The Canadian advertising and related services industry grew slightly in 2010 – the most recent year for which Statistics Canada has made data available. The overall figure masks year-over-year revenue declines for both creative and media agencies.

Operating revenues for the sector rose 2.2% to $6.9 billion in 2010 according to newly published figures. Newfoundland and Labrador, Manitoba and Alberta were the only provinces to see a decline, the latter two posing a decrease for the second straight year.

StatsCan attributed the overall increase to a 17.3% jump in revenues for display advertising services, led primarily by the adoption of new technologies. Specialty advertising distributors saw a 6.4% increase in revenues, followed by all other advertising services (6.1%).

Operating expenses for the industry remained “relatively stable” at $6.2 billion said StatsCan, while salaries, wages and benefits – which represent 37.6% of the industry’s operating expenses – fell 3.2% to $2.3 billion. The industry’s profit margin increased to 11% from 9% in 2009.

Ontario accounted for 58.7% of the total revenues generated by the industry, followed by Quebec (22.4%) and British Columbia (9.2%).

Agencies once again accounted for the bulk of industry revenues (41.2%), although they also saw the largest decrease in revenues (-2.8%) from the previous year. They also led the industry with a 5.3% decline in operating expenses.

Media buying agencies and media representatives were the only other sector to see a decline in revenues, a 0.8% decline from the previous year. All other sectors identified by StastCan (which include direct mail houses, public relation agencies and “display advertising”) saw increases.

The full report can be viewed here.