The Power of Collective Viewership: How to Win When Canada Tunes In

Don’t sleep on tentpole TV. From record-breaking Super Bowl viewership to Olympic gold medal matches, these are the moments that bring the country together and give brands an unmatched chance to shine.

In an era of fragmented attention, tentpole events remain one of the few places where mass reach and cultural relevance come together. Let’s explore why these moments matter and how smart brands are showing up.

Why Tentpole Events Still Matter

In the midst of NHL playoffs delivering big audiences, let’s take a look back the big-ticket moments of the year, as well as what’s to come for tentpole event viewing.

The NFL’s Super Bowl is not only about sport, it’s a cultural phenomenon. In 2025, we saw an AMA of 7.15 million Canadians 2+ tune in. That’s up from an average of 6.5 million over the past 10 years.

The glitz and glam of the Oscars are not lost, as it registered an AMA of nearly 3.4 million Canadians 2+, not far from its average of 4.2 million over the past 10 years. Even the Golden Globe awards had an AMA of 1.3 million Canadians 2+, which is on par with the past 3 years since it began airing on City Network instead of CTV.

The one that everyone forgets about is the CFL’s Grey Cup. The CFL doesn’t garner as much attention as the NFL does, but Canadians become passionate about the big game, mirroring a lot of the same consumer trends as the Super Bowl. Last year’s Grey Cup had an AMA of 3.4 million Canadians 2+, and its consistency is reflected in an average AMA of 3.36 million dating back to 2016. There’s a reason why it continues to be one of the highest viewed events of the Fall season.

Here’s a look at some of the most viewed perennial tentpole events over the past 10 years:

New Year, New Team, Same Passion

The IHHF World Jr. Hockey tournament is still appointment viewing, especially when Canada is doing well. This year’s Canada vs U.S. matchup had an AMA of nearly 2.1 million Canadians 2+. The better Canada does, the better the ratings. In 2023, the Canada vs Czech Republic gold medal match had an AMA of 4.2 million Canadians 2+, and in their last 5 gold medal appearances have average an AMA of over 3.7 million 2+. And while noting our nation’s pride when it comes to hockey, the 4 Nations Faceoff, which replaced the NHL All-Star game this year, saw an AMA of 4.5 million Canadians 2+ when the Canadian team faced off against the U.S. in an overtime thriller.

National Pride Drives Viewership

Any time national pride is on the line, Canadians come together. In recent years, soccer has seen a significant rise in popularity in Canada. The Canadian women’s team won an Olympic gold medal in 2021, showcasing their prowess on the international stage. That game had an AMA of nearly 2.3 million Canadians 2+. The men’s team also made headlines by qualifying for the 2022 FIFA World Cup in Qatar, marking their first appearance in 36 years. Their match vs Croatia drew an AMA of 2.65 million, and their more recent 2024 Copa America Semi-Final match vs Argentina had an AMA of over 2.1 million. This success has contributed to soccer becoming one of the fastest-growing sports in the country. The introduction of the Northern Super League, a women’s professional league in Canada, as well as upcoming co-hosting of the 2026 FIFA World Cup are expected to further boost the sport’s popularity and bring even more excitement to Canadian soccer fans.

Here’s a look at some of the more memorable National sporting moments of the past 5 years:

Upcoming Tentpole Opportunities for Brands

Currently we’re witnessing an NHL Playoff that featured 5 Canadian teams in total. Game 1 of the Leafs vs Senators “Battle of Ontario” carried an AMA of over 2.6 million Canadians 2+, and this past Saturday’s Game 4 showdown amassed an AMA of over 3.1 million. The further a Canadian team goes in the playoffs, the more eyeballs they will receive. This is evidenced in last year’s Edmonton vs Florida Stanley Cup Final Game 7 matchup, which had an AMA of over 3.5 million Canadians 2+.

Final Thought: Be Where the Nation Is Looking

All of the events mentioned are shared experiences for large portions of the population, and they continually reinforce the cultural fabric that binds our nation together. If a Canadian team makes the Stanley Cup, you bet the eyes of the nation will be on them. There’s still time to associate your brand with a Stanley Cup blockbuster.

Looking forward, this year’s CFL Grey Cup on November 16th may be that tentpole event where your brand can stand out. I recently made a post on LinkedIn titled “5 Things Brands of all sizes should be doing to capitalize on the Super Bowl”, and it’s just as applicable to any upcoming tentpole events.

https://www.linkedin.com/posts/thebenlawrence_superbowlmarketing-midsizedmarketing-smallbusinesstips-activity-7290008437260750848-x-uE

Think ahead if you want to be a part of history, such as the 2026 FIFA World Cup to be hosted across North America, or next year’s Super Bowl and award shows in Q1. Include these moments in your plans and figure out how to best utilize your budget to reach Canadians. If you need any advice on how to align your brand with these larger-than-life events, reach out to myself or my colleagues at inquiries@involvedmedia.ca

*All viewership data sourced through Numeris / nLogic Lens