TVB study: TV advertising gets thumbs-up from viewers
Consumers give TV advertising top marks in the latest research released by the Toronto-based Television Bureau of Canada (TVB). To gauge consumer attitudes towards all advertising they hear or see, a national phone survey asked participants which one medium was the strongest on measures of effectiveness, influence, power, persuasiveness and engagement. Television advertising came out on top in every instance with newspaper and the Internet running a distant second and third in most cases.
Key findings include:
Canon signs on as presenting sponsor of the Mississauga Marathon
Canon has signed a multi-year deal with the Mississauga Marathon. The brand’s logo will appear on all event signage in addition to marketing collateral produced in support of the two-day mid-May event. The marathon boasts to be the largest running event in Canada. ‘The number of participants has grown substantially and we are expecting over 12,000 participants this year,’ says Mississauga-based Landmark Sport Group account exec Tara Pavelic. This year, the marathon has also been picked up for national televised broadcast by TSN and the net anticipates 100,000 folks will be tuning in. Media buys to support the marathon include placements in the Mississauga News, the Toronto Star, CFRB1010 and Z103.5. Landmark Sport Group brokered the deal with Canon and did the media buys.
BBM Media Snapshot: 26% of Canadians consider hybrid vehicles
o 1.3 million (26%) of those who intend to buy/lease a vehicle next year are considering a hybrid as a potential option.
o Males are slightly more interested in hybrids (56%).
o Atlantic and Prairies are less likely to consider a hybrid purchase next year compared to the Canadian average.
o 29% have a professional/university degree (slightly above the national average).
o 61% have 2 or more cars in their household.
o 35% drive more than 20,000 kilometers per year.
o 36% spend more than 30 minutes commuting to work every day.
o Their top media choices by yesterday exposure are: TV 87%, radio 86%, and Internet 65% (yesterday exposure).
o Their favourite radio formats by weekly reach are: news/talk (28%), adult contemporary (14%), and hot adult contemporary (8%).
o Favourite TV shows by weekly viewing are: movies 64%, news/current affairs 61%, documentaries 42%, and suspense/crime dramas 41%.
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.
CHUM TV gets Rachael Ray talk show
CHUM has picked up the Canadian rights to Rachael Ray’s new daily, hour-long talk show entitled Rachael Ray. The new series will be based in New York and will not affect Ray’s current appearances on the Food Network. The new show will begin airing on CHUM’s daytime schedule in September. No time slot has yet been released.
W Marches into new series
W Network is taking viewers on a ride into the unknown in March with four new series about mediums and private investigators. Rescue Mediums follows two psychics as they try to get ghosts to leave the homes they’re inhabiting. The spooky action airs Fridays at 7:30 p.m., beginning March 10. Next up, Psychic Investigators chronicles true stories where a crime was solved by combining high-tech detective work and the paranormal powers of a psychic. It airs Fridays at 9 p.m., beginning March 10. In Crimes of Passion, actress Wendy Crewson looks at stories of ordinary people driven to spontaneous crimes in the heat of the moment. Crimes of Passion airs Fridays at 9:30 p.m. beginning March 10. And finally Derek Acorah’s Ghost Towns finds a medium using a town’s residents’ knowledge to uncover mysteries. The show airs Fridays at 10 p.m., beginning March 10.
Nat Geo roughs out March
The National Geographic Channel is welcoming a new series, Rough Trades, Saturdays at 8 p.m., beginning March 4. The show looks at people brave enough to take on the world’s toughest jobs, from venom hunters to an elite anti-terrorist taskforce. March 4 will see a two-hour special, and then two back-to-back episodes follow every Saturday, beginning March 11.
PMB Factoid
Home renovations done in the past two years; by occupation
ICA survey: Internet grabbing a bigger chunk of media spending
Marketers increased their media budgets in Q4 2005 with further growth in spending projected for 2006-07 according to the ICA Survey of Marketing Budgets conducted during the last quarter of 2005. Most of the increases went into the Internet, although sales promotion and direct marketing also experienced growth. ZenithOptimedia head Sunni Boot says promotions
UPN and WB to merge forming new network
CBS’ UPN net and Time Warner’s WB have announced plans to merge today, paving the way for a new net called The CW Network. The new net will launch in the fall and is a joint partnership between Warner Bros. (a Time-Warner unit) and CBS. CW is aiming for 30 hours of weekly programming aimed at the 18-34 set. The new CW net will be carried on Tribune’s station network, allowing for CW coverage in 48% of the U.S. The CW’s senior staff will be comprised of execs from both WB and UPN.
Toronto Star to release new glossy fashion section in March
Seems the Toronto Star‘s fashion editorial team has been putting in some overtime. Sunday, March 5 sees the debut of the paper’s broadsheet-format, glossy magazine-stock fashion section entitled Fashion Extra. The glossy will be produced six times this year and, says group advertising director Cathy Wilson, will emphasize photography, layout and design. ‘This is an opportunity for the fashion team to ‘pump up’ what they do in the Thursday fashion section,’ says Wilson. ‘Some cosmetic advertisers won’t introduce new products on newsprint, so this will be of interest to them.’ Fashion Extra‘s inaugural issue is slated at a minimum eight pages and — upping the cachet — distribution is restricted to a targeted 180,000 Toronto Star subscribers with a minimum 75k household income. The glossy will be embedded within the Sunday edition of the newspaper and will publish for the months of April to May, and September through to November. Ad rates range between $15-36k, depending on placement and number of insertions.
Indian food brand launches awareness campaign
The folks behind UK-based Indian food brand Patak’s launched a national brand awareness campaign late last week. The brand’s first foray into TV included a sponsored half-day Indian food-themed programming block on the Food Network on Sunday, Jan. 22, in addition to 30-second spots airing through early March. Programs supporting the theme included Food Net staples Opening Soon, Naked Chef and Man Made Food among others. Banner ads were also purchased on foodtv.ca. In print, a two-page advertorial entitled ‘An Indian Evening,’ complete with recipes and tips on how to use the products will appear in the next issue of Wish magazine. Canadian Living‘s February issue (on newsstands now) also comes complete with a 12-page branded recipe book. ‘The objective here is to lift sales in Canada,’ explains Ed Weiss, media director at Toronto’s The Brainstorm Group, the agency behind the campaign. ‘We’re trying to communicate Patak’s accessibility and let folks know that [Indian food] is not as hot and spicy as perceived.’ Media buys were done by The Brainstorm Group.
Top TV advertisers: Eloda ad analysis
In 2005, only one category came out on top in the competition for category with the most new TV ads during the week of Jan. 13-19 — financial and insurance services took the whole pie at 100%. This year, other categories staked their claim and financial and insurance services took a big tumble. At number one last week was entertainment (at 23%), followed by financial and insurance services (at 15%), with building products at third place (at 8%). 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
Top radio advertisers: Media Monitors ad analysis
Looks like the Conservative Party’s radio buy may have contributed to their election day results. The party’s radio ads dominated Toronto airwaves, taking the number one slot for the week of Jan. 15-12 in the race for the brand with the highest number of spots on rotation. At number two was Rogers, followed by Petro-Canada at number three. On the flip side, the restaurant category took the gold. Check out others topping the radio charts by category and brand in the Toronto market for the week of Jan. 8-14.
http://www.mediamonitors.com
Canadian Primedia to rep Probec outside Quebec
Montreal-based newspaper network Probec and Toronto-based Canadian Primedia Sales & Marketing have entered an agreement to represent newspapers to advertisers and their agencies outside of Quebec starting April 18. Former Can-West Media Sales president and newspaper vet Ron Clark recently formed Canadian Primedia Sales & Marketing. Probec’s daily newspaper network includes La Presse of Montreal, Quebec City’s Le Soleil, and Le Droit of Ottawa-Hull, among others. The network reaches more than 1.6 million adult readers.
