Ontario Tourism has turned to the airwaves in a big way for its latest marketing effort, according to Media Monitors data for the week of Jan. 9 to 15.

The province’s tourism board began a new campaign as the most active radio advertiser in Toronto. It was followed by Subway (the previous week’s number one radio buyer), Specsavers (which is also beginning a new radio campaign), the University of Toronto (down from third last week) and Spence Diamonds (down from second).

In Montreal, the Government of Quebec jumped from fourth to return to the top spot. It was followed by Bell (which jumped from ninth the week prior), iHeartRadio (the previous week’s top buyer), Elna Sexual Wellness (down from second) and IGA (which is beginning a new campaign).

Categorically, financial institutions, public service ads and QSRs had the biggest presence in Toronto. In Montreal, business and consumer services, medical services and restaurants were the most active.