ComBase market focus: Reaching women in B.C.
ComBase Market Focus: Reaching Women in B.C.
The female audience has long been a major target group for advertisers because women are the key decision makers for a wide range of personal and family products. Although in demand, women lead busy, multitasking lifestyles that have increasingly made it harder for media buyers to reach them.
Declining television viewing:
* 46% are light TV watchers (less than 9.5 hours weekly).
* 20% didn’t watch any TV yesterday.
Declining daily newspaper readership:
* 29% cannot be reached with dailies.
Declining radio listening:
* 39% can’t be reached with radio.
In British Columbia, 75% of women can be reached with community newspapers on weekdays.
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.
BBM Commercial Television Tracking Service
How much share of market have specialty stations taken from conventional stations in the Toronto EM?
Click below for a comparison of conventional & specialty GRPS and share by broadcast quarter for the first 3 quarters of the 2003/4 and 2004/5 seasons, based on adults 25-54.
Conventional & specialty GPRS and share by broadcast quarter
Animal Planet scores three; CTV Travel goes island-hopping
Animal Planet’s gone hunting and brought back three wild new series for fall. First is Corwin’s Quest, a show that has Jeff Corwin searching the globe for the most interesting animals. Buggin’ with Ruud is hosted by quirky entomologist Ruud Kleinpaste in a skin-crawling journey into the word of insects. Finally, Animal Lifeline, a three-part series has host Lyndal Davies presenting a $10,000 cheque to a designated project/sanctuary with a challenge to that recipient to use that money to the best effect. All shows are an hour long.
CTV Travel goes island-hopping this fall with new half-hour series Island Escapes. The series showcases popular island destinations with a focus on food, history and people.
Discovery Health goes into rehab
Toronto-based Discovery Health network has picked up 28 Days in Rehab, a four-parter that looks at people going through rehab. The series airs Mondays at 10 p.m., beginning August 8.
Showcase gets ready for Brit laughs
Showcase presents the network premiere of Little Britain, an eight-part half hour sketch comedy show. The comedy looks as the debris of modern life in Britain as it chronicles gloriously over-the-top eccentrics, lunatics and social misfits. It airs on Wednesdays at 10 p.m., beginning on June 22. Little Britain is the winner of several comedy awards including three at the 2004 BAFTA Performance awards gala.
Starcom Mediavest Group nabs new broadcast chief
Starcom Mediavest Group announced the appointment of Valerie McMorran as SVP broadcast investment director for its Canuck operations on Tuesday. McMorran was previously at New York-based Initiative as SVP media director.
ICA spearheads move to standardized commercial codes
The ICA Traffic Committee has developed a standardized coding for broadcast commercials that it hopes the rest of the industry will adopt and test drive over the summer months. The committee will meet again to discuss the results in September.
The voluntary coding system is designed to take the confusion and potential for error out of the traffic and billing processes by having a consistent commercial identification from production, to scheduling, and electronic billing.
Batman Begins to take over Dose
Warner Bros.’ summer blockbuster to be, Batman Begins, is slated to take over the print version of Dose on Wednesday, June 15, the movie’s national release date. The Toronto-based free daily rag is also the exclusive print sponsor of the movie screenings in Ottawa, Toronto, Calgary, Edmonton and Vancouver – all markets where Dose is available. The June 15th edition of Dose will feature interviews with stars from the movie, a contest to score advance screening tickets, and bat-themed products, content and images. Dose’s internal team brokered the deal. ‘We’re looking to do more integrated marketing programs like this with other studios,’ says Mark Shedletsky, director of marketing for Dose. The youthful print offering played media sponsor for Paris Hilton vehicle House of Wax in two markets. Dose targets 18 to 34s with an even male/female split.
Bell ExpressVu gets trivial
Bell ExpressVu today announced the launch of Buzztime Trivia, an interactive trivia game available on channel 550 to more than 900,000 households nationwide. The game, powered by California-based interactive gaming company NTN, features 160,000 questions spanning history, TV, sports, youth culture and science. The game can be adjusted by age, ability and number of players to a maximum of four. Subscription rates are $3 per month or $1.50 for play all day access. Buzztime Trivia is yet another addition to Bell ExpressVu’s Game Galaxy, a portal that offers more than 30 free and subscription based games.
More large format OOH for TO
With the recent signing of three new deals, Doubleclutch Communications has boosted its inventory of Toronto faces to 32 in the six months since launching its OOH division this past December. The new inventory includes two locations on Toronto’s Gardiner Expressway, most notably a 50 ft. by 50 ft. backlit at the foot of Sherbourne Street.
doubleclutch.com
They put ads where? EMI Music and HMV add schwing to Matthew’s swing
You know a relationship is at the three-year mark when one partner is picking out clothes for the other. Such is the case with Canuck pro golfer Craig Matthew and Mississauga-based EMI Music Canada. This year, Matthew will be wearing custom shirts with album covers from country music stars such as Tim McGraw, LeAnn Rhimes and Keith Urban while on the green. HMV is making it a threesome with its ‘Country Swing’ national campaign beginning June 20 and running for three weeks. The promo offers discounts on titles sported by Matthew. A pack of Acushnet golf balls will be added to each CD purchase.
Nikon gets in the picture with Chatelaine
Mississauga, Ont.-based Nikon has cozied up to women’s mag Chatelaine in a co-promo entitled ‘Take Your Best Shot.’ Entrants are encouraged to upload holiday shots on www.chatelaine.com/nikon in an online voting forum. Visitors are entered to win one of two Nikon Coolpix 4600 digital cameras. Winning photo submissions will be used in future Nikon ads appearing in Chatelaine. Nikon is giving away more than $22,000 in prizes in an effort to grab Chatelaine‘s target of women 24 to 49. This is the first time that Nikon has partnered with the mag.
BBM Media Snapshot: Canadians who use tanning salons
* 3 million Canadians (11%) used salon-tanning services last year.
* 78% of salon-tanning services are between 18 to 54 years old, although there is the highest incidence of usage amongst 18 to 24 year-olds (1.8 times the national average).
* One-third of salon-tanning visitors are male.
* 36% of those who visited a tanning salon last year are single (1.3 times the national average); engaged people visit them 2.3 times more than the national average.
* Their top entertainment activities are mostly social: bar/restaurants (64%), parks/city gardens (60%), movies at theatres (56%), concerts/night clubs (44%, 1.7 times national average), and dancing/night clubs (38%, 1.9 times the national average).
* Among the top clothing stores visited last year are: La Senza (45%, 2.2 times the national average), Winners (37%), Gap (34%, 1.6 times the national average), Marks Works Wearhouse (29%), and Le Chateau (27%, 2.6 times the national average).
* Last year’s tanning salon visitors are 2.3 times more likely to use diet pills and 1.9 times more likely to drink weight control mixes compared to the national averages.
* Radio (88%), TV (88%), and Internet (59%) are their top media (yesterday exposure).
* Based on weekly reach, adult contemporary (19%), mainstream Top 40/CHR (14%) and classic/mainstream rock, are their favoured radio formats.
* Beside movies (73%) and news (53%), reality shows (45%) and contest shows (42%) are their most popular TV programs by weekly average viewing.
* The top magazine types of tanning salon visitors (readership in the past month) are: fashion (51%, 1.6 times the national average), entertainment and music (49%), and woman’s (46%)
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
More guffaws for fall on Comedy
The Comedy network brings more laughs with five new series buys for fall. New original series pickups are Alice, I Think, a half-hour 13-parter based on Susan Juby’s books, George Street TV, an interactive combo of party hopping, streeters and dares from Canada’s East Coast and Girls Will be Girls, a half-hour about girl power. More new purchases include Brit import Craig’s Sushi TV, featuring the best of Japanese game shows. Finally, for ultimate laughs (or is it tragedy?), catch rocker Tommy Lee in Tommy Lee Goes to College.
