Provincial campaigns go big on radio: Media Monitors

Meanwhile, the auto category has continued to advertise unabated.

It’s been two weeks since the Government of Ontario announced a $10 million paid media campaign to spread information on the COVID-19 pandemic, so it shouldn’t come as a surprise that the Government was the biggest radio spender in the Toronto market last week.

The latest Media Monitors report, which covers the week ending March 29, showed the Government purchased 1,270 spots on the radio, upping its buy from just over 700 last week.

The Canadian Blood Services also ramped up its spending efforts. On March 16, the organization issued a public call for donations after it said it saw a severe spike in cancellations due to concern over COVID-19 transmissions. Part of that plea was aired in 767 radio ads, which were purchased in the Toronto market (the organization has since said it’s seen a massive surge in donations).

Rounding out the top five were auto advertisers, which have continued to purchase radio ads at fairly standard rates (Ford with 722 and Hyundai Auto Canada at 696). And Tim Hortons continued to amplify its message on the radio with 659 ads.

Although many predicted ad buying would fluctuate as the current crisis goes on, the financial category continues to spend big with nearly 3,000 ads across the entire category in Toronto.

Similar to Ontario, the Quebec Government has spent big on radio; the Government topped the Montreal market with nearly 1,000 spots purchased for the week. The auto category was also big in Montreal, with GMC Terrain and Nissan taking second and third, respectively.

The top five was rounded out by CTV and the Government of Ontario.

The government-unions category, driven by the Provincial Government’s big buy, was the most prolific category on the charts for the week, with 1,250 spots purchased.

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