Ontario government doubles radio buy: Media Monitors

Other big increases came from the likes of Ford and CIBC.

After initially making a big buy on Toronto radio, the Government of Ontario has doubled down once again, purchasing more than 2,500 spots and becoming the biggest advertiser in the market, according to the Media Monitors report for the week ended April 5.

Ford came in second with a large buy, although it still could not hold a candle to the provincial campaign. The automaker, which has recently begun the manufacturing of face shields for frontline healthcare workers in Canada, purchased 1,249 ads in the Toronto market.

CIBC came in third with a purchase of 779 ads. Rounding out the top five were the City of Toronto with 731 ads and Canadian Blood Services with 700 ads.

Unsurprisingly, the government and unions category was once again the biggest purchasing collective, with its buy increasing by more than 50% from last week. Advertisers in the category bought a total of 3,596 ads in the city. The finance, auto, public service and medical categories also made boosts in their buys.

The Quebec Government also stayed on top for the second week in a row in Montreal, although it decreased its buy to 787 spots, down nearly 200 spots.

CTV increased its radio buying; after pulling back its radio buy to 250 last week, the network was back in second place with 407 ads purchased. Electrician service Electrika came in third with 314 ads.

Bell Media’s iHeartRadio, which recently pivoted its strategy to create “living room” concerts and add children’s stories and family programming to its remit, shot up to #4 (from #25) with 251 ads. And another Bell Media property, Crave, rounded out the top five with 226 ads.

Governments and unions were again the largest radio buying category in Montreal, but it was down to 1,021 spots from 1,235 spots the previous week. However, buys from the public service category more-than-doubled and drove the category to second place.

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