Provincial governments boost their radio buys: Media Monitors

Pushes informing the public about lockdowns and safety measures topped the airwaves in both Toronto and Montreal.

Amidst high case counts during a second wave and multiple variants detected throughout the province, the Government of Ontario had the most radio play of any advertiser in the Toronto market between Jan. 25 and Jan. 31.

According to Media Monitors’ latest report, the provincial government jumped five spots to number one from the previous week, with 2,074 ad plays – more than doubling the previous week (945 ads). Volkswagen dropped to number two, with meal kit brand Goodfood returning to the top ten in the Toronto market after missing the cut the previous week. The brand had been in the top ten since the end of December.

Banks and financial services’ brands were, for the third consecutive week, the category with the most ads played in Toronto. Government and unions had the second-most ads played, and public service and advocacy groups, the third-most.

In Montreal, the Government of Quebec once again took the top spot, with its radio ads played 830 timesĀ – though that is an increase 9.8% increase from the previous week. At number two, Bell Canada had its ads played on radio 350 times, down from 394 the previous week.

Government and unions once again had the most radio play in the Montreal market, with its ads being played 870 times.

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