Advertising services revenues up 2.2% to $7 billion in 2010, mostly due to online display

Operating revenues for advertising and related services in 2010 were up 2.2% and reached almost $7 billion, according to information released by Statistics Canada. The increase was attributed mostly to display advertising services, which saw a 17.3% increase, largely due to the use of new technologies (read: online advertising). (See summary table)

• Salaries, wages and benefits fell 3.2% while operating profits rose to 11% from 9% in 2009. 
• Ad agencies got most of the operating revenues (41.2%), though they also saw the largest decrease in revenues compared with 2009, which went down 2.8%.
• Operating profit was 11%, up from 9% in 2009

For comparison, previous Statscan data released in December for periodical publishing showed that the industry had $2.2 billion in operating revenues, down 1.2% from 2009. The largest decreases were in the Prairies, down 6% year over year. Operating expenses fell by 4.2%, resulting in profit margins rising to 8.5% compared with 5.7% in 2009.