According to a report from Canadian Media Means Business (CMMB), Canada's radio and TV broadcast sector lost 1,100 jobs in 2024. The study, conducted by Nordicity, directly links the workforce contraction to the outflow of digital advertising revenue to foreign platforms, which reportedly reached 94% of the market in 2024. The report notes regional disparities, with significant job losses in Western Canada contrasted with job growth in Quebec and Nova Scotia, which it attributes to cultural protection policies and provincial incentives.
The CMMB report quantifies the direct link between the decline of Canadian broadcasting and the dominance of foreign ad platforms. The key finding is the scale of the fund diversion: for every $100 in ad spend, $74 now leaves the country, impacting local jobs. The study contrasts national job losses with growth in Quebec and Nova Scotia, framing it as evidence that provincial policy interventions can create economic resilience. This presents a domestic case study for protectionist measures versus open-market outcomes. Watch for any federal legislative response or if other provinces adopt incentive models similar to Nova Scotia’s.
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