Notes from the media landscape: Yaris break into Prison Break
Toyota and Fox have penned a deal that will have the automaker’s Yaris brand tied to the popular Fox property, Prison Break. Toyota will sponsor 26 mobisodes entitled Prison Break: Proof of Innocence, which will be distributed four times weekly in the U.S. via wireless carrier Sprint. Yaris ads will run prior to each mobisode and the vehicle will even make a cameo appearance within. The deal also includes a Yaris-branded microsite on Fox.com and category exclusivity during the show’s airing. Fox also bought print ads to drive viewers to the microsite and to pump the mobisodes. Toyota’s ad shop, Saatchi & Saatchi, will produce the mobisodes. Media buys for this deal were done by ZO in the U.S.
Nielsen Media Research Spend Trend: Home renovations
DIYers turn to TV and dailies for decor and deals
TV has been the main choice for the home reno category over the past several years with dailies getting its fair share in second spot. Magazines and radio have been consistent in third and fourth positions while OOH is the least used medium in the category led by big spenders Home Depot and Canadian Tire.
OLN does extreme survival series
OLN finds an Indiana Jones-type in Ray Mears, a Brit survival expert who travels the globe for the world’s greatest survival stories. The six-part, hour-long show debuts on Wednesday, May 31 at 8 p.m. and takes viewers to locales such as Belarus, Namibia and Thailand.
More fun on Teletoon
Animation net Teletoon is rolling out a couple of new series targeting kids of all ages. In Hey Joel! the eponymous character works at a music station and gets to interview the rich and famous, openly mocking them as he goes. The voice talent is led by Jon Cryer (Two and A Half Men.) The series preems Monday, June 26 at 9 p.m. It airs Monday to Friday at 9 p.m. and weekends at 11 p.m. Taking it to the country, Camp Lazlo follows three friends who find themselves up against serious rules and regulations at camp when they only want to enjoy the outdoors. Lazlo and his bunkmates come to air Monday, June 26 at 8:30 a.m. and keep the fun going Monday to Friday at that time.
PMB Factoid
Dog and cat owners: Index by city
Silent Hill’s marketing strategy skirts TV, goes online and pushes fake news
Seems Odeon Films’ viral strategy to skirt a heavy TV buy touting Silent Hill (a horror film adaptation of the video game) worked; according to Nielsen EDI, the film topped the box office charts, grossing more than $20 million this past opening weekend in North America. In lieu of traditional TV trailers, the prodco went after the online audience. As part of Silent Hill‘s promotion, the Toronto-based company periodically released online photos of the movie’s monstrous creatures to demonstrate its authenticity and respect for the popular game and, according to Odeon president Bryan Gliserman, fans have ‘analyzed those photos like it was intelligence on a foreign army.’
itravel 2000 signs as corporate partner in new golf loyalty program
Mississauga-based itravel 2000 has signed on as the first corporate partner in a new golf loyalty program entitled Skins. Golfers earn a free round of golf after earning five Skins at participating private and public courses in Ontario in the program. The partnership will be supported via Ontario-wide radio ads, banners on the itravel site and an email blast to itravel’s newsletter client base of 350,000 in Ontario. Skins launches today throughout Ontario, hoping to entice the province’s two million golfers. Intelligent Golf Marketing (IGM), the developers of Skins, is actively searching for more partners. For travel company itravel2000, ‘it provides a point of differentiation for us,’ says Patti Laine, VP of marketing. ‘It’s an incredible value and a strategic competitive advantage over others in the travel industry.’ Laine adds that the program ‘makes golf even more accessible, and helps us cater to all our demos. Golf has become a travel product for us.’
Ron Gardner, president at IGM says golfers have a higher than average income, ‘they’re a desirable group but are very fragmented. And a program such as this allows for targeting at a cost-effective rate.’ The program is launching in Ontario after a test that ran during last year’s golf season. IGM has plans to take Skins national in 2007.
Entertainment is tops in the French market – Eloda analysis for April 14-20, 2006
The public service category is at the top of the heap in English Canada, while the French push entertainment in a comparison of top advertisers for the week of April 14-20. Meanwhile, the battle continues for top spot between the retail and entertainment categories with the largest variety of TV ads last week. 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
Celeb mag category heats up; Weekly Scoop goes for a quarter
As Paris Hilton says: ‘It’s hot.’ She might very well be speaking of the heat generated by the celebrity gossip magazine category. In Canada, Torstar’s entry, Weekly Scoop, is on offer this week for a mere quarter — a price point designed for mass consumption. ‘Celebrity gossip rags are doing very well in Canada. It’s something new, something different for us here. In the U.S., it’s just going nuts down there,’ says a Toronto-based media planning manager who asked not to be named. ‘Advertisers want Canadian players that we can put media dollars to. This [category] attracts a young demo, and it’s weekly, so there’s a frequency opportunity.’ Rogers’ Hello magazine is slated to debut in June.
CTV Travel takes a European journey
CTV Travel Channel is offering a ‘Springtime in Europe’ marathon on May 21. Each of the seven eps features a different spot, including Life Of A City: Rome, Discover The World: Portugal, Top Ten Venice, Secrets: Eiffel Tower Revealed, Top Ten London, and Don’t Forget Your Passport: Germany. The journey begins at 6 p.m. with hourly shows ending at midnight. There are no sponsors lined up for the strand as yet. Slots are still available.
New OLN series swims with sharks
The four-part, hour-long series, Shark Hunters follows the adventures of folks who chase monster Mako sharks in contests. The show debuts on OLN on Monday, May 22 at 9 p.m.
Alice sets air date
The much-touted Canuck comedy Alice, I Think has revealed its debut date. The B.C.-set show about a teen girl from ‘one of those loving families that fail to prepare a person for real life’ will unspool on The Comedy Network, starting Friday, May 26 at 8 p.m. The series follows Alice as she tries to fit into the high school scene after years of home schooling.
Nat Geo reveals Hidden Worlds
The National Geographic Channel is unrolling the Canadian premiere of a four-part series, Hidden Worlds. The programs look at various spots in the world where wildlife rule. Episodes include ‘Australia’s Dingo Island,’ ‘India’s Otter Paradise,’ ‘Africa’s Hog Heaven,’ and ‘River Jordan – Waters of Life.’ These glimpses into the secret lives of wild animals will air Thursdays at 9 p.m., beginning June 8.
Barlow names media director
North Vancouver-based Barlow Media has named Robyn Seymour to the post of media director, effective immediately. Seymour will oversee such accounts as Kal Tire, Go2: The Resource for People in Tourism and the Barnes Wheaton GM Group of Dealers as well as leading a media team of nine and pursuing new business development. She hails from M2 Universal where she lead the media team on BC General Motors dealer group and Michael Hill Jeweler.
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