The likes of McDonald’s, Tim Hortons and Wendy’s continue to keep up their big TV buys, according to AdEase data for the week of Jan. 30 to Feb. 5.
QSRs were once again the most active group of advertisers in Toronto, Montreal and Vancouver, while the category moved up to number one in Calgary. It also held on to the top spot in specialty networks.
That was helped by McDonald’s returning to the top spot in Calgary and Vancouver, as well as maintaining its number two spot in Toronto and top spot across specialty. McDonald’s did drop slightly in Montreal, but Tim Hortons did boost its buy in the city to take the number one spot, displacing the Government of Quebec.
Tims also boosted its buy to return to the top ten TV advertisers in the other major markets, as well as on specialty. Wendy’s also had another big week, landing in the top ten in Calgary, Vancouver and on specialty.
McDonald’s ads were a mix of campaigns for its breakfast options, as well as its value-focused McPicks menu. Similarly, Tim Hortons’ ads promoted its Tim Selects menu of value-focused items, as well as its espresso-based drinks. Wendy’s continues to promote the addition of French toast sticks to its breakfast menu.
Outside of restaurants, the Interprovincial Lottery Corporation was the biggest buyer in Toronto, with the bulk of its spots going towards a campaign for Lotto 6/49. Furniture stores were also the second-most active advertiser category in Montreal, Calgary and Vancouver, helped by ongoing buys from Leon’s and The Brick.
Toronto
Advertisers
1. Interprovincial Lottery Corporation: 1013 (NC)
2. McDonald’s: 905 (NC)
3. Crave: 526 (4)
4. Ontario Lottery and Gaming Corporation: 514 (5)
5. Tim Hortons: 446 (23)
6. Popeyes: 443 (9)
7. Advil: 439 (3)
8. Leon’s: 423 (11)
9. Febreze: 396 (119)
10. TD: 382 (14)
Categories
1. Quick Serve Restaurants: 2917 (NC)
2. TV & Streaming Services: 1359.5 (NC)
3. Jewelry Stores: 1169 (27)
4. Lottery Draws: 1016 (5)
5. Furniture Stores: 1012 (3)
6. Online Casinos: 1011.5 (4)
7. Online Travel Agency: 701 (6)
8. Television Networks: 594.5 (11)
9. Food Delivery Services: 567 (14)
10. Personal Injury Legal Services: 548 (9)
Montreal
Advertisers
1. Tim Hortons: 580.5 (7)
2. Gouvernement Du Quebec: 547 (1)
3. Bell: 531 (30)
4. McDonald’s: 494 (2)
5. Uniprix: 295 (6)
6. Structube: 289 (5)
7. Tide: 276 (11)
8. Febreze: 263 (76)
9. Crave: 249 (3)
10. Canal Vie: 246 (67)
Categories
1. Quick Serve Restaurants: 1842.5 (NC)
2. Furniture Stores: 992 (NC)
3. Television Networks: 791 (10)
4. Online Travel Agency: 573 (3)
5. TV & Streaming Services: 550.5 (4)
6. Local Government: 550 (5)
7. Insurance Brokers: 482 (6)
8. Pharmacies & Drug Stores: 399.5 (NC)
9. Candy, Candy Bars, Caramels, Chocolate & Fudge: 379 (80)
10. Food Delivery Services: 327 (13)
Calgary
Advertisers
1. McDonald’s: 780 (2)
2. Interprovincial Lottery Corporation: 627 (3)
3. Wendy’s: 571 (5)
4. The Brick: 442 (319)
5. Advil: 442 (1)
6. Sportsnet: 427 (4)
7. Tim Hortons: 417 (21)
8. Servus Credit Union: 397 (10)
9. TD: 373 (11)
10. Leon’s: 364 (8)
Categories
1. Quick Serve Restaurants: 2684 (NC)
2. Furniture Stores: 1176 (NC)
3. Lottery Draws: 892 (5)
4. TV & Streaming Services: 728.5 (6)
5. Online Travel Agency: 714 (3)
6. Food Delivery Services: 550 (8)
7. Television Networks: 514.5 (10)
8. Candy, Candy Bars, Caramels, Chocolate & Fudge: 487 (142)
9. Cough, Cold & Sinus Medication: 483 (14)
10. Eyewear & Optical Stores: 415 (12)
Vancouver
Advertisers
1. McDonald’s: 773 (2)
2. Wendy’s: 497 (4)
3. Advil: 441 (1)
4. Sportsnet: 425 (3)
5. Tim Hortons: 416 (13)
6. Chevrolet: 354 (11)
7. Leon’s: 353 (5)
8. The Brick: 340 (343)
9. Uber: 280 (16)
10. Subway: 275 (6)
Categories
1. Quick Serve Restaurants: 2686 (NC)
2. Furniture Stores: 911 (NC)
3. TV & Streaming Services: 712 (5)
4. Food Delivery Services: 615 (6)
5. Online Travel Agency: 577 (4)
6. Candy, Candy Bars, Caramels, Chocolate & Fudge: 508 (28)
7. Television Networks: 466 (10)
8. Jewelry Stores: 437 (72)
9. Cough, Cold & Sinus Medication: 434 (12)
10. Pain Relief Medication: 422 (3)
Specialty (national)
Advertisers
1. McDonald’s: 2585 (NC)
2. Chevrolet Canada: 1939 (NC)
3. Tim Hortons: 1658 (16)
4. Crave: 1303 (6)
5. Trivago: 1200 (4)
6. Wendy’s: 1140 (5)
7. Burger King: 999 (41)
8. Pokerstars.net: 866 (28)
9. Crest: 863 (7)
10. CTV: 841 (8)
Categories
1. Quick Serve Restaurants: 8986 (NC)
2. TV & Streaming Services: 3275 (3)
3. Television Networks: 2880 (5)
4. Online Travel Agency: 2736 (2)
5. Furniture Stores: 2039 (10)
6. Candy, Candy Bars, Caramels, Chocolate & Fudge: 1877 (20)
7. Insurance Brokers: 1455 (6)
8. Dine-In Restaurants & Bars: 1453 (4)
9. Domestic Trucks: 1328 (36)
10. Pain Relief Medication: 1286 (7)
