The Globe and Mail reports in its Friday edition that just five years ago, newspapers still held a larger share of overall advertising spending in Canada (at about 25 per cent in 2011) than digital did (with nearly 22 per cent at the time). The Globe's Susan Krashinsky writes that two years later, that picture flipped, with digital eclipsing newspapers for the first time; and this year, the squeeze has continued. Newspapers have only 13 per cent of spending with digital accounting for almost 42 per cent, according to media buying and planning firm GroupM. In most cases, growth in newspapers' and magazines' digital ad revenues have not kept pace with the losses in print. While TV advertising remains robust, its numbers are slipping slightly. Viewership among people between the ages of 25 and 54 was down 5 per cent following a 6-per-cent drop last year. In 2017 the pressure will be on advertisers to better target their TV commercials. "What will give TV another golden era is when we know where a viewer lives and that she wants to purchase car insurance, and we can deliver her a message about car insurance," said GroupM's Neil Johnston. This kind of targeted advertising is known as "addressable TV."