2025 Upfronts Unpacked: English Canada

Last week, the major Canadian Networks hosted the Media community with their annual Upfronts.  It was a week filled with stats and insights. Here are some key takeaways:

Canadian content is key, and networks are pushing as much as they can on both linear and streaming platforms

Bell Media is leading the charge with its Canadian content push on both CTV and Crave with returning reality favourites MasterChef Canada, Project Runway Canada, The Traitors Canada, Amazing Race Canada and Canada’s Drag Race to name a few.  There is also a slew of Canadian content slated for Crave with the likes of Late Bloomer, The Trades, The Office Movers and Shoresy returning for additional seasons.

Rogers Sports and Media is also coming to the market with the new “The Price is Right Tonight” hosted by Canada’s own Howie Mandel.  There is also the return of the #1 Canadian drama of the year Law & Order Toronto: Criminal Intent, along with the beloved Hudson and Rex.  RSM is also investing in 11 new Canadian original titles to debut on Food Network and HGTV this Fall.

Corus is bringing a second season of Murder in a Small Town and a diverse slate of lifestyle series coming to both Home and Flavour Networks.

CBC is the champion of Canadian content with 8-10 hours per week of original Canadian programming during primetime.  There are 6 new series slated for this upcoming Fall and critically acclaimed shows like Saint-Pierre, Murdoch Mysteries, Wild Cards, Dragon’s Den and Son of a Critch are returning to the Network.

All networks are maximizing their streaming platforms to offer more content to viewers

Crave announced it will include content from CTV, Noovo, and Bell Media’s full suite of entertainment brands under a single subscription, in addition to the extensive library of HBO content. This will help Crave unlock fresh opportunities to engage with audiences with a platform that has expanded discoverability, easier consumption, and more targeting power in a premium environment.

Rogers Sports and Media is promoting its City+ streaming service and is shifting its audiences toward exclusive viewership of content on this service.  RSM is also the home to Disney+ and its full library of premium content, with Tubi rounding out Roger’s streaming offerings.

Corus is moving along with its STAKTV bundle and its Global TV app, with much of its programming available for consumption on these services, and Pluto TV belongs to Corus’ streaming portfolio.

CBC Gem is a great place for a vast array of original Canadian content and original CBC Gem productions.

Live sports and tent pole events are a massive draw for appointment viewing.

Bell Media is home to some of the biggest live sporting and tent pole events available in the Canadian marketplace. Super Bowl LIX reached over 16.5 million viewers, the Oscars was the #1 entertainment broadcast of the year, and the Grey Cup was a top ten live event. Bell Media is also home to the Emmys, NFL, and CFL, including the Grey Cup, MLS, World Juniors, Masters, F1, Golf, Tennis, and Curling, and the largest live broadcasting of women’s sports.

The 2026 FIFA World Cupwill be exclusively hosted by Bell. With games across Canada in Toronto and Vancouver, live viewing will be available on TSN, CTV, and streaming on Crave. The FIFA Cup 26 will be the largest in history, with 48 teams in attendance and games running from June 11 to July 19.

Rogers Sports and Media signed a deal with the NHL for 12 years until 2037.  Last year, 34 of the top 50 shows on Canadian TV were live NHL games.  Sportsnet also has partnerships with the NBA, Toronto Blue Jays, Raptors, TGL and UFC.  City TV is also home to The Grammy’s, Dick Clark’s New Year’s Rockin’ Eve and the Golden Globe Awards.

Corus will focus on the American Music Awards, Daytime Emmys and yearly SNL Specials.

CBC is home to the Juno Awards and Canadian-centric Award Shows such as the Canadian Screen Awards. CBC Sports will be carrying NSL, PWHL, and the Milano-Cortina Olympics, which will be held in February 2026!

Leveraging Data to Drive Smarter Outcomes

Bell Media and Environics Analytics expanded their partnership by adopting LiveRamp’s world-class technology. Bell Media has also connected its first-party data and Bell Audience Manager to the Trade Desk.

CBC has partnered with Adelaide to help clients have their campaigns measured for attention metrics.  During the Olympic Games in Paris 2024, sponsor video ads scored 22% above Adelaide’s benchmark.  This is a timely partnership mainly with the Winter Olympics around the corner.

Well, that’s a wrap on this years’ English Upfronts.

If you’d like a deeper dive into the English Upfronts or a customized POV for your brand, feel free to reach out to me or anyone on the Involved Media team.

Stay tuned for more insights on the French Upfronts and our team’s view of the digital and social landscape.