Testosterone fuels Global Specialty offerings
Global Specialty is offering up a series of new series on a variety of channels in May. On MenTV, Racing Through Time looks at motor racing history from the high-performance machines to the men behind the whell. It airs Sunday at 4 p.m. beginning May 8. Meanwhile on Xtreme Sports, Concrete & Chaos features the urban extreme sports of skateboarding, luge and in-line skating. The show begins Monday, May 2 and runs at 4 p.m. Another Xtreme offering is Adrenalized High Action Sports. Beginning Saturday, May 7 at 6 p.m., the series brings viewers bungee jumping from helicopters among other adventures.
The demo for all these shows is women 55+ (kidding).
Josh gets Naked for another season
Showcase will air season two of the Canadian-made series Naked Josh in June. The show features actor David Julian Hirsh as the title character. In the series, Hirsh is a young Oxford grad from Ontario who is looking for booty in Montreal.
The series will start Wednesday, June 22 at 9 p.m. and run for eight episodes on Saturday nights in the 9 p.m. time slot.
24/7 hires six staffers
Toronto-based Web ad and permission-based e-mail marketing company 24/7 Canada, of Toronto, has hired Paula Simoes from Cornerstone Group to become director of e-mail services. Her mandate is to grow the business in all areas. Steve Rigney becomes Manager of Client Strategy for new division 24/7 Search (see MIC April 26/05), offering Canadian marketers access to paid search management and optimization technology solutions and services. Rigney has over five years’ experience in search engine optimization and bid management. Diane Pinto joins 24/7 Canada as an account executive for e-mail services. She also hails from Cornerstone.
Katrina Barcelon has been named as the company’s first web advertising technical associate, a dedicated local support person for 24/7’s Open AdStream and Open Advertiser wings, serving technology clients. Kimberley Kenney becomes co-ordinator – marketing & affiliate relations. She is a recent graduate of McMaster University’s DeGroote School of Business and will assist in executing promotional and marketing initiatives. And another recent grad, Sean Perkins signs on as account executive, from Ryerson University.
Toyco names Canadian GM
Expanding its sales and marketing resources in Canada, Bandai, the third largest toy company in the world and the master toy licensee of properties such as Strawberry Shortcake and Tamagotchi, has appointed Deborah Cavallo GM of Bandai Canada. Cavallo will oversee all sales and marketing efforts and work closely with Bandai America on managing Bandai’s strategic direction in North America.
Cavallo has over 15 years of experience in sales and marketing most recently at The Walt Disney Company, where she was responsible for the development of marketing and merchandising programs at Canadian retailers.
Events
June 15
Mobile Marketing Association and CTIA presents: Mobile Marketing Roadshow
Yale Club, New York
212-330-8381
www.mobilemarketingroadshow.com
Find out how to reach 176+ mobile consumers. This hands on workshop teaches the latest thinking, strategies, and methods being used in successful campaigns by leading agencies and brands. Skills include, text messaging, ringtones, wallpapers, screensavers and games. Pick up these skills in one day.
PMB Factoid
Males are 16% more likely to shop at a convenience store 11+ times per month.
CanWest Media Sales’ extreme makeover
CanWest MediaWorks is in the throes of an extreme makeover, part and parcel of which entails adding new roles to ensure all the bases are covered in meeting customers’ changing needs, and with an end goal of delivering on the overall growth strategy of CanWest Global. In order to execute this mandate, Joseph Mangione, president of sales and marketing, has let go several sales and marketing execs, promoted 10 staffers, hired three, and is not yet finished the re-org, as more new execs are yet to be announced including an SVP of broadcast sales.
New additions to the organization include Catherine Bridgman as SVP Marketing Ventures. Bridgman has a 25-year media career spanning research, trade and consumer publishing, entertainment marketing and brand development, most recently at CB Media. Prior to that she was with Tribute Entertainment Media Group, Quebecor Media Sales and MIC parent co. Brunico Communications.
Op/Ed: Consensus reached on radio audience measurement; next up? sample size
David Bray is chair of the BBM Continuous/Extended Measurement Committee and SVP of Hennessy & Bray Communications in Toronto.
Some dilemmas require the wisdom of Job. Unfortunately, my name is David. When I took on my role as chair of the BBM Continuous/Extended Measurement Committee, I knew that this issue would prompt a vigorous discussion in all sectors of the radio and advertising communities. Little did I know that ‘extended’ would come to refer to the lifespan of the committee as we sought a compromise position. After more than a year, a series of formal and informal meetings and various presentations, the moment has arrived. Now that we have finalized this matter, we can move on to something simpler like dividing up the Gaza strip.
Mall media research helps pinpoint shoppers
Clear Channel Outdoor has launched new research to help advertisers target consumers by individual mall according to demographics and product usage. Advertisers can choose mall locations based on age and income of the shoppers as well as details on purchasing habits by product category or frequency of purchase.
Right now the database contains information for 17 high-profile malls, including the Toronto Eaton Centre, plus product usage data for 22 categories such as automotive, clothing, food, financial services, media and household products and services. The national research is ongoing and will be expanded with the addition of more malls, product categories, and data. The research was developed by Pascam Media and Abraxoft and involved in-mall interviews.
MIC pic: Potential buyers get the poop on Saturn
That new car smell has a different scent in selected hot spots across the country. The in crowds at bars and restaurants are getting a good glimpse of the interior of the new Saturn ION from inside bathroom stalls. Cossette Media worked equally with NewAd and Zoom Media to wrap the enclosed space with a 360-degree decal of the ION’s interior, giving patrons a few minutes by themselves to examine the car from the driver’s perspective.
‘It was important to portray Saturn’s innovative background. Surprising our demo in a unique place such as Zoom Media’s resto-bar environment enabled us to boost the impact of our brand and ensure that our message got across,’ said Corinna Matteliano, a media planner with Cossette Media. The campaign is running in selected venues across Toronto, Vancouver and Calgary.
24/7 debuts Search
Toronto-based Web ad and permission-based e-mail marketing company 24/7 Canada is launching an Internet marketing search service, 24/7 Search, in Canada this week. The new business unit will be powered by proprietary technology Decide DNA.
BBM Media Snapshot: Frequent Canadian Tire and Home Depot shoppers
* 25% of Canadians shopped at Canadian Tire for home improvement items seven or more times last year.
* 17% shopped at Home Depot for home improvement items seven or more times last year.
* Canadian Tire and Home Depot shoppers share some demographics:
* Around 65% of the shoppers are 25-54 years old.
* Males are more frequent shoppers (56%).
* Income and spending habits differ between the two stores’ shoppers. Although both of them are above Canadian averages, Home Depot shoppers’ averages are higher:
* Canadian Tire shoppers have an average personal yearly income of $35,400 ($30,000 national average) and spent on average $5,000 ($4,000 national average) on home improvements during the last two years.
* Home Depot shoppers have an average personal yearly income of $38,700 and spent on average $6,000 on home improvements during the last two years.
* 62% of Home Depot frequent shoppers are also frequent shoppers at Canadian Tire; 42% of Canadian Tire frequent shoppers are similarly frequent shoppers at Home Depot.
* Canadian Tire’s and Home Depot’s heavy shoppers share similar media habits.
* The top three media for yesterday exposure are: television and radio followed in third place by newspapers or Internet
* The favourite radio formats (weekly reach) of heavy Canadian Tire and Home Depot shoppers are: news/talk, adult contemporary and classic/mainstream rock.
* Their top television program types watched in an average week are: movies and news/current affairs. Third place is heavily contested by hockey (when in season), home improvement shows and suspense/crime dramas.
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.
E-Commerce growing by leaps and bounds
StatsCan announced last week that e-commerce spending in Canada grew by 50% in 2004. The average amount spent annually by a Canadian online shopper last year was $453. The report also indicates steady growth for online purchases into 2007.
TSN rounds up basketball, hockey
This spring TSN will broadcast the most NBA playoff games in its history. Coverage will include up to 30 games, following action in the first round, conference semis, conference finals, and capping the season with the NBA finals. The post season started April 23 with first round games. Conference semi-finals will start Wednesday, May 11 at 7:30 p.m. Conference finals are scheduled to start Tuesday, May 24 at 9 p.m. The first game of the NBA final is set to begin on Thursday, June 9 at 9 p.m. Leading up to each game of the NBA finals beginning June 9, TSN will present an hour-long pre-game show at 8 p.m. The net will televise the playoffs in HD on TSNHD.
Meanwhile, hockey is imminent. With the IIHF World Hockey Championship in Austria TSN will air 17 games (the most ever for the network), from Vienna and Innsbruck starting Saturday, April 30 when Canada opens the tourney against Latvia. Semi-finals are scheduled for Saturday, May 14 starting at 10 a.m. and 1:30 p.m. The bronze medal game will go Sunday, May 15 at 10 p.m., and the gold medal game will be played Sunday afternoon at 1:30 p.m.
