OLN adds drama to its lineup
Specialty net OLN is getting dramatic. The net’s first hour-long drama series about a family’s struggles against a farming conglomerate, Devil’s Perch, makes its debut on Monday, Nov. 21 at 8 p.m. Target demo is adults 25-54.
Alien Racers hit Canadian TV screens
Teletoon is adding half-hour series Alien Racers to its Saturday morning lineup. The show is launching in Canada on November 6 at 10 a.m. before it settles into its regular timeslot at 11:30 a.m., beginning November 12. The Alien Racers toy line of action figures and vehicles is also slated to hit Canadian toy stores in the fall of next year. Alien Racers is produced by MGA Entertainment, the same people behind Bratz. Target demo is boys 8-12.
Event
November 15
Delivering Hyper-Targeted TV Advertising
Velma Graham Theatre, Toronto
www.ctam.ca
This event, hosted by the Cable and Telecommunications Association for Marketing (CTAM), is a discussion on the future of TV advertising, as moderated by Michael Vaughan of ROBTV.
Marketers allotting more of their budgets to Internet: here’s where the money went
Marketers are putting more advertising money into online but not enough to have an impact on other media. The ICA Survey of Marketing Budgets released yesterday, indicates that higher sales and profits fueled ad budget increases for the third quarter of this year with Internet seeing the highest gains. And MIC scored time with M2 Universal and ZenithOptimedia pundits to get their take.
Media agencies have been experiencing this trend with their clients and expect it to continue, as the Internet becomes a standard component of integrated campaigns. The latest projections from ZenithOptimedia peg growth in Internet ad spending in Canada at about 20% year over year for 2005 through 2007 while little or no change is expected for other media, including cinema, during the same period.
Good year for radio according to CBS report, 8.7% increase overall
Toronto-based Canadian Broadcast Sales (CBS) reports that radio advertising increased 8.7% overall based on national growth of 17.0% and local growth of 6.1% during the 12 months ended August 2005. During that same period, spot and non-spot radio sales in the U.S. increased by only 1%.
The national radio sales firm experienced growth in five product categories: office machines/furniture 400%; loyalty/rewards programs 163%; food and food products 92.9%; insurance 59.2%; and automotive 46.9%.
Five categories accounted for 51.4% of the national spending: retail $23.033M (17.2%); automotive $18.171M (13.6%); telecommunications $11.653M (8.7%); restaurant/fast food $8.094M (6.1%); and beer/wine/coolers $7.809M (5.8%).
Interestingly, rather than niche targeting, it is the broad 25 to 54 year-old demographic that is the most popular group as the target of 43.65% of the revenue, a 10% increase over the previous year. Adults 18 to 24 drew 16.9% of the spending and women 25 to 54 captured 9.4%.
CBS, owned by Corus Entertainment Inc. and Rogers Communications Inc., has six offices across Canada and accounts for 60% of national radio revenues.
Baxters warms up Chatelaine readers with soup-vertorial
Baxters Soups is targeting the readers of Chatelaine. Just in time for the holidays and for ‘soup season’, the U.K.-based company has placed inserts in the French and English versions of the mag. Perforated recipe cards using soups will run adjacent to ad page buys in Chatelaine for the November, December and February issues. As part of a national awareness campaign, Baxters is also sampling its products at Women of Influence luncheons in Toronto, Calgary and Vancouver, explains Ed Weiss, media director at The Brainstorm Group, the Toronto-based agency behind the deal.
Chatelaine‘s November issue, featuring the campaign’s ‘warm lunches’ theme, is currently on newsstands.
‘Each issue will have a different theme,’ says Weiss. ‘In December, it’s holiday ideas and February will have a winter theme. We worked with Chatelaine’s own food editors and photographers to create the ads. We wanted it to appear like an advertorial.’
Top TV advertisers: Eloda ad analysis
In a repeat of their 2004 top commercial volume performance, P&G followed by General Motors, once again take the no. 1 and 2 spots, respectively, with the most TV spots on air last week. And new to the top three this year is Toyota, in third place in the ‘most spot variations’ running. Check out whom else topped the chart, and which categories had the most new spots and new advertisers. 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.
They put ads where? Brands appear on desktop photo loops
Brands such as Purina, HP and TBS have jumped on the photo sharing bandwagon with Palo Alto, CA-based company FilmLoop — a downloadable service allowing users to create a string of images that scroll across a computer desktop. The company offers advertisers photo ads that can appear between user-generated loops and beside photos as they are clicked. Users are able to subscribe to loops created by other photo-philes or even ones created by corporate sponsors via the FilmLoop network directory – something Purina, HP and TBS have done.
According to ClickZ.com, FilmLoop is able to provide its advertisers with data such as impressions, clickthroughs and viral spread. For brands looking to do targeted campaigns, ads can be targeted by age, gender and geographic area. The company has agreements with content providers such as AutoSpies.com, iStockphoto, Photobucket.com, Twentieth Century Fox, and the World Picture Network.
http://www.filmloop.com
BBM Media Snapshot: Canadians with full-time job and no RRSP
* 4.4 million Canadians (16%) have full-time jobs but no RRSP.
* 46% of the full-time employees with no RRSP are under the age of 34 (1.7 times more the national average); 23% are between the ages of 34 and 44.
* 60% of the full-time employees with no RRSP are males.
* The region with the highest incidence of Canadians with full-time jobs and no RRSP is Atlantic (1.4 times the national average).
* 87% of full-time employees with no RRSP, have a personal yearly income below $50,000.
* Canadians with full-time jobs and no RRSP are over represented in primary occupations (3.2 times) and in clerical occupations (2.3 times).
* 22% (1.8 times more than the national average) have no savings at all; 40% have less than $5,000 (1.6 times over the national average).
* 34% of the full-time employees with no RRSP rent their home (twice the national average).
* Their general use of financial services is under national averages except for personal loans (their incidence is 1.4 times more than the national average).
* Their top three media by yesterday exposure are: TV (86%), radio (83%) and Internet (54%).
* Their top three favourite radio formats by weekly reach are: 20% adult contemporary (1.8 times the national average), 14% classic/mainstream rock, and 13% news/talk.
* Movies (74%) followed by news/current affairs (56%), and hockey (43%) are their most popular television shows 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.
Workopolis hits TV screens
Report on Business TV is helping job search website Workopolis make the leap from computer screen to TV screen. A half-hour series entitled Workopolis TV is slated to air on Mondays, Tuesdays and Wednesdays beginning Monday, Oct.31 at 6:30 and 8:30 p.m. The live show features segments such as @ Work, a behind-the-scenes look at various hiring companies and the corporate culture therein, and The Screening Room, highlighting open jobs. This segment invites viewers to call in and speak directly to corporate reps looking to hire. The new program will be supported via on-air cross-promos across various CTV channels, says Renee Dupuis, a spokesperson for the net.
Canadian Family adds two
The St. Joseph Media family is growing. The media company has named Carina D’Brass Cassidy as publisher and Lisa Murphy as editor-in-chief of its consumer pub, Canadian Family.
D’Brass Cassidy was most recently VP of sales and marketing at Avid Media, overseeing sales, sponsorship, and other brand extension projects for titles Canadian Home & Country, Canadian Gardening, Outdoor Canada and Canadian Home Workshop. Murphy comes from Chatelaine where she was special projects editor, as well as managing editor for Chatelaine.com.
Event
Nov. 6-8
The 2005 Canadian Association of Broadcasters Convention – The Future Summit
Winnipeg Convention Centre, Winnipeg
Kevin Desjardins, (613) 233-4035 ext. 331 or kdesjardins@cab-acr.ca
The two-day long event will cover new technologies and delivery platforms while examining the latest trends in advertising. Dr. Andrew Lippman, senior research scientist at MIT’s Media Lab, will deliver the opening keynote address on viral communications.
PMB Factoid
Bookstore loyalty rewards cards: by gender
Amnesty International goes mobile with Bell
A national mobile teaser promo is set to launch tomorrow and it involves rock band U2 and Amnesty International. The promo, a teaser for the global music project called Make Some Noise launching on December 10 (International Human Rights Day), invites mobile users to text in to win tickets to the November 25 U2 concert in Ottawa. Each text (which constitutes one ballot entry) costs $1 – of which 100% of proceeds go to Amnesty. Users can text in as many times as they wish.
The objective, according to Amnesty International Canada’s director of research development, Rhonda Douglas is buzz. As part of the promo push, Amnesty hopes to ‘collect user data for mobile numbers and emails. We want to push the project out to them. We’re trying to learn how OOH and online drive mobile cell usage. Charities haven’t used mobile donation much in Canada. We’re keen to have that learning.’
