GM and BGM tumble, Effem Foods soars – Eloda ad analysis for July 21-27, 2006
P&G dominated once again, but Effem Foods soared from 12th spot last week to number 2, while Bell Globemedia tumbled from 5th place to 12th and GM went from number 3 to number 13. This info was gathered through Montreal-based ELODA’s online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid. Check out others topping the charts and which brands had the most new spots.
GM and Rogers Home Phone tops, but CNE hits third spot: Media Monitors for July 24-30, 2006
GM and Rogers Home Phone took the top two spots again, but the Canadian National Exhibition bumped the Ontario Lottery off the list and Toronto Hydro zoomed from number 33 to number 9. Check out others topping the radio charts for the week of July 24-30, 2006.
Genesis Media still Heinz’s media AOR
After last week’s widespread coverage of its naming of John St as its new creative AOR, Heinz Canada has been fielding a lot of queries about whether it also switched media AORs. The answer is no. Genesis Media is still on board.
APTN nabs host broadcaster status for Winter Games, adds national news streaming
As the Aboriginal Peoples Television Network (APTN) released its fall schedule this week, it also boasted a couple of coups: being named host broadcaster of the 2007 Canada Winter Games, and adding ‘coast to coast to coast’ streaming of its three daily newscasts. Total visits to the net’s website had already topped 500,000 before live streaming news was added in June.
One-third more high-profile movies will air in the coming season than last year, delivering on average 43,000 adults 18+ and 21,000 adults 25-54. ‘By the way,’ points out Mike Peterkin, APTN’s DR sales and business development, ‘the average age of Aboriginal Peoples is 25 compared to 38 for other Canadians.’
CBC’s ‘shocking docs’ series kicks off tonight
Talk about alternative viewing choices. Throughout August, CBC Newsworld is airing 14 Passionate Eye documentaries that are all billed as potentially shocking. Included are tonight’s The Big V, a look at men and women who choose celibacy, new looks at the world’s first atomic attack on Hiroshima and the HIV/AIDS epidemic, as well as a doc about Prince Harry’s work with orphans in Lesotho (both timed to coincide with the International AIDS Conference that kicks off in Toronto Aug. 13). Also in the series are Frankensteer, an examination of the factors that are producing bovine diseases, Runaway Grooms and New Orleans: Anatomy of a Disaster.
Events
Aug. 7-10
Search Engine Strategies
San Jose, CA
www.searchenginestrategies.com
Touted as the largest international gathering of search engine marketers and companies working in this sector.
Sept. 20-22
INMA 35th Annual Europe Conference
Barcelona
www.inma.org
The International Newspaper Marketing Association’s 35th Annual Europe Conference in Barcelona, Spain, will look at such topics as restructuring newsrooms to work across multiple platforms. There will also be a trade show featuring vendors ranging from promo companies to research organizations.
Teletoon appoints Fachini director of sales promotion
After customizing promotional strategies at Teletoon since 1997, Emma Fachini has become director of sales promotion, overseeing both the Toronto and Montreal sales promotions teams, working with the Astral and Corus sales arms, and responsible for the continued growth of interactive sales. To assist Fachini, Teletoon has hired Christine MacLaurin – formerly an online marketing specialist freelancing for C3 Online Marketing, Darius Films and Warner Bros. Previously, she was a senior account manager at Toronto.com and interactive media manager at ChumCity.
Olive Canada Network taps Painting and Hardeman
To enhance its ability to offer media buyers a one-stop solution to reach Canadian online consumers across such premium content channels as CNET, Maxim and Toronto.com, Toronto’s Olive Canada Network has made two new appointments.
Kristie Painting is now director of sales after being strategic account executive at Yahoo! Canada and selling online media at DoubleClick Canada. Darren Hardeman is now Olive’s director of operations and audience. He was formerly group account director at Media Buying Services and manager of digital media at Mindshare Canada.
Canadian Internet advertising up 54% from 2004
Enough Canadian marketers have jumped into Internet advertising that the Toronto-based Interactive Advertising Bureau expects total 2006 revenue to top $801 million. In a report released yesterday, the IAB pegged the amount spent in 2005 at $562 million, a 54% increase from the previous year, in which the comparable figure was $364 million. Approximately $124 million or 22% of ad dollars were allocated to the French Canadian market.
Display advertising, including CPM and direct response banner advertising programs, plus sponsorship, continues to garner the largest portion of the online advertising pie at 41% of total revenues, while search advertising grew to a 35% share of all online advertising in 2005. The remaining online ad categories included classifieds/directories at 22% of total revenue, and email at 2%.
‘There’s no question that Canadian marketers are getting the Internet religion,’ says Lynn Fletcher, formerly Arnold Worldwide’s chief strategic officer and now a partner in Toronto-based Fletcher Weir Consulting.
Cadillac signs on as sponsor of CBC’s Dragon’s Den reality series
What could be more symbolic of the aspirations of the entrepreneurially-minded contestants on the upcoming reality series Dragons’ Den than a spiffy new Cadillac STS-V? That was evidently the no-brainer notion that prompted GM’s Cadillac brand to sign on as the series sponsor in a deal brokered by Cadillac AOR MacLaren McCann.
‘The opportunity to be involved with the show made a lot of sense for Cadillac, a brand that reflects its co-stars’ cachet and maverick spirit,’ explains Richard Phillips, group account director at MacLaren McCann. ‘This show stands apart from the typical bravado of 20-something-targeted reality shows. It’s an exciting and fast-paced look at how big money wheeling and dealing goes down.’
Retail leverages its digital shelf space with sims and ad sales
Retail marketers are extending their web presence from simply having online shopping carts to adding entertainment to their brands and outside ad revenue to their baskets.
Tomorrow, U.S. retailer American Apparel is hosting a grand opening event of its latest location – a virtual store in the world of Second Life (secondlife.com) – with giveaways, prizes and a 15% discount on any real-life item bought in Second Life. A cross between MySpace and The Sims, Second Life is a 3-D, digital world where inhabitants create an avatar and live a second virtual life that now includes shopping at American Apparel and outfitting their avatars in the retailer’s fashions.
Nick Barbuto, director of interactive solutions for Cossette Media in Toronto, says anything within these virtual communities, whether it’s a virtual store set up by a site user or American Apparel actually setting up shop, gives a glimpse into the future potential for retail.
‘It’s not necessarily what they’re doing in their stores, it’s about leveraging new phenomena popping up on the Internet, and how can they leverage that from a sales perspective. Another great place for the future of retail will be the equivalent of Xbox 360’s marketplace that will facilitate real and virtual transactions as well.’
TVO and TFO to offer mobisodes for kids
Along with the range of fun and educational mobile content that will make up TV Ontario’s first foray into mobisoding comes an array of opps for sponsors to get involved, says TVO CEO Lisa de Wilde. ‘We literally just put our foot into this platform, so it’s early days. But we’re definitely looking at it as something that has potential for our existing sponsors and new sponsors. And it’s a new revenue stream for us.’ Logical potential advertiser or sponsor sectors, adds de Wilde, are banks and companies that support literacy, ‘but I would like to think it’s an opportunity to move into other types of sponsors as well.’
What’s been adopted from the popular after-school TVOKids block – in English as well as French for TFO viewers – and is now up for grabs for billboards, sponsor tabs or almost anything else that’s ‘consistent with our brand,’ she says, are ‘packages of unique, engaging, curriculum-linked educational content that’s directed at kids from grade one to grade five. It’s fun content that’s created in-house at TVO and features our very popular young hosts.’
TVO’s new wireless service was developed in partnership with QuickPlay Media and will be carried to cellphones by Bell Mobility, TELUS, Rogers Wireless, Aliant, Sasktel and MTS. French-speaking viewers, who de Wilde says have been underserved in the mobile market until now, will be able to access mobisodes of TFO’s award-winning youth magazine show, Volt, the first French-language series to be offered in Canada by mobile phone.
For information on how to access TVOKids content by mobile phone, visit the parents’ section at www.tvokids.com and, for Volt content, www.tfo.org/mobile.
J&J promotes toddlers’ bath line with online game for mums
A novel promotion for Buddies – Johnson & Johnson’s newest line of bath products for toddlers – came out of the consumer insight that the most enthusiastic players of online games are actually young adult women. This reality was cited in a recent study by the Consumer Electronics Association, which stated that fully 65% of American women 24-34 are regular online gamers.
That’s why Ottawa-HQ’d Canadian advergame pioneers Fuel Industries designed J&J’s Buddies Scrubbies game. It’s meant to be played by busy mothers after bath-time and lights out for the little ones, says Fuel CEO/CCO Mike Burns. ‘What we’re doing with this game is the same thing we do with every game we develop – create a virtual interaction with the product. But we chose to do it in a remarkably different way (because) women usually prefer non-violent play. … I think Buddies Scrubbies will open the door for more emphasis on targeting a female demographic through advergaming in the future.’
Mothers can find the game online at http://www.johnsonsbuddies.ca
BBM Media Snapshot: Can Canada become a soccer power in the future?
* 1.3 million Canadians (5%) practice soccer regularly.
* 45% of regular soccer players are teens, almost five times more the national average.
* 39% of those who practice soccer regularly are female.
* B.C. is the region with the largest incidence of regular soccer players.
* Compared to the national averages, regular soccer players are four times more likely to practice skateboarding, three times more likely to practice snowboarding, and almost three times more likely to practice football and volleyball.
* When compared to the national averages, regular soccer players shop two times more at Foot Locker, 1.9 times more at Champs, and 1.7 times more at National Sport Centres.
* TV (87%), radio (82%), and Internet (73%) are their top three media by yesterday’s exposure.
* Looking at radio programming preferences, soccer players listen 2.4 times more to modern/alternative rock and 2.3 times more to urban, when compared to the national average.
* The top four specialty channels among regular soccer players are Much Music (35%), Discovery Channel (30%), Comedy Network (25%), and TSN (25%).
Source: BBM RTS Canada Spring ’06 – Individuals 12+, a syndicated consumer-media survey of over 60,000 Canadians conducted twice a year by BBM Canada. For more information, contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
Sun TV offering marketing opps for two new telenovelas
Camp and catfights galore will be rife five days a week on Sun TV thanks to the debut of two telenovelas (the South American term for ‘soaps’). In Fashion House, ’80s divas Morgan Fairchild and Bo Derek will be at each other’s throats playing ruthless fashion moguls scheming to take over the haute-couture industry’s hottest company. And Table For Three will follow the story of two brothers on the run from the mafia and in love with the same woman.
Produced by Twentieth Television, both shows premiere September 5, at 5 p.m. and 4 p.m. ET respectively, with 65-episode story arcs stripped Monday through Friday over 13 weeks. Don Gaudet, Sun TV’s GM programming, is enthusiastic about marketing opps. ‘With serialized TV enjoying new heights of viewer popularity, we are very excited to be the only Canadian station to air these U.S.-produced telenovela-style dramas this fall.’
What’s in the works so far, he says, is ‘looking for a radio partner to do a cross-promotion, watch/listen-to-win contest around the series launch. This will kick off with a pre-promotion the last two weeks of August and a contest starting in September to look for a key word in the broadcast and listen to the radio the next morning to phone in for great prizes.’
