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Canadians watch over 20,000 TV commercials annually
MUMBAI: The average adult Canadian watched over 1,240 hours of television and an estimated 20,000 television commercials in 2004 based according to research conducted by Digital Home Canada.
Digital Home Canada arrived at those numbers after an in-depth analysis of the CRTC Broadcasting Policy Monitoring Report (BPMR) 2005, information from the Television Bureau of Canada, and the Bureau of Broadcast Measurement (BBM).
The numbers mean that the average Canadian adult spent more than 166 hours last year watching television commercials. This is equivalent to the number of hours worked in a month by the average Canadian worker!
According to the CRTC’s BPM Report, Canadians aged 2+ watched television on average 21.4 hours per week in 2004 and over 1,110 hours of television annually. Contrary to the complaints of many parents, younger Canadians actually watch considerably less television than adults which results in the average adult Canadian adult Canadian watching considerably more than 21 hours per week. (See chart below for a breakdown by age)
The Television Bureau of Canada (TVB), on its website says that the average Canadian Female 18+ watched just over 25 hours a week of television in the Fall of 2004 while the average Canadian male 18+ watched just under 21 hours a week. Combined the TVB says the average Canadian adult watches 3 hours and 24 minutes of television daily or more than 1,240 hours annually.
WOf course not all of those hours are spent watching commercial television. That 1,240 hours also includes time spent watching non-commercial television such as Video-On Demand, pay television and commercial free broadcasters such as PBS and TVO.
Accounting for the time spent watching non-commercial television, Digital Home Canada estimates that the average adult Canadian watched over 900 hours of commercial television in 2004. A typical hour of commercial television in Canada contains 12 minutes of commercials therefore those 900 hours of commercial television contained over 11,000 minutes of commercials. Since most television commercials are 30 seconds in length that 11,000 minutes of commercials translates into over 22,000 commercials annually.
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Liqvd Asia wins Woodland digital mandate
Agency to handle social, influencers and storytelling for outdoor lifestyle brand.
MUMBAI: Liqvd Asia just laced up for the long trail because when Woodland wants to trek deeper into digital, it picks a partner that knows how to make every step count. Liqvd Asia, the digital-first marketing agency known for fusing creativity with performance, has been awarded the digital communications mandate for Woodland, adding another marquee lifestyle brand to its growing portfolio.
Under the partnership, Liqvd Asia will lead Woodland’s social media management, influencer collaborations, brand storytelling, platform-first content strategies, campaign narratives and community engagement initiatives. The focus is on strengthening the brand’s digital presence and deepening connections with younger, digitally native audiences while staying true to Woodland’s legacy of rugged outdoor footwear and apparel.
Woodland, head of digital marketing Nikita Malhotra Singh said, “Woodland is more than a brand; it’s a community of explorers and adventurers. We are thrilled to partner with Liqvd Asia to tell our story in more dynamic and interactive ways.”
Liqvd Asia, founder & managing director Arnab Mitra added, “Woodland is a brand with strong emotional recall in India, built on adventure, durability and authenticity. We’re excited to translate that legacy into digital conversations that feel current, engaging and culturally relevant.”
Liqvd Asia business head Monish Sanghavi noted, “With a brand like Woodland, the focus goes beyond managing platforms to shaping how the brand shows up in the digital world. We look forward to building a strong, consistent narrative that deepens connect with loyal consumers and younger audiences alike.”
The mandate comes as Woodland continues to evolve in an increasingly digital landscape, aiming to blend its decades-old recall with fresh, interactive storytelling across social platforms and creator ecosystems.
In a market where heritage brands must keep pace with scroll-speed audiences, Liqvd Asia isn’t just handling Woodland’s digital, it’s helping the brand trek from dusty trails to trending feeds, one authentic post at a time.
