Media Planner Overview & Insights

Vancouver is the third largest city in Canada with a population of 2.5 million residents in the CMA area, which represents 7% of the 35.9 million Canadians. 

Located on Canada’s spectacular west coast, Vancouver is built on a series of peninsulas, and its many bays, inlets and river branches, as well as the Pacific coastline, are all major features of the city.  With the mildest climate in Canada, Vancouver residents can enjoy skiing, golfing and sailing all in the same day. Vancouver is continuously ranked as one of the top “livable” cities in the world.  

Vancouver is a major international port and main western terminal of Canada’s Transcontinental Highway and rail routes and its strategic position with Asia facilitates commercial trade and inspired its nickname, Vankong.  It is one of North America’s largest cruise ship ports. 

There are 8 million tourists annually in Vancouver visiting and attending major attractions such as the HSBC Celebration of Lights, the Gay Pride Festival (one of the largest in North America), The Jazz festival and the Dine Out Vancouver festivities. Vancouver is also home to world class ski destinations such as Whistler/Blackcomb, Grouse Mountain, Cypress and Seymour.

The city is full of quality dining, trendy lounges and entertainment options. The Gastown neighborhood was named the 4th Most Stylish Neighborhood in the world with its hip bars and shops by Complex Magazine. Mount Pleasant and Commercial Drive are also not to be missed, in addition to the entertainment district – Granville Street – which is home to many live venues such as the Commodore and Joe’s Apartment.

The University of British Columbia, with just under 60,000 students is one of Canada’s leading research universities and is consistently ranked among the top 40 in the world.

Vancouver is the only North American city with no freeways; 13 bridges and tunnels link the suburbs and the greater Vancouver area. The city has a vast network of public transit that links the suburbs with the downtown core. Vancouverites spend an average of 50 minutes commuting by car to and from work and an average of 96 minutes commuting by public transit to and from work. (Stats Can 2010). Traveling is made easy using several means of transportation:

The SkyTrain is the oldest and one of the longest light rapid transit systems in the world. It has 49 stations on three lines – the Expo Line, Millenium Line and Canada Line. The Expo and Millennium SkyTrain Lines connect downtown Vancouver with the cities of Burnaby, New Westminster and Surrey. The Canada Line connects downtown Vancouver to the Vancouver International Airport (YVR), Canada’s second busiest airport handling over 16 million passengers annually, and the city of Richmond. Passengers can go from downtown to the airport in 25 minutes.

The West Coast Express connects downtown Vancouver with Mission, Port Haney, Maple Ridge, Pitt Meadows, Port Coquitlam, Coquitlam and Port Moody. The downtown Vancouver station also functions as a SkyTrain, bus and SeaBus station.

The SeaBus is a passenger ferry that links the North Shore with downtown Vancouver . It takes passengers on a scenic trip across the Burrard Inlet in 12 minutes.

For 2012, Translink reported the following number of riders (not including transferees from other modes).

  • Bus – 151,856,435
  • Seabus – 3,407,107
  • Skytrain (Expo & Millenium Lines) – 50,481,641
  • Canada Line – 29,396,173
  • West Coast express – 2,297,990
  • Total ridership – 237,439,346

There are several indoor and outdoor operators in Vancouver but not every operator is a member of the Canadian Out-of-Home Marketing and Measurement Bureau (COMMB), which sets the industry stand for measurement of OOH advertising audiences.  Astral Out-Of-Home, Branded Cities, OUTFRONT Media, Pattison Outdoor Advertising and Quebecor Media Out-of-Home are members of the Canadian Out-of-Home Measurement Bureau which ensures that the audience information you are being provided with is accurate. For more information on COMB, click here

Click here to view a summary of operators and their products/networks in Vancouver.

Click here to create and download a map that shows the coverage of operator’s products and networks in Vancouver.