PMB Factoid
Chewing gum; by age
Analysis: the word on fall in Montreal – Part Two: Wednesday to Friday 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 second 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 lineups 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.
On Wednesdays at 8 p.m. the prediction is this: ‘Les poupées russes is a new show [on TVA] and I think it will win,’ says Marie-Josée Dionne of Marketel.
BBM Commercial Tracking
Please open the attached link to view BBM’s Commercial Television Tracking Service GRPS by week and month for Montreal Franco and Vancouver. Please note: Montreal Franco covers the broadcast months of October 2004 to June 2005 inclusive, and Vancouver from June 2004 to June 2005 inclusive. GRPS are based on commercial minute ratings for Adults 25-54.
NewAd gets in the Zone
The team at place-based ad agency NewAd is getting in the Red Zone. The agency is launching a new campaign for Procter & Gamble’s Old Spice brand. Beginning Aug. 27 until Oct. 9, Red Zone After Hours events will be held at various clubs and bars. The goal? To intro the brand’s new scent called, you guessed it, After Hours. Brand ambassadors will hit clubs across Canada that will be outfitted as Red Zone environments. Men in the target group of 18-34 are urged to participate in a dance-off that will be taped and uploaded to the brand’s Web site where the general public will vote. Finalists will be flown to Toronto for a live dance-off at MuchMusic. The initiative will also be promoted through in-store POS that also supports a secondary national contest entitled Dance Destination. The grand prize is a party trip to Ibiza, Spain. The deal was done client-direct.
St. Joseph Media forms interactive arm
St. Joseph Media has announced the launch of its Interactive Media Services (IMS), a newly created unit responsible for extending its magazine brands online and via other interactive channels. Kenneth Maclean will act as VP/GM of the IMS group and will helm the strategic direction of the unit’s initiatives, including the development of new digital products and services. Kirk Simpson, previously executive director of where.ca, will take on the role of director of biz dev. Kim Machado, formerly the executive producer of Style Group Web properties will act as director of content development.
‘This is a way for us to place a bigger focus on integrated marketing,’ says Maclean. ‘We’ve combined online sales with a technological function so that we can offer advertisers more strategic network buys.’ He says that the company is looking to new marketing applications such as digital signage and wireless platforms as a way to leverage St. Joseph brands. Pilot programs are slated for a fall launch.
JWT scoops Torstar’s new glossy
Ad agency JWT has won the biz for the launch of new Toronto Star celeb glossy Weekly Scoop. David Gibb, GM at JWT, said in a press release: ‘The primary target for Weekly Scoop will be women ages 18 to 49. As JWT has demonstrated on businesses like Kellogg’s Special K, Philadelphia Cream Cheese and Aero, nobody understands women better than we do.’
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.
