Conventional Broadcast TV
4.5 (out of 5)
Broadcast TV is not selling as briskly as in the past and there seems to be a bit more flexibility from sellers this year. All major markets (Quebec, Ontario, Alberta, and B.C.) were active throughout the summer and continuing into the fall. Alberta has been selling out the fastest of all regions and getting cost-efficient inventory is a continued challenge in both Calgary and Edmonton.
In the Maritimes, inventory June through August was tight and current buying activity is coming from back-to-school retailers, malls, Canadian Tire and automotive.
In Quebec, inventory was available over the summer but is tightening up coming into the fall. For the fall, CTV is in a near sold out position across all major markets while inventory on CanWest seems to be readily available. As usual, packaged goods, automotive, retail and entertainment companies lead the way in securing fall airtime on conventional and cable.
Cable TV (aka Specialty TV)
4.5 (out of 5)
Cable TV is selling very well all through the fall, especially the kids’ networks YTV and Teletoon, which are selling out certain dayparts all the way through November already. Rates and CPMs are higher this year than last year due to higher demand.
Cable continues to erode conventional audiences and garner greater share of media budgets. Inventory is moving quickly with stations such as Showcase, MuchMusic, Bravo and TSN nearly sold out for the fall.
