NADbank study reports more time spent online, less with newspapers and magazines
NADbank released product and lifestyle data last week as part of their 2005 study, a portion of which detailed media preferences. Overall, consumers say they do not see large changes in the time they spend with various media – with the exception of the Internet. NADbank reports that the use of the net is growing in terms of incidence and the type of tasks done online. Other key findings include:
· 45% of respondents report spending more time online this year, while 17% say they spend less time
· 33% say they spend less time with magazines versus 15% who claim they spend more time with the medium
· Another 27% report spending less time with newspapers versus 14% who claim the opposite
· MP3 players entered the NADbank poll this year; 18% of respondents claim to own one and another 8% say they plan to buy one this year
The 2005 NADbank study polled 25,500 adults 18+ in 19 urban markets across Canada. Other sections of the report detail retail shopping habits, product usage and other lifestyle characteristics.
http://www.nadbank.com
Esso takes a bathing mannequin ‘On the Run’ in Montreal
Esso has launched an OOH campaign in Montreal that takes a bathing mannequin on the road. The 20-week promotion is an awareness campaign for Esso’s Marché Express, the ‘get it all here’ mini-mart attached to the gas stations. Toronto-based Motomedia designed a vehicle complete with a plexiglass-enclosed bathing dummy, samples of products available at Marché Express and a bubble machine. The commuter campaign plays on the notion that with so many products available, you can live at the Marché Express. DDB Canada handled creative, with media buys by OMD.
OMAC revamps website
The year-old Out-of-Home Marketing Association of Canada has launched a website complete with tools for agencies and advertisers. The bilingual site, found at www.omaccanada.ca and in French at amcacaanda.ca boasts creative and case study libraries with examples from local and international campaigns. The site’s Market Profiles sections provides by-market stats and facts on demographics and commuting patterns, and a listing of local OOH providers.
Nielsen Media Research Spend Trend: Petroleum
Petroleum spending fuels radio vs. TV horserace
The past four years have been a real horserace in this category with radio trouncing TV for the bulk of Petroleum bucks in 2003 and ’04. Last year TV took a commanding lead, leaving radio in its dust. It’s anybody’s guess what the standings will be in this category at the end of 2006.
Two more for Discovery Health
Discovery Health Channel goes behind the scenes at a plastic surgery clinic in Bodywork. The 10-part, one-hour series covers everything from the surgeons’ relationships with their families and coworkers to their surgical expertise. Bodywork will air Thursdays at 9 p.m., beginning July 6 as well as repeating along with other plastic surgery programs during the ‘Midnight Makeover’ strand airing Mondays to Thursdays at midnight.
Also on tap is Medical Fraud Investigators, a six-part, one-hour look at crime fighters who try to bring down perpetrators who prey on the sick and unsuspecting. The series begins Friday, July 7 at 8 p.m. and, beginning July 14, also airs Fridays at 4 p.m.
BBC Kids breaks out new batch for summer
Kids 6-14 will be getting a treat as school lets out this summer and BBC Kids debuts a number of new programs. The Worst Witch (39×30) is a comedy adventure series starring a walking and flying disaster of a witch having adventures at school. Based on the books by Jill Murphy, the series runs Monday to Friday at 1:30 p.m. and 6:30 p.m., beginning July 3. Next up is Walter (65×5) who has adventures around the world with his sidekick chicken, Tandoori. The show airs Monday to Friday at 4:30 p.m., beginning July 3. Saturday and Sunday at 5 p.m. and 8 p.m., beginning July 8, is Mega Babies (52×11) featuring three super-powered, diapered orphans who battle the forces of evil. And finally, there’s Once Upon a Hamster (39×30) airing Saturday and Sunday at 6 a.m. and 6:30 a.m., beginning July 8.
For older youth (15-17), BBC Kids has World Shut Your Mouth (6×30), the North American premiere of this hidden camera show which rolls out Thursday, July 6 at 12:30 a.m. Then Sundays at 9 p.m., beginning July 9, there’s Trigger Happy TV (12×30) in which host Dom Joly disguises himself as an assortment of characters and unleashes his offbeat humour on an unsuspecting public.
New Visions
Vision TV has announced some of the new programming it will unveil in the 2006/07 season. In its Lifestyle section, Ralph Benmergui takes five ordinary people to spiritual locales to search for understanding in 5 Seekers. Meanwhile the weekly documentary strand, Enigma explores all aspects of the spiritual unexplained from psychic communication to belief in the afterlife. And in drama, Vision welcomes Everwood, the popular Treat Williams vehicle about a widowed neurosurgeon who relocates his family to small-town Colorado.
PMB Factoid
Folks who own a pager; by language
http://www.pmb.ca
Corus Custom Networks starts up digital signage division
Corus is getting in the digital signage game. The new division is expected to go after retail and corporate clients creating content for their digital networks, says Paul Bzeta, manager of production and digital signage and head of the new 10-person division. The digital signage content will be created around W and CMT programming. Bzeta explains: ‘If a major advertiser wanted to do a campaign for the fall for TV, we can extend this to include digital signage in-store. We would created sponsored content on W to keep the messaging consistent [across TV and digital signage platforms].’ He adds that the group is also able to work with retailers to create content specific to their network. No deals have yet been inked.
TLN urges viewers to watch The Sopranos…or else
The Sopranos are hitting up Telelatino and the net is urging viewers to watch the hit series starting Monday, June 5 at 11 p.m. And they’re pulling out all the stops to grab attention including decaled vehicles with ‘dead bodies’ in tow, Eucan domination and university prof-hosted Sopranos 101 segments.
Astral Radio launches simultaneous market-wide ad breaks
Advertisers looking to dominate a market can take advantage of the Simultaneous Market Spot Break, a new ad opp from Astral Media Radio that allows them to run 30-second spots at strategic times simultaneously on Energie and RockDetente stations in each Astral market in Quebec. The new opp is open to six advertisers each week in each market and, according to Astral, is very competitively priced. In Quebec, Astral owns 21 radio stations operating as three networks that reach close to 3-million consumers each week.
Garden products is the big push this year – Eloda ad analysis for May 12-18, 2006
In a year-over-year comparison in English Canada, garden products were tops May 12-18, coming in at 25% in the category with the most spots on rotation. During the same week a year ago, it was entertainment at 25%. Check out others topping the charts, and which brands had the most new spots. 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.
http://www.eloda.com
Ikea nabs silver: Top radio ads – Media Monitors for 15-21, 2006
Lots of leaps and falls on the top 10 charts last week. Ikea leapt from #451 all the way to number two. The Bay takes the gold, moving up from number ten the previous week, while Lay’s Canada debuted at number three. Check out others topping the radio charts by category and brand in the Toronto market for the week of May 8-14, 2006.
http://www.mediamonitors.com
CBC and Ford team up for Favourite Coach promo
Hockey Night in Canada (HNIC) and Ford are taking advantage of NHL playoff eyeball counts for their co-sponsored My Favourite Coach Contest. The week-old promo, cooked up by Young & Rubicam with media buys by Mediaedge:cia, ‘enforces the brands’ association with hockey. Every year, they do a co-marketing deal to drive the Ford brand’s association with Wayne Gretzky,’ says CBC customer marketing manager, Jennifer Downton. Folks who log on to cbc.ca/hockey and enter a mini-essay on their favourite on- or off-ice coach can win one of 999 (it’s a limited edition) Ford F-150 SuperCrew Lariat Wayne Gretzky vehicles, as well as a behind the scenes HNIC experience for two. Thirty-second ad spots were produced touting the promo and have been on high-rotation during the playoffs. The promo is also mentioned on ford.ca, and cbc.ca/hockey. It ends mid-June.
