Report on Data 2025

The Canadian Media Usage Study (CMUST) is a comprehensive, re-engineered report that documents the changing media consumption habits of consumers across devices and screens, different age segments and digital vs traditional media channels.

The latest instalment in the 20+ year tradition will track changes in the media habits of Canadians drawing on data sets from across the industry. You can expect updates on overall media habits, the continued growth of Connected TV, eCommerce, Retail Media and more.

Speaker: Matt Devlin, Managing Director – Marketing Science, PHD

The Future of Information: Towards A Connected Media & Consumer Measurement Ecosystem

This paper describes a new cross-media and consumer behaviour database that is anchored by a complete household level foundation providing a privacy compliant, hyper-local ‘truth set’ offering a fully connected media ecosystem. The database, called Vividata Spatial, levels the playing field for cross media planning and allows unparalleled targeting and activation.  The novel weighting methodology leverages high-quality survey as the Identigraph to ‘translate’ other databases, including currency media measurement, first-party, third-party, transactional, or deterministic data, all modeled to the household level. This approach can be replicated across other global markets; examples from Canada are presented.

Speaker: Pasquale (Pat) A. Pellegrini, President & CEO, Vividata, Canada

Retail media is rewriting the playbook for performance and brand building in Canada. Get a first look at new findings from the Retail Media Report, then hear how leaders are connecting retail data, on-site and in-store placements, and premium off-site inventory to real sales outcomes. We will cut through buzzwords, compare what actually scales, and show how privacy, creative, and measurement come together to move product. 

Moderated by TBA, Time + Space

Panelists:

• Ryan Fuss, Chief Revenue Officer, Stingray Advertising

Data collaboration is enabling advertisers, publishers and agencies to measure real campaign outcomes across a wide range of media channels, including those that have previously been harder to measure.  This presentation will provide real examples of how this is happening in Canada, right now. In addition, as agentic AI adoption accelerates, David will explain why companies that want to succeed in the next 3 years will invest in strong data foundations, collaboration capabilities, technology, and governance today.

Speaker: David Phillips, Chief Media & Activation Officer, Environics Analytics

Attention shifts fast, but budgets often lag. This session translates where Canadians actually spend time into smarter allocations across premium video, news, audio, live sports, and the open internet. Expect practical guidance on identity in a post-cookie world, de-duplicated reach, attention signals that matter, and the analytics that tie it all to business outcomes. 

Moderated by TBA, The Globe and Mail

Panelists:

• Spencer Charters, Head of Data Partnerships, Canada, The Trade Desk
• TBA, Rogers Sports & Media

• Drinks & passed canapés