McDonald’s, Tims and Noovo buy big on TV: AdEase

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McDonald’s, Tims and Noovo buy big on TV: AdEase

QSRs remain the biggest ad buying group across Canada's major markets.

March 1, 2023

A handful of brands have unseated McDonald’s as the top TV ad buyer in certain markets, according to AdEase data for the week of Feb. 20 to 26.

In Toronto and Vancouver, the list of top ad buyers looked very similar to the previous week, with McDonald’s once again at the top. But in other markets, there was a bit more of a shake-up.

In Montreal, Noovo bumped the QSR from the top spot, while Tim Hortons took over in Calgary. On specialty networks, Corus was bought the most ad spots.

McDonald’s was still in the top three across markets and specialty, however. Other TV ad buyers that have maintained strength from recent weeks include Leon’s, Advil and Subaru.

Categorically, QSRs remained the top advertiser category across markets and specialty, except in Montreal, where it was second behind TV networks. In addition to Noovo, TVA and Bell both had big presences in the city.

Toronto

Advertisers

1. McDonald’s: 1145 (NC)
2. Interprovincial Lottery Corporation: 976 (NC)
3. OLG: 797 (NC)
4. Subaru Canada: 626 (NC)
5. Leon’s: 516 (9)
6. Advil: 502 (NC)
7. Rogers: 491.33 (20)
8. City TV: 484.5 (11)
9. Sportsnet: 441.5 (5)
10. Bell: 419.5 (NC)

Categories

1. Quick Serve Restaurants: 2906 (NC)
2. Television Networks :1235.5 (NC)
3. Lottery Draws: 1104 (4)
4. Furniture Stores: 1004 (3)
5. TV & Streaming Services: 926 (NC)
6. Online Casinos: 813 (NC)
7. Jewelry Stores: 695 (11)
8. Online Travel Agency: 641 (NC)
9. Automotive Corporate: 593.33 (7)
10. Import SUVs: 591 (15)

Montreal

Advertisers

1. Noovo: 608 (3)
2. McDonald’s: 602 (1)
3. Subaru Canada: 446 (5)
4. Bell: 431 (2)
5. Desjardins: 361 (10)
6. TVA: 356.67 (26)
7. Crave: 333 (9)
8. Tim Horton’s: 330 (4)
9. Gouvernement Du Quebec: 305 (7)
10. IGA: 299 (28)

Categories

1. Television Networks: 1682.67 (2)
2. Quick Serve Restaurants: 1548 (1)
3. Furniture Stores: 722 (NC)
4. Grocery Stores & Supermarkets: 487 (8)
5. Online Travel Agency: 476.5 (4)
6. TV & Streaming Services: 455.5 (5)
7. Automotive Corporate: 412 (6)
8. Insurance Brokers: 319 (11)
9. Food Delivery Services: 317 (17)
10. Department Stores: 315 (27)

Calgary

Advertisers

1. Tim Hortons: 1012 (9)
2. McDonald’s: 739 (1)
3. Subaru Canada: 606 (4)
4. Leon’s: 512 (8)
5. Advil: 491 (2)
6. The Dairy Farmers Of Canada: 390 (546)
7. Sportsnet: 378.5 (6)
8. Nissan Dealers Association: 338 (10)
9. Calgary Co-op: 313 (22)
10. Servus Credit Union: 309 (13)

Categories

1. Quick Serve Restaurants 2895 (NC)
2. Furniture Stores 1041 (NC)
3. Television Networks 671 (NC)
4. Import SUVs 626 (10)
5. Online Travel Agency 601 (NC)
6. Automotive Corporate 563.33 (NC)
7. TV & Streaming Services 465 (8)
8. Pain Relief Medication 452 (7)
9. Food Associations 445 (120)
10. Lottery Draws 444 (9)

Vancouver

Advertisers

1. McDonald’s: 746 (NC)
2. Subaru Canada: 585 (3)
3. Advil: 498 (2)
4. Leon’s: 465 (7)
5. Sportsnet: 377.5 (NC)
6. Nissan Dealers Association: 342 (9)
7. Tim Hortons: 329 (8)
8. GoDaddy: 305 (326)
9. Rogers: 302.83 (40)
10. Downy: 294 (11)

Specialty (National)

Advertisers

1. Corus Entertainment: 1606.5 (5)
2. Subaru Canada: 1438 (3)
3. McDonald’s: 1246 (1)
4. Tim Hortons: 1204 (2)
5. W Network: 1091.5 (25)
6. Trivago: 1035 (NC)
7. L’oreal: 1021 (31)
8. Bell: 1018 (7)
9. Chevrolet Canada: 971 (42)
10. Pokerstars.net: 964 (11)

Categories

1. Quick Serve Restaurants: 6760 (NC)
2. Television Networks: 6112.5 (NC)
3. Online Travel Agency: 3092 (5)
4. TV & Streaming Services: 2478 (3)
5. Import SUVs: 2018 (9)
6. Furniture Stores: 1862.33 (4)
7. Pain Relief Medication: 1587 (10)
8. Candy, Candy Bars, Caramels, Chocolate & Fudge: 1568 (7)
9. Insurance Brokers: 1337 (11)
10. Automotive Corporate: 1197 (8)