OLG bets on radio in Toronto: Media Monitors

QSRs and financial institutions maintained a strong showing in both radio markets, despite dips in play counts week-over-week.

Ontario Lottery and Gaming (OLG) doubled down on radio last week, jumping to the top of the radio rankings in Toronto, according to the latest data from Media Monitors for the week of June 18 to July 4.

McDonald’s and Royal Bank moved into second and third place, from sixth and fourth respectively, supplanting the provincial government, which was pushed into fourth, followed by Telus Health, which jumped into fifth from fourteenth.

Categorically, lotteries landed in fifth place in the city’s rankings, increasing its radio spend by over 70% compared to the week prior. QSRs swapped spots with the financial institution category, taking first in the category rankings, despite a dip in radio spots compared to the week prior.

McDonald’s also made a jump in Montreal, moving from sixth to second place, making up the lion’s share of the category’s radio spot spend in the city. The Quebec provincial government maintained its long-held top spot, and bedding retailer, Dormez-Vous kept its third-place ranking from the week before.

The Gord Downie and Chanie Wenjack Fund also made the radio rankings in Montreal, moving into 10th from 11th the week prior.

Similar to Toronto, QSRs still ranked well in Montreal, despite a decrease in radio spots (682 from 811), along with financial institutions, which maintained their positioning while dropping from 1,086 spots the week before to 569 last week.

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