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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.

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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.

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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.

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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.

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Discovery picks eight

Fall arrives with a crash and a bang on Discovery Channel with the network’s purchase of eight new hour-long properties. Canada’s Worst Driver takes a look at dangerous drivers en route to road rehab. Some build it. Others blow it up. Mega Builders captures some of the biggest and most dangerous engineering projects worldwide. Meanwhile, the Blasters blows the lid off of demolition blasting. Mean Machines counts down the toughest machines in history and Greatest Ever takes a cheeky look at modern technology, featuring advocates who spark debate and defend their faves. For crime nuts, there’s On the Run, a look at how law officials track down baddies and True Crime Scene for CSI fans who just can’t get enough. Finally, Breaking Vegas uncovers casino tricks. Time slots will be finalized next week. The channel’s programming is aimed at adults 25-54 with a male skew.

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OLN picks up nine

Toronto’s Outdoor Life Network’s (ONL) hit dirt and come back with nine new series for fall. WPCA Half-Mile of Hell is a behind-the-scenes half-hour reality show featuring Chuckwagon racing. Then it’s time to hit the dirt on Dirt Riders, a countdown of the toughest cowboys and rodeo women. Man Trackers is a cat-and-mouse reality chase through the Rocky Mountains. Fearless is an Emmy-nominated OLN original series set to make its Canadian debut. The series profiles people pushed to the limits. Then, follow Ewan McGregor (Star Wars) and Charley Boorman (Deliverance) as they hit the open road in The Long Way Round. The half-hour Countdown highlights the most dangerous places on Earth, hardest animals to hunt and more. For living room globetrotters, there’s Globe Guides, a half-hour series that looks around the world in search of the most exciting festivals. Outdoor Investigations looks at the greatest outdoor puzzles in North America and finally, Nature Brigade takes 30 minutes to follow the lives lead by modern-day environmental gladiators. OLN targets adults 25 to 54.

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Vision TV seeks seekers and preachers

Toronto-based Vision TV’s got two shows behind the pulpit, one that has the network searching for passionate, charismatic church leaders and another that seeks out seekers. Candidates from all over the continent are invited to compete in a series entitled Preach For The Top, designed to showcase their talents from behind the pulpit and within the community. Seekers, a new doc series is scoping for five individuals to travel with host and exec producer Ralph Benmergui. The show follows the group on a three-week journey to spiritual hotspots across North America. Both shows are set to air in 2006. The network’s primary target demo is women 50+ though its fastest growing group is women 18-49, says David Todd, marketing and communications at Vision.

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PMB Factoid

Spending on cosmetics ($50+ per month); by city

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Global rings up new promo and fall lineup

Global’s announced its new fall programming yesterday at an event at the Carlu, attended by Mr. Apprentice himself, Donald Trump. The standing-room only event was punctuated by the ringing of cell phones as part of Global’s new promotion entitled ‘Global’s Calling – If you’re in, you win.’ With phones hidden under select chairs, CanWest’s top brass gave away prizes of $1000 each throughout the event to a handful of lucky attendees.

This was a taste of a wider consumer promo engineered to net and keep eyeballs. The contest works like this: Viewers are invited to register their info online and to watch Global nightly for a code word. Prizes range from $500 up to $10,000 for viewers who know that word when called. Global’s Calling starts July 11 and runs for eight weeks. The network will also utilize trucks in the Vancouver and Toronto markets wrapped with contest details. The trucks will be visiting neighbourhoods to catch viewers at home who may be in the know.

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Lamar travels with TransLink

Lamar Transit Advertising Canada (formerly Obie Media Ltd.) has kept the Vancouver-based TransLink business that it’s handled since 1998 following a review of the account. The new licence to handle all transit advertising for TransLink buses, trains, Seabuses and SkyTrain stations runs from August 1 through to July 2015, with an option for another five years.

In addition to products such as bus wraps and full backs, SkyTrain Wraps, Sky Strips and Michelangelo interior ceiling displays, Lamar plans to introduce new backlit posters and high-end LCD panels into the market.

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Q107 goes digital with OBN

Q107 has launched a campaign with Toronto-based out of homer Outdoor Broadcast Network (OBN). Song title and artists playing on the rock radio station is displayed on OBN’s four video boards scattered throughout the city, alerting drivers and pedestrians listening to radios to tune in. ‘When people see the video board message, there’s a natural inclination to want to tune into the station and see if the song is actually playing,’ says Darren Wasylyk, director of marketing and promotion at Q107. OBN owns four video boards within the GTA with six more in development, said Peter Irwin, president of OBN. The company plans to have the additional boards in operation within the next year. The boards are located within Toronto’s highest traffic spots such as Yonge and Bloor, Yonge and Richmond, Yonge and Dundas and Sheppard and Don Mills to a total reach of 2.3 million per week. A 10-second spot on regular rotation on all four boards bears a price tag of $7000 weekly

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Razer and PunchMuch set for summer debut

Toronto-based CHUM TV is rebranding their youth lifestyle and music video channels as Razer and PunchMuch. The new channels will debut June 30. Razer grabs 12- to 24-year olds with its lineup of music, TV, movies, anime and gaming. Program titles include World Famous for Dicking Around and Cops, Cars and Superstars to name a few. PunchMuch is a fully-automated, all-request music video service that allows fans to punch in requests for videos, join in on SMS chats and more via their mobiles. Razer and PunchMuch will occupy the spots formerly taken by MTV and MTV2.

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New Study: radio ROI 49% more than TV

Radio’s ROI is 49% better than television. That’s the conclusion of the third major study from the New York-based Radio Ad Effectiveness Lab (RAEL) called Radio’s ROI Advantage.
RAEL also felt the findings demonstrated radio’s effectiveness as a primary medium, with slightly more impact when radio was used in conjunction with TV.
With ROI being the main concern of advertisers today, the industry group set out to study the effect of radio advertising on product sales and to examine that against comparable TV advertising. The complex six-month ‘real world’ test was conducted by Millward Brown and Information Resources Inc. (IRI) using four pairs of actual radio and television campaigns for four brands – one grocery food, one grocery non-food, and two OTC drug products.
There were also four test markets: one where there was TV or incremental radio while the other three were scheduled with incremental radio only, national TV only, and both national TV and incremental radio.
According to the IRI data, the incremental radio campaigns were associated with sales lifts of 3.6% where there was radio alone and 4.6% when combined with TV.
Although higher, the national TV campaigns showed no significant difference in sales lift with or without radio, resulting in increases ranging from 7.3% to 7.7%.
Radio Marketing Bureau (rmb.ca) is the main Canadian partner of RAEL and RMB president John Harding is on its board of directors.
The full study can be found at radioadlab.org.

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ComBase Market Focus: Reaching Boomers in Victoria CMA

Having attracted a wave of families with children over the past few years, Victoria has cast off its image as a market that consists of the newly wed and nearly dead. In Victoria, community newspapers are the best way to reach one of the market’s key target groups – boomer men and women – during the week.

Women 35 to 54

These female targets are becoming increasingly difficult to reach with broadcast media. More than half of women in Victoria aged 35 to 54 (51%) watch less than 9.5 hours of TV weekly and 43% of them listen to less than 3.5 hours of radio weekly.

Reaching women aged 25 to 54 who are typically the prime shoppers for their households:
* Only 58% of these women report reading their weekday daily newspaper.
* Almost three-quarters of female Boomers (74%) are reading weekday editions of their community newspaper and 17% say that they only read their community paper and not the daily newspaper.

Men 35 to 54

Boomer men in Victoria also have challenging media habits. Four out of ten men aged 35 to 54 (41%) watch less than 9.5 hours of TV weekly and a quarter of them (25%) listen to less than 3.5 hours of radio weekly.

Reaching male Boomers in Victoria with advertising:
* Only 52% of these men read their weekday daily newspaper.
* 72% report reading their weekday community newspaper and 23% of them read only their community paper and not their daily paper.

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.

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Nielsen media research spend trend: Father’s Day

TV touts Dad’s favourite things

Most advertising highlighting toys for big boys makes it way to TV in the run up to Fathers’ Day each year. Dailies come in a distant second, ranging from 28.5% in 2001 to 19.9% in 2004. Not surprisingly the biggest spenders are in the hardware/building stores and electronic stores categories with sports equipment, hardware/tools, and audio/visual equipment being the main gift suggestions.