Canada’s agency spend surged back in the first half of 2026, comping a weak 2025 and posting some of the strongest gains globally when measured against the other English-speaking markets Guideline covers: the United States, the United Kingdom, Australia and New Zealand.
Key Takeaways
- Canadian agency spend rose +9% YoY in H1’26, comping a weak 2025 and outpacing global growth of just under +6% ($96B)
- Digital audio in Canada surged +25% YoY while the format was flat globally — the strongest growth of any market we cover
- Social media grew +21% YoY in Canada versus +14% globally, with automotive alone driving 12% of social’s growth
- Hotels and Resorts climbed +32% YoY, the strongest travel growth in any market, even as airlines and travel sites stayed near flat worldwide
- We expect Canadian growth to continue in H2 at a slightly slower +7%, with the full year landing between +7% and +8%