
ComBase Market Focus: Reaching light broadcast users with community papers in Prince Albert, Sask.
There are 29,800 adults in the census area (CA) of Prince Albert, Sask.
* 47% of Prince Albert adults say they listen to less than 3.5 hours of radio per week.
* Over half (53%) of these light radio listeners read the local community newspaper (weekend) while 38% say they read the local daily newspaper (weekend).
There are also 11,500 adults in Prince Albert who watch fewer than 9.5 hours of TV per week.
* 62% of these adults report reading the local community newspaper (weekend) while 44% read the local daily newspaper (weekend).
Source: ComBase 2003-2004 Study
ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.

New doc series weighs in
Cameras have started rolling in the cities of Halifax, Calgary and Vancouver for new doc series X-Weighted. The 13-part, hour-long series follows the lives of 13 Canucks as they challenge themselves through weight loss. The show will shoot through to December and will air on the Life network in spring 2006. Target aud is females 25-45.

Stripping away myths on VisionTV
Simcha Jacobovici, two-time Emmy Award-winning producer and director, plans to expose Biblical history with The Naked Archaeologist, a new documentary series premiering on VisionTV in September. Shot on location in Egypt, Israel and Greece, the series takes a fresh new look at the Bible and archaeology. Jacobovici digs into extraordinary finds in the Middle East; talks with leading archaeologists, historians and scientists; and also probes controversial new theories in Biblical archaeology: that an African army rescued Jerusalem in the 8th century B.C.; that the invention of the alphabet contributed to the Biblical Exodus; and that recently discovered Bronze Age ceramic penises may explain why Delilah fell for Samson.
Fast, funny and irreverent, The Naked Archaeologist asks the questions we all want to know the answers to: Why is it so bad to be called a Philistine? Was Jezebel really that sexy? What do you do when you find a 2,000-year-old palace under your house? And where do you stop for a good falafel when you’re on your way to find the real Mount Sinai? The Naked Archaeologist airs on VisionTV Mondays, starting Sept. 5 at 9:30 p.m. and 1:30 a.m., and repeats on Tuesdays, starting Sept. 6, at 10:30 p.m.

Space lands two for fall
Space has nabbed two new series for fall. Riding the crest of its mini-series’ success, The 4400 is a new dramatic series airing weekly beginning on Sunday, Sept. 18 at 8 p.m.
Supernatural, a series about a pair of ghost-bustin’ brothers, preems Sept. 16, and airs every Friday at 10. Both shows are one hour long.

Analysis: the word on Fall in Montreal – Part One: Monday and Tuesday nights
We asked and they answered. Broadcast experts in the French-speaking market talk about the best bets on TV in Montreal. This is the first in a two-part series that examines which shows will net the most eyeballs at 8 and 9 p.m.
*N.B. Because of constant, up-to-the-minute changes to the nets’ fall lineup in Montreal, there’s much dissent among our broadcast pundits’ opinions as to which of their programming grids is the most up to date. The opinions below are based on each person’s version of the grid.
Line Contant, broadcast supervisor at Allard-Johnson Communications, believes that ‘Radio-Canada (R-C) has been revamping their schedule to appeal to the masses. They’re very cultural, very high art but now, they’re adding shows that are more for everybody. The quality is still there but it’s becoming more accessible for all.’

NEWAD research – on TARGET: Music-based marketing rocks
From promotional CD compilations, to advertisement soundtracks, to live concerts, music is gaining popularity among advertisers. More and more companies are using musical tastes to define clients by segments. According to TARGET, a research tool from New Ad and Ipsos-Reid, music preferences can be divided into 10 main categories corresponding to specific consumer profiles.

MDG taps Nash as spokesperson
MDG Computers has tapped Phoenix Suns’ all-star point guard and first-ever Canuck NBA MVP Steve Nash as spokesperson. The basketball star will appear in MDG’s print, TV and radio ads. As part of the deal, MDG will support the Steve Nash Foundation, which will bring MDG-outfitted computer labs to some Canadian schools. Nash shot a series of ads this past weekend at a Toronto church basketball court with local students. Also last weekend, the first Steve Nash Foundation Charity Classic all-star game was held Friday at the Air Canada Centre where proceeds from the game went to the Foundation to raise funds for an all-access basketball centre in Toronto.

BBM Media Snapshot: Who are the Canadians consuming rum?
* 2 million Canadians (8%) consume rum.
* 68% of consumers are between 18 to 54 years old; however, those consumers between 18 to 24 years old have the highest incidence (1.4 times more than the national average).
* 62% of rum consumers are males.
* Prairies and Atlantic Canada are the regions with highest incidence of rum drinkers (1.3 times more than the national average). Quebec, on the other hand, has half of the Canadian average incidence.
* Rum consumers’ top international destinations (visited for more than 4 days) are: Southern U.S. (35%), the Caribbean (33%) and Mexico (25%).
* Rum consumers have traveled on cruise ships 1.7 times more than the national average).
* Their top entertainment activities are mostly social. They are 2 times more likely to visit dancing clubs, 1.5 times more likely to go to bars/restaurant bars, and attend 1.6 times more rock concerts, according to 2004 data.
* Rum consumers alternate their alcohol consumption with vodka (4 times more than the national average), Canadian wine (2 times the national average), and Rye/Canadian whiskey (3.5 times the national average).
* Radio (89%), TV (89%), Internet (63%), and daily newspapers (58%) are the top four media (yesterday’s exposure) of regular rum drinkers.
* News/talk, classic/mainstream rock, adult contemporary, and country are their top radio formats.
* Travel and tourism (1.3 times more than the national average) closely followed by gardening & homes and entertainment & music are their preferred magazine types (readership in the past month).
Source: BBM RTS Canada Fall ’04 / Spring ’04
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.

TV time among American tweens and young teens on the decline, study
According to The U.S. Market for Tweens and Young Teens, a new report from New York-based publisher Packaged Facts, the 8-14 crowd is becoming increasingly disinterested in watching television. And they’re getting more and more distracted when they do watch it. Though nearly 80% of younger teens still claim to ‘love’ TV, the study finds that this drops to 60% by the time this group gets in the older teen years. Packaged Facts projects that the 29.3 million teen and tween Americans have a purchasing power of $40 billion.
http://www.marketresearch.com

Bravo picks up three
Specialty net Bravo has picked up three new series for fall. Beginning Tuesday, Sept. 6 at 7:30 p.m. and airing weekly is a 13-part series entitled Roots ‘n Roll. The series features interviews, performances and videos from today’s most popular roots musicians such as Mary Chapin Carpenter and Shawn Colvin.
Beginning Wednesday, Sept. 7 at 7:30 p.m., La Radio is slated to premiere. This four-parter in French with English subtitles examines the golden age of French radio (1922-1952) in Quebec and profiles the people who made it that way. The series airs weekly.
On Saturday, Sept. 3 at 7 p.m., What a Circus! hits TV screens. The 13-part, weekly series in French with English subtitles takes viewers to Switzerland, Germany, Norway, France and Belgium as it explores the lives of Quebecois artists performing in different circuses around the world.

History looks to the future
History Television has unveiled its slate of new shows for fall. Full Throttle is an example of the ever-permutating genres of TV shows these days. It combines history, reality and renovation, transforming classic cars to be ready for the drag strip but looking into the history of the models as well. The program airs Mondays at 8 p.m., beginning Sept. 5.
Beginning Sept. 6, Over There is an ensemble drama from Steven Bochco about an army unit sent to Iraq and the effects of their tour of duty on their families back home. The show airs Tuesdays at 9 p.m.
On Sept. 7, Digging for the Truth begins tracking explorer and survival expert Josh Bernstein as he takes a fresh look at ancient mysteries and remote corners of the world. Truth is out there Wednesdays at 9 p.m.
Heading into October, Things That Move examines how innovation and history have combined to create different modes of movement, from the toboggan to the elevator. Things get moving weekdays at 6 p.m., beginning Oct. 3.
Also preeming in October is the network premiere of JAG – specific airdates TBA. Another network debut is Band of Brothers, which will begin Nov. 3 and run Thursdays at 9 p.m. The 10-part mini-series originally aired on HBO.
And finally history takes to the skies with Bomber Boys, a group of adventurous young men who volunteer to re-live their grandfathers’ wartime experiences. The series will air as part of History’s annual ‘Week of Remembrance’ Nov. 7-11 at 8 p.m.
History Television has 5.8 million subscriber households. Its audience skews male 65% and its largest demo is adults 35-64 at 55%, according to Nielsen Media Research.

PMB Factoid
Women who use lipstick are 25% more likely to be heavy readers of PMB publications

Analysis: Media buyers weigh in on fall TV primetime winners: Friday nights
This is the last in a five-part series (Part one: MIC June 30/05) that asks broadcast pundits’ opinions on who’s in, who’s out and who doesn’t stand a chance during the most coveted – and competitive – weeknight timeslots of 8 p.m. to 10 p.m. Go to www.mediaincanada.com and click on ‘TV Programming Grids’ for visual aids. Next up: ‘The Word on Fall in Montreal,’ a two-part series coming next week.
Sheila Malanchuk, media strategy manager at OMD Vancouver, has lots of opinions about the 8 p.m. timeslot. ‘Ghost Whisperer [on CTV] has gotten some bad feedback. It’s not the best replacement for Joan of Arcadia. I don’t see the old Joan audience wanting to see Ghost Whisperer. It’s more like a Medium but not as well done. I just don’t see a lot of potential with that show,’ she says about the new Jennifer Love Hewitt entry.

HNIC is back and seeking sponsors for vignettes, pool
Holy puck! Hockey’s back and for many, none too soon. The CBC’s Hockey Night in Canada returns to TV screens with a vengeance on Saturday, Oct. 8. More games will be offered in high-definition this year, promises Joel Darling, executive producer of the show, though he says plans for how many and which games are yet to be determined.
New this year is the addition of long-time hockey announcer Jim Hughson. He will call the second game during Saturday night double headers. Also new this year for the long-standing brand is a two-years-in-the-making project entitled Think Hockey.

Oxy urges teen boys to ‘win your face off’
Acne product giant Oxy has sponsored four key snowboarding and skateboarding events this year as part of a promo aimed at teen boys. ‘We found in our research that more boys use Oxy than girls,’ explains product manager Kara Hale. ‘So we were looking for a fit with no overt advertising; we wanted to immerse our product within their lifestyle. And snowboarding and skateboarding was the way in.’ The result? A national contest that urges teens to ‘win your face off.’
Running from Aug. 15 until Oct. 31, the contest is giving away skateboards from HogTown Extreme Sports, free music downloads from Puretracks, Motorola cellphones and PF Flyers shoes. The grand prize consists of a Norco SM-PRO XL bike, a $1,000 gift certificate from HogTown and an iPod. POS materials with an SMS component and TV and print buys will support the contest. Instant prizes will be given away daily, weekly and monthly for online and SMS entries. Coupons and ‘thunder sticks’ doled out at sponsored events will be used to drive eyeballs (and now, fingers) to the oxy.ca Web site. The Mentholatum Company bought Oxy in December 2004.
http://www.oxy.ca