Saatchi & Saatchi drives client success with AI innovation
Combining experimentation, strategic insights and AI-powered tools, the agency has set new standards for marketing success in an evolving digital world.
Sponsored
BBM Media Snapshot: The Canadian hockey player
* There are 1.3 million Canadian adults (5%) who play hockey regularly.
* 75% of Canadian hockey players are between the ages of 18 and 44.
* 85% are men.
* 28% have an undergraduate degree or more, which is above the Canadian average education level.
* 22% have a household income of $100,000 or more per year.
* Hockey participation is slightly higher than average in the Prairie region and slightly lower in BC, Quebec, and Atlantic Canada.
* Hockey players are very active in sports in general:
o 3 times more likely to play baseball/softball and/or football compared to the average Canadian adult.
o 4 times more likely to skateboard.
o 2 times more likely to be a runner.
* Their top three media choices by yesterday exposure are: radio (92% reach), TV (89%) and Internet (63%).
* Their favourite radio formats by weekly reach are: classic rock (45%), news/talk (32%), and adult contemporary (29%).
* This group’s top three types of TV shows by weekly reach are: hockey (when in season) (84%), movies (75%), and news/current affairs (57%).
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 18+
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.
Discovery brings myth-busting, dirty jobs and mummy autopsy to small screen
Discovery Channel will air a new series that combines myth-busting, science and technology. Beyond Tomorrow will air beginning Thursday, Jan. 5 at 8 p.m. The series looks at everything from a brain implant to stop Parkinson’s disease to a rocket-powered surfboard. For those seeking dirtier TV, there’s Dirty Jobs, a show that looks at the people behind such job titles as ‘road kill collector’ or ‘sewer inspector.’ Jolly fun. Dirty Jobs premieres Thursday, Jan. 5 at 10 p.m.
Not to be outdone, sister net Discovery Civilization will air eight-part series Mummy Autopsy beginning Wednesday, Jan. 4 at 8 p.m. The show looks at the cause of deaths of mummies for insight into their lives and worlds.
OLN takes viewers for a ride with three new series
The Outdoor Life Network (OLN) is unveiling three new series for early 2006. First up is Park Raving Mad, an eight-parter that follows a pair of buddies through some of America’s national parks. The series airs beginning Tuesday, Jan 3 at 8 and 8:30 p.m. Wednesday, Jan 4 at 7 p.m., sees the premiere of Ultimate Playground, another weekly eight-part series that goes on a search for outdoor adventures in international locales. Finally, the six-part Rodeo Wrecks 2006 airs beginning Thursday, Jan. 5 at 8:30 p.m. The show follows cowboys and some of the meanest bucking bulls and horses in the ring.
Carat Canada names Excell as broadcast manager
Amy Excell has been appointed broadcast manager at Toronto-based media agency Carat Canada. Excell previously managed the MGM account’s theatrical and home entertainment divisions at Carat.
***NEWS FLASH*** Cassies spread the wealth among seven
There was a spread of wealth at the Cassies today with 10 golds distributed among seven agencies. And while TV has long been the award-hogging medium, some campaigns awarded today proved you can do a lot with innovative use of the ‘other’ media, such as radio (used by Target for Irving Oil) or OOH (used by Cossette for the butter campaign).
Target Marketing and Communications scored some hardware today, winning a gold apiece for its McCain Foods and Irving Oil accounts. Most notable in the Irving Oil work is the take-off of a 60-second reality radio show, hyping up small prize wins such as a bag of chips. Arnold Worldwide picked up two golds for its United Way ‘The hand’ campaign, one each in the not-for-profit and sustained success categories. John St. scooped two golds this afternoon, both in the retail category, for its Moores and Harvey’s accounts. The agency also nabbed a certificate of excellence award for its work on K&G Fashion Stores.
KIA and Subway sit rink-side for season two of The Tournament
Automaker KIA Canada has hooked up with CBC hockey mockumentary series The Tournament for its second season as fully-integrated marketing partners. And new this year, sandwich chain Subway has been added as secondary sponsor. Steven Pitkanen, customer marketing manager at the CBC says the partners are all working together to make an even bigger splash this year.
In January, the lead characters, ‘hockey dads’ Barry and Doug, (played by Alain Goulem and Christian Potenza) will be making appearances at various dealerships in the GTA. The two are also on tap to be at the KIA booth for the Toronto Auto Show in February. On the show, the characters are KIA dealership employees.
CHUM tags mobile VOD for growth – new content launching Q1 ’06
Madonna Live at the KOKO was an extravaganza seen around the world last Tuesday night. Here in Canada, many viewers watched MuchMusic’s live streaming of the concert via their cell phones. The pay-per-view event ran about one hour and, for fans that missed it, is now available for on-demand viewing until April to those with MobiTV compatible cell phones (muchmusic.com/connect/madonna_live).
Maria Hale, VP content business development for CHUM Television, says CHUM applied for the Canadian mobile rights to the concert because it’s one of the real growth areas in the company’s three-pronged VOD strategy. There were no advertisers involved in the Madonna broadcast, but Hale says now that CHUM has this one under its belt, it will be easier to give marketers a clear idea of what to expect audience-wise once results are compiled. ‘Advertisers are interested (in MobiTV),’ says Hale, ‘but they still want to know how many people it’s reaching. (The Madonna broadcast) gives us experience and a benchmark so we can start talking realistically about what it all means. Some advertisers are interested in the buzz and being in the forefront, but a lot are just interested in the brass tacks – the reach, the number of impressions we’re going to get from it.’
BBM Commercial Tracking
Please click on the link below to view BBM’s Commercial Television GRP Trending by week and broadcast month for the restaurant category in Toronto covering the broadcast months of October 2004 to October 2005 inclusive.
Get lucky, get hooked, and score with new digital channels
Marketers looking to connect with consumers through closer ties to editorial, have a number of fresh options with three new digital TV channels – CGTV, GolTV, and WFN -available on cable through providers such as Rogers. These niche channels aren’t for everyone but each is expected to attract their own core of rabidly passionate viewers and take brands looking to reach these groups along for the ride.
WFN, the World Fishing Network, hopes to hook viewers when it launches December 1. Programming is segmented into five unique program blocks that marketers can wrap their brands around: Ultimate Fishing (tournament-based programming); Maple Leaf Fishing (fishing in Canada); School of Fish (instructional shows); International Waters (featuring destinations, lodges, and resorts); and American Angling (fishing content from the U.S.).
OOH companies cozy up to mobile tech partners: Pixmen + Hypertag; NEWAD + Lipso
Montreal’s guerrilla OOH company Pixmen has announced an ongoing partnership with U.K.-based company Hypertag through an alliance with Toronto-based Urban Mobile Media. Hypertag uses a chip to allow consumers to download information, such as free ring tones, promotional codes or coupons, from ads to folks’ cell phones. The two combined will allow the consumer to download promotional info and swag (such as m-coupons) directly from the Pixmen’s screens. Meanwhile, NEWAD has announced a hook-up with mobile tech firm Lipso. The partners will jointly work on a new, youth-focused SMS campaign for Bank of Montreal’s Mosaik Mastercard product.
Decima study: digital TV households to surpass analog by the end of the year
Canada is several months ahead of previous projections when it comes to digital TV subscriptions according to Decima’s latest tracking study of the digital TV services market, The Digital Domain, conducted in the second quarter of 2005. The pace of growth has been so brisk that the number of households subscribing to digital cable and satellite TV will exceed analog by the end of this year. Decima predicts digital households to reach 5.1 million by the end of 2005 and 5.9 million at the end of next year.
The Ottawa-based research company credits the growth to the efforts of cable companies to switch analog subscribers to digital as well as the fact that Bell ExpressVu more than doubled its subscribers in the second quarter of this year.The number of digital TV subscribers in Canada increased by an estimated 178,000 or 4% in the second quarter of 2005 (February/March to May/June), compared to 132,000 or 3% in the same period last year. There were almost 4.7 million digital TV subscribers in Canada at May/June 2005.
Other Digital Domain findings include:
· The number of digital cable subscribers increased by an estimated 102,000 or 5% in Q2 2005, an improvement over the same period last year;
· The number of satellite TV subscribers added in Q2 was more than double that added in Q2 2004; and
· The number of households capable of receiving high-definition television (HDTV) programming and those with personal video recorders/digital video recorders continues to grow as cablecos and satellite TV companies see strong demand for higher-end digital set-top boxes with HDTV and PVR/DVR capabilities.
LCD ad screens target hand-washers
Montreal-based Power Medias is about to interrupt your bathroom time. The company has launched LCD units to go in bathrooms – one built into a hand dryer and the other as a stand-alone unit to hang above existing hand dryers or paper dispensers. The networked screens loop 20 static ad images and can be found mainly in restaurants and bars. So far signed are automaker Ford, Caisse Desjardins and Stop Centres, a chain of laser treatment clinics in Quebec. Power Medias has 200 faces in 100 locations all over the greater Montreal area, says Sammy Atsaidis, director of sales and marketing. He also says that the four-month-old company is in conversations now with spirits brands and other automakers as advertisers, while looking to expand to more shopping malls and cinemas. Power Medias is planning to hit Ontario by mid-2006, with national deployment by 2007. Ad rates range from $750-114,000.
http://www.powermedias.ca
Tetley tea dances with Nettwerk in successful online CRM romp
Tea maker Tetley is pleased with its partnership with Nettwerk Music Group in an online collaboration called the Tetley Music Lounge (TML). The members-only site, found at http://www.tetley.ca/musiclounge provides to-be-released, exclusive music downloads from Nettwerk at no cost to members. Launched through TML were Sarah McLachlan’s live version of ‘Ice Cream’ and the Barenaked Ladies’ take on ‘Jingle Bells.’ Adrian Capobianco, VP, interactive at Toronto-based Fuse Marketing (the agency behind the concept) says the site is slated to be up for a year, providing one musical download a month for Tetley members. Since its initial launch in late October, TML has seen ‘several thousand downloads. We’re giving people a reason to sign up and a way for them to engage with the brand longer. And for Nettwerk, it’s another means of distribution.’ On average, he says, visitors spend 10 minutes on the site, with 10% of visitors spending more than half an hour. Tetley’s target demo is mainly women 20-35. Print media buys were handled by The Media Company.
Dan Media expands to U.S. malls
DAN Media has expanded its mall food-court network of large-format, full-motion, multi-format video screens into the U.S. via a joint venture with Clear Channel Malls, a division of Clear Channel Outdoor. The network screens content from Yahoo!, including news headlines, sport, entertainment, financial information and the Yahoo! Buzz Index, in 15-minute loops with 30-second commercials. DAN Media, a division of Digital Advertising Network, will also be handling creative production for all advertising spots featured on the U.S. network. In Canada, the company has screens in 66 mall food courts and reaches more than 8.7 million consumers weekly. The new Clear Channel Digital Mall Network will be launched in 10 malls in New York and Los Angeles before expanding into 200 malls in the top 20 U.S. markets over the next two and half years.
BBM Media Snapshot: Canadians who attend professional football games
* 500,000 Canadians (2%) attend professional football games regularly (when in season).
* Males are 1.4 times more likely to regularly attend football games.
* Young Canadians 12 to 24 years of age are more likely to attend (1.4 times the national average). Canadians 35 to 44 years are also above the national average.
* The prairie provinces have the highest regular attendance at football games.
* Regular football game attendees are more likely to have management (37%) and executive (22%) occupations.
* Regular professional football attendees participate in a broad number of sports compared to the national averages. They practice:
o 4.5 times more football.
o 2.7 times more curling.
o 2.7 times more water skiing.
o 2.5 times more soccer.
o 2.3 times more basketball.
* Regular football attendees also attend other professional sports events. They are 4 times more likely to attend golf tournaments, 4 times more likely to go to basketball games, 2.5 times more likely to go to baseball games, and 2 times more likely to attend hockey games.
* Radio (94%), TV (88%), Internet (59%) and newspapers (58%) are their top four media in terms of yesterday’s exposure.
* Looking at radio programming preferences, their top formats are: News/Talk (24%), Classic/Mainstream Rock (19%) and Mainstream Top 40/CHR (14%).
* Movies (78%), CFL Football when in season (70%), hockey when in season (69%, 1.8 times the national average), and news/current affairs (67%) are their most popular television programs by weekly average viewing.
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.
