Categories in a dead heat: Top TV advertisers – ELODA ad analysis for March 3-9, 2006
The retail and entertainment categories are in a dead heat – at 13.3% and 13.0%, respectively — in categories with the largest variety of TV ads on the English market for March 3-9. Such is also the case for the entertainment equipment and food categories, with 8.5% for the former and 8.2% for the latter. 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
Cars, light trucks and Telus top the charts: Top radio advertisers – Media Monitors for March 6-12, 2006
Telus Mobility again nabs the gold as the brand with the most radio spots on rotation in Toronto for the week of March 6-12. HP came in at number two, hopping up from the number four position last week. In the categories list, cars and light trucks continues to dominate, followed closely by restaurants, which nabbed silver. Check out others topping the radio charts by category and brand in the Toronto market for the week of March 6-12, 2006.
Clear Channel U.S. releases new OOH program for the very well-heeled
OOH giant Clear Channel has just released a new program targeting only those who can afford to fly private planes. The Pinnacle Collection is slated to debut at 30 private airport terminals in 12 major U.S. markets. The ad program has already lured luxury goods and financial brands Jaguar, Men’s Vogue and Tiffany. Clear Channel’s plans to stand out include large vinyl wall wraps, car displays and sampling programs within lounges.
Notes from the media landscape: Ringling Bros., Barnum & Bailey bring on the brands
Brands are about to get in on the circus act. Ringling Bros. and Barnum & Bailey have signed New York-based Mediaplace to drum up brands to include in circus acts. This is part of a reinvention of the century-old formula that will now see digital screens and cameras to increase audience interactivity. In the deals to come, brands may actually be worked into scripts and products featured in acts. Possible venues for brand integration include a pizza delivery skit involving clowns and another that has a heavy vehicle driven over the strongman. Circus touring groups reach 6.3 million in the U.S.
Commonweath games to air on CBC
CBC will air 12 days of games from the XVIII Commonwealth Games, beginning Wednesday, March 15 at 3 p.m. The games, held in Melbourne, Australia, will air as daily one-hour broadcasts at 3 p.m. throughout the week. Encore presentations will air on CBC Newsworld, beginning Wednesday, March 15 through to March 26.
Comedy Net to air Dave Chappelle special
Sure to nab some eyeballs, Comedy Net will be airing a 90-minute comedy special starring Dave Chappelle. Dave Chappelle: For What it’s Worth will preem on Saturday, April 1 at 10 p.m. The no-holds-barred laugh-fest was taped before a live studio audience in San Francisco.
Canadian Tire springs into integrated campaign
Ah spring. Time for rebirth, right? Canadian Tire sure thinks so, if its new integrated spring campaign, by Toronto-based AOR Taxi is any indication. Granted, the new ‘Spring Starts at Canadian Tire’ effort, which includes two brand spots, three product spots, print, OOH, DM and Web, is more of an ‘evolution than a revolution,’ according to Tracy Fellows, VP, consumer advertising and marketing, who says the new campaign is Canadian Tire’s first fully integrated effort. National TV spots will launch on Saturday.
Falcon Beach gets second season
Global Television has confirmed it is ordering a 13-episode second season of the young adult drama Falcon Beach. The series, which only premiered on Jan. 5, has a significant product integration deal with Pontiac, although the automaker hasn’t signed on yet for season two, says Barbara Williams, SVP of programming and production for CanWest MediaWorks. But, she says: ‘Sponsors have been delighted with [the program]. Many are interested in talking to us about it.’
Williams says Global made the renewal call early because the show ‘launched strongly out of the gate’ (the first episode scored 576,000 viewers in its 8 p.m. timeslot, according to BBM) and ‘we’re very satisfied with where it is at this point.’ There is also the practical consideration of a show that shoots in summer in Winnipeg, she says, citing the short shooting window and the need for a strong pre-production period.
Opportunities are available for product placement, integration and promotions for season two. Williams says it’s important to stay committed to and help a homegrown show. Falcon Beach‘s core demo is females 18-34. Production begins this summer.
Chatelaine hooks up with Jann Arden and Sun-Rype Fruit Products to launch event series
Chatelaine is leaping off the page and on to the stage with an event series aimed at inspiring and motivating Canadian women. The multi-city tour stops off in Toronto on April 1 and later in Vancouver, Calgary and Ottawa. Entitled My Life, My Way, the event series sponsored by Kelowna, B.C.-based Sun-Rype Fruit Products, features Canuck songstress Jann Arden and life strategist/author Ellie Rubin. Sun-Rype has plans to sample its line of fruit juice products on-site at each event, as well as distributing items in a gift bag, says Marnie Peters, marketing manager for Chatelaine. ‘This is a chance for our readers to talk to Jann in person. [With this event, guests] can get practical info for life while being entertained and inspired.’
Peters says this is the first time the mag has headlined its own event series. Other sponsors include Corby Distilleries’ Black Tower brand and Elizabeth Arden. Agencies involved in the deal are DDB Vancouver (for Sun-Rype) and Zenith OptiMedia (for Corby Distilleries). Chatelaine targets women 24 to 49.
Rogers Sportsnet keeps hockey fans abreast of trades during NHL trade deadline
Rogers Sportsnet is keeping sports fans in the know with text message NHL trade deadline alerts. The service, which went live on Monday, has been providing up-to-the-minute bulletins direct to cell phones. Though David Ballingall, VP of marketing for Rogers Sportsnet says the text SMS alert service was offered during the past trade deadline in 2004, this year’s results show we’ve come a long way with our cell phones. ‘It was a learning experience for us then,’ says Ballingall. ‘We had 300 people signed up using the service [in 2004]. Now, just after noon [yesterday], we have 1300 signed up. We’re very pleased with the results and it shows a real appetite for folks to get information quickly and from [anywhere].’
Ballingall says the net plans to have its SMS component ongoing and available for sponsors, positioning Rogers Sportsnet as ‘not only a TV station but platform-agnostic, be it TV, radio or online.’ The net will again offer a live chat ticker during Hockeycentral at the Deadline, when the show panelists take over for eight hours of continuous coverage beginning 10 a.m. today. Ratings for the six-hour- long trade deadline show in 2004 had an average minute audience of 109,000 with 2,000 folks participating in the live chat ticker feature.
Kit Kat clock takes on program attributes in CanWest/Nestlé co-promo
The Kit Kat Clock campaign is reminding Global viewers to take a break. The promo, a joint partnership between Nestlé Canada and CanWest MediaWorks, features a Kit Kat-branded animated clock customized to match the program slot. The clock will make its 15-second appearance during Survivor, The Apprentice, The Simpsons and Saturday Night Live. During Survivor, the Kit Kat Clock will bear a torch-like face similar to the torches used on the show. The timepiece made its debut last week after its test spot during the Super Bowl, says net spokesperson Katherine Raso. The campaign runs until the end of April. The deal was done by Zenith Optimedia.
Notes from the media landscape: software that lets you test-drive your OOH campaign
How would you like to assess the impact of your next OOH campaign without leaving your chair? That’s all possible with Outdoor DRiVE Pro (outdoordrive.com) from Alpha MediaWorks (alphamw.com) of New York, an upgraded, 3-D modeling version of the Outdoor Drive software it created for the Outdoor Advertising Association of America (OAAA) last year.
The program is a virtual environment that enables users to input planned outdoor advertising into a module and view the art as if in the driver’s seat. Creative designs can be previewed and evaluated through a variety of simulated environments and readability can be judged using distance milestones. Some of its other benefits include ability to input multiple designs; view multiple outdoor media formats simultaneously; save and email simulations; and choose driving environments – urban commercial or residential, suburban, country, day or night.
ABC television develops ROI tool
Major U.S. broadcaster ABC is set to help clients pinpoint their targets with the ABC M4 Consumer Optimizer, a new ROI tool designed to show advertisers what portion of a TV audience uses a specific product or product category.
The optimizer generates what ABC calls consumer ratings by blending Nielsen Media Research TV data with other viewing data from MRI (Mediamark Research Inc.). Not much has been released yet about the M4 Optimizer but more information is expected to be available from ABC within the next two weeks. Although some ABC clients will see a demonstration of the new research tool in the coming weeks and months, it must still go through the accreditation process of the Media Rating Council and won’t be ready for the big fall upfront market this year.
BBM Media Snapshot: Canadians and RSP loans
* 600,000 Canadians (2%) acquired an RSP loan within the past two years.
* 60% are between 25 and 44 years old.
* Quebec has the largest incidence of those taking out RSP loans (one and a half times the national average of 2%).
* Their average personal yearly income is $50,700; higher than the overall national average of $39,500.
* Compared to the national averages, they are two times more likely to have investments in mutual funds.
* Those who take out RSP loans are two times more likely to hold an American Express card, four and a half times more likely to have a travel and entertainment loyalty rewards on a credit card, and four times more likely to have a gas service station card.
* 69% of those with RSP loans did not contribute the maximum to their RSP in their last tax return.
* Compared to the national averages, they are two times more likely to have mortgage insurance.
* By yesterday exposure, TV (82%), radio (81%) and the Internet (62%) are the top media for reaching Canadians taking out RSP loans.
* Their top three favourite radio formats are: news/talk (35%), adult contemporary (18%), and mainstream top 40/CHR (13%).
Source: BBM RTS Canada Fall ’04 / Spring ’05
The preceding information is from BBM RTS, 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.
