Leading Telecom Brands in Canada: Q4 2023 Analysis

Introduction

In the competitive landscape of Canada's telecom industry, several key players have emerged as leaders in Q4 2023, demonstrating impressive monthly audience numbers across their digital platforms. This article explores the performance of TELUS Personal, Rogers Personal, and Rogers Sports & Media, examining their websites and apps based on data from Q3 to Q4 2023. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides critical insights into these brands' digital strategies.

TELUS Personal

• Audience Trends: TELUS Personal's website, telus.com, maintained a stable monthly audience throughout Q4. The site saw visits hover around 20M monthly, with a notable increase in unique visits in November, reaching over 2M. The monthly true audience remained consistently above 2M, peaking in November.

• App Engagement: The My TELUS app experienced fluctuating monthly active users, peaking in November with around 940K users. This indicates robust mobile engagement, complementing their web presence.

• Ad Spend & Channels: TELUS's monthly advertising spend varied significantly, peaking in November at approximately $835K, driven by Facebook and YouTube channels. Monthly impressions were notably high during this period, exceeding 120M.

Rogers Personal

• Audience Trends: Rogers.com maintained a strong digital presence, with monthly visits consistently over 13M. Unique visits peaked in August and November at around 1.6M. The monthly true audience showed a similar trend, peaking in November at nearly 2M.

• App Engagement: The MyRogers - Manage your account app maintained a steady monthly active user base, with a notable increase in August, reaching over 830K users.

• Ad Spend & Channels: Advertising efforts were robust, with December seeing a peak monthly spend of over $2M. Facebook and YouTube were the leading channels, delivering impressions well above 300M.

Rogers Sports & Media

• Audience Trends: Sportsnet.ca saw impressive growth in Q4, with monthly visits exceeding 13M in December. Unique visits peaked in October, driven by increased sports coverage.

• App Engagement: The Sportsnet app showed strong engagement, peaking in October with nearly 490K monthly active users.

• Ad Spend & Channels: Monthly ad spend peaked in October at over $2.4M, with significant impressions from Facebook and Instagram channels, highlighting the brand's focus on digital platforms.

Conclusion

The telecom giants in Canada have demonstrated dynamic digital strategies in Q4 2023, with TELUS Personal, Rogers Personal, and Rogers Sports & Media leading the charge. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these brands' cross-platform performance, highlighting their successful engagement strategies. These insights offer unique advantages for decision-makers seeking to enhance their digital presence.