One of Canada's worst-kept secrets has finally been confirmed, so let me be one of the first to welcome you to the 2025 Ontario Snap Election. With the official provincial election period now underway, we’ll include a breakdown of Ontario spending alongside our regular weekly editions until Election Day. The Liberal leadership race waits for no province, however, so we’ll also be closely examining the contenders and how they’re attempting to sway votes in their favour with their own section, too. On top of all that, we’ve also got some anti-pharmacare ads from Canada’s insurance providers!

It’s a lot to get through, so pour yourself a strong coffee and let’s dive in on this week’s edition of Cost Per Canadian.

Frazer, Digital Director. Point Blank

Seven-Day Ad Spend
(17th January - 23rd January)

Seven-Day Ad Spend By Federal Party
(17th January - 23rd January)

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Ontario Seven-Day Ad Spend
(17th January - 23rd January)

Seven-Day Ad Spend By Ontario Provincial Party
(17th January - 23rd January)

Liberal Leadership Candidate Seven-Day Ad Spend
(17th January - 23rd January)

Note: Chandra Arya was disqualified by the Liberal Party on Saturday 25th.

Noted

The Canadian Health Insurance Association (CLHIA) is clearly unperturbed by Luigi Mangione. CLHIA is pulling out all the stops to convince Canadians that pharmacare threatens their well-being—and its messaging is as subtle as a wrecking ball. The ad warns that the federal government’s plan will “take away your employer coverage,” urging Canadians to email their MPs to stop this alleged disaster.

This isn’t the first time we’ve seen for-profit medical lobbies employ fear tactics when their profit margins are on the line, but this is the most transparent example in months. Similar campaigns have surfaced whenever public health reforms threaten the cozy status quo of private insurers and drug companies. The claim that public pharmacare will harm Canadians is a strategic distortion at best. Studies and real-world examples—like New Zealand’s bulk-purchasing system—show that universal pharmacare reduces costs, improves access, and levels the playing field. Canada’s current patchwork system leaves many without adequate drug coverage while forcing others to pay out-of-pocket. Who benefits from preserving this inequity? Spoiler: It’s not you.

The CLHIA’s ghoulish campaign isn’t about protecting Canadians—it’s about protecting their industry. While certainly not perfect, the government’s plan is a step toward ensuring that access to life-saving medication doesn’t depend on where you work or how much you earn.

Carney’s first promise: The Economy™. Mark Carney’s ads for the Liberal leadership race are here, and they’re… fine. Kicking off his tilt at the top job with messaging like this feels like a misstep when Canadians are grappling with far more immediate concerns.

Having the “strongest economy in the G7” is likely to be cold comfort for those struggling to find affordable housing, start families, or put food on the table (see the current strongest economy in the G7: the United States). Polling shows the current economic challenge is far more personal than GDP rankings.

Aside from the economy, where is the decisive rejection of President Trump’s threats about turning Canada into the 51st state or imposing new tariffs? Canadians are watching nervously as the rhetoric heats up south of the border, and they’re looking for leaders who will defend our sovereignty, not duck the issue (something not lost on Premier Ford, who is making an incredible amount of hay while the sun shines in this area).

Carney’s ads suggest he’s banking on his reputation as a former central banker to do the heavy lifting, making this launch feel more like a soft handshake than a rallying cry.

The Ontario Liberals took pole position in the race to launch campaign ads with this suite that launched last Friday. Crombie’s team launched their campaign last Friday with this ad, getting an early start on framing the election around healthcare, education, and the economy.

It’s set the stage for what we expect to be a month of relentless advertising from all three major parties. As the campaign kicks into full gear, prepare for wall-to-wall ads across every platform as the Liberals, PCs, and NDP duke it out.