advertisers should do next. Expect clear implications for channel mix, creative fit, and partnership opportunities.
Alongside CMUST highlights, the program will tackle timely topics, including the changing ways media is being bought and sold, plus a closer look at live sports advertising, where the inventory is premium, the windows are tight, and the audience attention is fully in the moment. We will dig into how teams are navigating rights and distribution shifts, planning around key matchups, and buying across screens so brands can show up when the game is on the line.
Don’t miss this opportunity to get exclusive, localized insights as we take CMUST on the road to connect with our community in three dynamic cities.
We can’t wait to see you there! Limited tickets are available.
Interested in becoming a speaker or sponsor? Reach out to [email protected]
Agenda
| Time (PT) | Topic |
|---|---|
| 3:00pm – 3:30pm | Registration |
| 3:30pm -3:35pm | Opening Remarks
Julie Thorne, Group Account Director, Media Experts |
| 3:35pm – 4:35pm | Canadian Media Usage Study (CMUST) 2025
Since 2004, the Canadian Media Usage Study (CMUST) has tracked the changing media habits of Canadians – and how the industry has evolved in tandem. The 22nd edition will continue to review how Canadians consume content and the expansion in their media choices. It will also highlight some key trends that have begun to reshape the industry – for consumers, marketers, media producers and sellers. Speakers:
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| 4:35pm – 4:50pm | Connecting with Canadian Sports Fans on a Hyper-Local Level
From World Cup soccer, to the PWHL, NHL and more, Vividata’s new Spatial dataset gives marketers a more in-depth understanding of sports fans on a neighbourhood level, in every city across Canada, including Vancouver. Leveraging its flagship study, the SCC | Study of the Canadian Consumer – the authoritative media planning and buying metric in Canada – alongside a patented methodology of uniting different types of data into one, unbiased, privacy-compliant dataset, Vividata helps unlock the kinds of unmatched, hyper-local insights that lead to smarter business decisions. Speaker: Pasquale (Pat) A. Pellegrini, President & CEO, Vividata, Canada |
| 4:50pm – 5:20pm | Panel: Buying in a post-digital era
As audiences fragment, platforms blur, and algorithms increasingly mediate attention, media buying is entering a new phase. One that moves beyond the idea of “digital” as a channel and toward a more complex, behavior-led ecosystem.
This panel explores how shifts in consumer behavior, creator influence, AI-driven optimization, and premium content environments are changing how media is planned, bought, and measured. From identity and attention to context, trust, and outcomes, we’ll unpack what matters now, what’s breaking, and what media buyers need to rethink as older playbooks lose relevance.
Expect an honest conversation about where media buying is headed, what a post-digital mindset looks like in practice, and how brands and agencies can adapt to remain effective in a rapidly evolving landscape. Moderated by Marc Brasset, President, Western Media Group Panelists:
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| 5:20pm – 5:30pm | Townhall Discussion
The Canadian digital marketing landscape is constantly changing. New technologies emerge, consumer behaviours shift, and regulations adapt. This town hall brings together a diverse community of advertisers, agencies, publishers, and ad tech professionals to explore these ongoing transformations. Moderated by Sonia Carreno, IAB Canada |
| 5:35pm – 5:40pm | Closing Remarks
Julie Thorne, Group Account Director, Media Experts |
| 5:40pm – 6:30pm | Social Networking
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