BBM Media Snapshot: Martha Stewart Living readers in Canada
– Almost one million Canadians – 914,000 (3%) – read Martha Stewart Living in the past month.
– The vast majority of Martha Stewart Living‘s Canadian readers are female – 84%.
– Martha Stewart Living‘s readership has representation in all age groups. The top four groups are: 25 to 34 (19%), 45 to 54 (19%), 35 to 44 (15%) and 65+ (14%).
– Martha Stewart Living readers have an average personal yearly income of $32,000, which is slightly higher than the Canadian average of $30,000.
– 27% of Martha Stewart Living readers have an under-graduate degree or more, compared to 20% among the general population.
– Martha Stewart Living is most popular in BC with 5% monthly readership. Not surprising since it is an English-language publication, it is least popular in Quebec with 2% monthly readership. Readership is slightly higher in Ontario (4%) but otherwise average in all other regions.
– Looking at weekly radio reach, the top three formats among Martha Stewart Living readers are: adult contemporary (AC), 38%; news/talk, 38%; and hot AC, 21%.
– The three most popular types of TV shows among Martha Stewart Living readers by average weekly viewership are: movies (69%), news/current affairs (67%) and home improvement shows (53%).
– The three most popular magazine types (readership in past month) amongst Martha Stewart Living readers are: gardening and homes (76%), women’s (64%) and food and beverage magazines (64%).
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.
PMB Factoid
Households with kids 6-11 were 35% more likely to use 10+ rolls of toilet paper per month.
It’s a wrap for Global
CanWest employees are gearing up to pimp their rides – literally. The company is in the midst of launching phase four of its Global & CH Car Advertising Wrap Program in the Greater Toronto Area, which pays select employees to wrap their vehicles in ads.
‘We want to augment what we do through traditional media, and get into areas where traditional ad space isn’t available,’ says Scott MacLeod, Global’s director of media planning and television. He’s primarily targeting the 400 and 401 highways to reach bored commuters stuck in traffic.
Mid-season round-up: Part 4 – Quebec
Quebec television has seen a lot of changes this year, so our final instalment of the mid-season roundup gives you the lowdown on what’s hot right now in La Belle Province.
24/7 Canada new Web ad rep for Publisac.ca
Transcontinental Media has chosen Toronto-based Web ad and permission-based e-mail marketing company, 24/7 Canada as exclusive Web ad rep for its premier French Canadian shopping Web site, Publisac.ca. Through its Publi-Sac (Ad-Bag) network, Transcontinental Media distributes ad materials door to door. Publisac.ca is the French-language Internet extension of this direct mail network, attracting 210,000 unique visitors monthly and generating 4 million monthly page views, according to comScore Media Metrix.
The agreement positions 24/7 as an online media network for local advertisers in Quebec. The company will use Publisac.ca to headline its French shopping vertical and reach further into the French Canadian market.
Toronto subway gets wireless with Bell
Bell Mobility is going to transmit media content to Toronto subway stations and trains using wireless Internet connections for OneStop Toronto. OneStop is installing LCD screens in the subway system. The move is a joint deal by Viacom Outdoor, Fourth Wall Media and the TTC, with service beginning this month. Some participating advertisers include Nokia, Taco Bell and Pfizer. CHUM Television is providing content.
BBM GRPs
Click on the attached link to view a trending of the Restaurant Category GRPS in Toronto for Sept 03-Aug 04 based on A18-49.
http://www.mediaincanada.com/articles/mic/20050127/Restaurant_Category_CMR_Chart_01-24-2005.pdf
Lise Watier gets fashionable on Newsworld
Lise Watier Cosmétiques is targeting the dress-for-success crowd with a series of beauty trends and makeup application tips on CBC Newsworld’s Fashion File. The Montreal-based company worked with its media management agency Carat Canada and Fashion File to create the series of 13 60-second how-to vignettes. One tip is scheduled to run each week from Jan. 17 to April 15.
Designed to blend seamlessly with the programming, the vignettes mirror the regular Fashion File segments. The segments will direct viewers to the program’s Web site, fashionfile.com, where they can view the tips in real time or click on lisewatier.com to move to the company’s site.
In addition to a banner ad on the Fashion File site, Lise Watier products will be featured in a double-page spread in the March edition of Fashion Magazine and promoted in an e-mail to 20,000 magazine subscribers.
Lise Watier is also taking the CBC Newsworld link in-store to customers through brochures featuring the same content as the vignettes.
W hopes for Hugh-ge ratings
W is aiming to set viewers’ hearts aflutter (and grab eyeballs) in March with a full month of Hugh Grant programming. Highlights on the huggable Brit hottie include Hollywood’s Ten Best Hugh Grant Movies on Saturday, March 5 at 8:30 p.m. and the exclusive broadcast premiere of Two Weeks Notice on Saturday, March 26 at 9 p.m.
Granted, W will also air Sensibility and Sensibility (Saturday, March 5 at 9 p.m.), Nine Months (Saturday, March 12 at 9 p.m.) and Four Weddings and a Funeral (Saturday, March 19 at 9 p.m.), among others.
VisionTV & TV One team up to give God’s house a facelift
Divine Restoration, VisionTV’s new 26-episode, half-hour makeover show, brings together members of African American communities to restore neighbourhood churches across North America. According to VisionTV and TV One, a new lifestyle and entertainment network for African American adults, Divine Restoration delivers ‘the rousing vibe of an old-fashioned barn raising.’ Episodes chronicle the ups and downs of each project with the catch being that renovation is allotted only 48 hours from start to finish. The series will premier in Canada on VisionTV on March 21.
Cue up the Grammys
The 47th Annual Grammy Awards will be aired live from Los Angeles on Sunday Feb. 13 at 8 p.m. in Ontario Quebec and B.C., 7 p.m. in Manitoba and Saskatchewan and 9 p.m. in Alberta and the Maritimes.
The awards show, broadcast by Global, will be preceded by a red carpet special Live @ the Grammys, hosted by Global personality Cheryl Hickey. Viewers will be asked to cast their own ballots online at www.canada.com/entertainment for Record of the Year, Best Pop Vocal Album and Album of the Year. The results of the online voting will be announced on the program.
February all about Your Money at ROBTV
ROBTV has unveiled its themed programming for the month of February dubbed Your Money Month. The lineup will focus on investment advice from top financial experts leading into what is shaping up to be a scintillating RRSP season.
The first week of February, Premiere Week, lets viewers know exactly what RSPs are all about. Making A Million, the second week’s theme, profiles what it takes to make the big score and how to maximize retirement spending. Beginning February 14, Pat Bolland hosts Generation RSP, the third week’s lineup of shows that let viewers know what investment strategies are ideal for each age demographic. The month concludes with Cracking The Nest Egg, a how-to for retirees that provides important tools for spending money in their golden years.
ComBase Market Focus: Barrie, Ont
Adults in Barrie are strong community newspaper readers:
· 76% report reading any community newspaper (weekday or weekend) compared to 68% who report reading any daily newspapers (weekday or weekend).
· 19% – more than 20,000 Barrie adults – are exclusive community newspaper readers. They only read the community paper and not the daily newspaper.
· Exclusive Barrie community newspaper readers tend to be women between the ages of 25 and 49. They are 29% more likely than average to be married or living with a significant other.
When it comes to other media in Barrie:
· 17% of adults admit they didn’t listen to any radio yesterday;
· 10% report listening to non-commercial CBC stations; and
· 41% of adults report watching less than 9.5 hours (less than an hour and a half a day) of television 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 consistent and accurate, market-by-market information to assist in the buying and selling of community newspaper advertising space.
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.
http://www.combase.ca
Dailies net biggest RRSP investment
The bulk of the RRSP ad spend consistently goes into daily newspapers. Television increased its share of the pie from 15.5% in 2001 to 26.0% in 2004. Magazines also increased their share while drops were experienced by radio and, more drastically, O-O-H, which moved from 9.5% to 2.8%.
Mutual fund companies led the pack with spending in 2001 with an investment of 59.5%, followed in distant second place by financial institutions at 18.5%. That picture changed steadily over subsequent years to 2004 when financial institutions accounted for 38.9% of the media dollars and mutual fund firms at 32.0%.
Annual National Advertising Spend, RRSP Season –
(Financial Institutions, Investment Management, Stockbrokers, Mutual Funds, Insurance Companies, Government)
Q1 2001: $13,497,125
Q1 2002: $13,159,578
Q1 2003: $11,125,937
Q1 2004: $14,381,957
National Q1 Spend by Medium
2001
Dailies $9,212,765 (68.3%)
Magazines: $460,844 (3.4%)
Out of Home: $1,287,635 (9.5%)
Radio: $442,375 (3.3%)
Total TV: $2,093,506 (15.5%)
2002
Dailies $7,876,054 (59.9%)
Magazines: $386,733 (2.9%)
Out of Home: $900,048 (6.8%)
Radio: $462,125 (3.5%)
Total TV: $3,534,618 (26.9%)
2003
Dailies $6,547,656 (58.9%)
Magazines: $304,051 (2.7%)
Out of Home: $694,005 (6.2%)
Radio: $377,236 (3.4%)
Total TV: $3,202,989 (28.8%)
2004
Dailies $9,313,518 (64.8%)
Magazines: $746,715 (5.2%)
Out of Home: $402,173 (2.8%)
Radio: $185,479 (1.3%)
Total TV: $3,734,072 (26.0%)
National Q1 2004 – Top 5 Spenders, RRSP Season
1) Canadian Imperial Bank of Commerce
2) National Bank of Canada
3) TD Bank Financial Group
4) RBC Financial Group
5) Quebec Government
The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.
All data courtesy of Nielsen Media Research.
Former AAPQ president dies
Joseph Mullie, GM of the Association des agences de publicité du Québec from 1988 to 2003, died Monday in Montreal of cancer. He was 73.
Mullie is survived by his wife, five children and five grandchildren. Funeral services will be held Saturday.
