Toronto and Montreal see radio rebounds

Both cities saw increases from government and unions, home and hardware stores and more.

Last week, certain advertisers and categories pulled back on their radio buying in Toronto and Montreal. This week, there’s been a slight rebound in Toronto and an even bigger one in Montreal.

In Toronto, meal kit service GoodFood came back to buying with 1,364 ads, while Lowe’s increased its buy to 1,091. Rona, Elections Canada and Hydro One rounded out the top-five.

For categories, finance topped the charts with more than 3,800 ads, representing an increase of 17%. Food and beverage retailers were in second, with a major increase to 3,226 (up from 1,303). Other big increases came from the home and hardware store category (which nearly doubled) and government and unions (which tripled), while lotteries, television and public service saw small increases. Some categories like auto, business and consumer services and insurance, saw moderate decreases.

In Montreal, the provincial government continued to advertise big for a second week. Nissan and Hyundai, both new buyers, followed in second and third. CTV and Consolidated Credit rounded out the top-five. Both fell on the charts from last week, although their buys stayed essentially the same.

Category increases were also seen across Montreal, with government and unions topping the charts at 1,243 ads, up slightly from last week. The finance category saw a 39% increase, while Asian factory autos increased nearly fivefold and public service doubled. Other increases came from home and hardware stores, auto dealer associations, business and consumer services and domestic factory auto. Television and insurance saw small decreases.

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