Canadian Occupational Projection System (COPS)

Search for Occupational Projection Summaries (2017-2026)

Note: The projections were developed for 292 occupational groupings that cover the entire workforce, using the 2016 National Occupational Classification (NOC). For additional information on these groupings, please visit the COPS Occupational Groupings' Definition.  For more information about the methodology used to assess each occupation, please click here.

Search Result : Professional occupations in advertising, marketing and public relations (1123)

Occupational Outlook
BALANCE: Labour demand and labour supply are expected to be broadly in line for this occupation group over the 2017-2026 period at the national level. The section below contains more detailed information regarding the outlook for this occupational group.
Occupations in this Group
  • Professional occupations in advertising, marketing and public relations (1123)
Skill Type
Business, finance and administration occupations
Skill Level
Occupations usually require university education.
Employment in 2016
105,900
Median Age of workers in 2016
40.1 years old
Estimated Median Age of Retirement in 2016
64 years old

In order to determine the expected outlook of an occupation, the magnitude of the difference between the projected total numbers of new job seekers and job openings over the whole projection period (2017-2026) is analyzed in conjunction with an assessment of labour market conditions in recent years. The intention is to determine if recent labour market conditions (surplus, balance or shortage) are expected to persist or change over the period 2017-2026. For instance, if the analysis of key labour market indicators suggests that the number of job seekers was insufficient to fill the job openings (a shortage of workers) in an occupational group in recent years, the projections are used to assess if this situation will continue over the projection period or if the occupation will move towards balanced conditions.

Over the 2014-2016 period, employment in this occupational group increased at a rate higher than the average for all occupations. The unemployment rate rose to 5.9% in 2016, which remains below the national average of 7.0%. Additionally, the average hourly wage dropped significantly during this period. However, the real wage data is highly volatile and the drop only occurred over the last year of the analysis. Hence, analysis of key labour market indicators suggests that the number of job seekers was sufficient to fill the job openings in this occupational group over the 2014-2016 period.

For Professional occupations in advertising, marketing and public relations, over the period 2017-2026, new job openings (arising from expansion demand and replacement demand) are expected to total 36,200, while 36,600 new job seekers (arising from school leavers, immigration and mobility) are expected to be available to fill them.

As job openings and job seekers are projected to be at relatively similar levels over the 2017-2026 period, the balance between labour supply and demand seen in recent years is expected to continue over the projection period. Both retirements and expansion demand are expected to contribute significantly to job openings. The retirement rate is expected to be lower than the national average over the projection period, as workers in this occupation are slightly younger on average and retire later in their career. Employment growth is expected to be higher than the average for all occupations, representing more than 40% of the jobs that will become available over the 2017-2026 period. Traditional advertising, which includes television, radio, daily newspapers and magazines, remained relatively stable over the last decade. However, advertising on the Internet grew almost ten-fold during the same time period, displacing TV as the medium generating the highest ad revenue in Canada. This spectacular growth also explains why employment growth in this occupational group was substantially above the average for the economy over the 2007-2016 period. Over the projection period, it is expected that the strong growth in Internet advertising will continue to stimulate job creation, although at a slower pace than in the past due to slower economic growth and the need for the advertising sector to be more productive in order to remain competitive. With regard to labour supply, most job seekers are expected to come from the school system. Indeed, this occupational group is highly popular among school leavers due to the high demand, as well as the good wages and the creative and innovative nature of work in this field. In fact, the supply of school leavers alone will be enough to fill all job openings over the projection period. Moreover, almost one fifth of job seekers are expected to be new immigrants. However, a significant amount of workers will leave this occupation looking for career advancement; for example to become advertising, marketing and public relations managers (NOC 0124).

Projection of Cumulative Job Openings and Job Seekers over the Period of 2017-2026

This table contains data related to Projected Job Openings.
Level Share
Expansion Demand: 15,300 42%
Retirements: 17,100 47%
Other Replacement Demand: 2,000 6%
Emigration: 1,800 5%
Projected Job Openings: 36,200 100%
This table contains data related to Projected Job Seekers.
Level Share
School Leavers: 52,400 143%
Immigration: 6,300 17%
Other: -22,100 -60%
Projected Job Seekers: 36,600 100%
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