Various polls and studies painted conflicting images of the state of the Canadian TV advertising market. Whilst some studies suggested consumers were abandoning time in front of the TV for the Internet, other reports suggested that the TV advertising market was on target to smash all previous growth targets. Deciding that all of this contrasting info was confusing, the Television Bureau of Canada (TVB) decided to carry out its own study to see if the effectiveness of TV was on the wane or on the up.
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