Nielsen Media Research Spend Trend: Apparel Manufacturers and Retailers
Clothing and footwear manufacturers and retailers had spread their ad budgets pretty evenly across TV, out-of-home and dailies until 2003 when total spending soared about 83% above the previous year. TV accounted for 50% of the spending that year with department store clothing, leisure and loungewear, and jeans contributing to the surge. In 2004, numbers returned to levels consistent with the previous two years and once again TV (31.7%), dailies (27.8%), and OOH (27.5%) received more equal pieces of the pie.
ComBase Market Focus: Chilliwack, B.C.
Adults in Chilliwack are very strong community newspaper readers:
* 89% report reading any community newspaper (weekday or weekend) compared to 50% who report reading any daily newspapers (weekday or weekend).
* 44% are exclusive community newspaper readers and only read the community paper and not the daily newspaper.
* These exclusive community newspaper readers tend to be women between the ages of 25 and 34 who are 8% more likely to be married or living with a partner and homeowners.
And when it comes to other media in Chilliwack:
* 29% of adults admit they didn’t listen to any radio yesterday.
* 7% report listening to non-commercial CBC stations.
* 45% of adults report watching less than 9.5 hours of television (or less than an hour and a half a day) in the past week.
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 show for Jamie Oliver
Women’s favourite British dish, chef Jamie Oliver, has a new show set to air on Food Network Canada in June. The yummy souperstar has set himself the task of providing healthy lunches for 20,000 school children in one of London’s most ‘demanding’ areas. If he succeeds in changing the kids’ eating habits, he will create a blueprint for school dinners across Britain.
The four eps of Jamie’s School Dinners will air Saturdays at 10 p.m., beginning June 4. The Food Net is looking for an aud of adults 25-54.
Trauma abounds on Discovery Health in May
Hot on the heals of April’s ‘Healthy Makeover Month,’ the Discovery Health Channel looks to May with two Canadian premieres planned.
Situation Critical will air Wednesdays beginning May 4 at 9 p.m. This 13-part, hour-long series will bring viewers into Toronto hospitals as the professionals deal with various trauma cases. The Critical Hour: Shock Trauma follows at 10 p.m. on Wednesdays beginning May 4. The show follows a chief of trauma surgery in Baltimore over 12 episodes. Females 25-54 are the target aud for both shows.
May will also showcase various specials like Super Surgery, where a woman is relieved of a 160 lb. tumour and Miracle Steps, which follows victims recovering from spinal injuries.
City gets animated
Citytv is rolling out a new season of Hey Joel. This hour-long animated comedy follows the adventures of an annoying host of a three-minute rock star interview show on VH1.
Geared to a 14+ audience, the show debuts April 14 and will continue Thursdays at 8 p.m.
Starcom names Lewis
Jennifer Lewis has joined Toronto-based Starcom MediaVest Group as strategy manager, working on the Buena Vista account where she will oversee all planning requirements. Lewis comes from Foote Cone & Belding, where she worked on such accounts as Coors Canada and the Government of Ontario. She has 10 years’ experience in the business.
Event
March 30
Online Contests and Promotions Breakfast
Presented by AIMS Canada, highlights include Peter McGoey, president of M Marketing Services demonstrating how the power of strategic alliance supported by integrated marketing led to a win/win situation for customers, online merchants and Visa Canada.
The National Club, Toronto
416-203-3656
http://www.aimscanada.com
PMB Factoid
Quebec index for bird watching: 118
Why media audits are a good thing:
Media In Canada caught up (via email) with U.K media auditing pioneer Stephen White, founder of EMM, London, Eng., who will speak at the CMDC conference in Toronto next month on a panel entitled ‘The Auditors and the Audited.’ We asked him to flesh out his take on why audits are crucial to the conference’s topic: ‘Managing Risk and Accountability.’
White, who set up his media auditing firm, EMM (Effective Media Management),over a decade ago to evaluate, benchmark, and monitor advertisers’ media investments, believes that as media becomes more complex, ‘there is absolutely no chance that agencies [should be] involved in ‘marking their own homework.
‘Independent evaluation and scrutiny is demanded by advertisers,’ he says, ‘and from that standpoint there can be no role for the agencies other than delivering great results.’
BBM Top 20
For a list of the top 20 TV shows for the week of March 14 to March 20, according to BBM, click the links below:
National Top 20
Ontario Top 20
Quebec Top 20
Toronto Top 20
Vancouver Top 20
WestJet hires Media Experts
Calgary-based airline WestJet has named Toronto-based Media Experts to do media planning and buying. The account was worth about $12 million in 2003, according to Nielsen Media Research.
Meanwhile Toronto’s Taxi will be handling all creative and marketing strategy.
NADbank to unveil readership data
On April l, NADbank will release the readership data for the 2004 NADbank Study. The NADbank 2004 release will provide readership data for 74 Canadian daily newspapers in 52 urban markets and 56 community newspapers in 29 markets. The 2004 NADbank Study product, retail and lifestyle data will be released at the end of May 2005.
http://www.nadbank.com
BBM Media Snapshot: Cola Wars
* 28% of Canadians drink Coke or Diet Coke once a week or more.
* 26% of Canadians drink Pepsi or Diet Pepsi once a week or more.
* Canadian teens 12 to 17 drink more cola than average and show a slight preference for Coke with 38% drinking Coke or Diet Coke once a week or more, and 34% drinking Pepsi or Diet Pepsi once a week or more.
* Pepsi is most popular in the Atlantic Region and Quebec while Coke is more popular in Ontario and the Prairie provinces. Cola drinks in general are not as popular in B.C. as they are in other regions.
* While men are more likely to drink cola than are women, there is no significant preference for Coke over Pepsi or vice versa among the sexes.
* Other than regional preferences there is no significant difference in the demographic makeup of Coke and Pepsi drinkers.
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.
Food Network Canada serves up new series
Toronto-based Food Network Canada has some new shows on the menu. Restaurant Makeover is a Canadian series that challenges two industry heavyweights to overhaul a struggling restaurant. The show will air Tuesdays at 7 p.m. beginning April 5. BBQ with Bobby Flay gets its Canadian premiere Saturdays at 7 p.m. beginning Apr. 9 and Mondays, Wednesdays and Fridays at 6:30 p.m. beginning May 23. Grilling maven Flay hits the road in search of all that is grilled, smoked and barbecued and meets colourful characters along the way.
Returning series include David Rocco’s Dolce Vita, Mondays at 7 p.m. beginning Apr. 4; Surfing the Menu, Mondays at 7:30 p.m. beginning Apr. 4; Licence To Grill, weekdays at 6 p.m. beginning Apr. 4 and Saturdays at 7:30 p.m. beginning Apr. 9; Boy Meets Grill, Tuesdays and Thursdays at 6:30 p.m. beginning May 24 and Summer’s Best, Mondays at 8 p.m. beginning May 23.
The Food Net is owned by Alliance Atlantis.
CH rolls out Revelations
Unlikely partners, religion and science, are brought together to battle that end-of-the-world thing always dangling over our heads.
Bill Pullman stars in the new six-episode hour-long drama series, Revelations, aimed at viewers 25-54. Pullman plays an astrophysicist in the pre-Armageddon days who has to put science aside and take a leap of faith to stop the Bible’s prediction of the end of the world. The NBC show’s pedigree includes exec producer Gavin Polone (Panic Room) and exec producer/writer David Seltzer (The Omen.) Revelations will air Wednesdays at 9 p.m., beginning April 13, on CH Hamilton and CH Vancouver Island.
