Provincial governments keep investing in radio: Media Monitors

While the Quebec government maintains its longstanding lead in the Montreal market, Ontario's provincial government is coming on strong in Toronto.

The Ontario government continued its COVID-related radio investment in the Toronto market, moving from fourth up into second place behind Goodfood for the week of June 14 to June 20, according to the latest numbers from Media Monitors.

Sobey’s Voila made a big jump at the account level, driving into third from outside the radio rankings in Toronto, and Bell Canada moved into fifth from 68th.

At the category level, business and consumer services upped their radio spots by over 80%, and local automotive dealers, Asian automakers and dealer associations all significantly increased their spot spend in Toronto.

Bell continued its strong radio play in the Montreal market, moving into second from sixth behind longstanding leader, the Government of Quebec. QSRs made a strong push in Montreal, upping their spots to 642 from 139 the week prior, which was reflected at the category level with Subway’s rise to fourth from 43.

Automotive categories maintained a strong radio presence in Montreal, with domestic manufacturers making the biggest move, increasing their spots from 274 to 441.

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