OLG keeps its lead: Media Monitors

Both Toronto and Montreal radio markets see some shake-ups as Ford, Sleep Country increase spend.


Although Toronto’s radio advertising market has seen a number of changes in the top buyers as of late, the Ontario Lottery and Gaming Corporation maintains its presence at the top, according to the Media Monitors charts for the week ending July 7. But two new entries could potentially shake up the top three.

With 1,196 ad buys, OLG took the top spot for the second consecutive week and for the fourth time in five weeks. Ford F-150 jumped to the #2 spot with the purchase of 835 ad units, up from #19 last week. And, Sleep Country Canada also climbed significantly, up to #3 from #17 last week, with 743 buys. Rogers Internet, with 735 buys slid into #4 and the Ontario Medical Association, with 681 buys, up from #80 the week previous, took the #5 spot.

The shake-up continued as the top buying categories were financial institutions (despite not appearing in the top five for individual buys) with 2,744 spots, QSR advertisers with 2,104 spots and lotteries with 1,885. Live theatre, opera, music and dance rounded and public service and organizational advertising rounded out the top five.

In Montreal, the market was a little steadier as Dormez-vous remained in the top spot with 525 plays, followed by CTV in #2 with 422 plays and the Chevrolet Buick GMC Dealer Association in #3 with 253. Accent Insurance Solutions entered the top five at #4 with 185 plays, up from #27 the week previous while home decor manufacturer, Brault and Martineau, jumped to #5 with 183 plays, up from #13 the week previous.

Increased buying activity from some brands kept the top buying categories relatively steady in Montreal as bedding retailers and manufacturers inched up to #1 from #2 last week, with 824 spots. Television and cable slid into #3 with 689 spots and restaurants and nightclubs crept back into #3 from #4 last week with 626 spots. Home furnishings and business and consumer services rounded out the top five with 508 and 344 spots, respectively.

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