Selecting media for Government of Canada advertising
Find out how we select media for our advertising campaigns.
On this page
Defining media
Media are vehicles used to convey an advertising message. Media include:
- newspapers
- magazines
- television
- radio
- internet and digital
- out-of-home
- cinema
Selecting media
Government of Canada institutions select media based on several factors and media availability.
Selection is based on:
- campaign objectives
- target audience
- markets
- timelines
- budgets
Cost guides
Our agency of record maintains media cost guides to help in the selection process.
The guides contain pre-negotiated rates, organized by medium.
They also contain information to help meet regional, provincial and national advertising requirements like:
- target markets
- language
- format
- frequency
- lead time
- media contact information
Media may apply to the cost guides.
Other sources used for campaigns
We use other sources to plan campaigns including:
- Bureau of Measurement (BBM)
- Print Measurement Bureau (PMB)
- Alliance for Audited Media (AAM)
- ComScore
- Canadian Advertising Rates and Data (CARD)