Financial services dominate the markets: Media Monitors

RBC, TD and HSBC boosted the category in Toronto, while TD and RBC gave it lift in Montreal as well.

Royal Bank of Canada has nearly tripled its radio buy from last week and pulled ahead to become the top spender in the Toronto market.

That’s according to the weekly Media Monitors charts, which covers the week of Sept. 24 to 30.

RBC leaped up to #1 from #7 (in the Toronto market), with 1,554 spots purchased. It was followed by last week’s top finisher, the Honda Dealers Association, which reduced its play count only slightly to 996 (down from 1,011). Honda was followed by Ford (up from #4), the Acura Dealers Association (down from #2) and TD Bank (new to the charts).

Despite the large number of auto dealers and manufacturers in the top 10, RBC and TD’s buys helped make the banks, credit unions, mortgage brokers and financial services category the top buying category on the radio.

In the Montreal market, CTV stayed on top with a buy of 492, increasing its presence slightly from 419 last week.

RBC also made a big jump in Montreal, heading up to #2 from #26.

Ford stayed put at #3, while McDonald’s jumped to #4 from #65. New entrant TD rounded out the top five.

Also new to the city’s top 10 was Hyundai at #10.

For categories, cars and trucks (Asian factory) had the biggest presence in Montreal, although banks, credit unions, mortgage brokers and financial services weren’t far behind.

MM Oct. 2 2018 Montreal Categories MM Oct. 2 2018 Montreal Advertisers MM Oct. 2 2018 Toronto Categories MM Oct. 2 2018