Every new year brings new possibilities, but it also brings many advertisers looking to tap into consumers’ “new year, new me” mindsets.

Ads for gyms are so ubiquitous in January that U.S.-based chain Equinox caused a wave of discussion when it announced that it would break from the norms and not do a “New Year’s resolution” push. But finance ads are also highly present, as consumers come out of the high-spend holiday season and begin planning their expenses and investments for the year ahead. And it’s also a big time of year for consumers to be thinking about travel, whether it be because they have something to take off their bucket list or because they are ready to escape the Canadian winter.

Marketing intelligence company AdEase took a dive into which advertisers in each of these categories sought to own the resolution season, based on its media monitoring data for Jan. 2 to 22.

Fitness

Planet Fitness was far an away the biggest spender on both radio and TV among gyms and fitness clubs.

The gym chain had a 47% share of radio ads and a 60% share of TV ads for its “Big Fitness Energy” campaign, which promoted a $15 per month membership.

GoodLife didn’t have a major presence on either channel – it ran its most recent campaign in the fall, which it believes was its “new January” – but its Fit 4 Less discount chain had the second-most radio ads with a 19% share. Boutique fitness chain Orangetheory came in third place with a 9% share – while it may seem somewhat out of place among the value-oriented brands doing the most advertising, its campaign was promoting a special rate on personal training sessions.

On TV, the competition was far less stiff. The only brand other than Planet Fitness with a significant presence was value-priced chain Club 17, with a 40% share behind its membership pre-sale offer.

Finance

Scotiabank was the most active financial brand on the radio, taking a 17% share of advertising in the category. The spots were part of the “Sleep Advisor” campaign, promoting the Scotia Advice+ service as a way to help Canadians worry less about money.

However, it was the only one of Canada’s major banks with a significant radio presence. Alpine Credits was in second place with a 13% share with a campaign behind its loan offer for homeowners, with Consolidated Credit Counseling Services taking a 7% share promoting its consumer debt consultation services. BDC was fourth with a 5.1% share, with Servus Credit Union in fifth. The only other bank on the radio list was National Bank, which rounded out the top ten with a 2.3% share of radio ads.

TV was where the big banks focused their efforts. CIBC had the most share at 18%, with ads for both its CIBC Aventura Visa Infinite Card and CIBC advisory services. TD had a 16% share, promoting both its First Class Travel Visa Infinite Card and mobile application service. RBC also had a 16% share, promoting its investing services and RBC Nomi digital AI advisor.

Travel

SellOff Vacations was most active on radio, earning a 29% share of all travel ads while promoting its January sale. Sunwing Vacation came in second with a 23% share and WestJet Vacations was in third with a 19% share, both of which were promoting their “sun” destinations.

On TV, comparison sites had the biggest presence. Trivago led with a 31% category share, followed by Expedia with a 22% share promoting special member pricing. Travel agency Exoticca had a 15% share, followed by home-sharing platform Vrbo in fourth and comparison site Kayak in fifth.