How Canadian TV ads compare with the UK and US – and how they can improve

Stephen Whiteside

A study by System1, the research firm, compared 100 television spots from Canadian advertisers with commercials from the UK and US.

Television ads in Canada match spots from the US and UK in terms of average effectiveness but have room for improvement if they want to maximise their impact. 

Such insights emerged from a study conducted by System1, the research firm, covering 100 television commercials in Canada. It used an ascending five-star rating system – peaking at 5.9 stars – where the most top-performing spots yield long-term growth in market share, and the lowest performers have zero impact.

When it came to star ratings, the average for Canadian ads beat that from the UK and US, albeit only by 0.05 points....

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