Canadian brands consistently underinvest in domestic media — but why is this happening, and what needs to change? In today’s market, it may feel safer to cut budgets or shift spend into short-term performance channels. But this approach can be a trap — one that undermines both short- and long-term brand growth. Profitability in Canada continues to lag behind other major media markets. One reason? Brands are over-investing in low-return media. This session explores what advertisers should be doing instead. We’ll also ask: what can television do to attract more investment from marketers fixated on short-term metrics?