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Top radio advertisers: Media Monitors ad analysis
Last week saw huge leaps from brands Ikea Canada and Expedia.ca in the race for the highest number of radio spots on rotation in the Toronto market. Ikea leapt from number 124 last week to number two this week, while Expedia.ca went from number 196 all the way to number seven. Check out others topping the radio charts by category and brand in the Toronto market for the week of November 27-December 3.
http://www.mediamonitors.com
Pattison billboards glow with new electrically-charged paper
Pattison billboards are aglow for Rogers Wireless in an effort to promo the company’s I-Tunes enabled mobile offering. Specially-created electroluminescent posters use electrically-charged paper to illuminate different parts of the creative in a pre-established sequence. The technology, from Toronto-based Flashtech, creates the illusion of motion and provides a brightness comparable to a neon sign without the bulk. The billboards will appear in Toronto, Vancouver, Calgary, Edmonton and Ottawa. Publicis Canada did the creative and MBS did the media buy.
Limos under wraps
Mississauga, Ont.-based MangoMoose Media is offering companies a luxury ride with their latest advertising tool called LimoWraps. Canadian and American companies will be able to advertise by wrapping limos with their latest campaigns. The ‘rolling billboards” minimum run length is five days, and is on the road for eight hours a day based on an advertiser’s pre-determined route. Rates start at $5,900 and production costs are extra. Creative for Madonna’s latest CD Confessions on a Dance Floor (Warner Music) has covered Ford Excursion limos around Toronto in mid-November.
http://www.mangomoose.ca
NADbank: More Canucks reading their news online
According to numbers released by NADbank yesterday, more Canadians are reading their dailies online. Readership of Canadian dailies’ online editions grew by 12% last year, reaching 14% of adults 18+ in the top 18 markets each week. Big changes can also be seen in the number of adults reading only the printed version of their newspaper, slipping from 71% in 2002 to 66% in the 2004 study. The eyeballs are heading online with an increase in readership of daily newspapers on the Web growing from 11% to 14% over the past three years. Since 2001, readership of online editions has increased by nearly 60% for all adults; 50% for 18-24s and doubled for those 65+.
Virgin heats up the holidays with Global, Famous Players and Cineplex
Virgin Mobile wants to drive new Hot Box mobile activations – and they’re teaming with national brands to do it. Late last week, the mobile company got cozy with Global TV in a campaign to drive viewer numbers in the last episodes of Survivor: Guatemala. Folks are encouraged to watch the show, and then log in to globaltv.com to enter in a contest for a trip for two to Richard Branson’s private island. But Global isn’t Virgin’s only suitor. Famous Players and Cineplex Odeon theatres are getting in on it too. A national promo teams up the mobile carrier and the theatre chain to send yet another pair of folks to Necker Island. Campaign executions include in-theatre ads, print ads in Famous Magazine and online entries via famousplayers.com. Toronto-based Wills & Co. bought the media.
BBM Media Snapshot: 1.5 million Canadians flock to Disneyworld
* In the past three years, 1.5 million Canadians visited Disneyworld in Florida.
* The two largest age groups visiting Disneyworld are: teens (17%) and their parents 35 to 44 (23%).
* They have above average annual household income with almost half (46%) making $75,000 or more.
* They are more likely than average (1.3 times) to have children under 12 in the household but less likely to have children under 3.
* Over half of Canadian Disneyworld visitors (55%) are drawn from Ontario.
* They also enjoy visiting:
o zoos/aquariums/animal parks (38% visiting in past year).
o art galleys/museums/science centers (37% visiting in past year).
o video arcades/indoor amusement centers (24% visiting in past year).
* They are 2.4 times more likely than the average Canadian to have spent $4,000 or more on their last vacation.
* In terms of yesterday exposure their top media choices are: TV (88%), radio (88%), Internet (64%), and daily papers (51%).
* Their favourite radio formats by weekly reach are: adult contemporary (34%), news/talk (31%), hot adult contemporary (30%), and classic rock (28%).
* Favourite TV programs by weekly viewing are: movies (68%), news/current affairs (58%), hockey (in season) (43%), and reality shows (41%).
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
Comedy net pokes fun at the holidays with Denis Leary special
Denis Leary will be starring in a Christmas special on the Comedy Network. Merry F#%$In’ Christmas takes a look at holiday-related stresses such as family fights. During the special, Canadian band The Barenaked Ladies will perform their rendition of ‘Jingle Bells.’ The special will air on Saturday, Dec. 17 at 10 p.m.
It’s diet day on W
W Network is spending Jan. 1 helping women get started on their New Year’s resolution to lose weight after the holidays with a 14-hour marathon of programming called Diet D-Day. In addition to Kirstie Alley’s series Fat Actress and a special diet product-related ep of The Shopping Bags, the blitz features a new addition to W’s lineup. British import You Are What You Eat is a half-hour doc-style show in which a holistic nutritionist confronts people with exactly what their bad eating habits are doing to their health – leading to all the drama, emotion, conflict and joy reality TV offers. The first three eps begin at 4:30 p.m. with the next batch of three following at 7 p.m. On Jan. 3, the show settles into its regular slot Mondays to Fridays at 4:30 p.m. The target audience for Diet D-Day is women 25-54 and Jell-O Light has signed on as the leading sponsor.
http://www.wnetwork.com
Events
March 28
Canadian Media Directors’ Council Annual Conference
Metro Toronto Convention Centre, Toronto
416-480-6656
http://www.cmdc.ca
The conference looks at advancing the effectiveness of media advertising in Canada. Featured speakers include keynote Maurice Levy, chairman/CEO, Publicis Groupe SA and luncheon speaker Pierre Karl Péladeau, president/CEO, Quebecor. Register before January 1 and attend the 2006 conference at 2005 prices. Online registration now available.
May 24-26
Canadian Newspaper Association Annual Conference
Casino Nova Scotia Hotel,Halifax
416.923.3568
www.cna-acj.cav or bcantley@cna-acj.ca.
This year the CNA’s national conference will be focusing on a new study on the profile of young newspaper readers as well as online publishing initiatives in the face of challenges from the likes of Google and Yahoo!
Nets bump and shuffle for mid-season programming properties
Mid-season programming plans are well underway for the folks at CHUM and at Global, with key homegrown properties each set to take the lion’s share of the nets’ marketing pie. For CityTV, the big push is on for new reality series MuchMusic VJ Search airing on Monday, Jan. 30, while at Global, new Canadian drama Falcon Beach hopes to net the younger end of the 18-49 bullseye, beginning Thursday, Jan. 5.
‘From the winter through to the spring, we’ve got very reliable hits returning. Fall was stable and [enabled us to] build viewer loyalty, positioning us really well for the winter programs,’ says Barb Williams, SVP of programming and production at CanWest. Williams confirms that Fear Factor will return Mondays at 8 p.m., with 24 taking the 9 p.m. slot in January.
CMDC’s Media Digest goes online
The Canadian Media Directors’ Council’s 2005/2006 Media Digest is now available at www.cmdc.ca to view or download. Media Digest provides an overview of the Canadian media marketplace using various methods, including: charts, graphs, and demographics. Approximately 100 people from 30 different media agencies compiled the reference guide.
CanWest hitches a ride with Nissan and Air Canada
Nissan and Global have teamed up for the NFL Global Score More promo. Viewers of NFL games on Global will be alerted via on-screen prompt to register for a chance to win the Nissan Titan NFL edition vehicle at nflcanada.com. This is the second time the two companies have paired up for the promo. The contest will start Dec. 12 and will last for five weeks with the winner’s name announcement to come on Superbowl Sunday, Feb. 5. The promotion targets males 25-54 who are core football viewers. OMD did the media buy.
Meanwhile, the CanWest and Air Canada co-promo will see viewers flying with the ‘Watch the Sun Pass’ promotion. The campaign will be advertised on Global and Canada.com starting Dec. 1 in the Ontario, Quebec, Alberta and B.C. markets. Global morning news shows will also run live promo presentations to stimulate contest entry. The contest prizing consists of Flight Passes to the Sun. Customers will be able to use the new pass as a prepaid package for six one-way flight credits to travel to a range of destinations on Air Canada or Air Canada Jazz. Marketel played matchmaker.
BuzzMetrics launches syndicated service ranking buzz around primetime shows
New York-based BuzzMetrics, an online word-of-mouth research firm, has launched a syndicated service to listen in on TV discussions posted by viewers on blogs, message boards and the like. The TV*BuzzMetrics ratings will explain key drivers of end user engagement and value. Its pilot version tracks buzz on the top 30 new primetime programs and will be delivered monthly from November 2005 through June 2006. Key metrics include: buzz levels trended over time, viewer sentiment, program involvement rankings and brand and topic associations. According to the October 2005 buzz watch, the TV*BuzzMetrics pilot has found that three of five programs generating the most buzz come from NBC — My Name is Earl, The Apprentice: Martha Stewart, and Surface. BuzzMetrics is an affiliate of VNU, owners of ACNielsen and Nielsen Media Research.
http://www.buzzmetrics.com
RedToronto.com lets users click and connect to advertisers through PDAs
Toronto-based neighbourhood-centric search engine redCity Search has released a wireless application protocol (WAP) version for its redtoronto.com site. With this new tool, BlackBerry, Palm Treo and other wireless PDA addicts will be able to search for Toronto-only business listings on redtoronto.com and have the option to be connected via phone instantly. ‘We’re expecting a viral response to this by way of word-of-mouth,’ says Lucy Forcina, director of marketing. Forcina says that the redtoronto.com site boasts an average of 1.3 million hits per month and that the company has recently launched a Mississauga search site called – appropriately enough – redmississauga.ca. She adds that redCity Search has plans to expand across North America in 2006. There are more than 100,000 GTA-based businesses currently listed on the site.
MMA and Copernicus launch joint sponsorship measurement tool
Marketing Management Analytics (MMA) and Copernicus Marketing Consulting and Research, both of Wilton, Conn., have announced a new service to help marketers assess a sponsorship program. The MMA/Copernicus Sponsorship Evaluation Service analyzes sales-based ROI, brand and consumer equity. The tool promises to provide insight into the sponsorship’s impact on brand equity based on quantitative research as well as a blueprint for measuring sponsorship. MMA and Copernicus are independent operating units of Carat. The tool has been used previously by Fortune 500 consumer packaged goods, retail and financial companies.
http://www.mma.com
http://www.copernicusmarketing.com
