THE BUSINESS OF MEDIA: THE EVOLUTION OF CONTENT

Transcription

MEDIA DIGEST
A definitive source for the media marketplace - 2015/16
THE BUSINESS
OF
MEDIA:
2 key areas every marketer
and agency must grapple with
THE EVOLUTION OF
CONTENT
CONSUMPTION:
Mobile, Social & Mass - Connecting
the dots in an Omni-channel world
CONSUMER DATA
AND
TRENDS:
The latest facts and insights
on the Canadian marketplace
2
LETTER FROM THE CHAIR | CANADIAN MEDIA DIRECTORS’ COUNCIL
tev
en
It is a resource that reminds us that the Canadian
advertising business is big business, that Canadians
continue to consume content on a 24-hour basis, across
multiple offline and online channels. It serves as a
reminder that television is alive and well, that newspapers
and magazines are still confounding the skeptics, that
radio is more about chatter than music (except for
country) and out of home is growing in places and spaces.
Those in our
business know
how dramatically
technology
informs and
influences every
stage of the media
buying and planning
s|
process. Practioners are
Furthermore, we are reminded that the lines between
Ch
a ir
, CM
data analysts, behavioral
offline and online continue to converge and/or conflate.
DC
scientists, connection
In many ways, the shift in media consumption patterns
strategists, content collaborators,
drives the way media planning and buying is evolving
message mappers and tech stack influencers.
from disconnected teams to holistic and interconnected
systems.
While the media craft is evolving the objective remains
the same: amplifying clients’ advertising efforts by
Not surprisingly then, the single most important driver
connecting more prospective customers with advertising
in achieving holistic plans is measurement. As the
messaging at the right price.
availability of information proliferates across channels,
and the ability to tie media exposure to outcomes,
Remembering the basics in these “dazed and confused”
audience exposure measurement has to make sense. The
times provides clarity. If it is a data point that alludes
amalgamation of the Print Measurement Bureau with
you, a term that needs understanding, an issue that
NADbank is a step in the right direction.
needs context, the 2015 Media Digest is a clear and
concise compendium of back to basics facts, figures and
perspective.
yS
The digest is an online portal into the world of media.
Every aspect of the content has been examined and
brought up to date. The digest content continues to focus
on the specific needs of our core constituency, those with
curious media minds, students and professionals alike.
It reinforces the fact that planning and buying
media is moving from a highly manual process to
a highly automated process, with the advent of
ad networks, ad exchanges and programmatic
media buying. It underlines the fact that data
is dynamic and evolving at an ever-increasing
pace. Data is the lifeblood that lives at the
heart of most automated technology solutions,
particularly as it applies to the ability to target ads
to the most relevant audiences.
n
Pen
The 2015 Media
Digest offers a
moment’s respite
from the media
hyperbole of the day
and brings us back
to the basics of our
business.
Many thanks to our media agency contributors and our
long time media partner Marketing magazine.
3
CANADIAN MEDIA DIRECTORS’ COUNCIL
The Canadian Media Director’s Council is a nonprofit industry body comprised of media agency CEOs
representing advertising and media agencies working to
enhance the effectiveness of marketing communications in
Canada.
Our mission is to be a leading partner and marcom
business adviser to our industry stakeholders, by fully
leveraging our resources and our sphere of influence to:
•Expose high-value opportunities
•Transform performance markers
•Solve barriers to better results
We are a unique organization internationally, in that
we are a standalone media agency association, focused
on serving our client and agency community to ensure
that the Canadian marketplace is a transparent and
accountable place to do business.
CMDC MEMBER AGENCIES
Carat
Cossette Media
Dentsu Media.
Geomedia Inc.
Havas Media
Initiative
Jungle Media
M2 Universal
Maxus
MEC
Media Dimensions
Media Experts
Mediactive
MediaCom
MediaVest
Mindshare
OMD
Pegi Lee Gross
and Associates
PHD Media
Saatchi & Saatchi
Starcom
Time + Space Media
UM
Walker Media
ZenithOptimedia
ERRORS AND OMISSIONS
The contents of the CMDC Media Digest were written by member agencies of the Canadian Media Directors’ Council, with a few expert exceptions. While we do our best to provide
the most accurate and up-to-date information, occasionally errors or omissions can occur. Readers who wish to point out any errors or omissions are urged not to contact Marketing
magazine but to email Janet Callaghan, president of the CMDC, at jsc@janetcallaghan.com. Thank you.
4
Contents
2
LETTER FROM
THE CHAIR
6
THE BUSINESS
OF MEDIA
7
TRENDS AND ISSUES
10 2014 CMUST REPORT
22 MEDIA OWNERSHIP
23 MEDIA CROSS-OWNERSHIP
31
24 REGULATORY NEWS
+ INFORMATION
CANADIAN MARKET
DATA + CONSUMERS
33 CANADIAN CONSUMER
INSIGHTS
38 GENERATIONAL PROFILES
44 CANADIAN MARKET
DATA + CONSUMERS
CANADA VS. U.S.
47
46 CANADIAN AND U.S.
AD SPENDING
MEDIA
CHANNELS
48 DIGITAL
57 PROGRAMMATRIC GLOSSARY
59 DIGITAL - SOCIAL MEDIA
63 DIGITAL MOBILE
67 DIGITAL - MEASUREMENT
69 TELEVISION + VIDEO
95 ONLINE VIDEO
96 AUDIO
108 BROADCAST COMMERCIAL
ACCEPTANCE
Media Digest Editor | Rebecca Harris
112 MORE THAN MEDIA BRANDED CONTENT
Design | Colin McRae, Glenn Taylor
114 MORE THAN MEDIA EXPERIENTIAL MARKETING
CONTRIBUTING EDITORS
Steve Acland, Geomedia
Brian Fitzpatrick, Mindshare Canada
Sheri Metcalfe, Jungle Media
Sue Alexander Ash, Maxus
Karl Flanders, Saatchi & Saatchi Canada
Anne Myers, Starcom MediaVest Group
Aleen Artinian, Media Experts
Julie Ford, Digital Advertising Alliance of Canada
Jasmine Nathaniel, ZenithOptimedia
Gina Banks, Carat Toronto
Fred Forster, PHD Canada
Jodi Brown, MediaCom Beyond Advertising
Maura Hanley, Havas Media
Elizabeth Clarke-Joyce, Media Experts
Chris Herlihey, IPG MediaBrands Canada
Catarina Padilha, Vice President, Director of
Broadcast Traffic Audio and Video Distribution
at Zenith Optimedia Canada
Cathy Collier, OMD
Joseph Leon, V7i
Leeanne Comish, M2 Universal
Adam Luck, Initiative
Lorraine Cordery, IPG Mediabrands
Kristine Lyrette, Zenith Optimedia Canada
Sean Dixon, OMD
Catherine Macleod, TVB
Lisa Feeney, MediaCom
David McDonald, IPG Mediabrands Canada
Alexandra Panousis, Starcom MediaVest Group
Michele Pauchuk, MEC
Greg Ramsay, Starcom MediaVest Group
Shelley Smit, UM
Michael Walker, Walker Media
Rob Young, PHD Canada
115 INTEGRATED PRINT
MEASUREMENT
117 DAILY NEWSPAPERS
127 COMMUNITY NEWSPAPERS
136 CONSUMER MAGAZINES
142 BUSINESS MAGAZINES
145 OUT OF HOME + TRANSIT
153 DIRECT MARKETING
158 DIRECT MARKETING - FLYERS
160 MEDIA SOFTWARE +
DATA SERVICES
164 CMDC/YOUTH AMBASSADORS
166 GLOSSARY
180 ADDRESS BOOK
TRENDS + ISSUES
THE BUSINESS
OF MEDIA
TRENDS + ISSUES
MEDIA OWNERSHIP
BUSINESS OF MEDIA COMMENTARY
6
The Business of Media
7
TRENDS + ISSUES
[ COMMENTARY )
Speed: Whether in speed of organizational change;
implementation of new systems; speed of testing,
learning and deployment; or real-time research vs.
traditional longer-term approaches, first-to-learn
ck
and first-to-market is increasingly separating winners
a
|M
an
C
from losers. Implicit in speed is agility, the ability to
an a
e
g in g
In today’s world, ‘emerging’
har
s
d
in
D ire c t or
take stock and either counter threats or pursue emerging
, Insights, M
means ‘happening fast’ and
opportunities before anyone else.
having the potential for immediate
Emerging from having the right talent and speed comes
impact. The differentiator between top marketers and
other benefits such as enhanced innovation, better datathose less successful lies not just with managing through
centric approaches and the ability to use all marketing
change, but in having the right specialist talent and
channels, both new and old, at the highest level.
being the first to actively exploit and thrive on new
opportunities.
It’s an exciting and dynamic time to be in marketing!
While this section covers specific trends and issues, what
lies behind addressing these are two key areas that every
marketer and agency must grapple with.
B ria
nF
it z
t ri
Talent: There is an increased need for vertical specialists,
especially in emerging non-traditional areas such
as statistics, software programming, privacy/ legal,
content, and data visualization. Our world is becoming
progressively more complex and digital, and the war for
talent is on.
There is also an increased need for people who can truly
orchestrate disparate resources and specialists, delivering
coordinated, nimble and compelling approaches to the
da
pa
Welcome to the
Trends and Issues
section. It looks
at the factors—
some ongoing and
some just now fully
emerging—that are
driving marketing
success.
marketplace. More than ever, having a short-,
medium- and long-term talent plan plays an
essential role in our business.
8
TRENDS + ISSUES
INTELLIGENT APPLICATION OF DATA
Need for New Talent and Systems
Rise of Programmatic Buying
According to an eMarketer study fielded in December
2013, 79% of Canadian business executives surveyed
believe big data analysis will inform decision-making
regarding the sales and marketing decisions of their
business. To meet this expectation, marketers and
agencies are evolving their talent and capabilities. As
well as developing systems and tools to manage data and
efficiently extract insights, there is an accelerating move
to recruit outside of the conventional agency talent pool
in areas of expertise such as mathematics, statistics and
programming.
Programmatic buying continues to grow in Canada. By
some estimates, programmatic is approaching half of all
digital display ad spend; its strong momentum is due to
its promise of delivering effective and efficient outcomes.
While major advertisers have generally been the early
adopters, programmatic is rapidly extending to a much
broader base as trading systems mature and the approach
becomes fully embedded and validated. Combined with
other trends such as proximity marketing and screenneutral video deployment, programmatic buying is poised
for further growth, and it is essential to explore for every
advertiser.
Hyper Local Data/ Geo-targeting/Tracking
Marketers, especially retailers, now have the option to
refine tactics and targeting at a highly local level. The
growing dominance of mobile is driving ‘proximity’
marketing. Mobile devices and tablets are being joined by
other developing technologies such as the connected car
and the connected home (e.g. Nest, Dropcam, Google,
Rogers), accelerating local marketing opportunities. This is
happening in parallel with improved data collection using
GPS, Wi-Fi hotspots, mobile search queries, and social
media sites with check-in features (Facebook, Foursquare).
While place-based messaging and offers will be seen by
many consumers as valuable (as long as they are relevant),
the growing sensitivity to privacy may feed perceptions
that this is an intrusive tactic.
Marketing in Real Time
With advancements in technology, marketers are closer
than ever to interacting in real time with consumers.
Real-time marketing is currently centred on digital and
social, but other media are slowly coming to the party.
To embrace this opportunity, marketers need to find new
ways of capturing and understanding data on the fly,
then take swift action. This will require the right talent,
mindset and systems along with increased real-time
collaboration amongst all marketing stakeholders.
Defining & Challenging Business KPIs
With the introduction of new technologies and the
availability of more data comes the need for new ways
to measure and benchmark business success. This
puts added emphasis on establishing clear goals and
associated metrics along with implementing systems
to efficiently measure and benchmark success. The old
legacy media measurements built around ratings points
and reach/frequency will remain as reference points, but
a much richer and business-linked approach is becoming
increasingly important.
Data Ownership and Security
As data becomes the chief driver and measure of success,
there will be increased focus on who owns the data and
the learning derived from that data. Advertisers will want
to ensure they alone benefit, but agencies and the media
will also see opportunities to aggregate data and apply it as
an advantage in the marketplace. There is a need for more
clarity in how data is used. This is the new gold: advertisers
should be aware their campaign data can be used on an
aggregated basis to, in many cases, help others in their
category to be more successful. With ownership of data
also comes the responsibility to keep it secure as evidenced
by recent spectacular data hacks.
Transparency
Data is a two-way street: marketers use data to understand
the consumer while the consumer is becoming
increasingly aware that their information is a valuable
commodity, and they are demanding information on
how and when it is used. To ensure transparency and
the continued health of data/digital advertising, the
industry has launched the Digital Advertising Alliance
of Canada (DAAC), which amongst other initiatives,
has led to the ubiquitous AdChoices icon placed on
behaviourally targeted advertising. As consumers become
more informed, the hope is that they will come to see the
benefits of interest-based messages versus the alternative:
being inundated with irrelevant ads.
9
TRENDS + ISSUES
LEGISLATION AND COMPLIANCE
Net Neutrality
Net neutrality is generally seen to mean that internet
service providers should treat all net traffic equally in
speed of delivery and access. Although not entirely a
media advertising industry concern, net neutrality is an
important issue. The Canadian Radio-Television and
Telecommunications Commission (CRTC) is working
toward ensuring the marketplace remains fair and equal
for consumers, marketers and content creators. With
increased data needs and converging (and in some cases
conflicting) industries, advertisers and agencies need to
stay involved and aware of the issues to ensure the web
remains healthy and open as a platform to engage with
consumers.
Contrasting Consumer Cultures: Opt-Out or Opt-In?
A 2014 Mindshare Canada mobile usage study found
that 25% of Canadians 18-34 (the much sought after
“millennials”) did not mind their mobile devices being
tracked as long as this was used to serve relevant ads. In
a world where consumers prefer to choose who, where,
when and what messaging they interact with, this suggests
the next generation of consumers is beginning to embrace
opting into a value exchange as long as advertisers deliver
truly timely and relevant advertising. This matching of
messaging and interest is to the benefit of both marketers
and consumers, but because of privacy issues, opt-in
and opt-out remains a potential point of government
intervention. The industry must remain engaged and
informed.
CHANGING ROLE OF VIDEO: THE CATALYST
FOR DATA
Screen-Neutral Marketing
The consumer has broadly moved to a “screen
neutral” world with desktop, mobile and tablet video
consumption now jockeying with traditional TV viewing
time, which is itself morphing into services such as
VOD and IPTV. Marketers are struggling to measure
and build overarching video strategies across multiple
platforms, something that is increasingly a concern given
audience fragmentation and loss of scale. There is a lack
of common currency between audience focus approach
(conventional TV) and server/content focus approach
(online video), which the research industry is striving to
address. With improved measurement, more industry
experience and the evolution of creative/content across
various screens, true neutrality will increasingly move
from theory to practice.
Addressable TV: What’s Next?
Addressable TV (a specific TV commercial targeted to
an individual household and/ or geographic location)
is still in its infancy. Due to a lack of standardization,
internet protocol television (IPTV) remains an emerging
opportunity for advertisers. In Canada, Cogeco Cable
(CHCH TV) announced last year that they were first
to market with addressable TV based by geographical
location. Other streaming services such as Netflix, Shomi
and Crave are currently non-commercial, but there are
rumours this may someday change.
Video Programmatic
The growth of programmatic video mirrors the general
growth of programmatic in the marketplace, so it is on
track to become a significant factor in online advertising.
ComScore shows that 88% of Canadian internet users
are digital video viewers, so the promise of online video
is enormous in extending reach beyond conventional TV
and in more tightly targeting prospects.
The Rise of Mobile
According to an eMarketer report, smartphone
penetration in Canada is expected to reach 70.9% by the
end of 2015 and by 2019 smartphone ownership will reach
83.1%, representing 25 million Canadians. Time spent
with mobile has risen accordingly. The issue for advertisers
is while mobile search is a well-established option and
mobile advertising continues to increase by double-digit
percentages year after year, the non-search marketing
model is not altogether clear in many cases. As advertisers
test and refine strategies and messaging, mobile advertising
will continue to mature, including how it can contribute
to brand awareness and equity. Given where the consumer
is headed, it’s essential marketers get in the mobile game
now.
10
2014 CMUST REPORT
Commissioned by IAB Canada
C-MUST HIGHLIGHTS
You
•Only time spent on the internet
is growing
•The internet has become ubiquitous
•As devices multiply, internet time expands
•Car connectivity is an important new device
•Total media time has expanded due to “simulmedia”
•Online measurement is trying to catch up
•40% of internet time is buried
•Cord cutting is driven by cost issues
ng
Senior VP Director of
Insights and Analytics, PHD Canada
Ro b
Rob Young,
The 2014 CMUST report
contains five areas of
examination: device,
reach, time, cord cutting
and content. This section
provides some topline
en
a
findings derived from the full
io r
DC
VP
H
P
D ire
2014 presentation, which is only
,
ti c s
cto r
o f In sig h ts a n d A n al y
available to IAB Canada members.
Originally commissioned by IAB Canada in 2004, the
Canadian Media Usage Study (CMUST) was designed to
quantify Canadians’ consumption of the internet medium
relative to the legacy media: TV, radio, newspaper and
magazine. The internet was in its infancy at the time and
even a basic sense of weekly reach and time spent was
helpful. But today, the internet is highly developed and
accounts for a share of Canada’s ad revenue that now
exceeds radio, newspaper and TV ad revenue (if TV and
newspaper internet revenue is assigned to internet), so the
objective of CMUST has changed.
Even though advertisers have almost universally adopted
the internet, there is still a gap between consumer
consumption of the internet and our industry’s ability
to measure that consumption. The 2014 CMUST study
estimates that 40% of the time consumers spend with the
internet remains buried, beyond the capability of today’s
formal measure.
Consumers spend time with the internet by way of
numerous devices such as smartphones, tablets, phablets,
laptops and desktop computers, game consoles, smart
TVs (over-the-top or OTT devices) and through car
connectivity, yet only PC and non-video mobile accessing
time can be measured in Canada. This study attempts to
update the amount of “buried” time consumers spend
with the internet by trawling through various media
na
|S
da
2014 CMUST Report
usage data sources in Canada, aggregating
the learning and by making “intelligent”
estimations.
DEVICE
Devices drive consumption and today, the internet-accessing
devices are numerous. Some are ubiquitous. This chart
provides current penetration levels for adults and younger
adults 2014 vs 2013.
2014 Penetration by Device
2014
18+
84%
2013
18-34
18+
80%
18-34
65%
46%
28% 29%
89% 92%
62%
61%
46%
84%
56%
42% 42%
31% 32%
21% 23%
7% 7%
OTT
CONNECTED CAR
(TELEMATICS)
CONSOLE
TABLETS
SMARTPHONE
DESK/LAPTOP
92%
11
2014 CMUST REPORT
REACH
The chart to the right plots weekly reach for the four
legacy media and the internet medium against various age
groups in Canada. The reach data is sourced from each
medium’s respective syndicated survey of record. Today,
81% of Canadian adults access the internet over the course
of a week and this weekly reach number builds to 91%
amongst younger adults 18-24. These reach levels have
grown dramatically since 2001 when the internet reached
only 52% of the adult population weekly.
Weekly Reach by Age Group
INTERNET
96 %
94 %
MAGAZINE
NPR
98 %
RADIO
TELEVISION
98 %
97%
92%
89%
90 %
82%
81%
97 %
99 %
99 %
94%
91%
90%
78%
75%
73%
66%
65%
58%
52%
54%
57%
55%
60%
57%
52%
48%
18+ / 2001
18+ / 2014
18-24
25-34
35-54
55+
12
2014 CMUST REPORT
TIME
This chart plots time in the form of minutes per week per
capita. Internet time is sourced from comScore’s July 2014
Multiplatform survey and does not include mobile video
or time from devices other than PC and mobile. Even
so, the internet generates bigger minute counts than TV
amongst those 18-24 and 25-34 (1,384 and 1,410 minutes
per week per capita respectively).
Minutes Per Week Per Capita
INTERNET
MAGAZINE
NPR
RADIO
TELEVISION
2,382
94 %
1,758
1,572
1,531
1,282
1,065
1,017
189
1,384
1,218
1,410
1,236
1,243
1,135
1,202
894
675
470
73
161
77
34 %
34
18+ / 2001
18+ / 2014
100
26
18-24
132
29
25-34
151
34
35-54
266
39
55+
13
2014 CMUST REPORT
In an attempt to “unearth” the totality of internet time,
minutes per week per capita by device are estimated in
the chart below. Some of this data (PC and mobile nonvideo) is comScore based, while the balance of the time
spend data comes from various non-comScore sources.
It all adds up to 1,669 minutes of total “unearthed” time.
This “unearthed” minute count for internet, when added
to the minutes adults spend with “legacy” media, produces
an astonishingly large block of time (11 hours a day).
“Simulmedia” is the explanation - the act of consuming
multiple media channels simultaneously. MTM survey
data suggests this is most commonly occurs between the
TV and internet media.
Minutes Per
Week Per Capita
This chart compares comScore-based internet minutes to PHD “unearthed” internet minutes. Most of the difference
between the official and “unearthed” minute counts below lies with mobile video. Mobile video is estimated to represent a
very significant part of the 18-24 and 25-34-year-olds’ total internet time consumption habits.
Minutes Per Week Per Capita
INTERNET
INTue
2,837
2,600
519
1,958
1,669
358E
NON VIDEO
239
VIDEO
1,384
260
1,410
1,243
1,017
RADIO / MUSIC
151E
68E
54
20E
OTT
CONNECTED
CAR
CONSOLE
Mobile
Desktop / Laptop
667
470
311
18+ / 2001
18+ / 2014
18-24
25-34
35-54
55+
14
2014 CMUST REPORT
CORD CUTTING
Cord cutting is a new area of examination within the
CMUST study. This topic was included because there is
growing interest in the intersection between legacy TV
viewing and internet video consumption. The majority
of data in this section is sourced from the 2014 MTM
Survey, which defines “cord cutters” as a combination of
“cord nevers” (those who do not access live TV via cable
or DTH) and “tuned out” (those who do not access live
TV at all). The addition of these two mutually exclusive
groups of Canadian adults totals to 14%, a significant
and growing segment of the population. The cord cutter
segment size will likely increase as cable subscription levels
in Canada slowly decline.
CORD NEVERS
The 16% proportion of all adults in Canada is compared to other demographic subsections of the population in order
to determine a range in propensity to become a “cord cutter.” The propensity skews upward amongst the younger, more
urban, OTT-owning segments of the population as can be seen here:
Interested in
“Cutting the Cord’
13
CORD
CUTTERS
22 24
%
%
%
18 23 24
%
TUNED
OUT
5% 9%
14%
According to the Spring ’14 MTM survey, 16% of Canadian adults indicated that they were interested in “cutting the cable
cord” in the near future, which suggests there is a significant and growing segment of the population searching for access to
video entertainment in a more cost-effective way than cable, DTH or IPTV.
Francophone
8% 8%
Light TV
Viewers
13
%
Overall
%
50+
Netflix
Owners
%
Apple-TV
Owner
Visible
Minority
Men 18+
26
Self-identified
%
Toronto
Vancouver
15
2014 CMUST REPORT
CONTENT
TERMINOLOGY:
In the charts below, , bars rising above the line reflect legacy time and bars falling below the line
reflect online time. Minutes per week per capita for adults 18+ (left) and adults 18-34 (right)
appear for five media “types.” Internet media minutes reflect the PHD unearthed estimates.
Legacy: traditional media that existed before the advent of the internet
Co-brand time: online extensions of legacy media
Pure play media: media available only online
Gaming: time consumers spend playing games online on PCs or gaming consoles
Social: time spent with online social networks
Interactive: time spent online with sites such as banking, trading and maps.
Text minutes: time spent on corporate and family text sites—sites that are viewed
but not interacted with. (Automotive is a good example of a text site.)
Weekly Minutes per Capita
1,758
The predominant takeaway from this data display is the immense size of pure play
time, the relatively small size of co-branded time, and the magnitude of i-video time
(internet video content) in the media “garden.”
ADULTS 18+
1,229
ADULTS 18-34
1,065
776
189
19
119
34
27
7
1
27
32
15
750
124 GAMES
235 SOCIAL
32
RADIO
NPR
MAGAZINE
INTUE
1
1
146 GAMES
343 TEXT
366 SOCIAL
94 INTERACTIVE
523 TEXT
824 PUREPLAY
48 INTERACTIVE
54 COBRAND
1,4898 PUREPLAY
1,418
TELEVISION
27
26
27
36
17
61 COBRAND
16
2014 CMUST REPORT
I-VIDEO IMPLICATIONS
OPPORTUNITY
This year’s CMUST report highlights the size of i-video’s
share of total media consumption, which is 16%. In stark
contrast, i-video captures only 1% of total media revenue
(TV, radio, newspaper, magazine and internet). One might
argue that the i-video ad share should be larger; so make
it 2% - and that the i-video time share includes noncommercial sites; so reduce the share to 10%. Nevertheless,
a significant time/revenue gap exists for i-video. There are
barrier and opportunity implications concerning i-video
for buyers, sellers and researchers.
I-video is an underutilized media segment and as such has the potential to
provide high “share of voice” levels to participating advertisers. I-video also
can provide heightened reach delivery in conjunction with legacy TV over a
brand’s purchase cycle. Therefore, there is benefit that can accrue to a marketer
by treating i-video and TV as one integrated video form rather than two
separate, siloed media forms that exist today. There is evidence that the video
“de-siloing” effort has begun in earnest at Canada’s largest media agencies.
BARRIERS
I-video and legacy TV planning, buying and selling
operations have evolved within procedural “silos.” The
two media forms are more often planned and executed by
different staffing groups, following different procedures
(programmatic vs conjunction), using different metrics
(clicks, completes, GRPs). The work flows are different.
The labour costs per dollar of media expenditure are
different. The rates of remuneration are usually different.
i-video’s Share of
Total Media Consumption
ADULTS + RADIO + NEWSPAPER + MAGAZINE + INTERNET
I-VIDEO
I-VIDEO
MINUTES
PER WEEK
PER CAPITA
Adults 18+
2013
AD
REVENUE
Millions
4,715
769
$10,748
$146
I-VIDEO SHARE 16%
1%
MEDIA LANDSCAPE SOURCES
TV: 2002 BBM, Picture Matching and Mark II Meters, 2+ sample 5,006; 2013 BBM, Fall ’13 – Spring ’14, PPM 2+ sample 4,470 hhlds (=11,000 persons 2+)
RADIO: 2000 BBM, Fall 2000, Diary, 12+ sample 85,464; 2013 BBM, Fall 2013, Diary, 12+ sample 88,568
NEWSPAPER: 2011 NADbank, Fieldwork 2000, telephone and LB questionnaire, 18+ sample, 29,584; 2013 NADbank, Fieldwork 2013, telephone and LB questionnaire, 18+ sample,
38,903
MAGAZINE: 2001 PMB, Rolling 2 year 1999-01, in-home interviews/LB questionnaire, 12+ sample, 26,608; 2014 Spring PMB, Rolling 2 year 2012-13, in-home interviews/LB
questionnaire, 12+ sample, 21,701
ONLINE: 2001 NADbank, Fieldwork 2000, telephone and LB questionnaire, 18+ sample, 29,584; 2014 comScore, July 2014 panel, 25,000, used 7 day reach UVs expressed as a % against
PMB Spring ’14 population bases. MultiPlatformVideoMetrix.
17
[ COMMENTARY )
tt
The Conference Board of Canada reported that consumer
confidence dipped this past summer, but they expect
household spending to increase late in 2015, partially due
to the federal government’s child care benefit that was
distributed in July.
re
Ly
A dollar certainly doesn’t buy what it used to. This year we
saw the dollar fall to $0.75 USD and its impact is still being
realized on the Canadian economy. China, as Canada’s
second largest trade partner, could further drive the dollar
down due to market instability. While a low dollar gives
international buyers more purchase power in Canada,
for Canadian retailers, it could mean raising prices to
compensate for losses realized when importing goods.
ti n e
to understand our audience, find a compelling message
that resonates, put it in their path, create desire while
influencing them and, in the end, drive to purchase, evoke
affinity, and create a willingness to recommend. It is our
ability to adapt to the changing media landscape and
economy that will ensure our success going forward.
K ri s
Our industry is in
a constant state of
change, however, our
fundamental goals
remain the same:
spending more than
half of their online
time on mobile phones
or tablets, which includes
e|
Pre
using search and watching
s id
Strong gains will continue in the digital ad space,
ent,
video. Mobile video is expected
Z e n it h
da
driven by mobile and video ad spend, especially with the
O p ti m e d i a C a n a
to see a large increase in ad
evolution and splinter effect whereby all media types are
spending in 2015. User-generated content
shifting to the digital space.
is in abundance as the YouTuber phenom challenges the
traditional celebrity role.
Mobile has seen exponential growth since the first iPhone
was launched in 2007. Even compared to 2013, mobile
Fundamentally, this growth has changed the consumer
ad spending more than doubled in 2014. Consumers are
journey overall, which has greatly influenced the adoption
and evolution of programmatic buying. We see this not
only from a digital perspective, but also across more
traditional tactics that are evolving in the digital space,
including television, radio, out-of-home and print.
Knowing there’s a lot of uncertainty in
the market, we expect to see stagnation in
advertising volumes over the next two years,
coming off a slight decline of 0.8% in 2014.
Canadian Media Concentration
Project
GROWTH
Wireless Telecoms
Internet Access
IPTV
Pay & Specialty TV
Internet
Advertising
STAGNATION
Cable & Satellite
Radio
DECLINE
Wiredline Telecoms
Newspapers
Broadcast TV
Magazines
The ability to focus on specific audiences, with addressable
advertising/messages that coincides with their exact
position within the journey will help to refine the buying
process and retarget the traditional market. Technology
facilitates the deployment of an ever-precise locationbased delivery. Messaging has never had the ability to be
more relevant.
Television viewing is evolving into more personalized,
on-demand consumption, which in turn fuels the ever
popular binge-watching.
Broadcast television investments remained relatively
stable, falling just 0.8% in 2014 versus 2013. As consumers’
viewing habits shift to other broadcasting platforms such
as desktop and mobile, advertising sales have begun to
18
COMMENTARY
move with them. For the first time, private conventional
television’s share of investment fell below 50% in 2014 to
48.9%. (Source: Statistics Canada, Television Broadcasting,
2014)
While local advertising continues to drive the bulk of
broadcast radio investment, local investment levels
have been decreasing since 2011. National and network
advertising increasingly contribute to an increased
proportion of volume, but not enough to drive growth in
the medium, where investment remained flat, slipping just
0.7% in 2014. (Source: Statistics Canada, Private Radio
Broadcasting, 2014)
Publishers continue to struggle to hold on to ad dollars
as daily newspapers saw a steep decline of 17.1% in
advertising volume in 2014. Part of this decline is due to a
decrease from 112 to 104 daily newspapers, while average
day circulation fell 400,000 copies to 5,312,018 copies.
focusing its digital strategy on larger markets. (Source:
Newspapers Canada)
Community newspapers saw a 5% increase in circulation
in 2014, however advertising volume fell 7.1%. (Source:
Newspapers Canada)
All media are challenged with how to evolve, not whether
to evolve, to address a consumer need that is driven
by demand with a desire for customized content. As
each medium recreates its own image and value with
consumers, we are bound to see the influence of utility
and “on my own time” become stronger.
Newspapers are trying to keep advertising dollars by
innovating their digital offerings. This year we saw Torstar
partner with La Presse on their tablet edition, and Metro
Projecting forward, we see the ability to target as our
greatest asset to develop and evolve channel mix and allow
for ongoing optimization to drive results.
Key Economic Indicators
CPI
0.2%
GDP Growth
0.4%
Avg. Weeky Earning
2.34%
Savings
3.16%
Housing Starts
CDN$
0.75%
-6.19%
Sources: Statistics Canada, BMO, RBC, Globe and Mail, Foreign Affairs, Trade and Development Canada
Exports
1.40%
% change
1.1%
Unemployment
19
Contributed by Jasmine Nathaniel,
Strategic Resources, ZenithOptimedia
Net Advertising Volume
Medium
2007
Canada - Millions of Dollars (CDN Currency)
2008
2009
2010
2011
2012 2013 2014
Total
3,299
3,393
3,104
3,391
3,552
3,467
3387
3361
Conventional
Specialty
Infomercial
Share of Reported Media
2,326
948
24
30.3%
2,345
1,027
22
29.7%
2,084
1,001
19
29.2%
2,262
1,113
16
29.4%
2,302
1,233
17
29.6%
2,189
1,263
15
27.8%
2072
1297
17
27.9%
2099
1244
18
27.9%
107
115
123
142
Online
Television
Total
(incl. in Internet) Share of
Reported Media
0.9%
0.9%
1.0%
1.2%
All Television
Grand Total
3,299
3,393
3,104
3,391
3,658
3,582
3,510
3,503
Daily
Newspaper 1
Total
2,572
2,489
2,030
2,102
1,971
2,019
1,679
1,392
National
Local
Classified
Inserts
590
1,135
846
23.6%
571
1,099
819
21.8%
406
974
650
19.1%
736
631
462
273
18.2%
709
709
335
217
16.4%
804
719
289
207
16.2%
664
592
249
173
13.8%
529
529
175
159
11.5%
1,154
1,211
1,186
1,143
1,167
1,253
996
925
292
741
110
123
798
106
226
10.1%
107
602
83
204
8.2%
120
535
72
198
7.7%
277
262
273
Community
Newspaper
Total
National
Local
Classified
Inserts
Online
Newspaper 2
Total
(incl. in Internet) Share of
Reported Media
10.6%
10.6%
11.1%
9.9%
131
705
113
219
9.7%
150
181
213
246
289
1.4%
1.6%
2.0%
2.1%
2.4%
2.2%
2.2%
2.3%
3,725
3,700
3,429
3,491
3,427
3,549
2,936
2,590
Total
1,468
1,558
1,470
1,517
1,576
1,585
1,600
1,589
National
Local
379
1,089
13.5%
408
1,149
13.6%
376
1,094
13.8%
409
1,108
13.2%
442
1,134
13.1%
454
1,131
12.7%
477
1,123
13.2%
497
1,091
13.2%
Total
1,241
1,602
1,822
2,232
2,593
2,925
3418
3793
Search
Display
Classifieds/Directories
Email
Video
Video Gaming
478
432
305
17
9
11.4%
622
490
460
18
12
14.0%
741
578
467
13
20
3
17.1%
907
688
587
11
37
2
19.4%
1,081
840
576
13
73
10
21.6%
1,586
974
249
12
92
13
23.5%
1802
1091
289
18
208
11
28.1%
2052
1274
171
19
266
11
31.5%
All Newspaper
2007
Mobile
REPORTED ACTUALS
Television
Medium
Grand Total
2008
2009
2010
2011
2012 2013 2014
Total
2
7
23
47
81
160
427
903
0.0%
0.1%
0.2%
0.4%
0.7%
1.3%
3.5%
7.5%
1,243
1,609
1,845
2,279
2,674
3,085
3,418
3,793
Total
718
692
590
606
593
573
558
472
6.6%
6.1%
5.5%
5.3%
4.9%
4.6%
4.6%
3.9%
All Internet
Grand Total
(Total of Online & Mobile)
General
Magazines
Out-of-Home
Total
422
463
416
482
484
486
514
521
3.9%
4.1%
3.9%
4.2%
4.0%
3.9%
4.2%
4.3%
10,875
11,415
10,641
11,520
12,017
Total
1,595
1,542
1,270
1,313
1,243
1,257
1239
1181
Share of Estimated Media
50.7%
50.7%
50.6%
50.6%
50.5%
50.6%
56.1%
60.3%
TOTAL ACTUALS
12,469 12,152 12,053
UNREPORTED ESTIMATES
Catalogue/
Direct Mail
Yellow Pages
Total
1,033
1,000
815
844
791
811
566
435
32.8%
32.9%
32.5%
32.5%
32.1%
32.7%
25.6%
22.2%
Miscellaneous
Total
519
500
426
438
428
414
403
341
16.5%
16.4%
17.0%
16.9%
17.4%
16.7%
18.3%
17.4%
3,146
3,041
2,512
2,595
2,462
2,481
2,208
1,957
14,021
14,456
13,152
14,115
14,479
TOTAL ESTIMATES
TOTAL ESTIMATED ADVERTISING
Total Television
3298.713218 3393.320496
3103.62916 3391.042401 3551.642342
14,950 14,360 14,010
3467.393083
3387
3361
Total Advertising
14,021
14,456
13,152
14,115
14,479
14,950
14,360
14,010
TV Share of Total Advertising (%)
23.5%
23.5%
23.6%
24.0%
24.5%
23.2%
23.6%
24.0%
Population (Millions)
32.9
33.3
33.7
34.1
34.5
35.1
35.2
35.5
Per Capita Television Advertising
100
102
92
99
103
99
96
95
Per Capita Total Advertising
426
434
390
414
420
426
408
395
(Total of Daily, Community, Internet)
Radio
Online
Sources: Television: CRTC; Daily, Community & Online Newspaper: Newspapers Canada; 1 - Dailes changed the methodology for
calcualting their breakdown in 2010, 2 - Online Newspaper revenue is not included in the totals for Reported Media or Total Estimated
Advertising to avoid double counting the newspaper revenue reported by the IAB in the Internet section; Radio: CRTC; General Magazine:
Magazines Canada; Outdoor: Estimate of net revenue based on NMR data; Direct Mail: Canada Post Annual Report 2014; Internet: IAB;
Yellow Pages: Estimate based on last report by YPG annual statement 2014 Miscellaneous: includes estimates for Trade & Other Print
from Newspapers Canada; Population: Statistics Canada Mid-Year Population by Year.
Note: Some figures may differ from previous charts due to updating. From 1991 forward, the source for all broadcast figures has been
changed from Statistics Canada to CRTC. TVB has used internal estimates to correctly reflect the breakdown of Network and Spot
revenue. Figures in red represent Industry estimates. Broadcast revenue is based on the broadcast calendar ie. Sep.1st - Aug.31st. All
other figures are based on revenue for the indicated calendar year.
20
Advertising Volume Trend
(Canadian $ of reported media actuals)
SHARE OF REPORTED MEDIA
ACTUALS*
2007
2008
2009
2010
2011
2012
2013
2014
Television
$3,299
$3,393
$3,104
$3,391
$3,552
$3,467
$3,387
$3,361
Daily Newspaper
$2,572
$2,489
$2,030
$2,102
$1,971
$2,019
$1,679
$1,392
Community Newspaper
$1,154
$1,211
$1,186
$1,143
$1,167
$1,253
$996
$925
Radio
$1,468
$1,558
$1,470
$1,517
$1,576
$1,585
$1,600
$1,589
Online
$1,241
$1,602
$1,822
$2,232
$2,593
$2,925
$3,418
$3,793
Mobile
$2
$7
$23
$47
$81
$160
$427
$903
General Magazines
$718
$692
$590
$606
$593
$573
$558
$472
Out of Home
$422
$463
$416
$482
$484
$486
$514
$521
$10,875
$11,415
$10,641
$11,520
$12,017
$12,469
$12,152
$12,053
Total Reported
2008
2009
2010
2011
2012
2013
2014
Television
30.3%
29.7%
29.2%
29.4%
29.6%
27.8%
27.9%
27.9%
Daily Newspaper
23.6%
21.8%
19.1%
18.2%
16.4%
16.2%
13.8%
11.5%
Community Newspaper
10.6%
10.6%
11.1%
9.9%
9.7%
10.1%
8.2%
7.7%
Radio
13.5%
13.6%
13.8%
13.2%
13.1%
12.7%
13.2%
13.2%
Online
12.8%
15.6%
19.1%
21.5%
24.0%
25.7%
30.3%
31.5%
Mobile
0.0%
0.1%
0.2%
0.4%
0.7%
1.3%
3.5%
7.5%
General Magazines
6.6%
6.1%
5.5%
5.3%
4.9%
4.6%
4.6%
3.9%
3.9%
4.1%
3.9%
4.2%
4.0%
3.9%
4.2%
4.3%
$10,875
$11,415
$10,641
$11,520
$12,017
$12,469
$12,152
$12,053
Growth of Advertising Revenue by Medium
Radio
Online
Out of Home Total Reported Media Actuals
Mobile
$4,000
$3,500
$2,500
$2,000
$1,500
(2007 = 100)
2007
2008
2009
2010
2011
2012
2013
2014
Television
100%
103%
94%
103%
108%
105%
103%
102%
Daily Newspaper
100%
97%
79%
82%
77%
79%
65%
54%
Community Newspaper
100%
105%
103%
99%
101%
109%
86%
80%
Radio
100%
106%
100%
103%
107%
108%
109%
108%
Online
100%
129%
147%
180%
209%
236%
275%
306%
Mobile
100%
350%
1150%
2350%
4050%
8000%
21350%
45150%
MEDIUM
General Magazines
Community Newspaper
(Canadian Share of reported media actuals)
2007
Total Reported
Daily Newspaper
$3,000
SHARE OF REPORTED MEDIA
ACTUALS*
Out of Home
Television
Millions
General Magazines
100%
96%
82%
84%
83%
80%
78%
66%
Out of Home
100%
110%
99%
114%
115%
115%
122%
124%
Total Reported Media Actuals
100%
105%
98%
106%
111%
115%
112%
111%
$1,000
$500
$0
2007
2008
2009
2010
2011
2012
2013
2014
21
Television
Daily Newspaper
2014
Advertising
Growth –
Index vs.
2007
Community Newspaper
45,150%
54%
Mobile
General Magazines
Out of Home
Total Reported Media Actuals
3.9%
6.6%
211%
Off the
charts
99%
99%
83%
93%
101%
99%
85%
2007 Advertising
Volume $s/%
30.3%
12.8%
111%
111%
108%
80%
Online
2014 Advertising Growth –
Index vs. 2013
306%
124%
102%
Radio
13.5%
10.6%
23.6%
3.9%
66%
4.3%
7.5%
2014 Advertising
Volume $s/%
27.9%
31.5%
11.5%
13.2%
7.7%
22
MEDIA OWNERSHIP
[ COMMENTARY )
The following summary chart features
boxes representing the six main media
forms owned and operated by Canada’s
largest media conglomerates.
Fr ed
If you look at this chart closely you’ll
also spot a small black and white BDU
symbol affixed to only four of these media
companies. Think of these media boxes/
symbols as revenue and margin “elevators”
CE
O,
that will raise and lower each corporation’s
PH
DC
financial fortune over the next few years and
a nad
a
plot how media business will be conducted in the
foreseeable future.
F or
ste
r|
The digital boxes displayed in the chart are “up,” albeit
small elevators. Upon further inspection we come to
the stark realization that there’s around $3.8 billion in
media revenue captured by Google, Facebook et al; media
noticed by their absence.
The newspaper and magazine boxes are “down” elevators.
The daily newspaper household penetration trend over
the last 20 years is not pretty. Newspaper and magazine ad
revenue numbers have been falling year over year for the
last half decade and the print industry’s cobranded digital
properties do not appear to be able to match print’s ad
revenue generating scope. Here’s a startling quote from a
discussion paper entitled Canada’s Digital Divide, issued
by Communications Management Inc.
“In 2025, it is likely that there will be few, if
any, printed daily newspapers in Canada.”
August 2015
Radio and out-of-home
revenue elevators are
slowly rising, blissful
reminders that not
everything in our media
world is disruptive.
The linear TV boxes
are “down” elevators.
We have witnessed three
consecutive years of ad revenue
decline and are likely to see the
downward trend continue. New
CRTC regulations will disrupt the flow of
sub revenue to many specialty channels, permanently
disrupting the TV viewing landscape. “Tuned-Outs” have
joined with “Cord-Nevers” into a “Cord-Cutter” force to
be reckoned with resulting in noticeable annual declines in
cable sub levels since 2011 which weakens tuning to linear
TV content and commercials.
But of all the media “elevator” boxes displayed on this
summary chart, none are more dramatic or more
disruptive than the four little BDU symbols affixed to
Quebecor, Bell, Rogers and Shaw. There are a lot of
moving parts inside these BDU “elevators.” Take Rogers as
an example. Like a Russian nesting doll, Roger’s wireless
business generates twice as much revenue as Rogers’
cable business, which in turn generates twice the revenue
as Rogers’ media business. Rogers’ and Bell’s media
operations account for only 14% of their respective total
consolidated revenues.
The BDU elevator is really two separate elevators; a
cable sub elevator that’s moving down and an internet
sub elevator that’s moving up. Here’s what a Scotiabank
investor report entitled “Converging Networks” had to say
about this business model:
“While internet-only homes generate lower
revenue than homes subscribing to both Cable
TV and internet services, the margins for
internet-only homes are much higher.”
October 27, 2015
And so the linear TV elevator is moving down, caused by
downward pressure on cable TV subs, CRTC regulations
and internet competition. But the video-on-demand
elevator is moving up which in turn drives up high margin
internet subs and paves the way for true programmatic
TV which in turn builds a defense against the internet
medium’s competitive thrust.
For all the ups and downs we see on the media crossownership chart that follows, the upward destined internet
portal “elevators” will control the media business. The Business of Media
23
MEDIA CROSS-OWNERSHIP
BDU
Television
Radio
++2 networks
++30 conventional
++34 specialty/digital
++4 pay
OOH
++106 stations
Digital
++13,500+ faces
TOTAL MEDIA
REVENUES
BDU
Television
++200+ websites
Magazines
++12 conventional
stations
++13 specialty networks
++42 community
cable channels
Radio
++56 titles
Digital
++51 stations
Subscriptionbased services
++90+ owned
++300+ premium
++Next Issue
++Shomi (50%)
partnership sites
$2.94 BILLION
TOTAL MEDIA
REVENUES
$1.8 BILLION
BDU
Television
Digital
++1 conventional network
++23 websites
++18 partner sites
channels
++13 conventional stations
TOTAL MEDIA
REVENUES
Newspapers
Magazines
++4 dailies
++45+ titles
++100+ community
++7 commuter dailies
++3 specialty
$1.08 BILLION
TOTAL MEDIA
REVENUES
Digital
++12 sites
++100+ publication
sites and related
mobile apps
$905 MILLION
Newspapers
Magazines
++4 dailies
++100+ community
++7 commuter
++45+ titles
++12 sites
++100+ publication
sites and related
mobile apps
dailies
++3 specialty
TOTAL MEDIA
REVENUES
Digital
$833 MILLION
Newspapers
Digital
++10 dailies
++5 community
++19 sites
TOTAL MEDIA
REVENUES
$752 MILLION
BDU
Newspapers
++9 dailies
++185 weeklies
Business
publications
++5 titles
Digital
++3,500+ sites
++400+ exclusive sites
and partners
++160+ local sites
TOTAL MEDIA
REVENUES
$688 MILLION
Television
Radio
++2 networks
++27 conventional
++88 stations
TOTAL MEDIA
REVENUES
Digital
++100+ sites
$768 MILLION
This is an industry snapshot of the largest media cross-ownership in Canada. Revenues are for 2014 or the last available fiscal year and reflect media revenues only.
Television
++1 network
++10 conventional
Magazines
++70+ titles
OOH
++5,000+ faces
N/A
Newspapers
++2 dailies (French)
24
REGULATORY NEWS + INFORMATION
[ COMMENTARY )
An n
eM
ye
rs
|
Never before have
we seen a year
when regulatory
issues have captured
the interest of
consumers and
marketers alike
with much active
discussion in the
consumer and trade
press.
regulatory measures to
Typically, the word “regulatory” conjures up
images of bureaucratic, legal heavy, maybe
prevent substantial and
somewhat boring processes. But this year
avoidable simultaneous
“regulatory” has a dynamic, innovative, “the times
substitution errors on all
CO
O
,S
they are a changing” vibe. The Canadian Media
broadcasts.
ta r
com
Directors’ Council, in partnership with other leading
M edia
Vest Group
The Impact: Viewers will be
Canadian trade associations, has been an active participant
able to watch U.S. Superbowl ads
in all aspects of regulatory oversight in this dynamic year:
(the majority of them readily available on YouTube),
while Canadian advertisers will be forced to watch the
CRTC – LET’S TALK TV
year’s most-watched telecast from the sidelines. The 2017
2015 saw the outcome of the CRTC’s “Let’s Talk TV: A
Superbowl broadcast on CTV could lose up to 50% of its
Conversation with Canadians” process, which launched
viewers to U.S. stations. The value of the property would,
in 2013 and after three phases culminated in two weeks of
therefore, be dramatically reduced in Canada for the
live hearings in September 2014.
broadcaster, the advertiser and Canadian-only sponsors.
The CMDC and the Association of Canadian Advertisers
(ACA) made a joint appearance at the Let’s Talk TV
hearing, concentrating our remarks on the four key areas
of pick-and-pay, simultaneous substitution, removing
barriers to reaching Canadian audiences, and set-top-box
based audience measurement system.
The CRTC released their decisions in four themed stages
from January to March 2015. The key decisions impacting
the media marketplace in each phase were:
Stage 1 - From Past to Future – January 29, 2015
Simultaneous Substitution
The practice of “SimSub” was prohibited for the
Superbowl only starting with Super Bowl 2017. SimSub
was also banned for specialty channels, which affects live
sports programming on other networks, and put in place
What’s Next: This decision has been decried by industry
bodies. Requests for the decision to be reconsidered/
rescinded have been made to both the CRTC and Heritage
Canada. On March 2, 2015 Bell Media filed a motion with
the Federal Court of Appeal seeking leave to appeal, saying
the CRTC acted in error, calling the decision unfair. This
issue is far from over.
Stage 2 - Create (Content) – March 12, 2015
Canadian Video on Demand Services
Canadian video-on-demand services through a BDU
(Crave from Bell and Shomi from Rogers/Shaw) will
be able to offer exclusive content and be exempt from
Canadian content regulations as long as they are available
to all Canadians over the internet without a cable or
satellite subscription.
25
[ COMMENTARY )
The Impact: It will promote cord nevers/cutters to their
own services.
What’s Next: Shomi began to offer their service to all
Canadians in September 2015, with Crave to follow by end
of 2015.
Set-Top Box Audience Measurement
The industry was required to form a working group to
develop an audience measurement system based on settop box data. This group will be tasked with proposing
technical standards, privacy protections and a governance
structure, as well as determining how costs will be shared.
The Impact: Potentially a new currency for TV based
on STB data from millions of homes, with real-time
programming and commercial audience measurement by
the second, with richer viewer profile information (and
potentially longer term connected to purchase data and/
or client’s data). It is an expensive, complicated, political
process (privacy issues, coordinating of data from multiple
competitors, who pays, etc.) that can leapfrog the current
TV measurement to be on a level with digital video and
those at the forefront around the world.
What’s Next: The working group had their first meeting in
April 2015 and filed an initial progress report to the CRTC
on June 10. This group is continuing to work through the
myriad issues facing them. We anticipate that there would
be a minimum 18-month timeframe before STB audience
data would be introduced.
Quotas for Canadian Programming
There is a reduction in the number of hours and hours by
daypart of Canadian programming that conventional
television stations and discretionary services must
broadcast. The CRTC is shifting its focus from the
quantity of content to the amount of money invested in
this content.
The Impact: The ideal result is fewer, but higher quality
Canadian programs that garner bigger audiences and
have sales potential on the global market. The potential
negative is that some very good niche content that
does not generate a large audience and serves a distinct
audience segment may be lost.
What’s Next: This will begin impacting program
schedules starting with fall 2015.
Genre Protection
Genre protection, which requires specialty channels
such as Food, Space or HGTV to broadcast certain types
of programming in exchange for shielding them from
direct competition was eliminated immediately. The only
exception to this rule is a continued limit on carriage of
mainstream sports programming by other than licensed
mainstream sports services, which have more specific
Canadian production requirements.
The Impact: Elimination of genre protection will grant
greater flexibility to broadcasters to create and acquire
programming that they consider will best suit their
audiences. The elimination of genre protection likely
means many Canadian specialty channels will face new
competition both from existing channels expanding their
format offering and with potential to drive the closure of
some more niche stations.
What’s Next: We are seeing more program diversity by
station. The outcome and impact on niche stations will be
exacerbated when combined with the announcement on
pick-and-pay service.
Stage 3 – Connect (Choice) – March 19, 2015
Three inextricably linked decisions were released, with
the most significant impact on the dynamics of today’s
broadcast environment:
The Impact: From a consumer perspective, these decisions
are perceived as a positive. Canadians are enabled to find
the right value proposition for their household and pick
the specialty stations they want to supplement a new basic
service. But even the CRTC says that many customers find
value in their current first-tier offering and may wish to
retain what they’ve got. In the end it will come down to how
the BDUs re-package and price the new mandated pickand-pay offerings. How actively large number of consumers
make big changes from their current subscriptions,
particularly when there is no guarantee that choice will not
cost them more, remains to be seen.
From a business perspective, this will put some downward
revenue pressure on the BDUs, but the more significant
impact will be on some specialty stations/Canadian TV
content producers that are no longer included in basic cable
packages and/or automatic bundling. Reduced distribution
will impact both their subscription fees from the BDUs and
their potential advertising revenue due to reduced audiences.
The changes are likely to make it harder to reach niche
audiences as more targeted channels shut down. There will
be some casualties on the road to more consumer choice.
26
[ COMMENTARY )
What’s Next: With an initial implementation date of by
March 2016, the CRTC is giving distributors time to make
the changes that are needed to roll out these new options
to their subscribers. The BDUs had been anticipating
this decision, and appear to be generally accepting and
conciliatory towards it, and have already been working on it
behind the scenes. We would expect announcements about
their new models to happen leading up to the new year.
Whether all distributors will follow the same timetable for
implementation is not certain.
CANADA’S ANTI-SPAM LAW (CASL)
Some channels will not survive in an environment marked
by greater subscriber choice, while others will adapt and
thrive. Which is which will not be confirmed until we
are into the implementation. Long term, this could put
upward pressure on advertising rates for remaining, reduced
inventory in the system. Much still depends on the pricing
models established by the BDUs.
This followed the Phase 1 provision effective as of
July 1, 2014 that required businesses to obtain either
express “opt-in” or implied consent to send commercial
electronic messages (CEMs), including emails and
certain types of social media messages. All electronic
marketing messages need to clearly and prominently
identify the sender, include the sender’s contact
information and provide an unsubscribe mechanism,
unless fully exempted from the Act.
Stage 4 – Protect (Tools) – March 26, 2015
The decisions released in Stage 4 were Policies on a
Television Service Provider Code of Conduct, Ombudsman,
and Improved access for Canadians with disabilities. None
of these policy changes have direct implications for the
media marketplace.
As all these CRTC decisions being to be implemented over
the coming year, we anticipate that 2016 will be a volatile,
changing period for the Canadian television market. Stay
Tuned.
For more information, please visit
http://www.crtc.gc.ca/eng/talktv-parlonstele.htm.
Industry Canada continues to implement enforcement
regulations under Canada’s Anti-Spam Law (CASL).
CASL is widely considered to be the toughest anti-spam
legislation in the word and is being enforced in three
stages:
Phase 2 came into force on January 15, 2015 with
provisions relating to the unsolicited installation of
computer programs or software.
Phase 3 will be as of July 1, 2017, when the private right
of action will be enforced.
Counsel for the IAB and DAAC provided industry
guidance in the lead up to all implementation dates. For
more information please visit http://www.crtc.gc.ca/eng/
casl-lcap.htm.
SENATE COMMITTEE HEARINGS ON THE
FUTURE OF THE CBC
In late July 2015 the Senate released its report on the future
of the CBC, after 18 months of hearings. The CMDC
and ACA had made a joint submission the Committee in
April of 2014. Our recommendation was that CBC remain
a commercial venue offering the most audience access
to advertisers. This was of even more relevance in the
Quebec marketplace where Radio Canada achieves a more
dominant audience position.
As we predicted in the summer of 2014, the report was
considered largely irrelevant by the time of its release. By
June 2014, CBC had already restructured its workforce
and released its new longer-term strategic vision for 2015
and beyond. The final report was considered “poorly
researched, internally contradictory, short on vision” and
“does not grapple with the big questions facing Canada’s
public broadcaster.” (Toronto Star, July 26, 2015). Even
Senator Art Eggleton called it a “lost opportunity.” Do not
expect any further attention or action on this file.
“Regulatory” should continue to be a dynamic portfolio
in the coming year, as many of issues discussed here begin
to be implemented, and their influence and impact on the
Canadian media environment become apparent.
27
DIGITAL ADVERTISING ALLIANCE OF CANADA
|C
an
or d
O
fC
eF
It’s been a busy summer for the DAAC. Now that the
desktop/cookie experience is operating in Canada,
addressing data and use collection in the smartphone
environment is where we will be focusing major efforts.
The smaller size of the screens, and the fact that they do
not rely on cookies but other technologies to target ads,
are the biggest hurdles to leap. Our contemporaries in the
US DAA have been a valuable resource for us, and we are
well on our way in providing Canada with an English and
French translated mobile-web tool as well as a mobile app,
called AppChoices. These tools aim to give consumers
control over online behavioural data collection and use in
the mobile environment.
ada
J uli
The Digital
Advertising
Alliance of Canada’s
AdChoices program
is designed to give
consumers a better
understanding of,
as well as greater
control over, the ads
that are displayed to
them online based
on their online
browsing behaviour.
One of the primary benefits of using the
AdChoices program to provide consumers
with transparency about online ads, is that
the program is global in nature, with dozens of
associations creating their own DAA coalitions
O,
o
worldwide. We have the DAA in the U.S., DAAC in
Ex
ce
n
ecu
ll i a
Canada (of which the CMDC is part of), the European
t iv e
gA
n
i
D ire c
s
i
tor, Digital Advert
DAA, and more coming soon. While each program differs
slightly, we all use the same blue triangular “i” icon that
In addition to this work, a much needed refresh of the
consumers see on sites and ads served across the web.
AdChoices website is occurring, as well as a series of
This agreement to use the same mark gives our collective
operational-focused webinars to help provide potential
programs strength through consumer recognition.
participants with some further guidance and examples
of how other companies have executed the program in
Canada.
I encourage you to find out more about the program
by visiting YourAdChoices.ca. Visitors to our program
hub website can learn more about online behavioural
advertising and how it helps provide consumers with
more relevant ads based on the websites that they
visit. Visitors can learn about how online behavioural
advertising supports the content, products and services
that consumers have come to love on the web, what online
ad choices they have, and how to use browser controls to
enhance their privacy.
If your company is collecting or using online behavioural
data, which includes retargeting, information can also be
found at YourAdChoices.ca regarding how to register for
the for the AdChoices program.
28
[ OPINION )
Searching for
Better Agency
Partnerships
Ad a
caused our industry to undergo
a dramatic evolution and
agencies have expanded their
capabilities to keep pace.
Agencies are increasingly
competing with each other
in these digital arenas and
How can media and creative agencies
each agency is concerned
work together to better serve client
that someone else is trying
needs?
to take away their piece of
the pie. Certainly we agency
This is a question that I’ve frequently asked
re
s
folk share a large portion of the
myself and one that is coming up more
id e
nt,
I
blame, but clients need to shoulder
n it i a
frequently. I freely admit that I don’t have all of
ti v e
part of the blame as well. Encouraging
the answers; however I do believe that the solution
agencies to bring any and all ideas to the table
at its core is actually quite simple.
in a ‘jump ball’ scenario where the best idea wins only
We in the communications industry are in the people and
encourages more of this type of bad behaviour; further
ideas business. We create interesting and compelling ideas
leading to increased levels of distrust between agency
that persuade consumers to buy our clients’ products and
partners.
ensure that the right consumers are getting the message. Is
it more complex and difficult to achieve today? Of course
Idea ownership: Everyone wants to own the idea and
it is. But our industry is based on these core principles and
agencies are paranoid about collaborating with their
as our clients’ agency partners we need to work together to
fellow agency partners to bring an idea to life when they
achieve their goals.
don’t have full control. It always baffled me that creatives
relinquish a large degree of control to a director on a video
So, why is it when I talk to people in the industry about
shoot, but are less comfortable doing so when working
their experiences working with creative agencies or vicewith a media owner via a media agency partner. On the
versa, there are so few positive experiences?
flip side, I’ve also witnessed media agency folk completely
It comes down to two main factors that prevent us from
uninterested in bringing a custom integration idea to a
more effectively working together and therefore more
media partner mainly because it wasn’t their idea to start
effectively serving our clients: revenue and idea ownership.
with.
mL
uc
k|
p
Revenue: Over the last 10 years, digital/mobile has
So what is the simple solution that gets everyone to a
better place? Here are six principles to ensuring agencies
are working together to solve the client’s objectives:
1. The client sets three simple and rock-solid ground rules:
a. There is only one team, we succeed and fail as a team
- full stop.
b. Thou will work together collaboratively or we shall
find a replacement partner who will.
c. Each agency is responsible for a particular area – do
not mow each other’s lawn.
2. All partners are briefed simultaneously.
3. Establish a process in which people work together,
get in the same room, present and debate ideas, and
actually collaborate.
4. Ideas are presented back to the client as a unified team.
5. Upon approval of a concept/idea, agency partners
continue to work together to ensure the execution of
the concept is realized and ideally improved upon.
6. Campaign results are measured collectively not as part
of their individual parts - remember we all succeed or
fail together.
While there are definitely clients and agency partners
who already work together fantastically well, there are
a great many agency relationships that could use a bit
of improvement. I believe clients would be better off
insisting their agencies collaborate more, play with their
defined role, and foster trust between them. How can we
develop compelling ideas that persuade a consumer if we
inherently don’t trust each other? The simple answer is we
can’t.
29
[ OPINION )
Hiring for the Agency
of the Future
In this digitally led world, agencies have been rapidly
addressing our technology base. To do this, we are
committing to the appropriate tech talent and the
resources behind them to keep up with the latest
developments. Agencies need to know and understand
Everyone in the industry is still
|P
trying to figure out how to hire,
res
id e n
develop and retain millennials. We
t, M 2
U niv er s al
seem to have forgotten that the oldest
DATA TALENT
millennials are 36 years old. Haven’t they
Both digital and traditional media are being driven by
aged out of the youth life stage by then? Shouldn’t we be
data and analytics. We use data to guide us in planning,
moving on to understanding the “centennials” or “edgers”
in buying and in measuring, e.g. attribution models. As
- the generational cohort who are 18 and under? They
such, we will continue to invest in data-driven talent such
will soon be graduating university and looking for jobs.
as analysts and researchers. They will not only look at big
We need to understand now how they are different from
data but look at the micro moments, noticing smaller
millennials just as millennials were different from Gen
trends before they become larger.
Xers and boomers.
i
om
TECH TALENT
eC
As technology and automation continue to evolve into
every facet of the media agency, there will always be a
need for human intervention to recalibrate as market
conditions change. As such, there are three capabilities that
agencies are expanding on to ensure that we are able to tell
our clients’ stories while meeting their changing business
needs.
And what’s an article on the
agency of the future without
mentioning millennials?
ann
We have recognized that an important way for agencies
to stay relevant with clients today is to remain their
key strategist and their unbiased integrator. For this,
agencies have been using a mixture of talent to lead crossfunctional teams, to help build brands through storytelling
and to solve their clients’ business challenges.
brand creative produced by
the ad agencies. It should all
be strategically linked.
Le e
We talk about the media world today – fragmentation,
fast-paced change, technology-led, automation, datadriven. How are media agencies keeping up with all this?
Well, we have been hiring and training our employees for
the jobs of today and tomorrow… not for the jobs that
have been in the past.
how partner offerings work to improve
agencies’ product and therefore
advertisers’ results. In the short term,
one of the most important tools for
agencies is their DMP staffed with
optimizers and campaign managers who
understand a variety of media nuances
and attributes in order to deliver a variety
of objectives.
sh
CONTENT TALENT
All agencies are helping brands tell their story through
content. Some media agencies are even building their
own content studios to create relevant and cost-effective
content for their clients. Content creators require creative
and technical skills that traditionally media agencies have
left to the creative agencies. Media agencies are able to
offer a new value-add service and generally this service is
at a lower cost than ad agencies. This is not meant to take
work away from the ad agencies. They will continue to
create beautiful ads. Media agencies’ studios can produce
short-form content or integrations that supplement the
Lastly, agencies are now looking at a different competition
set for talent. We have always competed with the
traditional media companies, but are now competing with
the big tech companies for talent. They look to source
talent not only from each other, but from media agencies.
The challenge for media agencies is that tech companies
are seen by employees as a more “sexy” place to work and
to top it off, they generally pay better than media agencies.
We look at the broader landscape when hiring today and
not just the agency down the street. We are looking at
sourcing data talent from research firms or tech talent
from digital companies. Taking it one step further, we
should also look for top strategy talent from the consulting
firms and psychologists to help us understand human
behaviour.
Agencies have to overcome many pressures today –
consumer, technological, disruption of our business
models, procurement influence, increased competition
and more. To survive, we must continue to recruit new
types of talent and invest in a learning and development
culture. Let’s hire on skills, work ethic, energy, passion and
curiosity. Let’s hire on factors that inspire people – culture,
environment, flexibility, community and not just the
dollars. This way, we will continue to increase the value of
our talent base and, in turn, we increase the value of our
agency.
30
CANADIAN
MARKET
DATA + CONSUMERS
CANADIAN CONSUMER INSIGHTS
GENERATIONAL PROFILES
CANADA VS. U.S.
32
Canadian Market Data + Consumers
COMMENTARY
tev
en
And yes, our biggest trading partner is also our neighbour,
the United States, a loud and vibrant country, peer
pressuring us to leave our Canadian bacon and poutine
behind for a slice of the American dream. As you will read
in the Canada versus U.S. section, there are fundamental
differences between us as people, attributable to our
yS
Yes, our aging population is on the rise as baby boomers
begin to investigate their retirement options and timelines,
leading to a foreseeable drain on Canada’s outlook, which
belies our population size as the world’s 15th biggest
economy.
third largest producer
of hydroelectricity.
Canada’s Wood Buffalo
National Park in Alberta
covers 44,807 square
kilometers, large enough
to fit the entire country
of Denmark (43,094 square
kilometers).
As Canada recently celebrated its 148th
birthday, the United States turned 239, we
have highlighted what sets Canada apart from
the U.S. According to the Better Life Index, an
s|
P re
international quality of life comparison prepared
s id
ent
, Me
by the OECD each year, 72% of Canadians aged 15
d ia E x p e r t s
to 64 have a paid job, compared to 67% in the United
States. We live longer: Canadians born today will live
As one of the most multicultural nations in the world,
an average of three years longer than Americans (82
one in five residents was foreign-born in Canada in
years in Canada versus 79 in the United States). We are
2011. Among the G8 countries, Canada had the highest
more accepting: 80% of Canadians say society should
proportion of foreign-born population (20.6%). As this
accept homosexuality, versus 60% in the U.S. We follow
trend continues to increase, Statistics Canada predicts
different sports and teams than the U.S; we don’t have
foreign-born residents to exceed one-quarter of the
a sun belt, we have more of a snow belt (Ottawa is the
country’s population by 2023. Chinese and South Asian
snowiest national capital in the world!); our population
residents make up the largest segment of the immigrant
is the size of California’s and our land mass is second
population. This continued changing ethnic makeup
largest after Russia and before China.
increases the need to address foreign-born residents’
On its own, Canada has some mind-blowing statistics
varying purchase and usage behaviours. New Canadians
and not just as a point of comparison to the United
are heavy users of mobile devices but under-index
States. Canada has a lot of things in abundance, like
against more traditional media.
hockey players, toques (also known as knit caps) and
With consumers expecting a level of customization in
Timbits (also known as donut holes). It has more lake
all aspects of their lives, it is essential to understand
area than any other country in the world. It is bigger
the variability in psychology as you are designing
than all of the EU countries combined, more than 30%
your communication strategies. Understanding the
larger than Australia, five times as big as Mexico, and
cultural facts and figures about our growing Canadian
three times as big as India. Ten percent of the world’s
population helps direct meaningful connections
total forest cover is in Canada, making up an astounding
building brand’s relevance and consideration in the path
396.9 million hectares of forest and wooded land.
to purchase.
Canada is the world’s fifth largest energy producer and
n
Pen
The annual market
and consumer data
summary is a wealth
of information to
help decipher the
ever-changing
cultural ethnicity
that is Canada’s
widespread and
diverse population.
history, our own cultural idiosyncrasies and
how we see ourselves.
CANADIAN
CONSUMER
INSIGHTS
Eli z
abe
th
Cl a
-J
oy
ce
| D ir
e cto r
Media Systems
,M
aE
e di
Al e e
nA
r ti n
ian
|M
er t
s
r
ke
ed
ia S
ys t e
m s De
signer, Media E
xp e
rts
xp
CANADA RANKED #1 AS THE “MOST ADMIRED” COUNTRY WITH THE “BEST
REPUTATION” IN THE WORLD (2015), ACCORDING TO THE REPUTATION INSTITUTE.
Canadian Accomplishments Include:
1. Poutine
2. Nanaimo bars, Crispy Crunch, Coffee Crisp
3. Insulin - Discovered by Frederick Banting and
Charles Best in 1922
4. Superman - Created by Canadian-born artist
Joe Shuster and American writer Jerry Siegel in
1932
5. Basketball - Invented by James Naismith in
1891
6. AM Radio - Invented by Reginald Fessenden in
1906
7. Sonar - Invented by Reginald Fessenden
8. The Goalie Mask - Invented by Jacques Plante
in 1959
9. Instant Replay - Invented for CBC’s Hockey
Night in Canada in 1955
10.Imax - Invented by Graeme Ferguson, Robert
Kerr, William Shaw and Roman Kroitor in 1968
11.Pablum - Invented by Frederick Tisdall,
Theodore Drake and Allan Brown in 1930
12.The Jolly Jumper - Invented by Olivia Poole in
1959
13.The Wonderbra - Invented by Louise Poirier
14.The Cardiac Pacemaker - Invented by John
Hopps
15.The Bloody Caesar - Invented in Calgary
in 1969
16.Plexiglass - Invented by William
Chalmers at McGill University in 1931
17.Computerized Braille - Invented by
Roland Galarneau in 1972
18.The Java Programming Language Invented by James Gosling
19.The Telephone - Invented by Scottish-born
inventor Alexander Graham Bell in
Brantford, Ontario
20.The Canadarm - Used on the Space Shuttle
33
34
Best Places for New
Immigrants in Canada
(2015)
Best Places to Retire
in Canada (2015)
1.
2.
3.
4.
5.
Ottawa
Toronto
Stratford, Ont.
Victoria, B.C.
Rimouski, Que.
1.
2.
3.
4.
5.
Canada’s population growth is slow and
getting slower: by 2030, more than a quarter
of all Canadians will be over the age of 65 and
Canada is approaching an economic zone
where there are more “old” (and presumably
unemployed) people than there are workingage people to support them.
Fortunately, Canada ranks highly (ranked #5)
by Global AgeWatch Index as one of the best
places in the world for an aging population.
According to a 2014 BMO Wealth Institute
Study, the top three things in common for
generation X, millennials and boomers are
buying a home, saving for children’s education
and retirement. The median hourly wage for
millenials (born 1981 – 1997) is lower than
it was for baby boomers (born 1946 - 1964),
contributing to delays in the age associated
with starting a family, purchasing a home and
saving for retirement.
(Source: MoneySense)
Saanich, B.C.
Delta, B.C.
Brossard, Que.
Waterloo, Ont.
Ottawa
As one of the most multicultural
nations in the world, one in five
residents was foreign-born in Canada in
2011. Among the G8 countries, Canada
had the highest proportion of foreignborn population (20.6%). As this
trend continues to increase, Statistics
Canada predicts foreign-born residents
to exceed one-quarter of the country’s
population by the year 2023. Chinese
and South Asian residents make up
the largest segment of the immigrant
population. This continued changing
ethnic makeup increases the need to
address foreign-born residents’ varying
purchase and usage behaviours. New
Canadians are heavy users of mobile
devices but under-index against more
traditional media.
35
Provincial Data
2014
POPULATION
2009
POPULATION
% CHANGE
FROM 2009
2011 PRIVATE
HOUSEHOLDS
2013 MEDIAN
FAMILY INCOME
2013 RETAIL
($MM)
RETAIL %
CANADA
2014 RETAIL
($MM)
RETAIL %
CANADA
35,540.40
33,739.86
5.34%
13,320.62
$76,550.00
$482,997.90
100.00%
$505,007.70
100.00%
Newfoundland and Labrador
527.00
508.93
3.55%
208.85
$73,850.00
$8,588.60
1.78%
$8,881.50
1.76%
Prince Edward Island
146.30
140.99
3.77%
56.46
$70,270.00
$1,940.40
0.40%
$2,005.20
0.40%
Nova Scotia
942.70
938.18
0.48%
390.28
$70,020.00
$13,604.70
2.82%
$13,914.50
2.76%
New Brunswick
753.90
749.47
0.59%
314.01
$67,340.00
$11,107.40
2.30%
$11,528.00
2.28%
Quebec
8,214.70
7,828.88
4.93%
3,395.34
$72,240.00
$106,301.10
22.01%
$108,137.30
21.41%
Ontario
13,678.70
13,069.18
4.66%
4,887.51
$76,510.00
$168,252.90
34.84%
$176,718.60
34.99%
Manitoba
1,282.00
1,221.96
4.91%
466.14
$72,600.00
$17,296.90
3.58%
$18,034.30
3.57%
Saskatchewan
1,125.40
1,030.13
9.25%
409.65
$82,990.00
$18,301.00
3.79%
$19,143.00
3.79%
Alberta
4,121.70
3,687.66
11.77%
1,390.28
$97,390.00
$73,108.70
15.14%
$78,582.10
15.56%
British Columbia
4,631.30
4,455.21
3.95%
1,764.64
$74,150.00
$62,734.10
12.99%
$66,273.40
13.12%
Yukon
36.50
33.65
8.46%
14.12
$95,360.00
$652.30
0.14%
$660.90
0.13%
Northwest Territories
43.60
43.44
0.37%
14.70
$109,670.00
$757.30
0.16%
$774.20
0.15%
Nunavut
36.60
32.18
13.72%
8.66
$63,300.00
$352.50
0.07%
$354.50
0.07%
Canada
2014 Population Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo02a-eng.htm
2009 Population Source http://www.statcan.gc.ca/pub/91-520-x/2010001/t467-eng.htm
2011 Private Households Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil124g-eng.htm
2014 Population
by Age
0-9
10-19
20-29
30-39
40-49
50-59
60-69
70+
10.6%
10.8%
11.3%
11.3%
2013 Media Family Income Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil108a-eng.htm
2013 and 2014 Retail Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/trad17a-eng.htm
2014 Population
by Sex
Female
15%
13.8%
13.6%
13.6%
49.6%
Male
50.4%
36
Census Metropolitan Areas
Updated data included where possible
2014
POPULATION
(000s)
2013
POPULATION % CHANGE
(000s) FROM 2014
2014
POPULATION
(000s)
2011 PRIVATE
2013 MEDIAN
HOUSEHOLDS FAMILY INCOME
Canada
35,540.40
35,154.30
13,320.62
76,550.00
CMAs
24,510.60
24,858.50
8,676,790
n/a
St. John's (N.L.)
209.20
211.70
-1.18%
78,960
$91,100.00
Halifax (N.S.)
410.00
414.40
-1.06%
165,155
$82,510.00
Moncton (N.B.)1
144.40
146.10
-1.16%
58,295
$73,600.00
Saint John (N.B.)
128.00
127.30
0.55%
52,280
Saguenay (Que.)
160.30
160.10
0.12%
69,505
2013
POPULATION % CHANGE
(000s) FROM 2014
2011 PRIVATE
2013 MEDIAN
HOUSEHOLDS FAMILY INCOME
KitchenerCambridgeWaterloo (Ont.)
503.10
506.90
-0.75%
181,495
$82,160.00
Brantford (Ont.)1
141.80
143.10
-0.91%
52,725
$73,065.00*
Guelph (Ont.)1
149.50
150.90
-0.93%
54,865
$88,452.00*
$75,360.00
London (Ont.)
498.70
502.40
-0.74%
195,055
$75,980.00
$84,160.00
Windsor (Ont.)
332.50
333.90
-0.42%
126,840
$73,440.00
Québec (Que.)
793.50
799.60
-0.76%
345,890
$70,710.00
Barrie (Ont.)
198.00
200.40
-1.20%
68,495
$80,881.00*
Sherbrooke
(Que.)
210.10
212.10
-0.94%
91,100
$68,430.00
Greater Sudbury
(Ont.)
165.70
165.70
0.00%
67,770
$86,080.00
Trois-Rivières
(Que.)
155.10
155.80
-0.45%
70,140
$73,250.00
Thunder Bay
(Ont.)
125.20
125.10
0.08%
52,060
$82,690.00
Montréal (Que.)
3,984.50
4,027.10
-1.06%
1,613,260
$86,100.00
Winnipeg (Man.)
770.40
782.60
-1.56%
291,315
$77,770.00
Ottawa-Gatineau
(Ont.-Que.)
1,302.90
1,318.10
-1.15%
498,640
$101,070.00
Regina (Sask.)
231.30
237.80
-2.73%
85,730
$93,670.00
Kingston (Ont.)
167.10
168.40
-0.77%
65,965
$82,950.00
Saskatoon (Sask.)
291.10
300.60
-3.16%
104,240
$90,840.00
Peterborough
(Ont.)1
123.10
123.30
-0.16%
48,850
$72,259.00*
Calgary (Alta.)
1,357.60
1,406.70
-3.49%
46,400
$101,260.00
Edmonton (Alta.)
1,285.80
1,328.30
-3.20%
450,785
$98,480.00
Oshawa (Ont.)
379.10
384.10
-1.30%
129,700
$87,400.00
Kelowna (B.C.)1
187.90
191.20
-1.73%
74,945
$73,818.00
Toronto (Ont.)
5,966.30
6,055.70
-1.48%
1,989,705
$72,830.00
178.50
179.00
-0.28%
59,320
$68,310.00
Hamilton (Ont.)
758.30
765.20
-0.90%
282,185
$82,290.00
AbbotsfordMission (B.C.)
St. CatharinesNiagara (Ont.)
405.20
405.90
-0.17%
160,455
$69,500.00
2,438.80
2,470.30
-1.28%
891,335
$73,390.00
357.60
358.70
-0.31%
153,330
$84,500.00
*2011 data
1 1 – Family median income was not available; figures reflect 2010 data
2014 Population Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo02a-eng.htm
2009 Population Source http://www.statcan.gc.ca/pub/91-520-x/2010001/t467-eng.htm
1
Vancouver (B.C.)
Victoria (B.C.)
2011 Private Households Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil124g-eng.htm
2013 Media Family Income Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/famil108a-eng.htm
2013 and 2014 Retail Source http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/trad17a-eng.htm
37
Language Most Often Spoken at Home
English
French
Minority Population Share in Major Cities in Canada, 2013
Non-Official language
English & non-official language
11.2%
2.6%
20.8%
65.4%
Mother Tongue Language
English
French
Non-Official language
Non-Official language & English and/or French
English & French
Chinese Only
Markham
73%
Brampton
66%
Mississauga
57%
Vancouver
54%
Surrey
53%
Toronto
Arab-Canadian
104%
Latino
103%
South Asian-Canadian
76%
53%
Black
55%
Montreal
32%
Chinese-Canadian
40%
Calgary
30%
Other Visible Minority
78%
Edmonton
27%
Non -Visibile Minority
Ottawa
13%
24%
Population of the Largest Ethnic Groups in Canada, 2008-2023 Total Household Expenditure in Canada,
by Race/Ethnicity, 2013
Latin American
Filipino
South Asian
Black
Chinese
2,484
2,500
0%
8% 3%
1,989
2,000
1,500
18%
1,000
52%
19%
Source: Environics Analytics, “Ethnic Marketing in Canada,” Aug 13, 2013
Consumer Spending Growth in Canada,
by Ethnicity, 2013 (% Change)
500
1,442
1,301
1,349
864
854
473
619
344
0
2008
(Thousands)
2013
2016
2018
2023
(Billions of C$ and % change vs. prior year)
C$53.4
C$51.0
C$1,176.7
ChineseCanadian
South Asian
Total
Population
38
Baby
Boomers
GENDER
PRESENCE OF CHILDREN IN HOUSEHOLD
Index
MALE
FEMALE
19
[The Keg Crowd]
98
Under 12
30
[Rosé Experimenters]
Under 18
45
[Temperants]
116
3-5 yrs
22
[Shaken Not Stirred]
119
6-11 yrs
37
12-17 yrs
59
[Couple With Children Living at Home]
77
[Couple-No Children Living At Home]
159
[Adult With Children Living At Home]
70
[Empty Nesters]
56
191
Index
124
PEI
97
NOVA SCOTIA
98
NEW BRUNSWICK
108
QUEBEC
101
ONTARIO
99
MANITOBA
105
SASKATCHEWAN
99
ALBERTA
92
BRITISH COLUMBIA
Index
OWN
110
RENT
66
YES - Living in Condo
93
NO - Living in Condo
110
SINGLE
MARRIED OR LIVING TOGETHER
WIDOWED
34
128
66
SEPARATED
156
DIVORCED
186
89
[Forever In Blue Jeans]
87
121
[Elementary School Graduation Cert.]
101
[High School Graduation Certificate]
110
[Trade Certificate/Diploma]
123
[Other Certificate/Diploma, Not Univ.]
117
[Univ. Cert./Dipl. Below Bachelor Level]
108
[Bachelor's Degrees] d
107
[I Love My Wheels]
[Univ. Cert./Dipl. Above Bachelor Level]
121
[Car Is A Tool]
107
[Master's Degrees]
128
[Driving Miss Daisy]
120
[Degree In Medicine/Dentistry/ Veterinary
Medicine/Optometry]
136
[Capitalist Roadsters]
[Earned Doctorate]
[None]
105
[Label Queens]
90
[Sensible Shoes]
90
Index
81
96
114
69
HOME ELECTRONICS/TECHNOLOGY-TECHNOLOGY
CLUSTERS
OCCUPATION
Index
[Professionals] Occupation
116
[Senior Managers/Owners] Occupation
165
[Other Managers] Occupation
123
[Technical/Sales/Teaching/Other White
Collar] Occupation
100
[Clerical/Secretarial] Occupation
[Skilled] Occupation
94
106
[Unskilled] Occupation
86
[Primary] Occupation
126
[Other] Occupation
87
Index
[Technos]
82
[Out of Touch]
121
[Disinterested]
108
BUSINESS/FINANCIAL/REAL ESTATE-FINANCE
CLUSTERS
Index
[Have It, Make More]
[Paycheque To Paycheque]
The Millennial Generation
Born: 1981 to 1997
Age of adults in 2015: 18 to 34*
Born: 1965 to 1980
Age in 2015: 35 to 50
The Baby Boomer Generation
Born: 1946 to 1964
Age in 2015: 51 to 69
The Silent Generation
AUTOMOTIVE-AUTOMOTIVE CLUSTERS
[Driven By Safety]
The Generations Defined
Generation X
APPAREL, FASHION, COSMETICS CLUSTERS
[Budget Fashion Conscious]
Index
104
HOUSEHOLD STATUS
101
Index
EDUCATION - HIGHEST LEVEL ACHIEVED
120
PROVINCE
NEWFOUNDLAND
Index
Under 3
Index
[Adult Sharing Accommodation]
Index
102
HOUSEHOLD STRUCTURE
[Adult Living Alone]
BEVERAGES/ALCOHOL-BEER, WINE, LIQUOR CLUSTERS
105
80
[Super Savers]
137
[Buy Now, Pay Later]
105
Born: 1928 to 1945
Age in 2015: 70 to 87
The Greatest Generation
Born: Before 1928
Age in 2015: 88 to 100
* No chronological end point has been set for this group. For
the purpose of following a cleanly defined group, Millennials are
defined as those ages 18 to 34 in 2015.
Source: PEW RESEARCH CENTER
39
Baby Boomers’ Top 10
Most Influential Brands
Baby Boomers
51 YRS - 69 YRS
1946 - 1964
TELEVISION
22 HRS
1
Google
RADIO
13 HRS
2
Microsoft
OOH
145 KM
3
Apple
11
4
Facebook
MOBILE
5:18 MIN
5
Wal-Mart
NEWSPAPER
4 ISSUES
6
Canadian Broadcasting Corporation (CBC)
MAGAZINE
3 ISSUES
7
Canadian Tire Corporation
MAGAZINE
2:20 MIN
8
President's Choice
9
Visa
INTERNET
AVERAGE AGE
57
AVERAGE HHI
$90,411.00
AVERAGE PI
$56,172.00
10
The Weather Network
Highlights
VALUE VS. PERCEPTION
“I refuse to buy a car that is not fuel
efficient.” (118 Index / 35%)
“When shopping for clothes I do not look
for designer lables.” (114 Index / 34%)
“I am not an extravagant person.”
(120 Index / 35%)
“I do not need most features in top of the
line appliances.” (Index 112 / 53%)
“I look at specials, flyers, and paper
inserts to plan my shopping list.”
(Index 111 / 54 %)
DISCONNECTED
“More and more I feel I am being left
behind by tech.” (122 Index / 36%)
FINANCIALLY CONFIDENT
ENJOY ENTERTAINING AND
SOCIAL ACTIVITIES
“I am prepared to pay more for good
quality wine.” (Index 119 / 35%)
“I would rather spend a night at home than
most anything else.” (Index 122 / 57%)
BRAND LOYAL
“I seldom experiment with different
alcoholic beverage brands.”
(Index 119 / 41%)
HEALTH CONSCIOUS
“Low fat foods are an important part of my
regular diet.” (Index 111 / 45%)
“I try to avoid eating pre-packaged foods.”
(Index 117 / 54%)
“I always have an accurate account of my
financial commitments.” (119 Index / 50%)
“I pay very close attention to the
nutritional content of the food I eat.”
(Index 114 / 46%)
“I have taken steps to ensure I have
sufficient income for retirement.”
(128 Index / 45%)
“I try to avoid eating at fast food
restaurants.”
(Index 120 / 57%)
“I seldom make a financial move without
consulting with an expert.”
(Index 119 / 30%)
“Overall good health depends on eating
well.
” (Index 111 / 68%)
40
Gen X
SEPARATED
DIVORCED
GENDER
Index
Male
100
Female
100
HOUSEHOLD STRUCTURE
Index
148
46
99
64
70
[Empty Nesters]
0
PROVINCE
Index
NEWFOUNDLAND
PEI
NOVA SCOTIA
NEW BRUNSWICK
QUEBEC
ONTARIO
102
68
111
67
98
101
MANITOBA
92
SASKATCHEWAN
92
ALBERTA
BRITISH COLUMBIA
98
OWN
98
RENT
106
90
99
SINGLE
57
130
7
43
93
Index
Index
[The Keg Crowd]
100
Under 3
175
103
Under 12
210
[Temperants]
106
Under 18
169
105
3-5 yrs
230
6-11 yrs
228
12-17 yrs
130
Index
Index
106
105
[Label Queens]
95
[Sensible Shoes]
88
100
114
127
130
141
[I Love My Wheels]
114
149
[Car Is A Tool]
103
144
[Master's Degrees]
144
105
[Degree In Medicine/Dentistry/ Veterinary Medicine/Optometry]
137
[Driven By Safety]
103
[Earned Doctorate]
178
[None]
29
Index
85
HOME ELECTRONICS/TECHNOLOGY-TECHNOLOGY CLUSTERS
Index
[Technos]
OCCUPATION
Index
Index
WIDOWED
[Other] Occupation
109
HOUSEHOLD STATUS
119
170
150
162
[Technical/Sales/Teaching/Other White Collar] Occupation
152
94
149
101
147
109
[Out of Touch]
96
[Disinterested]
101
BUSINESS/FINANCIAL/REAL ESTATE-FINANCE CLUSTERS
Index
119
97
[Super Savers]
71
117
41
Gen X’s Top 10
Gen X
35 YRS - 50 YRS
1965 - 1980
TELEVISION
17HRS
1
Google
RADIO
14HRS
2
Facebook
OOH
156 KM
3
Microsoft
16
4
Apple
6:75 MIN
5
YouTube
NEWSPAPER
3 ISSUES
6
Visa
MAGAZINE
3 ISSUES
7
Wal-Mart
MAGAZINE
1:91 MIN
8
Android
9
Amazon
INTERNET
MOBILE
AVERAGE AGE
40
AVERAGE HHI
$96,385.00
AVERAGE PI
$58,369.00
10
Tim Hortons
Highlights
STYLE OBSESSED
NEVER UNPLUGGED
”I love to spend time looking at home decorating
ideas” (112 Index / 30%)”
”I cannot imagine life without the internet”
(114 Index / 45%)
QUALITY AT A COST
”I like to buy a product that offers the latest and new
technologies” (111 Index / 29%)”
”I am prepared to pay more for good quality wine”
(120 Index / 29%)
DRIVEN TO SUCCEED
”I am more of a spender than a saver”
(115 Index 27%)
”My main goal is to make a great deal of money as
quick as possible” (Index 113 / 25%)”
”I am willing to pay a little extra to save time
shoppping” (118 Index / 35%)”
BUSY AND STRESSED
”There is a lot of stress in my life” (113 Index / 45%)
”I live a fairly hectic lifestyle” (116 Index / 36%)
”I like taking risks” (111 Index / 29%)”
HEALTHY IMAGE
”Most of the time I am trying to lose weight”
(112 Index / 17%)”
42
Gen Y/Millennials
WIDOWED
SEPARATED
GENDER
Index
MALE
FEMALE
103
DIVORCED
Index
53
113
[Temperants]
73
Under 18
116
90
120
76
142
12-17 yrs
104
46
Index
Index
0
Index
115
177
6-11 yrs
PROVINCE
116
Under 12
44
[Empty Nesters]
[The Keg Crowd]
Under 3
112
224
80
Index
Index
[Other] Occupation
75
8
3-5 yrs
97
HOUSEHOLD STRUCTURE
0
101
105
82
90
[Label Queens]
[Sensible Shoes]
115
77
111
81
NEWFOUNDLAND
72
PEI
83
65
[I Love My Wheels]
NOVA SCOTIA
93
82
[Car Is A Tool]
96
62
71
NEW BRUNSWICK
102
Index
QUEBEC
96
[Master's Degrees]
54
ONTARIO
97
[Degree In Medicine/Dentistry/ Veterinary Medicine/Optometry]
52
[Driven By Safety]
[Earned Doctorate]
38
[None]
49
MANITOBA
SASKATCHEWAN
ALBERTA
BRITISH COLUMBIA
117
97
119
Index
HOUSEHOLD STATUS
76
34
81
OWN
83
RENT
160
108
[Technical/Sales/Teaching/Other White Collar] Occupation
111
82
174
112
176
221
56
78
HOME ELECTRONICS/TECHNOLOGY-TECHNOLOGY CLUSTERS
[Technos]
OCCUPATION
SINGLE
114
Index
99
Index
149
134
[Out of Touch]
65
[Disinterested]
95
BUSINESS/FINANCIAL/REAL ESTATE-FINANCE CLUSTERS
Index
[Super Savers]
83
149
51
102
43
Gen Y/Millennials
Millennials’ Top 10
18 YRS - 34 YRS
1980 - 1997
Highlights
TELEVISION
15 HRS
1
Google
RADIO
11 HRS
2
YouTube
OOH
125 KM
3
Facebook
INTERNET
21 HRS
4
Apple
MOBILE
8:86 MIN
5
Microsoft
NEWSPAPER
3 ISSUES
6
Tim Hortons
MAGAZINE
3 ISSUES
7
Visa
MAGAZINE
1:83 MIN
8
Netflix
9
Amazon
AVERAGE AGE
24
AVERAGE HHI
$84,150.00
AVERAGE PI
$34,068.00
10
Tim Hortons
SOCIAL BUTTERFLY
“Drinking is part of my life” (121 Index / 21%)
“I like taking risks” (129 Index / 34%)
“I like to buy products that offer the latest new
technologies” (Index 124 / 32%)”
LIVING DAY TO DAY
“I have a keen sense of adventure” (116 index / 48%)
“I enjoy being extravagent” (130 Index / 27%)
“I am very interested in unfamiliar destinations for
vacation travel.” (123 Index / 42%)
“To spend money on myself is the greatest
pleasure in life” ( 117 Index / 32%)
“I enjoy dressing for formal occasions”
(113 Index / 49%)”
“I really enjoy shopping for clothes” (117 Index / 35%)
BRAND PERCEPTION
“I am more of a spender than a saver” (112 Index /
26%)”
“Advertised brands are better quality than brands that
do not advertise” (131 Index / 21%)
“I find I am easily swayed by other people’s views”
(114 Index / 24%)
“When shopping for clothes I look for designer labels”
(115 Index / 21%)
“When given the choice I would always choose a full
size/luxury vehicle” (113 Index / 26%)”
IN THE KNOW
“I am always one of the first of my friends to try a new
product” (118 Index / 22%)
“I tend to be the first to own new electronic products”
(Index 115 / 36%)
“I cannot imagine life without the internet” (115 Index
/ 45%)
“I am excited by the development of new
technologies” (Index 122 / 45%)
“I love expensive sports cars” (130 Index / 23%)
CLIMBING THE LADDER
“I am willing to sacrifice time with family to get
ahead” (117 Index / 22%)
“Money is the best measure of success” (121 Index /
20%)
“It is important that those around me think that
I am doing well” (116 Index / 43%)
“I want to get to the very top in my career” (147 Index
/ 49%)
“My main goal is to make a great deal of money
as quick as possible” (129 Index / 28%)”
HEALTH AWARE
“I like activities that push my mental and physical
limits” (113 Index / 49%)
44
CANADA VS. U.S.
Media Marketplace Canada vs. U.S.
Canada
Population
Radio Ad Spend
42
210
26:54:00
33:25:00
Daily Reach A18+
88%
91%
DAILY NEWSPAPER
PVR Penetration
54.10%
48%
345
1,381
Number of Daily
Newspapers
Netflix, Shomi, Crave,
iTunes
Netflix, Hulu Plus, Amazon Prime
Instant Video, Sling TV, HBO Go,
iTunes
3782.00
7500.00
5.8 Million
40 Million
The Big Bang Theory
NCIS
NCIS: New Orleans
Sunday Night Football
The Big Ban Theory
NCIS
$3.36 Billion CAD
$70 Billion US
$95.57
$217.92
Time Spent per Week (P2+)
Number of TV Stations
Popular Paid Television
Streaming Services
Number of Titles Available
Through Netflix
Netflix Subscribers
Top Network Programs
(2014/2015 season)
TV Ad Spend
TV Expenditure per Capita
RADIO
Radio Markets
104
251
Time spent per Week
(P18+)
21:60 (18+)
13:56 (18+)
Weekly Reach (P18+)
93%
91.3%
711 (CRTC)
11,328
Number of Radio Stations
Digital Songs Sold
(Millions)
Popular Paid Music
Streaming Services
Top Radio Songs (based on
plays)
Top Selling CD Albums
Top Selling Digital Albums
Top Selling Digital Songs
321,216,397
US
TELEVISION
TV Markets
35,158,300
Radio Spend per Capita
Daily Newspaper
Circulation
Newspaper Ad Spend
Newspaper Spend per
Capita
$1.65 Billion CAD
16 Billion USD
$46.93
$49.81
104
1331
5,312,018
40,420,000
$2.34 Billion CAD
$16.6 Billion US
$66.56
$51.68
Top Magazine Publishers
Top Advertising
Categories
Top Advertisers
101.7
1,102.5
Top Women's Magazines
(circulation in 000)
Spotify, Rdio, Apple Music,
Google Play, Tidal, Pandora
Spotify, Rdio, Apple Music, Google
Play, Tidal, Pandora
Top Business Magazines
(circulation in 000)
Magic - Rude
OneRepublic - Counting
Stars
John Legend - All of Me
Pharrell Williams - Happy
Katy Perry - Dark Horse
"Taylor Swift - 1989
Frozen - Soundtrack
Sam Smith - In The Lonely
Hour
Frozen - Soundtrack
Taylor Swift - 1989
Pentatonix - That’s Christmas to Me
Taylor Swift - 1989
Frozen - Soundtrack
Ed Sheeran - X
Taylor Swift - 1989
Frozen - Soundtrack
Sam Smith - In The Lonely Hour
Meghan Trainor - All About
That Bass
Katy Perry - Dark Horse
Top General Interest
Magazines (circulation
in 000)
Magazine Ad Spend
Magazine Ad Spend per
Capita
Number of Panels
Available
Transit (446,290)
BCE Corp
Rogers Communications
Inc
McDonalds Corporation
McDonalds Corporation
Apple Computer Inc
Metro PCS
Retail
Telecommunication
Media: TV, Radio, OOH,
Station Promo
Misc Services & Amusements
Retail
Media & Advertising
Toronto
Montreal
Vancouver
New York
Los Angeles
Chicago
$.79 Billion CAD
$5.9 Billion USD
$22.47
$18.37
86.80%
81%
28.9M / 80.6%
259.7M / 80.8%
Average Monthly UV's
23.6
198.4
Avg Monthly Hrs. Per
Visitor
36.7
35.2
90
80
Top Advertisers
Top Categories
Top 3 Markets
OOH ad Spend per capita
1286
7,390
TC Media
Rogers Publishing
St. Joseph Media
Time Inc.
American Media Inc.
Bauer Publishing Group
Toiletries & Toilet Goods
Retail Stores
Business & Consumer
Services
Toiletries & Toilet Goods
Apparel, Footwear & Accessories
Drugs & Remedies
Procter & Gamble
L’Oreal Canada
Unilever Canada
Procter & Gamble
L’Oreal SA
Pfizer Inc.
Chatelaine (552)
Canadian Living (513)
Coup de Pouce (221)
Cosmopolitan (184)
O (Oprag Magazine) (129)
Womena’s World (119)
Report on Business (267)
Financial Post Business
(158)
MoneySense (128)
The Economist (77)
Bloomberg (28)
Fortune (18)
CAA Magazine (1,607)
Westworld (1,319)
Reader’s Digest (523)
National Geographic (300)
Vanity Fair (65)
New Yorker (30)
$65 Million CAD
$15.1 Billion USD
$1.85
$47.01
OUT OF HOME
Number of Outdoor
Companies
Transit (65,000+)
Out of home ad spend
MAGAZINE
Number of Consumer
Magazines
Largest Number of Faces
Available - Format
160+
500+
141,900
1,077,260
INTERNET
Internet Household
Penetration
Internt Users
Avg. Monthly Visits Per
Visitor
Online Video Reach
73%
64%
1,476
1,170
3.60%
4.30%
Digital Time Spent per
day
252 min
315 min
Social Network
Penetration (of
population)
55.60%
56.10%
$4.58 Billion
$52.5 Billion
$130.27
$162.51
Top Digital Media
Properties
Google Sites
Facebook
Microsoft Sites
Google Sites
Yahoo Sites
Facebook
% of market share by search
engine
Google (88.1%)
Bing (4.53%)
Yahoo! (4.13%)
Baidu (0.61%)
Googe (74.8%)
Bing (12.4%)
Yahoo! (10.9%)
Other (2%)
Online Video Minutes per
Viewer
Digital Video Growth
Internet Ad Spend
Internet Ad Spend Per
Capita
45
CANADA VS. U.S.
Mobile
Canada
Average Monthly Unique Visitors (000)
Social Landscape
US
25,181
196,498
34.6
36.2
Average Monthly Hours per Visitor
Average Monthly Pages per Visitor
3,001
3,162
Average Monthly Visits per Visitor
88
82
SMARTPHONE PLATFORM MARKET SHARE BY MARKET
Ray Rice
Android
46%
51%
FACEBOOK USERS
Ray Rice
Adrian Peterson
Apple
47%
45%
2014 (millions)
17.9
152.4
3
Eugenie Bouchard
Richard Sherman
Other
7%
4%
2015 (millions)
18.5
157.1
4
Tony Stewart
Paul George
5
Ultimate Warrior
Carmelo Anthony
3.35%
3.08%
Android
54%
% of internet users
64.00%
60.50%
Apple
38%
40%
% of population
52.62%
48.91%
MOST ASKED "HOW TO...?"
Other
12%
5%
% of social media users
92.80%
87.10%
1
Vote
Airdrop
2
Vlog
Contour
52%
39%
61%
Smartphone (browser)
Tablet (app)
Tablet (browser)
YOY % growth
49%
48%
55+
39%
US
Michael Schumacher
Mobile (phone & Tablet)
SHARE OF DIGITAL MEDIA TIME BY ACCESS METHOD
Canada
MOST SEARCHED ATHLETES
1
Desktop
Smartphone (app)
US
321,216,397
2
35-53
48%
Canada
35,158,300
18-34
SHARE OF DIGITAL MEDIA TIME BY PLATFORM
Desktop
TOTAL POPULATION
2014 Google Trends
Android
52%
54%
TWITTER USERS
3
Puree
Vote
Fundraise
Kiss
Snapchat
Craft
31%
43%
Apple
32%
40%
2014 (millions)
5.9
48.4
4
5%
6%
Other
16
6
2015 (millions)
6.7
53.1
5
14%
10%
YOY % growth
13.56%
9.71%
2%
2%
SMARTPHONE PENETRATION OF MOBILE PHONE OWNERS BY DEMO
% of internet users
23.30%
20.40%
18-34
% of population
19.06%
16.53%
1
Frozen
Frozen
29.40%
2
Interstellar
Interstellar
3
Divergent
Divergent
TOTAL DIGITAL AUDIENCE COMPOSITION
18-34
40%
37%
35-53
44%
38%
95%
90%
35-53
89%
81%
55+
62%
57%
% of social media users
33.80%
MOST SEARCHED MOVIES
OVERALL SOCIAL NETWORK USERS
4
Godzilla
Gone Girl
Social Media Time Spent Comparison
2014 (millions)
19.3
173.6
5
Gone Girl
Lone Survivor
Desktop
30%
24%
2015 (millions)
20
180.3
DEMOGRAPHICS' SHARE OF TIME SPENT BY PLATFORM
Smartphone (App)
47%
57%
YOY % growth
3.63%
3.86%
18-34
Smartphone (Browser)
4%
5%
% of internet users
69.00%
69.40%
1
ALS
ALS
16%
11%
% of population
56.89%
56.13%
2
Ebola
Ebola
3%
3%
55+
16%
25%
Tablet
14%
8%
Smartphone
47%
61%
Desktop
39%
31%
35-53
Tablet
17%
13%
Smartphone
36%
50%
Desktop
47%
37%
55+
Tablet
20%
18%
Smartphone
19%
30%
Desktop
61%
51%
Tablet (App)
Tablet (Browser)
MOST ASKED "WHAT IS...?"
3
ISIS
ISIS
4
Bitcoin
Bitcoin
5
Uber
Asphyxia
MOST SEARCHED MUSICIANS
1
Iggy Azalea
Iggy Azalea
2
Arianne Grande
Lorde
3
Taylor Swift
Sam Smith
4
Niki Minaj
Meghan Trainor
5
Lorde
Solange Knowles
SOURCES:
https://www.google.ca/trends/topcharts
https://www.google.ca/trends/topcharts#geo=US&date=201507
46
CANADA VS. U.S.
US Total Media Ad Spending, by Media, 2013-2017
Canada Total Media Ad Spending, by Media 2013-2017
(Billions of C$)
(Billions)
2013
2014
2015
2016
2017
2013
2014
2015
2016
2017
Digital
C$3.53
C$3.98
C$4.58
C$5.04
C$5.49
TV
$66.40
$68.50
$70.00
$73.10
$75.30
-Mobile
C$0.44
C$0.95
C$1.57
C$2.44
C$3.17
Digital
$42.30
$47.60
$52.50
$57.30
$61.40
TV*
C$3.36
C$3.30
C$3.36
C$3.41
C$3.45
-Mobile
$8.50
$13.10
$18.60
$24.70
$31.10
Print
C$3.34
C$3.09
C$2.98
C$2.85
C$2.75
Print
$32.90
$32.20
$31.60
$31.30
$31.20
-Newspapers*
C$2.67
C$2.43
C$2.34
C$2.22
C$2.13
-Newspaper*
$17.80
$17.10
$16.60
$16.20
$16.10
-Magazines*
C$0.67
C$0.66
C$0.65
C$0.63
C$0.62
-Magazines*
$15.10
$15.10
$15.10
$15.10
$15.20
Radio*
C$1.61
C$1.62
C$1.65
C$1.66
C$1.68
Radio**
$15.60
$15.90
$16.00
$16.00
$16.10
Outdoor
C$0.70
C$0.74
C$0.79
C$0.82
C$0.84
Outdoor
$7.00
$7.20
$7.40
$7.60
$7.80
C$12.54
C$12.73
C$13.36
C$13.79
C$14.21
Directories*
$6.90
$6.40
$5.90
$5.50
$5.30
$171.00
$177.80
$183.40
$190.90
$197.00
TOTAL
Note: Numbers may not add up to total due to rounding. *excluding digital
http://www.emarketer.com/Article/Canada-Digital-Claims-Over-30-of-Ad-Spend/1011767
TOTAL
MEDIA
CHANNELS
DIGITAL
SOCIAL MEDIA
MOBILE
MEASUREMENT
TELEVISION & VIDEO
AUDIO
BROADCAST COMMERCIAL ACCEPTANCE
MORE THAN MEDIA
DAILY NEWSPAPERS
COMMUNITY NEWSPAPERS
CONSUMER MAGAZINES
BUSINESS MAGAZINES
OUT OF HOME + TRANSIT
DIRECT MARKETING
MEDIA SOFTWARE + DATA SERVICES
Media Channels
48
DIGITAL
[ COMMENTARY )
C ath
With all of the
technology
typically
referred to
as digital,
one thing is
common: they all
produce data.
yC
ol l
i er
We are moving farther
and farther away from
an industry standard on
measurement, with each
publisher and platform
defining their own currency.
What is a video view—is it
three seconds on Facebook
or a forced 30-second view on
CE
connected TV, or a click/share/
O,
OM
DC
comment on YouTube? We need to
anad
a
be less dependent on what suppliers tell
us and move to client-specific KPIs aligned to
what matters to them (sales, engagement, brand metrics).
|
Digital also includes things like payment systems, games
and content consumption, which makes our world
incredibly fragmented but informative—to the point that
even when we are not connected in the evening, that is a
signal/data point to develop insights.
By all accounts, it has become an essential element of
our lives. Almost 30 million people access the internet
on a monthly basis, and that usage spans across every
demographic to a pretty significant degree. The 18-24
demographic has a measured
audience that exceeds the
population, something
that speaks to both
the popularity of the
medium as well as
the challenges in
measuring it.
Continued
on page 49.
Sea
nD
ix o
n|
ir e
D
Consumers are increasingly aware of data, are more
careful on what to share, and are thinking about why
they are sharing, which makes media planning more
challenging than ever before. Specifically, men 18-34 are
most likely to use ad blockers and least likely to watch
television. So developing a media strategy to reach this
technically savvy yet ad-adverse consumer base requires a
considered approach that takes their media consumption
into account.
The final challenge is producing creative and content
that will deliver the right message to the right person at
the right time. This will require our industry to reinvent
creative compensation models, continue to develop new
ad delivery mechanisms that accommodate sophisticated
creative elements and reinvent the entire media/creative
process.
The internet, as
experienced by the
vast majority of the
world, is now around
20 years old.
cto
r, E
m
e rg i
ng M ed
ia, O M D
Media Channels
49
DIGITAL
Contributed by Sean Dixon,
Director, Emerging Media, OMD
Canadian Online
Audience by Gender
All Male
Unique Visitors by Region
Canada Population & Online
population (Desktop/Mobile)
12
Persons:
55+
All Female
9
Persons:
45-54
50.1%
Millions
Volume
14,827,001
Persons:
35-44
6
Persons:
25-34
3
Persons:
18-24
49.9%
Volume
14,742,758
Data Source: Comscore Media Metrix- Multi-platform, Total Audience, Total
Internet, July 2015
Persons:
2-17
0
Ontario
Quebec
Prairies
British
Columbia
Atlantic
Millions
Comscore Measured
Data Source: Comscore Multiplatform Total Audience July 2015
Statscan Pop
Media Channels
50
DIGITAL
Continued
Marketing to consumers has always involved consideration about where they spend their time, and where the best
opportunities are to align a message to that behaviour. Digital marketing is constantly shifting, creating entirely new
channels and opportunities around video, social, mobile, apps, gaming, beacons, virtual reality, connected televisions, and
more. It’s increasingly difficult to confine all of these developments to a catch-all term like “digital,” and the choices that
marketers now have to make with respect to making use of these new(ish) channel are increasingly difficult.
Spend against “digital media” has surpassed that of every other individual channel, with a forecasted $3.6 billion spend
across all digital media. The spending shift to digital will likely continue, as some channels, particularly mobile and video,
continue to see dramatic increases in usage. For the most part, this increase is additive in nature, but there are concerns
with some channels: cord cutting, unbundling, and the rise of streaming services are making traditional evaluation of some
channels something of a challenge.
Digital Ad Spending in Canada, 2014-2019
C$6.04
C$5.65
C$5.23
C$4.80
C$4.36
C$3.79
15.0%
11.0%
2014
billions of C$ and % change
10.0%
2015
2016
Digital ad spending
9.0%
8.0%
7.0%
2017
2018
2019
% change
Note: includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats
of advertising on those platforms; includes SMS, MMS and P2P messaging-based advertising
source: eMarketer, Sept. 2015
In early 2015, Eric Schmidt, the executive chairman of
Alphabet, Inc. stated that the “internet will disappear;”
that the sheer volume of connected devices means that
the internet will be a part of people’s presences, and less
something that requires action on the user’s part. The
rise of the “internet of things” means that connectedness
is becoming something that is expected, and only
conspicuous in its absence. This connectedness opens up
opportunities for better consumer insight for marketers,
and in turn better brand experiences for consumers.
This ambiguity about the future of digital media is
both exhilarating and terrifying for most marketers, but
most aspects of marketing are only improved by the
targetability, measurability and customization afforded by
digital media. Things like analyzing opportunity, gaining
consumer insight, testing audience segmentation, to name
a meager few, are possible through digital media tactics to
a degree that some other channels have a more challenging
time offering.
Media Channels
51
DIGITAL
Digital ad spending in Canada, by Format, 2014-2018
DATA
millions of C$
2014
2015
2016
2017
2018
Search
2052.0
2333.6
2543.0
2745.7
2937.2
Display
1,551.0
1,837.1
2,065.8
2,295.2
2,525.5
1274.0
1498.2
1669.7
1858.9
2049.1
266.0
327.2
383.9
423.6
463.2
11.0
11.8
12.2
12.7
13.2
162.0
161.4
158.3
156.9
152.2
19.0
21.8
24.0
26.1
28.2
9.0
8.0
7.0
6.0
5.0
$3793.0
$4362.0
$4798.1
$5230.0
$5648.4
–Traditional display
– Video
– Video games
Classifieds
Emails
Mobile messaging
Total
Note: numbers may not add up to total due to rounding; includes advertising that appears on desktop and laptop computers as well
as mobile phones, tablets and other internet-connected devices on all formats mentioned
Source: eMarketer, Sept. 2015
Digital marketing has seen incredible evolution in the way
it is executed. Conversations around “big data” continue,
and are getting more sophisticated. Many companies have
found solutions around storage and management, and
the talking points now are about drawing connections
between data sets, accessing technology that makes that
data useful, and being ever-careful of privacy concerns and
negative consumer experience.
A company’s own online advertising, site tracking and
CRM data are core elements of any data-focused plan,
but there’s massive opportunity in augmenting that
list with custom third-party data, location-based data,
demographic data and other data sets. Future success
will depend on sourcing external data that adds value to
the business, and having people in place who can draw
meaningful insights to prove it.
SEARCH
Search is such a mainstay of modern marketing that the
new opportunities and higher-level strategy that it requires
can be easily overlooked. Search plans require constant
monitoring, optimization, and shifts in strategy in order
to succeed. Brand defense, competitive conquesting and
other approaches intended to capture and direct consumer
interest require significant commitment and expert
guidance to reach their potential.
Mobile can be expected to be a bigger, if not the biggest,
area of growth for search, which can have tremendous
impact on the way companies develop and manage their
Media Channels
52
DIGITAL
search programs, e.g. focusing on call traffic vs. clicks, or
on store visitation.
The efficiency and measurability of search make it a
priority in marketing budgets. The way search platforms
are continually improving, and becoming tied to other
digital tactics through remarketing, make it likely to
continue that way.
GAMING
There are a number of signals that indicate that Canadian
consumers are increasingly internet-connected; increasing
smartphone penetration, increasing adoption of smart
TV and over-the-top devices, and internet-connected cars
being examples. Game consoles are a big part of Canadian
consumers’ lives, about 65% of adults 18-34 own a game
console, and 46% of Canadians overall, according to
MTM’s spring 2014 survey. It’s also important to consider
that consoles are used for more than just games, with
streaming movies, music and more available on most
consoles.
Opportunities for brands go beyond simple media
placement against gaming apps, or even in-game
integration. Consumers have demonstrated an interest in
the category, and opportunities to tailor brand experiences
to the unique environments gaming provides are
significant.
Gaming isn’t restricted to these consoles, however. Almost
50% of Canadians play games at least once a month
on their mobile devices [Figure 1], and gaming apps
are often among the top downloads in the various app
marketplaces.
Buying ads online has historically been a very labourintensive process. As digital media offers an incredible
variety of options around how and where ads appear,
developing the best solutions for brands requires an
incredible amount of intelligence gathering and decision
making. Programmatic media buying assists that process
by automating many of the evaluation and buying
processes involved.
Mobile Gamers and Penetration in Canada, 2014-2019
Figure 1
2013
2014
2015
2016
2017
2018
2019
13.3
15.3
17.3
19.2
20.6
21.7
22.5
– % change
23.4%
14.4%
13.3%
10.9%
7.6%
5.1%
3.5%
– % of mobile phone users
49.8%
55.2%
60.4%
65.7%
69.3%
72.0%
73.5%
Mobile phone gamers (millions)
– % of population
37.9%
43.0%
48.2%
53.0%
56.4%
Note: mobile phone users of any age who play games on mobile phones at least once per month; excludes preinstalled games on feature phones
Source: eMarketer, July 2015
58.8%
60.2%
PROGRAMMATIC
The system is by no means simple, and still requires
substantial human expertise, but has proven itself
an incredible tool for today’s digital savvy marketer.
Programmatic has made an immense volume of inventory
available to advertisers at the same time, while providing a
way to deliver great results out of a sea of options.
The programmatic ecosystem that connects advertisers to
consumers consists of three elements:
1. Demand
2. Supply
3. Data
Demand is represented through advertisers, trading desks
and demand-side platforms (DSPs). There are various
Media Channels
53
DIGITAL
configurations involved, but the demand side informs
the transaction by identifying the type of audience it is
seeking.
Supply is represented through consumers, publishers,
networks and supply side platforms (SSPs). When
a consumer triggers an opportunity for an ad, the
transaction is informed by the type of audience being
presented. Much of programmatic inventory consists of
standard display and video advertising, but as technology
and publishers develop, more options will be served by
programmatic means.
In order to provide that audience detail, which might
include the site, the interests of the consumer, the
demographic group they fall in, or their past behaviours,
both sides layer data information into the transaction.
Data
Data generally falls into two categories. First-party data
consists of information that the advertiser or publisher
knows about the consumer through first-hand experience.
That could mean identifying users who have visited an
advertiser’s website, or profile data that a publisher site
owns. Third-party data is, generally, aggregated data from
companies that gather information across a number of
properties. This could include an indicator that a person
is in the market for a car, or that they are a mother with
a high household income. Data management platforms
(DMPs) contribute much to the way data interacts with
transactions, with client, advertisers, agencies and DSPs
making use of a DMP for buying, reporting and data
insights well outside of media buying activity.
Strategic role
Audience-focused buying provides a way for incredibly
effective, efficient ad delivery by software-assisted
optimization to measurable goals. If an advertiser is
seeking high-ROI e-commerce transactions, for example,
the tactics and inventory available can be selected, shifted
and otherwise optimized to provide the best opportunity
for success.
Paths to market/usage
There are a great number of players involved in the
programmatic landscape. The ad transaction occurs
between DSPs and SSPs, but the route to that transaction
may differ substantially between advertisers. DSPs
identify the opportunity and provide the mechanism for
transactions to take place. As no two DSPs are identical,
campaign success may rely on the right selection here.
Trading desks often run multiple DSPs simultaneously,
evaluating them on a campaign-by-campaign basis and
selecting the best solution for the campaign’s particular
objectives. Many advertisers take advantage of the unique
relationships agencies have with publishers, and get
programmatic access to premium inventory that might
not be otherwise available in the open market.
Programmatic buying still requires significant expertise
to function successfully. There are a great many
players, and often, a great many layers involved. At
each level, knowledge and insight add value to the use
of programmatic, and it’s critical to understand that
programmatic is best used with a results-focused, longterm approach. Working media dollars are important,
but can be potentially wasted if not guided throughout
the process by layers that involve human decisions.
Occasionally, these layers are mistaken as “arbitrage,” but
a consistent focus on business results should put such
concerns to rest in short order.
Agency holding companies have developed programmatic
solutions in recognition of this results-driven approach.
Trading desks themselves are generally distinct entities
from agencies, but in that they are related, positions of
brand stewardship now extend into data stewardship.
Risks of cross-client data usage go against the larger brand
partnership brands enjoy with their agencies. While
independent vendors are similarly motivated to avoid
leveraging data from one brand to another, care must
always be taken to ensure the security of advertiser data.
Transparency within the programmatic space is another
area of great discussion. Advertisers want to know
who saw their ads, where they saw them, what data
was involved, and how that data was assigned to the
impression. Interfaces associated with data management
platforms are able to offer incredible reports and
campaign insights against those concerns, shaping future
programmatic planning buys and business success.
Media Channels
55
DIGITAL
The Programmatic Landscape
DEMAND
Trading Desks
The Aber Group
Accuen
Amnet
Cadreon
Chameleon
District M
EyeReturn Marketing
Exchange Lab
Ideon Media
Magnet Intell
Mediative
Noise
Sizmek
Xaxis
Xpeto
DSPs
Acuity
Adconion Direct
Addictive Mobility
Adgear
AdLearn Open Platform
AppNexus
BrightRoll
Chango
Doubleclick Bid
Manager by Google
E Ads
EyeReturn Marketing
Magnetic
MediaMath
Rocket Fuel
SiteScout
SourceKnowledge
Swarm
Tube Mogul
*The companies named are examples, not a complete list, of who operates in this ecosystem
SUPPLY
DATA
SSPs/Programmatic Direct
Publishers
Networks
DMPs/Data Suppliers
Doubleclick Ad Exchange
by Google
Index Exchange
MarketPlace
by AdTech
Nectar powered by
Juice Mobile
Aol
CBC Radio-Canada
Corus Entertainment
La Presse
Microsoft Advertising
Postmedia
Quebecor Media
Rogers Media
Shaw
TC Media
The Chronicle Herald
The Globe And Mail
The Huffington Post
The Star
Yahoo Canada
Yellow Pages Group
Advertising.com
Fuel
Google Display Network
Olive Media
MediaNet
Mediative
Redux Media
Rogers One Call
Suite 66
TC Media
Tribal Fusion
Yahoo Advertising
Acuity
Akamai
Bizo
BlueKai
Criteo
District M
Dg Peer 39
Exelate
EyeReturn Marketing
Krux
Lotame
Makazi
Neustar
Project Sunblock
Teradata
Exchanges
AppNexus
Canadian Programmatic
Marketplace
Cpax
District M
Doubleclick Ad Exchange
by Google
Index Exchange
Mediative
Microsoft Advertising
Exchange
Opx
Redux Media Exchange
Yahoo Ad Exchange
Delivery Verification
EyeReturn Marketing
Ghostery Enterprises
Sizmek
Media Channels
56
DIGITAL
The Programmatic Landscape. A Comprehensive Layout of the Marketplace.
Agency
Trading
Desks
DSPs
Exchanges
SSPs
Agencies
Creative
Optimization
Retargeting
Media
Planning and
Attribution
DMPs
and
Data
Aggregators
Targeted Networks/AMPs
Performance
Tag Mgmt
Mobile
Ad Servers
Courtesy of Warc.com
Verification/
Privacy
Measurement
and Anaytics
Publisher
Tools
Ad Servers
Data Suppliers
Media Mgmt Systems and Operations
CONSUMER
Vertical/Custom
PUBLISHER
MARKETER
Ad Networks
Horizontal
Social
Tools
Media Channels
57
PROGRAMMATIC GLOSSARY
TERM
DEFINITION
A virtual marketplace where participating suppliers auction their impressions to eligible
buyers. The ad exchange announces each impressions, in real time, and asks buyers if they
are interested to buy said impression and at which price.
Ad Server
Technology that stores display advertisements, delivers them to website visitors in a way
that would maximize the Advertiser's (or Publisher's) revenue, monitor campaigns and
create reports.
Ad Verification
A service that confirms if an ad ran only where it was intended to by the Advertiser. Often
used to ensure brand safety, so that an ad does not appear in an inappropriate place or
site.
Agency Trading Desk
A department or arm of an Agency that oversees programmatic buying. Many Agency
(ATD)
holding companies have trading desks.
Aggregated Information
Data combined from many individual users that can't identify anyone personally.
Anonymous Information Facts that don't identify a person specifically, such as age group and gender.
Application Programming Set of rules and specifications that software programs can follow to communicate with
Interface (API)
each other.
Attribute
A single piece of information known about a user and stored in a behavioral profile which
may be used to match ad content to users. Attributes consist of demographic information
(age, gender, geographical location), segment or cluster information (auto enthusiast),
and retargeting information (visited Site X two days ago).
Attribution Modelling
A mathematical process for linking marketing activities to outcomes such as online or
offline product purchases. Attribution modeling typically analyzes the degree to which
different blends of media exposure, across different channels, generate different bottomline results in order to establish causality and properly credit each media channel for its
impact on the final outcome. For example, users exposed to $100K of display media only
may generate 1,000 conversions that can be directly attributed to the display campaign,
but also generate a measurable lift in searches and in offline sales that lead to further
impact.
Audience Intelligence (AI) The use of 1st and 3rd party data to determine an Advertiser's audience.
Behavioural Data (BT,
Data related to specific users as well as their historical patterns of interaction with
Audience Targeting)
websites and advertising content
Blacklist
A list of web sites that an Advertiser will not permit their ads to be placed on. These sites
are often sites for tobacco, pornography, or other content that is not aligned with the
brand image of the Advertiser.
Brand Safety
Contextual technology aimed at ensuring advertisement does not display on webpages
where its appearance might negatively impact the Advertiser's brand.
Contextual Data
Data related to the content and context of the specific webpage where advertisement is
run.
Contextual Advertising
Advertising on a web site that is targeted to the specific individual who is visiting the
(or Targeting)
website. Natural context places an ad on a relevant site, such as a bank ad on a finance
page. Contextual advertising scans the text of a website for keywords and targets ads
based on those keywords. These ads can be text or images.
Ad Exchange
TERM
DEFINITION
Cookie Caching
Cookie, first-party
A process of collecting cookies of various users which can be brought on an ad exchange.
A cookie placed on a website by the owner, such as those on a bank site or other site
(Netflix, Amazon) so they recognize users when users return to their sites.
A cookie placed on a website by a third-party, such as an ad server or data provider.
Information from these cookies is collected and can be used to place you in one or more
demographic groups, based on your online activity. These cookies can be used to target
advertising and manage campaign aspects.
A centralized system for gathering first-party data, integrating with third-party data, and
applying this data to one’s advertising strategy. Advanced DMPs offer users the ability to
create custom segments, forecast segment volumes, sync segments with other sources,
overlay advanced analytics, and are often integrated with or part of DSP platforms.
A DSP is a technology platform through which buyers (Advertisers or Agencies) can
plan, target, execute, optimize, and analyze digital media buying programs across
100% of the media plan. Through a DSP, the buyer can set targeting criteria, pricing,
frequency, and other criteria governing the purchase of digital ad units. Advanced DSPs
will provide additional capabilities to the buyer, including integration of various online
and offline data sources, the ability to provision direct media buys (as opposed to just
Programmatic), advanced optimization and decisioning capabilities, and creative tools.
The process by which an ad is inserted into a page in response to a user’s request.
Dynamic ad placement allows alteration of specific ads placed on a page based on
any data available about the user and from that campaign. At its simplest, dynamic ad
placement allows for multiple ads to be rotated through one or more spaces, served by
a template creative. For example, Best Buy may show a DVD player to one user, and an
iPod to another user, using the same ad creative and ad tag. Programmatic benefits are
strengthened when the ad speaks closely to what the user shows interest in.
The purchase price for an ad impression that is determined via a real-time auction rather
than a predetermined fixed rate.
The approach to winning ad traffic by increasing CPM bid by the necessary minimum in
real time to outbid competition.
“First look” is a tactic widely offered by sellers who offer prioritized access to select
Advertisers within an open market environment. Instead of the winning impression
going to the highest bid,“first look” affords first right of refusal for an impression within
an exchange based on a pre-negotiated floor or fixed price. If the buyer bids, they are
guaranteed to win the impression. This privilege is typically granted in return for a
commitment.
The ability to set a limit on the number of times an Advertiser exposes a user to their
advertising within a fixed time period.
A third party company that licenses and supports DSP technology to act as a trading desk
for Advertisers/Agencies.
Small, sub-scale ad Publishers such as blogs to niche commercial sites.
Cookie, third-party
Data Management
Platform (DMP)
Demand Side
Platform(DSP)
Dynamic Ad Insertion
Dynamic Pricing
Dynamic CPM (dCPM)
First Look
Frequency Capping
Independent Trading
Desk (ITD)
Long Tail Publishers
Media Channels
58
PROGRAMMATIC GLOSSARY
TERM
DEFINITION
TERM
DEFINITION
Look-alikes / Audience
Modelling
Potential customers modeled after an Advertiser’s 1st party data (usually data from
their customers who visit and make purchases from their websites). Attributes of the
Advertiser’s customers are matched against a larger audience, creating a pool of highly
targetable and ‘pre-qualified’ users. Some companies refer to this also as ‘pre-targeting’.
Inventory sold directly by a Publisher to an advertiser. Remnant inventory is usually sold
by a third party.
1x1 pixel tags on many websites that can track web surfers’ location and activities online,
such as a registration or conversion. Some are powerful enough to know what a user types
on a particular site.
A virtual marketplace operated by sellers to represent their high value/premium
inventory, providing programmatic access to select buyers (via a DSP) who agree to
transact based on pre-negotiated terms (e.g. flight dates, floor prices, auction types,
budgets, etc.). True private exchanges offer access to inventory that is not otherwise
available within the open market.
Connects to one or more “pipes” and evaluates every impression that’s announced. The
real-time bidder is responsible for making the best inventory acquisition decisions
possible, on behalf of the Advertiser.
Programmatic - Pipe
(API)
Real Time Bidding
(Programmatic)
Remnant Inventory
Provides a server-side connection into an inventory source and pushes impressions, in
real time, to eligible buyers. It announces impressions as they are made available to buy.
A data-driven programmatic buying model allowing Advertisers or their Agencies to bid
on digital media (display, video, mobile, social, etc.) in real-time, at the impression level.
Inventory that and Publisher is unable to sell directly which is turned over to a third-party
and sold at a discounted rate.
Re-messaging various messages to a collective pool of participants based on the pools the
buyer/client creates; usually involves collecting data by pixelating the Advertiser’s website.
The winner of the bid pays the price of the 2nd highest bidder + 1 cent (also known as a
Vickery auction).
An entity which facilitates the sale of a publisher’s inventory through and ad exchange.
SSPs offer services such as minimum bid requirements, etc.
The process of placing a pixel on an Advertiser’s website or search landing pages to “tag”
users as having visited those pages so that they can be eligible for subsequent targeting/
messaging.
Online ad traders plugged into a DSP or ad exchange.
A list of web sites that an Advertiser will permit their ads to be placed on. Websites not on
this list will not be used to display ads for the Advertiser.
The number of impressions won over the number of impressions bid.
Technique employed by Publishers to determine what their ad impressions are worth and
how to manage the flow of inventory to make the most money.
Non-Remnant Inventory
Pixels (Tags, Beacons)
Private Exchange
Programmatic - Bidder
Retargeting
Second Price Auction
Supply Side Platform/Sell
Side Platform (SSP)
Tagging
Trading Desk
Whitelist
Win Rate
Yield Optimization
Media Channels
59
DIGITAL - SOCIAL MEDIA
[ COMMENTARY )
Mobile app based platforms like Snapchat
and Vine are examples of this new wave in
social. Last year’s smash-hit ‘Yo’ App, which
only allowed users to send ‘yo’ to other users,
|V
comically demonstrates the movement away from
ic e
Having said this, top social
P re
meaningful and lasting engagement. This new wave
s id e
platforms offer the reach
n t, H a
v a s M e dia
of interaction is based on messenger platforms that allow
and economies of scale most
consumers’ content to be bited-sized, instantaneous and
marketers are looking for. Facebook
quickly consumed. Facebook is not taking a backseat in
sees one billion logins per day and despite marketers’
this movement, with its recent acquisition of What’s App
concerns, Facebook usage by younger demographics is
and the introduction of Facebook Messenger based ‘M,’ a
still massive with over 50 minutes per day. [Figure 2] The
Siri or Google Now competitor.
social space allows marketers to achieve efficient and
Ma u
ra
Ha
nl e
y
Social media’s
evolution continues.
More so than any
other media channel,
social is shaped by
the media consumer
and not just by the
tech that governs it.
Along with a higher mobile penetration comes
a higher penetration of HD video cameras
in everyone’s pockets. This tech mixed with
millennial trends of snackable and disposable
content has seen the rise of a new type
of social platform that steers clear of the
traditional and permanent ‘wall’ of Facebook.
Marketers are realizing that this rapidly evolving
dynamic requires messages specifically tailored for each
platform; messages that are not simply reformatted
to different specifications but rather unique messages
that allow a brand to capitalize on how consumers use
each platform. It’s both an exciting opportunity and a
daunting prospect that diverse social platforms used
together can support such a wide variety of branded
content and messages. Marketers are required to be
even more focused on delivering the right message, at
the right time, on the right platform, and soon to the
individual consumer.
effective reach while continuing to explore what number
of platforms and degree of customization makes sense
for their brands.
Media Channels
Contributed by Maura Hanley,
Vice President, Havas Media
Social media
remains a major
part of the Canadian
online experience,
with more than 27.7
million Canadians
visiting a social
property each month.
(Source: ComScore, Key Measures, July 2015)
While desktop reach remains strong for the top social platforms, it is increasingly being eclipsed by mobile [Figure 3].
Canadians spend considerably more time on their mobile device than on their desktop with the Facebook, Pinterest
and Twitter Apps [Figure 4]. Mobile presents new opportunities for marketers as consumers use their devices and
visit social platforms while on the go, such as in retail environments, and while consuming other media, such as
watching TV.
Advertising opportunities in the social space continue to evolve. In the 12 months since the fall of 2014, Instagram
has gone from offering sponsored posts for the first time in Canada to enabling advertisers to buy 30-second ad time.
Other platforms have also become more visually and video focused with Facebook introducing Cinemagraphics and
Twitter revising its video ads to auto play within user’s feeds in 2015.
Social media is now firmly at the center of the paid, earned and owned media ecosystem. Paid social ads promote
brand-owned content such as articles, tips, recipes, images and videos. Brand-owned content generates earned media
as consumers share with their social networks. Importantly, brand activity in other channels, such as TV advertising,
and brand experiences, such product use, generate conversations in social media. These consumer conversations are
a rich source of data for marketers, enabling a deeper understanding of brand health, consumer interest, competitive
positioning and target segments.
60
Media Channels
61
Social Platform Reach by Device
Time and Reach of Facebook,
Mobile vs Desktop by Demo
Figure 3
Desktop
Figure 2
Desktop
Mobile
100%
Mobile
100%
2,000
75%
Mobile Reach
50%
25%
75%
1,500
0%
Linkedin
Pinterest
Tumblr
Time
Reach
Facebook
50%
1,000
Twitter
ComScore, Key Measures, July 2015
% of Time by Device by Platform
Figure 4
100%
Desktop Reach
75%
25%
500
50%
25%
0%
0%
0
18-24
25-34
35-44
45-54
55+
*Average time in minutes per Visitor per month ComScore, Demographic Profile, July 2015
Facebook
Linkedin
*Average time in minutes per Visitor per month
Pinterest
Tumblr
Twitter
Media Channels
62
Social Networking Habits of Smartphone Subscribers (000)
December 2013
December 2014
12.132
+19%
10,443
+16%
+10%
+15%
2,750
1,704
Ever in month
7,100
5,989
ACCESS FREQUENCY
IS GROWING ON
MOBILE DEVICES
WITH A LARGE NUMBER
OF MONTHLY USERS
ACCESSING DAILY
3,166
1,866
Once to three times a month
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2014 vs. Dec 2013
At least once a week
INSIGHT
Almost every day
Media Channels
63
DIGITAL - MOBILE
[ COMMENTARY )
The reality is that we’re rapidly transforming to a way-of-life
where being always-connected through our smartphones has
become essential to our survival. A world where getting through
the day with a charged battery now rules our existence.
S he
If you would have
asked us a few
short years ago
to predict the
point when half
of all Canadians’
time spent online
would be through a
mobile device, we
likely wouldn’t have
believed that it would
be here so soon.
ll e y
it
Sm
es
|
Pr
id e
n t,
Mobile devices are an extension of how we experience the world,
holding everything at our fingertips - our most personal photos,
UM
messages and emails, videos, music, games, maps, calendars, contacts,
banking information and, soon enough, our credit and debit cards too. As
smartphones evolve to our most ubiquitous platform and first screen, they’re also turning entire
industries on their heads— whether it’s hailing a cab, reserving a table, booking a place to stay or
ordering food.
The shift to mobile also creates new marketing challenges, but more importantly, it provides brands
and agencies with the ability to better impact consumers in this new always-connected world.
Media Channels
64
DIGITAL - MOBILE
Contributed by
Shelley Smit,
President UM Canada
The Evolution
of Content
Consumption
The broadcast-centric media experience is quickly being
redefined for a mobile-first world. According to comScore,
four out of every five mobile users in Canada now own
a smartphone, with over 30% using their devices while
watching TV. Media Technology Monitor reports that
tablet penetration has grown 21% over the past year,
with one in two English Canadians now owning a tablet.
Mass adoption of smartphones and tablets (15.8 million
Canadians) is transforming how we create content, search
for information, read stories, listen to audio and watch
video - in ways that are more immediate, personal and
engaging.
Digging a bit deeper into mobile video, comScore reveals
that 8.6 million Canadians are now watching video every
month on a mobile device. Google states that more than
half of the 2.6 billion videos Canadians watch on YouTube
every month are on mobile devices, while daily watch
time is up 50% year-over-year. In parallel, Facebook video
has quadrupled in Canada in less than a year, with more
than 75% of all Facebook video views now happening on
mobile. There’s no debate that short-length mobile video
consumption is skyrocketing.
THE MOBILE ADVERTISING OPPORTUNITY
As mobile ad spend expands at a triple digit growth rate,
nearing $1 billion in Canada (IAB Canadian Internet
Advertising Revenue Survey), there’s still a great divide
between mobile time spent (50% of total digital time) and
corresponding mobile ad spend, which equates to only
25% of digital dollars.
There are still several barriers, including production
budgets and measurement challenges. However, we’re
seeing solid growth across new mobile inventory sources,
more economical creative services, stronger performance
versus desktop and a meaningful evolution to mobile-first
ad formats, most notably around the notion of ‘native’
advertising. Off the back of Facebook and Twitter - our
connections to the world - the growth of ad placements
designed to resemble the look and feel of news feed
content is overtaking traditional ad sizes. Major publishers
have raced to catch up with the mobile ad format
innovation spurred on by platforms.
Driven by the mobile experience, short-format autoplay newsfeed ads are quickly becoming an emerging
video standard. Telling a story by using the mobile screen
as a canvas and incorporating functionality like touch
gestures or snapping a photo, can transform a passive
ad experience into an interactive one. Being relevant by
tapping into “people-based” data, whether that’s detecting
the consumer’s location or real-time social conversation,
can trigger timely mobile messaging in the moments that
matter – magic that was only a pipedream a few short
years ago.
Finally, our constant companions have not only
transformed how we communicate with each other and
consume content, they’re also enabling new ways to
shop. From product carousels and “shop now” buttons
on social ads, to product inventory ads on Google Search
and shoppable hotspots on video, the collision of mobile
advertising with retail is upon us.
THE WAY FORWARD
Mobile presents many implications for agencies and
brands. Now, more than ever, we can create closer
relationships with consumers through mobile. However,
the complexity of the ever-changing ecosystem requires
the curiosity, courage and expertise to take big bets and
catch-up with the consumer who, in many cases, is much
further ahead than our existing capabilities.
How do we move forward? Don’t overthink. Mobile
can add value to marketing plans in both big and small,
tactical ways. Search, social and digital video is multiplatform by nature. Start learning there and then evolve to
leverage the specific strengths of mobile technology and
data to build even greater impact. Most of all, don’t wait.
As consumers, we’re already there.
Media Channels
Mobile (phone and tablet)
Smartphone
100%
100%
75%
75%
Share %
Share %
Smartphone Market Penetration by 5 Yr Trend 2010-14:
% of Mobile Subscribers
Mobile Revenue Growth
50%
25%
0%
0%
US
Dec-14
600
400
200
‘10
Source: comScore Mobilens; Persons 13+
Mobile Subscribers’ (000) Mobile Video
Viewing Frequency
800
0
Dec-13
UK
Source: comScore Global Media Report, March 2015
Dec-13
1,000
50%
25%
Canada
Feature Phone
$ Net Revenue - Millions
Share of Digital Media Time: Platforms
Desktop
65
DIGITAL - MOBILE
‘11 Dec-14
Time Spent share
Ad spending share
12.5%
75%
0%
50%
25%
Ever in a Month
Once to three times a month
At least once a week
‘14
Source: IAB Canadian Internet Advertising Revenue Survey
25%
Source: comScore Mobilens; Persons 13+
‘13 Share of Average Time Spent per Day with
Mobile vs Ad Spend Share
100%
0%
‘12 Almost every day
2013
Source: eMarketer, May 2015
2014
2015
Media Channels
66
DIGITAL - MOBILE
Share of Digital Media Time: Platforms
Desktop
Mobile Ad Spending in Canada, by Format, 2014-2019
Mobile (phone and tablet)
Search
Share %
100%
Traditional Display
Video
2014
2015
Video Games
Classifieds
Messaging
Email
$5,000
75%
$4,000
50%
$3,000
25%
$2,000
$1,000
0%
Canada
US
UK
$0
2016
2017
2018
2019
Media Channels
67
DIGITAL - MEASUREMENT
[ COMMENTARY )
on
While this year’s headlines have been dominated by
debates over viewability, I believe we have quietly ushered
in a new era of media measurement, one characterized by
the convergence of platforms, channels and techniques.
Le
When you peel away the awards, the ‘breakthrough’ claims
and the ‘media-first’ hype, it is measurement that we
inevitably gravitate towards. Ultimately, what we all want
to know is: did it work? This distilled yet complex question
has evolved significantly over the last 12 months as the
consumer, data and technology landscapes have shifted
beneath it.
eph
Media measurement is a sprawling topic, ranging from
the technical complexities of digital media to the statistical
wizardry of marketing mix modelling. It encompasses
many of our industry’s hottest topics, from verification
and viewability to brand lift and the Big Kahuna, ROI.
THE MOBILE CONSUMER
AND THE CROSS-PLATFORM
CONUNDRUM
Jo s
Connecting the Dots:
Media Measurement
in an Omni-channel
World
|P
re s
id e
n
t, P r
According to comScore, Canada is now mobile
e sid e
New entrants such as Tapad and
n t, V 7i
first: 95% of 18-34s have a smartphone, mobile’s
Drawbridge have emerged championing
share of digital media time (52%) now surpasses desktop
open, ‘probabilistic’ solutions, underpinned by complex
(48%), and one third of the top 100 digital properties’
algorithms and machine learning, while Google and
audiences are mobile only.
Facebook are banking instead on a ‘determinstic’
approach, leveraging their huge, cross-platform user bases
The ubiquity of mobile and multi-platform media
to map behaviour across devices.
consumption has one very significant implication: our
ability to measure behaviours consistently across devices is
fundamental to accurate media measurement.
Today’s gold standard for digital tracking is ‘cookies,’ small
pieces of code saved to a user’s browser. While relatively
robust for desktop measurement, cookies are already
redundant in a mobile world due to their inconsistent
compatibility with platforms such as iOS (Apple). They
also do not address the challenge of recognizing users
across different devices.
BRIDGING THE GAP BETWEEN OFFLINE AND
ONLINE
In addition to fuelling new cross-device solutions,
explosive growth in the marketing technology industry
is also helping marketers bridge the measurement gap
between online and offline channels.
The lack of integrated measurement solutions has been
a long-standing issue for our industry, often resulting in
siloed digital strategies erroneously focused on digital
outcomes. Equally, it led to the undervaluation of offline
investment by overlooking its impact on digital behaviour.
Media Channels
DIGITAL - MEASUREMENT
[ COMMENTARY )
The waywardness of this linear channel approach was
laid bare by a recent Think With Google – Consumer
Barometer report, which showed prior to a purchase,
45% of users research online, yet only 23% complete their
purchase online compared to 66% in-store.
Google and Facebook have both invested heavily in
evolving their cross-channel measurement solutions,
whether calculating store visits using location data
(Google Store Visits) or determining cross-channel
conversion lift via hashed, customer lists (Facebook
Conversion Lift). In addition to these two juggernauts,
we are also seeing a wealth of new data ‘stitching’ tools
entering the Canadian market with the promise of
integrated measurement solutions, across both platforms
and channels. This area is still in its infancy but is
definitely one to watch.
INTEGRATED ATTRIBUTION – AN EMERGING
APPROACH
For several years, our industry has maintained a strict
division between top-down measurement, such as
marketing mix modelling, and bottom-up efforts such as
digital tracking and attribution. At the heart of this split
is the nature of the data sets: the latter is underpinned by
‘connected’ data (touchpoints strung together with cookies
or user IDs), the former estimates influence and outcomes
from mostly distinct data sources by employing advanced
statistical models.
One of the significant shifts we are witnessing is the
convergence of these two approaches through players
like Google’s Adometry, AOL’s Convertro and Visual IQ:
media measurement, which combine machine learning
and digital attribution techniques to deliver performance
insights at speed across offline and online channels. These
solutions remain mostly only accessible to early adopters
with significant scale, but we expect wider adoption as
competition heats up and prices decrease.
There is no doubt that we are heading into a new era
of media measurement and performance insight. It is
one which will require strategic, technological and data
fluency to navigate. The promise of this new chapter is
ultimately to measure people not cookies, to understand
performance holistically rather than in narrow channel
silos. The omni-channel consumer is already here and
measurement must and will follow.
68
Media Channels
69
TELEVISION + VIDEO COMMENTARY
And while the business model that
supports the television industry is
undergoing massive forces of change,
television’s ability to reach, entertain
and influence continues to be a
powerful force in Canadian media.
Canadian television broadcasters
have been remarkably successful at
maintaining the medium’s audience in
ou
the face of unprecedented technological
s is
| CE
disruption. According to Numeris, the time
O St
oup
a rc o m
that consumers spend watching TV remains
MediaVest Gr
close to historical highs, with the average Canadian
devoting almost four hours a day to watching traditional
television.
Consequently, the industry continues to be vulnerable to
Among advertisers, though, there is a growing sense
disruption in its distribution system. The recent CRTC
that television advertising no longer packs quite the
decisions mandating that carriers offer a “skinny basic”
same punch that it did even a few years ago. In a world
package, and pick-and-pay pricing for specialty stations
where smartphones and tablets are ubiquitous, the
poses a financial challenge for many broadcasters.
Media Technology Monitor reports that almost 38% of
Although the number of consumers who will take
Anglophones are always or often online when watching
advantage of the new rules remains uncertain, it seems
TV, and another 36% admit to occasional multitasking.
virtually certain that a number of specialty stations will
It seems that while exposure measured by passive meters
be unable to survive in their current forms.
has remained stable, the depth of engagement and
Despite these challenges, television broadcasters
impact of each impression may have decreased.
continue to provide a degree of safety that advertisers
Faced with an array of new digital options and increasing
value. After initially embracing the raw cost-efficiency of
pressures on margin, advertisers have been looking for
open video exchanges, many advertisers have re-learned
alternative, and perhaps less costly, ways to promote their
the value of premium, brand-safe content and reliable,
products. This has resulted in stagnating TV ad revenue,
blue-chip media partners.
particularly among conventional stations.
Alex
a nd
ra
n
Pa
There is little doubt
that the way viewers
physically connect
with television has
changed, yet the
emotional power of
the medium remains
intact.
Media Channels
TELEVISION + VIDEO CANADIAN MEDIA DIRECTORS’ COUNCIL
Broadcasters have also been busy learning from their
competitors. Shomi and Crave TV may not yet have
the sheer scale of Netflix, but their launches achieved
respectable traction among their subscribers and have
significant upside now that they have opened up their
services to all Canadians.
More importantly, the industry has taken its first tentative
steps towards true addressable television advertising. This
is a potential win for both advertisers and broadcasters,
holding out the promise of more precision targeting and
the ability to reach only the households that will drive
incremental sales, while also adding a premium revenue
stream for networks. The speed at which set-top box
data becomes industry currency will in fact be the pivotal
point for broadcasters and their ability to help prevent the
continual shift of dollars to digital.
In an advertising environment where data and niche
targeting trump mass reach, the television industry’s
future depends on its ability to co-opt the best of its
competitors’ advantages. Given the vertically integrated
nature of Canadian telecommunications, addressability
offers broadcasters the chance to leverage their unique
cross-platform view of consumer activity.
At the end of the day, television remains a force to be
reckoned with. Premium programming and live events
still allow advertisers to reach millions of Canadians in
real time with the full power of sight, sound and motion.
While we can’t underestimate the challenges the medium
faces, the good news is that the content has never been
better, attribution and econometrics studies are becoming
more sophisticated so that we can better measure
advertising effectiveness, and addressable TV is definitely
on the horizon. That said, we all need to commit to push
TV to meet its full potential, measure its effectiveness
and share accountability for driving business results.
70
Media Channels
71
NATIONAL NETWORKS –
ENGLISH
P, A
u
On average, Canadians spend 27 hours per week viewing
television, ranging from 20 hours for teens to 39 hours for
adults 55+.*
PVR penetration rates vary across the country, ranging
from 46% in Toronto up to 65% in Calgary, with a
national average of 58%.**
Online video content on PCs reaches 72% of all Canadians
each month. ***
** Numeris, Total Canada, Weeks 1-18 2014/15;
** Numeris, 2014/15 R2 Universe Estimates
*** comScore Video Metrix, May 2015
tG
|V
CITY (a division of Rogers Media) is
d ie
a semi-national network with stations
ed
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ea
in Ontario, B.C., Alberta, Manitoba,
m
nd
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a
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Saskatchewan and Quebec. It broadcasts news,
s u r e m e n t S o l u t i o n s,
information and entertainment programming.
ia V
es
ay
ro u
a ms
p
Greg R
Traditional
television
reaches 98%
of Canadians
over the course of an
average week.
CBC TELEVISION is a 24-hour
English Language network for news,
information, sports and entertainment
programming, much of which is
produced by, for and about Canadians.
content. With 10 local stations (six owned by TVA and
four affiliates), it’s available on cable in Quebec and
across Canada.
REGIONAL NETWORKS – ENGLISH
CBC Regional Networks
››CBC Maritimes can be purchased to cover New
Brunswick, P.E.I. and Nova Scotia
››CBC Ontario covers the entire province of Ontario
››CBC Pacific covers the entire province of British
Columbia
CTV (a division of Bell Media) is Canada’s largest private
broadcaster. It features a wide range of news, sports,
information and entertainment programming. CTV
Two is sold on a network basis as well as regionally and
selectively.
››CBC North covers the Northwest Territories
GLOBAL (a division of Shaw Media) is an unwired
national network reaching 99% of English-speaking
Canada. It broadcasts news, information and
entertainment programming.
››CTV Ontario covers all of Ontario
NATIONAL NETWORKS – FRENCH
RADIO-CANADA is a French-language television
network owned by CBC. Programming includes news,
current affairs, information and entertainment, with
children’s shows airing in the mornings.
TVA (a subsidiary of Quebecor) is a private Frenchlanguage television network featuring entertainment
and public affairs programming, 75% dedicated to local
››CTV Regional Networks
››CTV Atlantic blankets Atlantic Canada including
Newfoundland, Labrador and P.E.I.
››CTV Saskatchewan covers 97% of the population of
Saskatchewan
Rogers Retail Network
SCN City Saskatchewan is a Canadian English language
cable television channel in the province of Saskatchewan.
CTV TWO (a division of Bell Media) features a mix
of news, drama, comedy and reality programming
on the second CTV conventional network covering
Vancouver/Victoria, Toronto/Barrie, Ottawa, London,
Windsor and Atlantic Canada. CTV Two Alberta, the
provincial educational broadcaster, features both formal
Media Channels
72
educational programming and popular CTV Two series.
CHCH (owned by Channel Zero) originates in Hamilton
with transmitters located throughout Ontario. It features
a weekday rolling news format, entertainment series and
movies.
CP24 (a division of Bell Media) is Toronto’s 24-hour local
news channel.
KNOWLEDGE NETWORK is an English-language public
educational cable television network in B.C. It is owned by
Knowledge Network Corporation, a crown corporation of
the Government of British Columbia.
OMNI (a division of Rogers) is a free, over-the-air
multilingual/multicultural broadcaster in the markets of
Vancouver, Calgary, Edmonton and Ontario. It broadcasts
in more than 20 languages including some syndicated
series in English.
SHOP TV CANADA is a direct-response television
shopping service broadcasting in the south-central
Ontario and Nova Scotia regions and is owned by Torstar
Media Group.
TVONTARIO, often referred to only as TVO is a publicly
funded, educational public non-commercial Englishlanguage television station and media organization
in Ontario. It is operated by the Ontario Educational
Communications Authority, a Crown corporation owned
by the Government of Ontario.
YES TV, formerly CTS, airs predominantly Christianbased religious programming along with syndicated
reruns of family-oriented mainstream series. CTS serves
the Hamilton, London and Ottawa areas with new
stations serving the Calgary and Edmonton markets.
BRAVO is an entertainment channel with a focuson
television dramas and films as well as art-related
programming.
REGIONAL NETWORKS – FRENCH
CBC NEWS NETWORK is a 24-hour all news and
information station providing live news updates
throughout the day as well as documentaries.
TÉLÉQUÉBEC covers the entire province and carries
both original, American and some international series
with a focus on entertainment, culture and education.
TFO is an educational and cultural public television
station in Ontario with a focus on children’s
programming as well as documentaries and repertory
films for adults. It is the only French-language
multimedia network in Canada that is headquartered
outside of Quebec.
V is a privately owned station covering approximately
94% of Quebec. Both network and selective bookings
can be made. Programming includes locally developed
program, movies and top U.S. series.
SPECIALTY NETWORKS – ENGLISH
ABORIGINAL PEOPLES TELEVISION NETWORK
(APTN) is the first Aboriginal television network in the
world with programming by, for and about Aboriginal
Peoples.
BUSINESS NEWS NETWORK (BNN) is devoted
exclusively to business and finance news and features a
stock ticker with real-time data from the TSX, NYSE and
NASDAQ.
COMEDY NETWORK airs a variety of comedy-related
programming including sitcoms, sketch series, reality TV,
talk shows, stand-up comedy programs, animation and
more.
COUNTRY MUSIC TELEVISION (CMT) airs country
music and family-oriented general entertainment
programs in the form of music videos, award shows,
concerts, sitcoms, etc.
CTV NEWS CHANNEL broadcasts news headlines,
breaking news and information on a 24- hour schedule.
DISCOVERY CHANNEL is devoted to nature,
adventure, science and technology.
DTOUR focuses primarily on lifestyle and travel-related
programming.
E! features entertainment-related programming, reality
television, feature films and occasionally series and
specials unrelated to the entertainment industry.
FAMILY CHANNEL is mainly marketed to children and
teenagers 8-14, and places large emphasis on new and
returning original productions. Currently finalizing an
output deal with Mattel for programming based off its
properties across the Family networks.
Media Channels
73
FOOD NETWORK features programming related to food,
cooking, national and international cuisine, and the food
industry.
HGTV broadcasts programs on home and garden design,
real estate and renovations.
HISTORY CHANNEL presents programming from
various genres including documentaries, dramas, films
and human-interest series.
MTV offers a Canadian interpretation of the U.S.-based
MTV, delivering innovative lifestyle, talk and documentary
programming.
MUCHMUSIC delivers a variety of music-related
programs, pop and youth culture. In recent years the
channel has downplayed its music programming in favour
of teen dramas and comedies.
M3 is also devoted to music-related programming via
music videos, films, concerts, dramas and reality TV, with
a focus on adult contemporary music, classic rock and
lighter music than sister station MUCH.
OLN broadcasts factual-based action and adventure
programming and reality television series primarily aimed
at male audiences.
OPRAH WINFREY NETWORK (OWN) features reality,
talk and lifestyle programming.
SLICE broadcasts lifestyle and entertainment
programming aimed at women in the form of reality TV
series, documentaries and talk shows focusing on fashion,
beauty, entertainment, health and finance.
SHOWCASE predominantly airs works of fiction
centred on scripted television series and films.
SPACE features science fiction, fantasy, horror
and paranormal programming including films,
documentaries, scripted series and more.
SPORTSNET 360 provides sports news, highlights,
information and analysis programming, along with
live-event sports coverage. Sports scores run along a 24/7
ticker on the bottom of the screen.
SPORTSNET carries both national and regional sports
programming, most notably NHL Hockey, Major
League Baseball (Toronto Blue Jays), NFL, soccer and
more. Advertising can be purchased both nationally and
regionally.
TELETOON airs animated television series aimed at
both children and adults.
TREEHOUSE is a non-commercial station offering
programming for children eight and under.
TELELATINO (TLN) broadcasts general-interest
programming from Canada and around the world
primarily in Italian and Spanish.
TSN is a sports channel airing CFL, NHL, NFL, MLS,
F1, IIHF, World Junior Hockey Championship as well as
sports news and commentary.
VISION TV offers multi-faith and multicultural
programming along with comedy, drama and feature
films for viewers 45+.
W NETWORK airs a mix of lifestyle and entertainment
series including films, comedies, dramas, reality TV, and
cooking and makeover series all aimed at women.
WEATHER NETWORK broadcasts local and national
weather forecasts and weather-related segments in a
news-wheel format 24/7.
YTV specializes in programming for children and teens
through live-action and animated series, many of them
from Nickelodeon in the U.S.
SPECIALTY NETWORKS – FRENCH
ARTV is the only French-language arts and
entertainment specialty channel, with programs such
as live concerts, movies, dramas, documentaries and
magazines.
CANAL D covers a wide range of documentary subject
matter, including forensics, science, the environment, the
animal kingdom and various social issues.
CANAL VIE focuses on renovating, decorating, beauty,
fashion and cooking.
ÉVASION offers tourism and travel programming.
EXPLORA is devoted to health, science, nature and the
environment.
HISTORIA airs documentaries series and films devoted
to Quebec and world history, delving into the past with a
modern perspective.
Media Channels
74
ICI RADIO CANADA Télé is a Canadian French
language television network. It is owned by the Canadian
Broadcasting Corporation, known in French as Société
Radio-Canada.
TV5 provides diverse French-language programming
from Canada and around the world, including drama,
sports and documentaries.
programming with accommodations for those who are
visually or hearing impaired.
VRAK is aimed at youth and features local programs,
sitcoms and fictional and animated series.
AUX offers music videos and music-related programs
profiling new and emerging artists in alternative, hip
hop, indie rock, indie pop and other genres.
MÉTÉOMÉDIA is the French counterpart of The
Weather Network, providing weather and weather-related
information.
ZTÉLÉ is a Canadian French language Category A. Ztélé
focuses on programming primarily from the science
fiction, fantasy, and technology genres consisting of
dramas, films, and documentaries.
AXN MOVIES broadcasts films from the Sony Pictures
Entertainment, 20th Century Fox, Paramount Pictures
and Universal Pictures libraries that focus on action and
adventure themes.
MUSIMAX is a pop music station with interviews, clips,
concerts and documentaries.
0 broadcasts primarily sci-fi and technology shows,
including dramas and films.
BBC CANADA is home of the best in British television
from the BBC.
MUSIQUEPLUS features music and entertainment
programming with a focus on a younger demographic.
DIGITAL NETWORKS - ENGLISH
LCN (Le Canal des Nouvelles) broadcasts news and public
affairs programs 24/7.
RDI (Réseau de l’information) is a 24-hour news station
with round-the clock updates of news coverage of major
stories on an international, national and regional level.
RDS - LE RÉSEAU DES SPORTS airs major sporting
events in French including Montreal Canadiens, CFL and
NHL.
RDS2 is the sister station to RDS, airing major live
sporting events and sports news.
SÉRIES+ features popular American and Canadian
fiction series.
TÉLÉTOON – FRENCH offers 24 hours of the best
cartoons from Canada and the U.S., with programming
that appeals to kids of all ages.
BBC KIDS provides BBC programming for kids 2-17.
ABC SPARK is aimed at preteens and teenagers, with
additional general-interest family programming. It is
fashioned after the U.S. channel ABC Family.
BIO (The Biography Channel) features biographies on
famous people and events throughout history and today,
including celebrities and politicians, historical figures
and more.
ACTION broadcasts action-related films and television
series.
BITE TV is a comedy-focused channel including sitcoms,
sketch comedy, stand-up, films and shorts.
ANIMAL PLANET is an animal entertainment brand
that captures the drama and fascination of the animal
kingdom.
CARTOON NETWORK airs mainly animated
programming, ranging from action to animated comedy.
It is primarily aimed at children and teenagers between
the ages of 7–16 and older adults with their night
rotation.
AMI AUDIO is a 24-hour non-profit audio broadcast
television service that broadcasts readings of news
articles and features from more than 600 of Canada’s top
newspapers and magazines as well as audio theater and
films.
AMI TV broadcasts a selection of general entertainment
CI: CRIME & INVESTIGATION CHANNEL strives to
engage viewers’ minds and crime-solving skills, drawing
the audience into investigations by offering a behindthe-scenes look at gripping, unforgettable crime stories.
Media Channels
75
COMEDY GOLD pays tribute to the sitcoms of the ’70s,
’80s and ’90s.
COSMOPOLITAN TV has a focus on sex, relationships,
fashion and beauty in the form of comedies, dramas,
reality programs, films and more.
COTTAGE LIFE features outdoor living, real estate, DIY
and design, food and entertaining programming.
CULT MOVIE NETWORK is devoted to cult films from
a variety of genres including horror, fantasy, comedy and
action.
DAYSTAR TELEVISION CANADA broadcasts religious
programming dedicated to the Christian faith. It is owned
by World Impact Ministries.
DEJA VIEW broadcasts sitcoms from the ’60s, ’70s, ’80s
and ’90s.
DISCOVERY SCIENCE celebrates today’s trials, errors and
breakthroughs that change the world.
DISCOVERY VELOCITY, formerly Discovery World
HD, features automotive and adventure-oriented
programming.
DISNEY CHANNEL, set to launch on September 1,
2015, it will be a localized version of the U.S. network of
the same name, broadcasting live-action and animated
programming aimed at children between the ages of 6 and
14 years old.
DISNEY JUNIOR, set to launch December 1, 2015, it
is aimed mainly at children under eight years of age. Its
programming consists of original first-run television
series, theatrically-released and made-for-DVD movies
and select other third-party programming.
DISNEY XD, set to launch December 1, 2015, this
network is aimed primarily at children 6-11. Its
programming consists of original first-run television
series, current and former original series and madefor-cable films from sister network Disney Channel,
theatrically-released movies, and some live-action and
animated programs from other distributors.
DIY airs shows, stunts and specials to assist viewers with
basic home-improvement needs.
DOCUMENTARY features Canadian and international
documentary films along with select television series.
ESPN CLASSIC has encore broadcasts of classic games
and moments from the world of sports.
FAMILY CHRGD, formerly Disney XD, it is set to launch
September 1, 2015. It will target kids 6-11 with unique
content, partner brands and select Canadian originals.
FAMILY JUNIOR, formerly Disney Jr, it is set to launch
September 1, 2015 and is a preschool destination for kids
2-6.
FASHION TELEVISION CHANNEL broadcasts
programming related to fashion, modelling,
photography, art, architecture and design.
FIGHT NETWORK airs programming related to
wrestling, boxing, mixed martial arts and other
combatant lifestyles.
FNTSY SPORTS NETWORK broadcasts programming
aimed at the fantasy sports market including
commentary, call-in shows, coverage of drafts, and
reality series.
FX CANADA is devoted to scripted dramas and
comedies and is based on the U.S. cable network FX.
FXX Aimed at young men 18–34 age, the channel’s
programming focuses on original and acquired comedy
series, some dramatic programs, and feature films.
FYI hosts a hub of lifestyle programming with a mix of
reality, home renovation and makeover series.
G4TECHTV connects young adults to the latest in
entertainment, gaming, pop culture and technology.
GAME TV specializes in game-related programming
such as game shows, reality programs and casino games.
GOL TV carries content on Toronto FC, including game
coverage, profiles, live matches and analysis, along with
football news from Europe.
GUSTO focuses primarily on food-related programming
with additional lifestyle programming on relationships,
travel and design.
H2 is a spinoff of the History channel, offering a broader
view of history that touches on science, technology and
pop culture.
HIFI TV carries musical and art-based programming in
the form of films and concerts.
Media Channels
76
HPI TV broadcasts thoroughbred, standardbred and
harness racing events and related programming from
around the world.
MTV2 is a lifestyle and general entertainment channel
aimed at youth and teen audiences, airing a mix of music
video programs, drama, comedies, talk shows and more.
iCHANNEL focus on public, social and current affairs.
Its programming includes films, documentaries and talk
shows.
MUCHLOUD broadcasts rock, modern rock, alternative,
punk and heavy-metal music programming, with music
videos, concerts, interviews and more.
IFC is devoted to independent films, documentaries and
television series.
MUCHMORERETRO is a commercial-free service that
broadcasts music videos from the 1980s, 1990s and early
2000s.
INVESTIGATION DISCOVERY focuses on the world of
crime, forensics, paranormal investigations and modern
mysteries.
JUICEBOX is a commercial-free service that broadcasts
music videos aimed at pre-teens.
LEAFS TV offers content on the Toronto Maple Leafs
including game coverage, profiles and analysis.
LIFETIME offers touching movies, original scripted series
and real-life fare aimed at women.
LOVE NATURE, formerly Oasis HD, broadcasts naturethemed programming on a wide variety of topics, from
animals to landscapes to outer space.
MGM broadcasts films primarily from the MetroGoldwyn-Mayer library in addition to Canadian
content. Films are broadcast in their entirety, uncut
and commercial-free with commercial messages airing
between films.
MOVIETIME features big-ticket movies with more than
250 movie titles each month and back-to-back movies on
weekends.
MUCHVIBE broadcasts urban music programming
such as rap, hip hop, r&b and reggae, with music videos,
concerts, interviews and more.
NATIONAL GEOGRAPHIC CHANNEL features
documentary and human-interest programming that
explores the natural world.
NATIONAL GEOGRAPHIC WILD focuses solely on
animal-related programming.
NBA TV airs pre-game programming and encore
presentations of Raptors games.
NHL NETWORK CANADA offers viewers 24-hour
hockey coverage both on and off the ice including live
NHL games.
NICKELODEON airs programs aimed at children
including live-action series, animated favourites and
classic hits.
ONE BODY, MIND, SPIRIT, LOVE CHANNEL is
devoted to programming on yoga and meditation,
weight loss and fitness, sex and relationships, natural
health and nutrition, and alternative medicine.
OUT TV serves the LGBT community and features
Hollywood movies, indie favourites, documentaries,
drama and real-life programming.
PET NETWORK is devoted to pets and people who love
them, with original family programs, documentaries,
reality shows and animal movies.
RADX broadcasts action and adventure-related
programming such as high-adventure activities, extreme
sporting events and action-themed films.
REWIND primarily broadcasts feature length films
from the 1970s, 1980s and 1990s targeted toward the
Generation X demographic.
SILVER SCREEN CLASSICS concentrates on classic
movies.
SMITHSONIAN CHANNEL is inspired by the
Smithsonian Institution’s museums, research facilities
and magazines, and features original non-fiction
programming that covers a wide range of historical,
scientific and cultural subjects.
SONY MOVIE CHANNEL consists entirely of films
from the Sony Pictures Entertainment library, including
content from Columbia Pictures, TriStar Pictures and
Sony Pictures Classics.
SPORTSNET ONE is a companion channel for Rogers
Sportsnet, profiling NHL, MLB, NBA, soccer and more.
Media Channels
77
SPORTSNET WORLD primarily airs top-level soccer
from leagues in Europe and matches from such sports as
Rugby Union, Rugby League, and events from the Gaelic
Athletic Association, including Gaelic football, cricket and
hurling.
SUNDANCE CHANNELS focuses on independent films,
documentaries, music series, dramas and more.
TRAVEL & ESCAPE is devoted to travel and adventure
programming.
TSN2, TSN3, TSN4, TSN5 feature a schedule of sports
and events including the NHL, NBA, MLB, MLS, NLL and
curling.
W MOVIES is a 24/7 movie channel aimed at women.
WARNER FILMS broadcasts films primarily from the
Warner Brothers library in addition to Canadian content.
Films air uncut and commercial-free with commercial
messages airing between films.
WILD TV provides hunting and fishing programs from
Canada and around the world.
WORLD FISHING NETWORK (WFN) broadcasts
fishing-related programming including both recreational
and sport fishing, as well as lifestyle programming.
DIGITAL NETWORKS - FRENCH
ADDIK TV offers a wide variety of entertainment and
fiction programming from the major Canadian and U.S.
networks.
AMI TÉLÉ offers 70% original Canadian programming
with both closed captioning and described video. AMITÉLÉ is deemed a must carry service by the CRTC and
can be found on all basic digital TV packages offered by
class 1 & 2 cable systems and satellite direct-to-home
services.
ARGENT is a business channel focused on economic
and business news, as well as personal finance. It also
broadcasts entertainment shows related to money.
AVIS DE RECHERCHE is a public-interest television
network whose programming is entirely devoted to
public safety. The station broadcasts images of wanted
suspects, missing persons as well as safety and prevention
messages.
CASA offers inspiring and accessible content related to
cooking, renovation, decoration, design and real estate.
LA CHAINE DISNEY is new the French-Canadian
version of the Disney channel and will replace Teletoon
Retro as of September 1. The channel will feature
programming for children 6-14.
DISNEY JR. is a commercial-free station airing
learning-based programming for pre-kindergarteners.
MOI&CIE is a lifestyle and entertainment programming
aimed at women.
PRISE 2 broadcasts retro episodes of classic sitcoms,
dramas and mini-series, as well as older movies.
RDS INFO (formerly RIS Info Sports) covers news
of professional and amateur sports including press
conferences and events.
TVA SPORTS airs sports-related news and events such
as the Ottawa Senators and UFC.
TVA SPORTS 2 was announced concurrently with the
announcement that TVA would obtain French-language
rights to the NHL through Rogers’ 12-year deal with the
league.
UNIS targets women, families and teens in time-blocks,
with programming such as travel, food, and lifestyle.
YOOPA is dedicated to pre-school programming.
ZESTE airs culinary programming from Canada and
around the world.
PAY TV SERVICES - ENGLISH
Disney Channels
Encore Avenue
Family Channel
HBO Canada
Movie Central
The Movie Network
The Movie Network EXCESS
The Movie Network FEST
The Movie Network FUN
The Movie Network ENCORE
The Movie Network ENCORE 2
Mpix
Super Channel
Viewers Choice
Media Channels
78
PAY TV SERVICES – FRENCH /OTHER
LANGUAGES
ATN
Cinepop
Super Ecran
DIGITAL NETWORKS – OTHER LANGUAGES
ALL TV is a national Korean broadcaster operating two
linear channels and a digital signage channel.
ATN operates 35 digital channels providing programming
in several South Asian languages.
BIG MAGIC INTERNATIONAL is a Canadian exempt
Category B Hindi language specialty channel that offers
comedies, dramas, music, movies, business news, reality
series, as well as some Canadian content.
BOLLYWOOD TIMES broadcasts Bollywood films in a
variety of genres including action, comedy, horror and
crime. It also airs television series including comedies,
dramas and thrillers in Hindi.
CHANNEL PUNJABI TELEVISION provides Punjabi
entertainment television to Canadian viewers.
COMMONWEALTH BROADCAST NETWORK (CBN) is
a Canadian English language Category B specialty channel
that offers cricket programming as well as some lifestyle
and informational content aimed primarily at Caribbean
and African communities.
CCCTV is a Canadian exempt Category B Chinese
language specialty channel that broadcasts programming
in Cantonese and Mandarin. The station primarily airs
content from China, Hong Kong and Taiwan, as well as
some local Canadian programming.
ethnic Category 2 specialty programming service. Its
programming caters to Canadian women of South
Asian heritage, and includes cooking shows, health and
wellness programs, and reality series.
ERT-SAT airs programming targeted at the global
promotion of Greece.
NEW TANG DYNASTY TELEVISION is a multilingual
service, broadcasting programming in Cantonese,
Mandarin as well as English and French.
ETHNIC CHANNEL GROUP provides non-English
digital TV channels to Canada’s multicultural
population. Languages offered include Arabic,
German, Greek, Hebrew, Portuguese, Russian, Tagalog,
Vietnamese, Iranian, Pakistani, Hindi and Urdu. The
company holds 53 Category 2 digital licenses.
FAIRCHILD TELEVISION is broadcast through cable
and satellite across Canada Fairchild TV, providing more
than 300 hours per week of news and entertainment
programming in Cantonese.
FESTIVAL PORTUGUESE TV (FPTV) broadcasts a
variety of foreign and locally produced programs aimed
at the Portuguese-speaking communities in Canada
from Portugal, Brazil, and Portugal’s former African
colonies. Programs include sports, news, telenovelas and
more.
HTB (NTV) is a Russian-language channel broadcasting
original NTV programming from Moscow and Canada.
LS TIMES TV focuses on current feature films from
Hong Kong with a mix of popular movies from China,
Taiwan, Japan, South Korea and other Asian countries.
MEHNDI TV is a national, niche third-language
NUEVO MUNDO TELEVISION is a Spanish-language
channel broadcasting general entertainment and lifestyle
programming including news, television dramas, talk
shows and music.
ODYSSEY offers news, entertainment, sports and local
programming directly from Antenna Satellite, a Greek
network.
PTC PUNJABI CANADA includes news, music, serials,
talk shows as well as live regional and national news, and
programs devoted to new immigrants.
SAHARA ONE is a Hindi general entertainment
channel. Programming includes daily soaps, movies,
children’s shows, game shows, talk shows and live call-in
shows.
SKY TG 24 CANADA is an all-Italian specialty news,
information and talk-TV channel.
SSTV features movies, news, dramas and music in
Punjabi with select programs in English.
TALENTVISION features Mandarin programming from
Mainland China and Taiwan. It also has a Korean and
Vietnamese block of programming.
Media Channels
79
TAMIL 1 offers a variety of Canadian and Tamil
programming from around the world.
How we view
TAMIL VISION broadcasts a variety of Tamil
programming, from local and world news and events to
the latest movies and TV series.
Despite all of the changes in the video landscape, time spent with television programming has remained remarkably
stable. The 2012/13 broadcast year appeared to be the start of a decline that accelerated in 2013/14, however the concern
may have been exaggerated. It appears that television viewing rebounded last year and largely made up for the previous
year’s losses.
TELELATINO (TLN) is a Canadian Category A Specialty
channel broadcasting general interest programming from
Canada and around the world, primarily in Italian and
Spanish with some English programming.
Total Canada -- Average Weekly Hours per Capita
TLN EN ESPAÑOL broadcasts news, dramas, talk shows,
sports and more in Spanish.
TVONE CANADA features primarily entertainment
programming including comedies, dramas, soap operas
but also airs news and lifestyle shows in Urdu.
WOWTV broadcasts programming in Cantonese,
Mandarin and Vietnamese from predominantly foreign
sources as well as some local Canadian programming.
P2+
C2-11
T12-17
A18-34
A35+
35
30
25
20
15
9/10
10/11
Source: Numeris, Total Canada, Weeks 1-18
11/12
12/13
13/14
14/15
Media Channels
80
Canada is a global leader in online video
Monthly Hours/Viewer
Monthly Videos/Viewer
Global Avg.
14.6
Global Avg.
206
USA
20.4
Spain
291
United Kingdom
21.2
United Kingdom
318
22.4
Canada
409
23.3
USA
448
23.8
Turkey
532
Canada
Turkey
Russia
Source: comScore Video Metrix, May 2015
Media Channels
81
TV AND VIDEO
TRENDS
1. LIVE EVENTS DRIVE ENGLISH SOCIAL TV
Live programming like sports and awards shows
dominates the English list of broadcasts with the greatest
social presence, while regular programming generates the
most social interaction in Quebec. It is also apparent that
while Twitter is a key social driver for those live English TV
events, the top Quebec shows are overwhelmingly focused
on Facebook.
ENGLISH CANADA
Show
Date
Channel
Number of interactions
% on Facebook
Super Bowl XLIX
2/1/2015
CTV
1,616,499
15%
The 57th Annual Grammy Awards
2/8/2015
CityTV
837,341
17%
2015 MTV Video Music Awards
8/30/2015
MTV Canada / MuchMusic
753,332
12%
Saturday Night Live
2/15/2015
GLOBAL
373,424
92%
The Walking Dead
10/12/2014
AMC Canada
291,947
81%
Kids' Choice Awards 2015
3/28/2015
Nickelodeon / YTV
250,471
5%
The 87th Academy Awards
2/22/2015
CTV
243,650
11%
The Ellen DeGeneres Show
10/29/2014
CTV
229,434
99%
The 72nd Annual Golden Globe Awards
1/11/2015
CTV
154,254
16%
Pretty Little Liars
8/11/2015
MuchMusic / Fashion TV
144,613
46%
Show
date
Channel
Number of interactions
% on Facebook
La victoire de l'amour
3/29/2015
TVA
168,635
98%
TVA nouvelles
7/31/2015
LCN / TVA
144,727
100%
La Voix
3/29/2015
TVA
90,397
83%
Accès illimité
4/12/2015
TVA
69,792
100%
Les recettes pompettes
4/13/2015
V Télé
59,093
99%
En mode Salvail
4/16/2015
V Télé
54,253
99%
30 vies
4/16/2015
Radio-Canada
53,282
99%
Tout le monde en parle
4/12/2015
Radio-Canada
41,329
99%
Salut, Bonjour!
4/13/2015
TVA
40,410
100%
O'
3/3/2015
TVA
36,222
100%
QUEBEC
Source: Seevibes, Sept 7, 2014 to Sept 5, 2015
Media Channels
82
Hours Per Viewer
2. OLV VIEWING CONTINUES TO BE UNDER-REPORTED DUE TO
A FOCUS ON PCs
Reported online video viewing has dropped sharply in the past two years,
however this is reflective of measurement challenges rather than consumer
behaviour. The explosive growth of smartphones and tablets has posed a
particular challenge, with over 50% of broadcaster video inventory consumed
“in-app” and not measured by existing syndicated sources.
February-12
The fragmentation of video sources has also expanded to emerging platforms
such as connected-TVs and OTT (over the top) devices like AppleTV, Roku,
Chromecast, and Xbox. None of these technologies is currently measured by
syndicated sources.
December-12
October-13
July-14
May-15
Total Videos Viewed (MM)
10,000
With no single-source panels, understanding the full picture of video
consumption and quantifying cross-device use/reach is still the most prevalent
challenge in the space.
7,500
5,000
Total Minutes Viewed (MM)
2,500
50,000
35
37,500
30
25,000
25
0
February-12
December-12
October-13
July-14
May-15
Videos Per Viewer
400
300
20
12,500
200
15
0%
February-12
December-12
October-13
July-14
May-15
100
0
February-12
December-12
October-13
July-14
May-15
Media Channels
83
3. CONVENTIONAL TELEVISION IS LOSING
SHARE
4. PVR VIEWING CONTINUES TO GROW,
BUT MOST VIEWING IS LIVE
5. THE TRANSITION TO DIGITAL TELEVISION
SIGNALS IS ALMOST COMPLETE
Canadian conventional stations have experienced a
gradual loss of share, while specialty stations have
increased their share to 48% of all viewing, driven by
strong gains among digital specialty stations.
[Figure 5]
PVRs are now found in 58% of all Canadian households,
with continuing penetration growth only showing the first
signs of plateauing in Western Canada. [Numeris, Mar/15].
Despite this, the vast majority of television viewing is live,
even among younger viewers. [Figure 6]
The penetration of high-definition TV sets in Canada is
now 80%, with 44% of households having an HD set-top
box. Just 10% of Canadians continue to use analogue cable
for their television service, while an additional 8% rely on
off-air signals (including digital antennae). [Figure 7]
Share of 2+ Tuning by Station Type
Figure 5
SCdn Conventional
Cdn Specialty
US Spec/Digital Other Cdn Digital
Cdn Pay
US Conventional
Total Canada - PVR
Households by
Playback as % of Viewing TV Reception Type
Figure 6
1
Figure 7
9.7%
9.0%
8.1%
Off-Air
Analogue Cable
.75
%
.5
8.0%
.25
7.5%
0
7.0%
9/10
10/11
Source: Numeris, Total Canada, Weeks 1-18
11/12
12/13
13/14
14/15
23.8%
Satellite
8.5%
P2+
C2-11
T12-17
Source: Numeris, Total Canada, Weeks 1-18;
Playback shown as % of Live+7 viewing.
A18-34
A35+
58.4%
Digital Cable
Source: Numeris, 2014/15 R2 Universe Estimates
Media Channels
84
6. ONLINE VIDEO LANDSCAPE NOW DOMINATED BY TWO MAJOR PLAYERS
While YouTube continues to lead PC video in terms of reach and video streams viewed, the
recent introduction of Facebook’s video offering has seen a huge increase in total Facebook
video streams in 2015, with only 200,000 streams separating first position.
Top OLV Sites Based on # of Unique Users - Reach (MM)
Time spent also saw a huge increase for Facebook, more than quadrupling the number of
minutes viewed compared to the previous year. This allowed Facebook to leapfrog past
Netflix to rank 2nd behind YouTube.
Top OLV Sites Based on Total Minutes (MM)
Top OLV Sites Based on # of Streams (MM)
Google Sites 1,919,256
Facebook 1,758,087
Google Sites
Facebook
Google Sites 4,172
Facebook 3,035
NETFLIX.COM 1,964
Vimeo
AnyClip Media
VEVO
Maker Studios Inc.
VEVO
AnyClip Media
AnyClip Media
Twitter
THEVIDEOS.TV
QuizGroup
Microsoft Sites
Fullscreen
VEVO
Maker Studios Inc.
Warner Music
TWITCH.TV
NETFLIX.COM
Microsoft Sites
Twitter
Fullscreen
Machinima
Entertainment
Yahoo Sites
Yahoo Sites
DAILYMOTION.COM
Maker Studios Inc.
Vimeo
SendtoNews
0
5
10
15 20
Yahoo Sites
Defy Media
Bell Media
QuizGroup
Fullscreen
0
50
100
15 0
200
0 100200300400500600
700
Media Channels
85
7. VOD VIEWING REMAINS A SMALL SEGMENT OF TOTAL
VIEWING
Despite an aggressive push by television providers, VOD accounts for just
4% of television viewing. [Source: Ipsos Reid MediaCT, “The New TV
Landscape”]
The Media Technology Monitor (MTM) reports that VOD use has
stabilized in English Canada in recent years, with 13% of Canadians
watching TV programming on demand. The French market has proven
to be more enthusiastic in their adoption of VOD, with 20% watching TV
on demand. Higher cable TV penetration in Quebec and fewer online
TV options for Francophones are contributing factors to this important
difference between markets. [Source: Media Technology Monitor (MTM),
Spring 2015]
8. THE NUMBER OF TUNED-OUT CANADIANS IS ON THE
RISE
The Internet has introduced more ways to watch TV than ever before.
According to MTM, over one in 10 Anglophones does not have a regular
TV service such as cable, satellite or even free, over-the-air TV. MTM calls
this group “tuned-out” and it has grown from one in 20 four years earlier.
Tuned-out Canadians tend to be Anglophones, millennials (18-34) and
very light TV viewers. [FIGURE 8]
While the “tuned-out” segment of the population has grown slowly, there
are more warning signs for television providers. One in five Canadians
have expressed an interest in cutting the cord on their paid television
service, with 23% of Anglophones considering dropping their service.
[FIGURE 9]
Penetration of Tuned-Out Canadians 18+
Figure 8
Fall 2009
Spring 2015
20%
15%
10%
5%
0%
Canadians
Anglophones
Francophones
Source: Media Technology Monitor (MTM)
Distribution of
13%
Tuned-Out Canadians
by Age
Age 50-64
3%
Age 65+
Figure 9
58%
Age 18-34
Source: Media Technology
Monitor (MTM), Spring 2015
25%
Age 35-49
Media Channels
86
9. OVER-THE-TOP OFFERINGS HAVE GAINED
TRACTION, WITH NETFLIX LEADING THE
CHARGE
Online services represent 5% of all television viewing, with
Netflix dominating at 4%. (Source: Ipsos Reid MediaCT,
“The New TV Landscape”)
Netflix has seen tremendous growth in Canada since its
launch in 2010. Currently, MTM estimates that 44% of
English Canadian are Netflix subscribers, while the smaller
inventory of French programming means that French
Quebec lags at 16% penetration.
The extensive catalog of children’s programming available
on Netflix has proven to be a key driver in its growth, with
51% of Canadian households with children subscribing.
Contrary to early speculation, Netflix is not for
cord-cutters: it is for TV lovers. In fact, while Netflix
viewers watch somewhat less traditional television,
Netflix subscribers watch significantly more television
programming overall.
Netflix has become a supplement for TV enthusiasts,
offering original programming like Orange is the New
Black and House of Cards.
Penetration of Netflix Subscribers
Spring 2011
Fall 2011
Spring 2012
Fall 2012
Spring 2013
Fall 2013
Spring 2014
20%
15%
10%
5%
0%
Source: Media Technology Monitor (MTM)
Time Spent by Activity: Watching Regular TV, Internet TV & Netflix
Netflix
Internet TV
Regular TV
Other
50
40
30
20
10
0
No Netflix
Source: Media Technology Monitor (MTM), Spring 2015
Netflix Viewers
Fall 2014
Spring 2015
Media Channels
TELEVISION + VIDEO 87
MEASUREMENT
Video measurement in Canada remains siloed, with no allencompassing solution visible in the near future.
Numeris (formerly BBM Canada) continues to measure
traditional television viewing through a combination
of Portable People Meters (PPMs) (nationally and in
major markets) and diaries. This year, Numeris expanded
meter service to the Anglophone Montreal market and
successfully completed trials measuring VOD audiences
using the PPMs. They also began producing monthly noncurrency audience reports that include 28 days of playback
viewing.
ComScore’s Video Metrix panel service remains the
currency for PC-based online video, however mobile video
remains aggregated within its Mobile Metrix service and
cannot be broken out individually.
Passive audience measurement for over-the-top or
smart TV systems remains a future promise. Currently,
syndicated measurement consists of aggregate reporting in
surveys like the Media Technology Monitor.
DATA SOURCES
NUMERIS (formerly BBM Canada/Sondages BBM)
Head office – Toronto
1500 Don Mills Road, 3rd floor
Toronto, ON M3B 3L7
Phone: (416) 445-9800
Fax: (416) 445-8644
www.numeris.ca
Numeris is a not-for-profit, member-owned tripartite
industry organization that has been operating since 1944.
Numeris provides broadcast measurement and consumer
behaviour data, as well as intelligence to broadcasters,
advertisers and agencies.
Television Audience Measurement
Numeris measures TV audiences using two
methodologies: paper diaries and portable people meters
(PPMs). Diaries are used to collect data on single weeks
of viewing by persons age 2+ in the spring and fall in 38
markets. Viewing is recorded in 15-minute increments
from 6 a.m. to 2 a.m. PPMs are used to measure TV
audiences in Canada’s five largest markets (Toronto,
Vancouver, Montreal English and French, Calgary and
Edmonton) and for national networks daily, 2 a.m. to
2 a.m. PPMs are small pager-like devices carried by a
representative panel of persons 2+. They passively record
exposure to TV programming and advertisements by
picking up inaudible codes embedded in the broadcasts.
Data can be reported in increments as small as a single
minute.
Available TV Reports
REACH REPORT (Diary and Meter) includes TV station
reach and share information for 12 demographic groups
in all measured areas, organized by area and station. It is
posted on the member-secure website.
SURVEY GUIDE (Diary) puts the latest survey data in
context by showing any unusual events that may have
affected the survey, and by presenting top-line summary
data. It is intended to provide members with information
on the sample and its characteristics, as well as the trends
in viewing levels and other data. In addition, it allows an
overall evaluation of the survey.
EM MARKET STATS CARD (Diary) provides relevant
information about every Extended Market (EM)
measured. A top-line summary of television market
data for the spring and fall surveys showing population,
total hours, and a trend of VCR, cable, DVD and satellite
penetration, as well as average hours/capita. EM Stats
cards ranks market based on population and provides total
hours tuned for that market. It also tracks the Audience
Shares by Station Group for the last five surveys.
TV GEOGRAPHICAL REFERENCE GUIDE contains
detailed provincial and market maps plus Statistics
Canada population estimates for each reported age/gender
subgroup in every Numeris-defined area and market.
TV DATA BOOK (Meter) provides an overview of national
TV trends and characteristics of Canadian TV audiences,
specialty station rankers and has qualitative and household
characteristics.
Media Channels
88
NLOGIC
Head Office – Toronto
Toronto, ON M3B 3L7
Phone: (416) 445-8881
www.nlogic.ca
Nlogic helps clients make sense of audiences. As a
subsidiary of Numeris (BBM Canada), it offers a wide
range of software applications and data to broadcasters
and media agencies in Canada.
Audience Analysis:
A variety of software applications for analyzing meter and
diary TV audience data at the respondent and summarized
level such as Lens Viewer, InfoSys+TV and microTV. Tools
are used in the planning, execution and reporting of TV
campaigns as well as in the analysis of competitive activity.
CMR Commercial Tracking Service:
A database of TV GRP activity that allows client to analyze
competitive campaigns. The database covers the activity
of more than 900,000 brands and is available for the
markets of Toronto, Montreal (F), Vancouver, Calgary and
Edmonton.
Creative Tracking Services:
Access to creative for TV executions for historical TV
campaigns.
Media Technology Monitor (MTM)
The MTM is Canada’s premier research product in the
area of overall technology ownership and use. Based
on 12,000 telephone interviews annually (including a
cellphone only sample), the MTM has spoken with over
100,000 Canadians over the past decade making it the
most comprehensive media technology tracking survey
of its kind. The MTM provides valuable insight into
consumer trends on existing and emerging technologies.
COMSCORE
90 Sheppard Avenue East, Suite 100
Toronto, ON M2N 3A1
Phone: (416) 646-9900
www.comscore.com
ComScore is a global leader in digital measurement and
analytics, delivering insights on web, mobile and TV
consumer behaviour that enable clients to maximize the
value of their digital investments.
Through its Audience Analytics, Advertising Analytics,
and Enterprise Analytics product suites, comScore
provides its clients with a variety of on-demand software,
real-time analytics and custom solutions to succeed in a
multi-platform world. The proprietary comScore Census
Network leverages a world-class technology infrastructure
to capture trillions of digital interactions a month and
power big data analytics on a global scale. Combined with
comScore’s panel of passively measured online Canadians,
this provides a comprehensive picture of online activity.
Video Metrix is comScore’s end-to-end PC online video
measurement solution. Video Metrix is able to report
on video advertising and video content separately, while
Video Metrix Reach/Frequency is also available to simplify
the planning of online video campaigns, and to assess the
best fit to reach a target audience.
SEEVIBES
3414 Avenue du Parc
Montréal, QC H2X 2H5
Phone: (514) 439-6909
www.seevibes.com
Seevibes is the leading provider of smart data targeting
for efficient social media advertising. Based on billions of
data points analyzed and enriched by Seevibes’ exclusive
technology, it aggregates all the knowledge about TV
and brand engagement on social media in order to build
smarter marketing.
Seevibes’ mission is to help the top brands and media
agencies target the most engaged profiles and build
tailored audiences to improve Twitter Ads campaign
performance — increased reach and lower cost of
acquisition.
NIELSEN MEDIA RESEARCH
160 McNabb Street
Markham, ON L3R 4B8
Phone: (905) 475-9595
www.nielsen.com/ca
The Nielsen Company is a global information media
company providing marketing and consumer information,
TV and other media measurement, online intelligence and
more.
Media Channels
89
Online Campaign Tracking:
TV BUREAU OF CANADA (TVB)
Nielsen provides the media industry with a method
to identify and measure audiences exposed to online
advertising campaigns. Nielsen Online Campaign Ratings
offers direct in-flight feedback and generates metrics
similar to what is used for TV advertising. Online Brand
Effects enables advertisers and publishers to measure and
optimize online advertising in real time, while Sales Effect
combines Nielsen Online ad-detection technology, offline
behavioral purchase data and data partnerships to measure
results and improve efficiency.
160 Bloor St. East, Suite 1005
Toronto, ON M4W 1B9
Phone: (416) 923-8813
www.tvb.ca
Competitive Intelligence Services:
Nielsen provides data on advertising expenditure, TV GRP
data and creative tracking. Its advertising expenditure
estimates cover TV, radio, magazines, daily newspapers
and out-of-home with detail available to the city level.
Creative Tracking Services:
Nielsen provides copies of advertising executions from
TV, radio and selected magazines and newspapers. For TV
specifically, Nielsen monitors all major TV stations and
specialty networks across the country.
Audience Analysis:
Nielsen offers a suite of software tools for analysis of TV
audiences including Borealis. Agencies use these tools in
the planning, execution and reporting of TV campaigns as
well as in the analysis of competitive TV activity.
TVB Canada is a resource centre for a broad range of
stakeholders providing research and information about
television advertising effectiveness and viewership
dynamics across platforms. Its stakeholders are comprised
of 150-plus member TV stations and broadcast networks,
media agencies, marketers and journalists. Through a wide
variety of tools and resources that include media research,
business category information and publications such as
TV Basics, TVB works with the marketing community to
help it get the most out of today’s TV.
TVB’s Telecaster service issues clearance numbers for
all advertising running on member stations. TVB also
maintains a commercial library where members can
source creative executions.
CANADIAN RADIO-TELEVISION AND
TELECOMMUNICATIONS COMMISSION (CRTC)
Les Terrasses de la Chaudière
Central Building
1 Promenade du Portage
Gatineau, QC J8X 4B1
Phone: (877) 249-2782
www.crtc.gc.ca
The CRTC is an independent public authority
that regulates and supervises broadcasting and
telecommunications in Canada. Its website provides
a wealth of information relating to TV trends,
rules and regulations, financial statements, etc. In
addition, it publishes myriad annual reports that
speak to the television industry in Canada such as the
Communications Monitoring Report, which provides an
overview of the Canadian broadcasting industry.
Media Channels
90
TELEVISION + VIDEO - ADDRESSABLE TV
ADDRESSABLE TV
Scottish musician and writer Momus (real name Nicholas Currie, born 1960), is a product of
the digital age. He parodied Warhol in 1991 when he observed, “On the web everyone will be
famous to 15 people.”
Rob Young,
Senior VP Director of Insights and
Analytics, PHD Canada
These two “memes” nail the key difference between mass media and addressable media. Mass
media directs one message to many; addressable media serves one message to one. To make
addressability work, you need digital technology capable of distinguishing one consumer from
others, and digital technology with the capacity to serve a specific message to that individual.
Ro b
Andy
Warhol was
a prodigious
producer of,
and the product of,
mass media culture. Cost Efficiency by Channel
According to one of
his rules of mass
media, “Everyone
will be famous for 15
minutes.”
You
da
Mass media, of which TV is a particularly good example, exhibits rising cost per thousand
as target groups narrow. That is because cost remains constant while the denominator (the
VP
HD
P
D ire
,
“thousands”) gets smaller as target groups narrow. Digital online banner cost per thousands, on the
ti c s
cto r
o f In sig h ts a n d A n al y
other hand, remain relatively stable (see figure below). Add a target characteristic like “interested in buying
a car” and those TV efficiencies skyrocket while online efficiencies still stays pretty constant. It is this growing
na
|S
io r
Ca
TELEVISION
25
ONLINE BANNER
20
Cost per thousand
ng
en
15
10
5
18+
18-34
Adult Target Groups
18-24
NARROWER
Ready to
Buy a Car
Media Channels
91
cost efficiency “gap” between traditional or “linear” TV
and addressable online that clarifies why TV ad revenue,
and in fact all mass media ad revenue, is in decline, while
internet ad revenue is in its ascendancy.
The 4A’s report on Data Driven Video (March 2015)
reinforces the notion that the twin threats of insufficient
ability to target and resultant revenue decline are behind
the TV industry’s new-found search for the “holy grail” of
addressability. As the report states: “Given the real threat of
dollars moving away from traditional TV networks… the
television world has been making strides in being able to
deliver similar types of targeting for marketers.”
Cord cutting, the growth in online video consumption,
increased usage of the TV set as online monitor, and more
smart TV penetration, are all examples of consumertriggered behaviour forcing the TV industry to rethink its
business model, which means thinking about addressable
TV.
How far has this rethink gone? It depends on the country.
SKY AdSmart probably represents the most developed
form of commercial addressable TV in play today. BSkyB,
the company that operates AdSmart, is a satellite platform
and broadcaster in the U.K. capable of serving different
ads to different Sky households watching the same
program, based on factors like age, location and number
of occupants.
In the U.S., cable companies can locally sell two minutes
of commercial time per hour, and many companies have
employed variations of addressability into their systems.
CURRENT STATUS OF LINEAR ADDRESSABLE TV
2.8MM Addressable TV HHs. 30s/:60s, 56 networks
12MM Addressable TV HHs. : 30s/:60s, launching :15s shortly, data aggregated from
over 5MM boxes, over 78 networks
8MM Addressable TV HHs. : 30s/:60s, over 78 networks
19MM Addressable VOD HHs, estimated 4MM Addressable HHs with 10MM by end of
2015
Video On Demand, DAI
Again turning to the 4A report, here’s a summary of the
current status of TV addressability in the U.S.:
ADDRESSABLE TV IN CANADA
Three conditions need to be satisfied before pure
addressable TV can exist:
Condition 1 A rich set of household targeting data.
Condition 2 Dynamic ad serving of an individual
commercial against a specific household.
Condition 3 The individual household must be able to
independently download TV.
In Canada, Shaw, Rogers, Bell Media and Telus are
holding their addressability cards close to their chests.
There are infield tests and plans for tests, as well as visions
that need testable plans that can’t be detailed here because
of confidentiality issues. It is, however, safe to say that there
are roughly four kinds of addressable TV initiatives in play,
in test, or under consideration in Canada that satisfy some
or all of these three conditions.
Video on Demand (VOD)
(Satisfies Condition 2 and Condition 3)
Some of the set-top boxes that VOD subscribers have
installed in their homes make provision for a type of ATV
to occur. Additionally, fancy serving technology allows a
TV commercial to be served to the ordering household—
Media Channels
the essence of dynamic ad serving. Isolating ordering
households on the basis of that household’s target profile
is a touchy subject, given Canada’s privacy rules.
Linear TV Geo Targeting
(Satisfies Condition 1)
If enough households have set-top boxes capable of
feeding data back to “cable central,” then geo/demo
segments can be created and cross-tabulated against linear
TV viewing; a kind of “birds of a feather view together”
exercise. We get a whole set of propensity-based profile
characteristics above and beyond anything Numeris
(Canada’s TV and radio measurement service) can offer.
Linear TV Geo Targeting with Dynamic Ad Serving
(Satisfies Condition 1 and Condition 2)
In this situation, households with the appropriate set-top
box will view linear TV content that can contain a number
of different ad messages. The home’s general location is
known and, therefore, geo/demo segmentation can occur.
The limitation to pure addressability is that individual
households cannot download content on demand.
Internet Protocol TV + Dynamic Ad Serving
(Satisfies Condition 1, Condition 2 and Condition 3)
This is more vision than test and it is the ultimate ATV
scenario. Households would be equipped with IPTV
connections that would double as an online conduit as
well as a cable TV conduit allowing for the streaming,
viewing and paying for a wide range of linear-like
video content “on demand.” DAS would occur. Geo/
demo household targeting would be coupled with
online behaviour facilitated by the fact all this traffic
is flowing through one pipeline. All the conditions for
programmatic buying would be in place. TV executional
data trails would take their place beside internet
transactional data within the client’s data management
platform. The data platform would become more
complete as the old lines of demarcation separating
online from offline media begin to vanish.
There are barriers to the widespread adoption of
addressable TV.
•There appears to be limited industry cooperation
or coordination between Canada’s big three
communication companies, which will slow the creation
of scale and national consistency.
•Addressable TV technology is transformative
not additive, requiring a massive upgrade and a
correspondingly huge capital outlay.
•Traditional TV broadcasters holding online video rights
will be loath to forgo linear control and allow individual
streaming. There is a lot of revenue still tied up in the old
linear model.
As a result, TV addressability will represent a small
(perhaps up to 5% of video time) proportion of
commercial inventory in Canada for the next two or
three years.
Nevertheless, addressable TV will increasingly
supplement linear TV and help more brands to become
famous to the right 15 people - instead of being famous
to all for only 15 minutes.
92
Media Channels
93
TELEVISION’S
EVOLVING FUTURE:
A Q&A WITH
CATHERINE
MACLEOD,
PRESIDENT, TVB
risks. Such consideration is a critical phase. As you know,
availing advertisers of the greatest technologies in the
world is meaningful only when those technologies
contribute to the brand’s business objectives to grow
revenue and profits.
The engineer and futurist, Roy Amara, is famous
for his law: “We tend to overestimate the effect of
a technology in the short run and underestimate
the effect in the long run.” Is he right about the role
technology now plays in television advertising?
If you spend a week in our industry, inevitably you’ll
hear “no one watches TV anymore.” Do you worry
about that?
HE
CAT
RI N
I do – because not only is it untrue, it doesn’t account for
the stellar growth in the consumption of television content
on every other available platform. This past broadcast year,
linear television reached over 97% of the 2+ population
on average each week. Over 34 million people watched
an average of over 27 hours of linear television per
week. What may be surprising to some is that Canadian
millennials watched an average of close to 20 hours of
linear television a week. Those are significant numbers
for brand marketers. Add to that the number of people
watching hours of television content on a myriad of other
devices and it is clear that television is more popular than
ever.
EM
Certainly there is an element of truth to his law as it
pertains to advertising, but let’s be clear: Amara was
discussing the effect of a single technology. The current
state of media reflects a proliferation of technologies.
Advances like return path data, addressability and
programmatic purchasing are often lumped together
without a thorough understanding and the roles they may
play in achieving the business goals of the stakeholders.
It’s clear that some technologies are in a “hype cycle” in
our industry, but we also see the signs of enlightenment.
Industry players are stepping back to assess these
technologies to determine their demonstrated benefits and
Broadcasters are ideally situated to bring together
the best practices of digital and traditional media
as they continue to automate and innovate. We will
see greater efficiencies in the buying process; increased
targeting with digital ad insertion and other forms of
addressability. Data generated by real Canadians as they
engage with television on a real-time basis will support all
of this innovation.
AC
LE
OD
| Pr
e s id
e n t, T V B
The conversation about television has fundamentally
shifted. Television is not just the set in the living room, in
the same way that movies have never been only about the
theatre. Television is professionally produced, high-quality
content that is exceptional at emotionally connecting
with viewers. When an international film festival with the
calibre of TIFF features commercial television programs,
as it did this year, there can be no doubt about why people
watch and love television. We are in an exciting time
for creators and broadcasters, but also for advertisers.
The critically acclaimed and well-loved shows that we
see on television right now have the most engaged, avid
fan bases we have seen in a long time. What an excellent
environment for advertisers to introduce and build their
brands with Canadian audiences.
Media Channels
Even with the large audiences that television
continues to reach, isn’t television advertising
losing its effectiveness in a multi-screen world?
Television is as effective as it has ever been – and even acts
as a steroid for other elements of marketing campaigns,
particularly digital. A distinct benefit of rapid technologic
change has been the ability to use data to provide
additional insights into marketing’s effectiveness on some
channels. Integration of data-driven attribution with
traditional marketing/media modelling we see time and
again the unequalled power that television has to drive
ROI.
We saw this most recently with Microsoft, which
questioned the role of linear television in its latest media
plan. To test it, Microsoft combined comprehensive datadriven attribution with the best practices of traditional
marketing/media mix modelling. The conclusion was
indisputable: television was necessary to drive both
direct sales (in Microsoft’s words “unparalleled”) and
earned media impact. What’s more, the data indicated
that the amount of impact that had to be generated to
replace television was extremely high and likely not even
possible to replicate. It turns out that if you want to drive
outstanding digital performance it’s a great idea to add
television to the mix!
Is original video even more important for
broadcasters?
Original content has always been important for
broadcasters. It allows for brand integration and
sponsorship opportunities that aren’t necessarily available
with licensed television content. With original content,
broadcasters and marketers can work together to create
campaigns that integrate brands with that content in
ways and on other media platforms that are authentic
to a show’s community of fans. Authenticity resonates
with people, particularly millennials. When it is done
right, highly creative and authentic brand integrations
are embraced by audiences in ways that we may not have
imagined. I’m not sure many of us could have predicted
that Walter White’s car in Breaking Bad, the Pontiac
Aztek—known as one of the ugliest cars ever made—
would become one of the most desired used cars for
millennials. But that is just what has happened.
94
Media Channels
95
ONLINE VIDEO
Online video has seen explosive growth in Canada,
driven by increased broadband speeds, massive mobile
device adoption and the emergence of new distribution
platforms like social media and smart TVs.
Marketers have embraced this shift as an opportunity to
reach the one in seven Canadians who no longer pay for a
TV subscription and other light television viewers with their
carefully crafted video creative. However, the medium still
faces several challenges that constrain its ability to capture
a greater share of ad dollars.
Not all video is created equal. The quality of online video
content varies far more widely than traditional television’s.
Advertisers have begun to rethink the balance of premium
to longtail content, driven in part by concerns about brand
safety and viewer engagement. Major players like AOL,
Yahoo and Google are addressing these concerns with
a push to develop a separate tier of premium, original
content.
The debate on video measurement continues. Standards
for counting video ad impressions remain inconsistent and
generally low. Video on social media has tremendous potential,
with Facebook alone serving four billion videos per day globally
in the first quarter of 2015. The value of these impressions,
however, is less certain. How do advertisers compare the value
of an impression based on a minimum of three seconds of
silent autoplay to a completed, user-initiated 30-second ad?
(To be fair, though, while we are all having good debate about
video metrics, television is just beginning to look beyond diaries
and meters to set-top-box data.).
Mobile changes everything. Audience measurement for online
video remains incomplete. Mobile devices have become a key
video platform for many consumers, yet the current industry
data only tracks PC-based viewing. True cross-screen viewing
data would allow online video to show its true scale and
position itself as a single advertising platform.
Media Channels
96
AUDIO
COMMENTARY
It’s not just
radio anymore!
the decline is because many markets do not have stations that service these
demos as the bulk of advertising spending is purchased against A25/3554/64.
D av
Driven by the multitude of new options available
people are listening to more audio. There’s a lot
more than just radio available now! The audio
environment, like the rest of media, is becoming
more complex for both the listener and for those
who plan and buy media. Listening options have
expanded beyond local radio stations and Canadians
can now tune into potentially any radio station in
the world via online streaming. When music streaming
services, satellite radio and podcasts are added to the mix,
the options expand exponentially.
on
s
cD
a
Radio is alive and well: it ranks second or third for where
most consumers spend their time. However, it is losing
some ground, particularly against millennials. While
younger listeners are embracing the new options, part of
nd
id M
Radio remains the only easily available audio option that
can provide local information like news, weather, sports
and traffic. It also provides locally relevant celebrities, in
the form of announcers, who can draw and hold listeners.
Radio has understood the benefit of these offerings to
their listeners and has been investing in them to provide
a point of difference versus the “international” streaming
services. However, radio will have to continue to reinforce
its difference and local relevance as smartphones and
streaming services develop surveillance apps and locally
targeted geo/demo audio offerings.
Today, personal media players and smartphones carry audio (and video) files
wherever consumers go. Where they can access the internet, online streaming
ld
ra
|V
b
services like Spotify and Rdio provide a multitude of listening options, often with
ia
P, D
ed
ir e c
M
tor, R
PG
audio commercial capabilities. Consumer time spent with commercial-friendly
a d i o I nv e st m e nts , I
audio, and the potential to be served advertising is actually increasing due to choice and
accessibility. Audio commercials are not just the realm of radio anymore.
Current U.S. radio realities such as sales automation and programmatic purchasing are expected to influence the
Canadian market in the near future. In the U.S., online streaming services compete for a share of radio expenditures
as they are able to provide the desired audience information. Current streaming services in Canada are not yet able to
provide this granularity of data but they are already talking to agencies about what is required. Programmatic radio
buying is a reality in the U.S. as well, through software like Jelli. If it is possible across the border, you can bet that the
Canadian industry is also investigating the option here.
Radio remains healthy within the overall new audio category, both from a tuning and revenue perspective. It survived
and thrived after the launch of television, the Walkman and the internet. It will need to continually evolve to maintain
share of both advertising revenue and audio tuning.
Media Channels
97
AUDIO
Contributed by
David McDonald,
VP, Director, Radio Investments, IPG Mediabrands
and
Loraine Cordery,
Marketing & Insights Manager at IPG Mediabrands
% of Tuning By Location
Radio is switched on, wherever consumers are
Home
Vehicle
Work
Other
100%
Radio is Alive and
Well and Thriving
75%
•Radio is everywhere and reaches the vast majority of
Canadians. Its reach of the population is holding with the
exception of the younger demos where it is trending down
slightly. Listeners use radio wherever they are. [Figure 10]
•Radio is on and is used throughout the entire day, with
peaks in the morning and evening as commuters travel to/
from work [Figure 11].
•Amongst those 25+ radio is second in terms of ‘yesterday’
exposure (behind TV) while still retaining the third
highest exposure amongst younger audiences [Figure 12].
25%
50%
0%
A12-17
A18-24
A25-34
A35-44
A45-54
A55-64
A65+
Demo Reach By Tuning Location
Radio listening matches lifestyle and lifestage
Home
Vehicle
Work
Figure 10
Other
100%
75%
50%
25%
0%
A12-17
Source: Numeris Fall 2014
A18-24
A25-34
A35-44
A45-54
A55-64
A65+
Media Channels
98
AUDIO
Tuning flow by demo throughout the broadcast day
Radio tuning peaks with morning and evening commutes
A12-27
A18-24
A25-34
A35-44
A45-54
A55-64
A65+
Figure 11
100%
Tuning Flow percentage
80%
60%
40%
20%
0%
5:00a5:15a
Source: Numeris Fall 2014
6:00a6:15a
7:00a7:15a
8:00a8:15a
9:00a9:15a
10:00a10:15a
11:00a11:15a
12:00p12:15p
1:00p1:15p
2:00p2:15p
3:00p3:15p
4:00p4:15p
5:00p5:15p
6:00p6:15p
7:00p7:15p
8:00p8:15p
9:00p9:15p
10:00p10:15p
11:00p11:15p
12:00a12:15a
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99
AUDIO
Advertisers recognize radio’s ability to reach consumers, making it a $1.6 billion industry with consistent
demand, especially in the major markets. However, revenues are projected to drop slightly for 2015 and
2016, more so if the country enters a recession.
Yesterday’s Exposure to Media
The majority of Canadians have listened to the radio
recently i.e. yesterday. Radio is #2 for A25+
Radio Historical Revenue (000)
REVENUE STREAM
Local Sales
National Sales
Network Payments
Syndication-Production
Projected (000)
2010
2011
2012
2013
2014
AM
$243,038
$245,850
$244,009
$236,447
$225,115
FM
$865,193
$888,275
$887,161
$887,022
$866,274
AM
$54,209
$55,111
$52,447
$50,680
$58,789
FM
$354,859
$387,174
$401,468
$425,606
$438,650
AM
$0
$0
$0
$0
$0
FM
$0
$0
$0
$678
$0
AM
$1,049
$811
$1,069
$637
$916
FM
$3,408
$5,044
$2,785
$2,375
$5,223
AM
$0
$0
$8
$10
FM
$80
$108
$86
$132
$124
AM
$9,014
$9,290
$8,666
$6,851
$6,083
FM
$21,591
$22,176
$20,729
$12,220
$12,983
AM
$307,310
$311,061
$306,199
$294,625
$290,903
FM
$1,245,130
$1,302,778
$1,312,229
$1,328,034
$1,323,255
$1,552,441
$1,613,839
$1,618,427
$1,622,658
$1,614,158
2015
TV Internet 0%
2016
Daily Newspaper
Community Newspaper 25%
50%
A12-17
A18-24
A25-34
A35-44
Grants
Other
TOTALS:
Grand Total
Source: CRTC Annual Report (2010 – 2014) and MAGNA Estimates (2015 & 2016)
A45-54
A55-64
$1,581,875
$1,576,654
A65+
Source: Numeris RTS, Fall 2014 All Canada
Magazine
75%
Figure 12
100%
Media Channels
100
AUDIO
It is no secret that radio tuning has declined slightly,
especially against teens and young adults. Again, that is
not a direct result of new technology. Many markets do
not have the population base large enough to support a
“youth” skewed station, simply because the advertising
revenue does not target those demographics and will not
support the revenue required by those formats.
Those tuning drops are also not necessarily going to
“other” media. MTM suggests that it may simply be
shifting and is being captured by online audio options.
Yet it also doesn’t appear to affect how people are using
iTunes as downloads and use is still on the increase, again
reinforcing the growth of non-personal library audio
hours.
Weekly Average Hours Tuned: By Age Demographic
A18-24
A25-34
A35-44
A45-54
2005
2006
2007
A55-64
A65+
25
Percentage (%)
Changes in Tuning:
More Audio Options
and Declining Tuning
to Radio
5
Source: Numeris fall surveys
2008
2009
2010
2011
2012
2013
2014
Media Channels
101
AUDIO
Downloading from iTunes
There are more audio options than ever before. If a consumer wants
to listen to music, the news or other audio content, they can choose
between the traditional radio transmitter, streaming radio online,
downloading a podcast or using one of a multitude of personalized
audio streaming services, such as Spotify or Apple Music.
# of Canadians downloading from iTunes continues to rise
30%
A MULTITUDE OF PERSONALIZED AUDIO STREAMING
OPTIONS AVAILABLE IN CANADA
25%
20%
25%
10%
5%
0%
2008
Source: MTM 2011-2012
2009
Fall
2010
Spring
2011
Fall
2011
Spring
2012
Fall
2012
Spring
2013
Fall
2013
Spring
2014
Fall
2014
2015
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102
AUDIO
And these online options are gaining traction. According
to MTM (Spring 2015), 64% of Canadians aged 18+ are
listening some kind of online audio on a monthly basis.
A quarter of the population are listening to online radio,
podcasts are also popular (23%) and a fifth of Canadians
are using to personalized audio streaming service.
Canadian Online Audio Listeners
Canadians using each Online Audio type
36%
Don’t listen to
Online Audio
24%
23%
20%
In the last four years, the percentage of Canadians
streaming online radio has increased by 20%. Podcasting
has jumped 109% and usage of personalized audio services
is 82% more widespread. We expect popularity in these
online audio options to continue to increase in the future.
64%
Listen to
Online Audio
Source: MTM Spring 2015
Online Radio
Podcast
Personalized Audio
Streaming Service
Canadians using each Online Audio Type- 2012 to 2015
30%
+20%
+109%
+82%
25%
20%
25%
Online Radio
10%
Podcast
5%
Personalized Audio
Streaming Service
0%
2012
Source: MTM 2012 - 2015
2013
2014
2015
Media Channels
103
AUDIO
The ability to stream radio online opens up a world of radio
options. However, the majority (66%) still choose to stream
radio stations from their local area. Just over a quarter
(27%) listen to radio stations from other cities and only a
fifth are streaming radio content from other countries.
There is a huge range of personalized audio services
available in Canada. Songza is the most popular, used by
42% of Canadians on a monthly basis. Spotify has only
been in Canada since fall 2014, but already nearly a fifth of
the population are tuning in. Another personalized audio
subscriber service to watch out for is Apple Music - a global
‘radio station.’ With no Canadian data available yet, time will
tell if this is another win for the tech company.
Many audio streaming services are consistently developing
new ways to advertise to consumers via their platforms –
from integrated audio ads to banners on apps to playlist
sponsorships. Media agencies need to keep up to date with
these offerings and must educate clients of the importance
of thinking beyond the spot of DJ promotion- there are so
many opportunities to exploit in this new audio world. For
now, these offerings currently play in the digital world and
as yet will not affect how radio and “audio” commercials are
planned and purchased in the near future, mainly due to the
manner in which its use is measured and reported. This is a
key element that radio will have to address in its bid to stay
current and relevant to its listeners, especially those younger
demographics, and still be meaningful to advertisers.
Online Radio Source
Despite having a world of stations to choose from, most Online Radio listeners stream local stations
66%
Local Online Radio
27%
Online Radio from
another city
19%
Online Radio from
another country
Online Radio Source
Songza is the most listened to Personalized Audio Service
42%
Songza
26%
Soundcloud
21%
TuneIn Radio
17%
Spotify
Grooveshark
9%
Media Channels
104
AUDIO
ADVANTAGES IN
THE SHIFT FROM
RADIO TO AUDIO
It’s important to note that the introduction of more and
more audio options does not spell the end for traditional
radio. Far from it! In fact there are three huge advantages
in this shift from radio to audio:
1. ONLINE AUDIO IS CAPTURING AUDIENCES
FOR WHICH RADIO IS LOSING GROUND
With weekly radio reach generally at 90+%, it remains
a medium that is enjoyed by a huge range of ages.
However, data trends inform us that the demographic
with the biggest declines in reach is millennials 18-34.
This is exactly the audience for which online audio
is most relevant and exciting. Forty percent of those
listening to online audio are 18-34, whereas only 27% of
radio listeners fit in the same age group. Together, radio
and online audio offer efficient opportunities to reach
all demographic groups. Radio needs to reconnect with,
or re-interest millennials as there is no guarantee that
as they age, they will discover that radio is relevant to
their lifestyle. They have grown up controlling their own
media choices and what audio they receive.
Radio Reach by Demo: 10-Year Trend
Radio still has significant reach, but is declining amongst millennials
100%
90%
65+
55-64
45-54
80%
35-44
25-34
18-24
70%
2005
2006
2007
2008
2009
2010
0211
2012
2013
2014
Source: Numeris Fall Surveys
Radio and Online Audio Listeners by Age
Only a quarter of radio listeners are millennials, yet they make up two fifths of online audio listeners
100%
75%
50%
17%
28%
8%
22%
30%
27%
25%
27%
40%
50-64
35-49
18-34
0%
Radio
Source: Numeris Fall Surveys
65+
Online Audio
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105
AUDIO
2. CONSUMERS ARE NOW LISTENING TO
MORE AUDIO THAN EVER
Across all demographics the time spent with radio is in
decline, down -7% from 12 hours in 2012 to 11 hours
10 minutes in 2015. However, the popularity of online
audio options means that total listening time has actually
increased by 5% since 2012. As a result, Canadians are
listening to 16 hours and 32 minutes of audio in an
average week. Time spent listening to online audio has
increased by 45% from 2012- 2015, and it is expected to
continue to increase in the future.
Hours Listened to Radio and Online Audio Per Week Trend
Time listen to traditional radio is on the decline, but the popularity of online audio means we’re listening to more audio than before
20
15
3.7
4.1
4.4
5.4
12.0
11.6
11.2
11.2
10
5
Online Audio
Radio
0
3. NO LONGER TIED TO THE RADIO SET/
TRANSMITTER
Radio listening has been traditionally tied to a radio
transmitter/receiver – often at home, at work or in the
car. Now, with the introduction of online audio options,
audio has become increasingly mobile. Consumers are no
longer tied to the radio transmitter; they are now using
on average 1.6 different devices to listen to audio content
when and where they like.
The computer and smartphone are the most-used devices
for online audio listening. This opens up interesting
opportunities for advertisers who must evolve their
thinking about how and when audio is consumed and
what else can be done to connect with target audiences
“around” its delivery channel.
2012
2013
2014
2015
Source: MTM 2012- 2015
Devices Used to Listen to Each Online Audio Type
Time listen to traditional radio is on the decline, but the popularity of online audio means we’re listening to more audio than before
60%
57% 59%
50%
40%
30%
53%
59% 48%
44%
20%
23% 20% 22%
10%
0%
Computer
Source: MTM 2012- 2015
Smartphone
Tablet
Online Radio
3%
3%
Connected TV
Podcast
3%
Personalised Audio Streaming Service
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106
AUDIO
RADIO IS RELEVANT, EFFECTIVE AND
POWERFUL
blunter instrument that provides quarter hour audience
levels.
Radio offers advertisers a number of benefits. PPM
measurement has demonstrated that it is both a reach
and a frequency medium. In a broadcast environment
where many television stations are regional, provincial
or national in their reach, radio remains a truly local
medium. It can be purchased by demographic and
can be targeted psychographically by selecting the
appropriate formats.
While the PPM is technically capable of picking up
any audio signal, from any device, the “long tail” of
audio listening makes panel measurement, via PPM,
impractical. Add to that the complexity of encoding
every station that Canadians listen to, offline and online,
and this measurement approach is not feasible.
Radio is immediate and close to the point of purchase. It
costs less too. On a market-by-market basis, radio costs
far less than television. Creative production costs are far
lower than for TV too and in many cases are negligible,
especially if the stations purchased produce the
commercials. Because creative is inexpensive, multiple
executions and time-sensitive spots can be scheduled. In
short, it works and many top category marketers (retail,
professional services, etc.) have built their business
through using radio as their main advertising platform.
Radio Measurement in Canada
Canada is in a very good position to keep track of
traditional radio listening with one of the strongest
audio measurement systems in the world. The Numeris
PPM is carried by a panel of Canadians in major
markets across the country and passively monitors their
local radio listening throughout the day. Marketers,
agencies and programmers can analyze local radio
listening patterns on a minute-by-minute basis. Local,
smaller markets are measured via diary methodology, a
To get a proper representation of the audio listening
universe, the industry will require measurement from
several angles, including panel measurement, listener
surveys and streaming data. Numeris is actively
exploring all measurement methodologies through
their newly formed Innovation Lab. Personalized audio
services will also need to become more accountable
for providing demographic and lifestyle data for their
listeners as advertising opportunities on these platforms
grow. As listening options for Canadians morph, our
measurement approaches will have to adapt to keep pace.
Radio: Futures/Prognostications
Consumers are expected to increase their familiarity and
usage of online audio and continue to incorporate it into
the daily media habits. In this Wild West environment
where multiple operators are attempting to stake
their claim to eyes and ears, there is wealth of options
available. As they are sampled and loyalties develop, some
will fall by the wayside and dominant operators will arise.
And advertisers will want to be where the listeners are.
Radio will continue to have a significant presence in
consumers’ lives. How it is programmed and presented
to the marketplace will evolve as it has since television
launched. In fact, evolution will now be more important
than ever to its continued health. How it stays relevant
to, and connects with millennials is going to be its biggest
challenge and opportunity.
In the U.S., radio budgets are being proportioned
to include online audio streams and programmatic
purchasing. There, what used to be funded by three
separate streams is now often being funded by what was
once the sole territory of radio.
While there is pressure for that “audio” model of online
and on-air to be adopted north of the U.S. border,
Canada is not yet in a position for that to happen. Radio
campaigns are still purchased on demographic rating
points, defined by and targeted to specific geographies.
That level of granularity and audience data is not yet
available here and will be the hurdle that the online audio
streams will have to overcome before they can compete for
“radio” dollars.
That said, there is every expectation that will occur in the
next couple of years. The simplest way for online streams
to compete for radio dollars would be for the online
providers to become members of Numeris and encode
their streams. The required level of audience data would
then be able to be provided in the PPM measured markets,
at which time online streams could compete for “audio”
funds alongside radio. That may occur far sooner and
affect “radio” campaigns far faster than radio believes it
will happen.
Programmatic radio buying is still pending in Canada.
Media Channels
AUDIO
Based upon its success in the U.S., many agencies and
broadcasters have entered discussions about making it a
reality. At this point, a way to easily manage the process
like the U.S. does through Jelli does not exist here. That
will change. It is coming and its implementation will
hinge on the availability of an accepted management
system. It is expected that as soon as one broadcaster
enters into an agreement to offer their inventory
programmatically, others will also find a way to make it
happen.
107
Media Channels
108
BROADCAST
COMMERCIAL
ACCEPTANCE
Contributed by
Catarina Padilha,
Vice President, Director of Broadcast Traffic Audio and
Video Distribution at Zenith Optimedia Canada The Telecaster Committee of Canada (now known as Telecaster
services of TVB) was formed in 1973 by private broadcasters as
a voluntary, self-governing, commercial, infomercial and public
service announcement (PSA) clearance committee. The Committee has grown steadily in membership since that time, proving to be an organization that inspires responsibility and trust.
Every version of every commercial, infomercial and PSA
requires its own Telecaster approval number. This means that
every 800 number, tag, donut, etc. must obtain its own Telecaster number. If the content of a commercial changes at all, be it a
technical revision (ie. revision to legal super) or a logo change,
this new version will also require a new Telecaster number.
GENERAL RULES
Radio and television commercials must follow certain federal and provincial acts and regulations, industry codes and
advertising guidelines.
1. All TV commercials on Telecaster member stations
should have Telecaster approval. Please check with
the Telecaster Services of TVB for guidelines, rules,
regulations and associated costs. Go to: www.tvb.ca.
2. Advertising Standards Council (ASC) reviews all
alcohol, children’s advertising, cosmetic, food/
non-alcoholic beverages, and prescription and
non-prescription drug advertising (including
natural health products) directed to consumers.
ASC Clearance Services analysts provide expertise
across all five areas, providing advertisers with the
confidence that their advertising messages comply
with applicable legislation, codes and guidelines. Go
to www.adstandards.com for more information.
4.
5.
6.
TELECASTER CATEGORIES WITH SPECIFIC
RULES
1. Telecaster will review a script/commercial that is
child-directed but will not assign a clearance number
until the ASC provides a “kids” pre-clearance number
and all other requirements for Telecaster Clearance
have been met.
2. All food and non-alcoholic beverage advertising
must comply with the Guide to Food Labelling
and Advertising, plus the Food & Drugs Act and
Regulations.
3. All beer and alcohol advertising must comply with
7.
8.
the Canadian Radio-Television & Telecommunications
Commission (CRTC) Code for Broadcast Advertising
of Alcoholic Beverages.
All infomercials must receive clearance from Telecaster.
There are specific guidelines to follow vis à vis visual
content, disclaimers etc. All advertisers must comply
with the Code of Ethics and Standards of Practice of
the Canadian Marketing Association.
Closed captioning and “billboard” messages are cleared
by the individual networks/stations. The exception
to the rule is when the CC or “billboard” message
contains a sell line, special offer, sales or product cost.
In this case, these spots will require Telecaster clearance.
All commercials pertaining to gambling (Canadian
Indian reserves, bingo parlours, legitimate gambling
casinos, provincial lottery corporation products, home/
hospital lotteries) are contingent on the Criminal
Code (both federal and provincial) and the provincial
licensing laws. An indemnity letter from the advertiser
is required by Telecaster stating their advertising
is treated separately by Telecaster and requires an
“undertaking letter” from the advertiser and a
Canadian legal opinion letter, per point four of the
undertaking letter.
Personal products (feminine hygiene, laxatives,
personal lubricants and hemorrhoid treatments)
must also comply with Telecaster approvals. Due to
the sensitive nature of these products, there may be
scheduling restrictions.
Direct response commercials that advertise the price
of the product or service advertised must clearly show
Media Channels
109
the type of funds (U.S. or Canadian), applicable taxes
and shipping and handling. If there is a money-back
guarantee and the consumer must pay for return
shipping, the addition of a video super indicating “Less
S+H” is required. Compliance with Phone Service
Guidelines is also mandatory, as well as all other
Telecaster guidelines.
9. Phone service commercials (such as adult chat lines
and all online dating services) must follow the Phone
Service Guideline in addition to all other appropriate
Telecaster Guidelines.
10.Comparative advertising must follow the Comparative
Advertising Guideline in addition to all other
appropriate Telecaster Guidelines.
11.Contests and prizes must abide by Canadian laws.
Telecaster will require a letter from the advertiser/
agency confirming that positive legal advice was
obtained.
12.Election advertising must clearly identify the person,
corporation, trade union, registered party or registered
constituency association paying for the commercial
over a minimum of three seconds.
13.Issue and opinion advertising also has a number of
criteria to follow. All must have Telecaster approval.
14.Text message commercials must follow the
Text Message Guideline in addition to all other
appropriate Telecaster Guidelines.
15.High-definition (HD) commercials and standard
definition (SD) commercials must be assigned
individual Telecaster approval numbers. When
making an SD and an HD submission, Telecaster
only needs to view the HD version, per the Telecaster
High Definition Guideline.
16.By direction of the CRTC, closed captioning is
required on all advertising material, sponsorship
messages and promos must also be closed captioned
as of Sept. 1, 2014.
GOVERNMENT ORGANIZ ATIONS
Canadian Radio-television and Telecommunications
Commission (CRTC)
The CRTC is an independent organization vested with
the authority to regulate and supervise the Canadian
broadcasting system, with a view to implementing the
Canadian broadcasting policy set out in the Broadcasting
Act. The CRTC also regulates the telecommunications
industry under the Telecommunications Act.
For alcoholic beverage advertising, compliance with the
Code for Broadcast Advertising Alcoholic Beverages
is required by regulation for all radio and television
broadcasting stations and specialty services in Canada.
Pre-clearance is performed by independent agencies
recognized by the CRTC.
CONTACT:
Toll-free: 1-877-249-CRTC (2782)
Outside Canada: (819) 997-0313
Toll-free TTY line: 1-877-909-CRTC (2782)
Outside Canada (TTY line): (819) 994-0423
Media Inquiries: (819) 997-9403
www.crtc.gc.ca
Media Channels
110
Health Canada
Health Canada is the national regulatory authority for
drug advertisements. It provides policies to effectively
regulate marketed health products, puts in place guidelines
for the interpretation of the regulations and oversees
regulated agencies. Drug advertisements are reviewed and
pre-cleared by independent agencies recognized by Health
Canada.
For more information, go to http://hc-sc.gc.ca
For pre-clearance see separate listings:
Consumers:
Non-prescription drugs and natural health products:
ASC, Extreme Reach Canada Clearances
Prescription drugs and educational material:
ASC, PAAB
Health Professionals:
All products: PAAB
PRE-CLEARANCE ORGANIZATIONS
Advertising Standards Canada (ASC)
Advertising Standards Canada is the national not-forprofit advertising self-regulatory body. Founded on the
belief that advertising self-regulation best serves the
interests of the industry and the public, ASC is committed
to fostering community confidence in advertising and
to ensuring the integrity and viability of advertising in
Canada through responsible industry self-regulation.
The Canadian Code of Advertising Standards (Code)
sets the criteria for acceptable advertising and is the
cornerstone of advertising self-regulation in Canada.
Administered by ASC, the Code is regularly updated to
ensure it is current and contemporary – keeping pace
with consumer and societal expectations. It contains 14
clauses that set the criteria for acceptable advertising that
is truthful, fair and accurate:
•Accuracy and Clarity
•Disguised Advertising Techniques
•Price Claims
•Bait and Switch
•Guarantees
•Comparative Advertising
•Testimonials
•Professional or Scientific Claims
•Imitation
•Safety
•Superstition and Fears
•Advertising to Children
•Advertising to Minors
•Unacceptable Depictions and Portrayals
These clauses form the basis for the review of consumer
and special interest group complaints, and trade
disputes.
Preclearance services are available in five regulated
advertising categories including:
•alcoholic beverages
•children’s
•consumer drugs and natural health products
•cosmetics
•food and non-alcoholic beverages
ASC Clearance Services analysts provide expertise in both
official languages.
For more information, go to adstandards.com.
Toronto Office
Advertising Standards Canada
175 Bloor St. East, South Tower
Suite 1801
Toronto, ON, M4W 3R8
Tel: (416) 961-6311
Fax: (416) 961-7904
Nicole.bellam@adstandards.com
Montreal Office
Les normes canadiennes de la publicité
2015 Peel Street, Suite 915
Montreal, QC H3A 1T8
Tel: (514) 931-8060
Fax: (877) 956-8646
danielle.lefrancois@normespub.com
www.normespub.com
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111
Extreme Reach Canada Clearances
Extreme Reach Canada Clearances is a for-profit bilingual
advertising clearing house. It provides copy review and
assigns clearance numbers to acceptable copy. Extreme
Reach Canada Clearances reviews both English and French
materials under applicable acts, codes and guidelines in the
following categories:
•food and non-alcoholic beverages
•alcoholic beverages
•cosmetics
•consumer drug products
•natural health products
Contact:
635 Queen Street E.
Toronto, ON M4M 1G4
Phone: (416) 964-7539
Toll free: 1-800-387-0644
clearancescanada@extremereach.com
CLEARANCE ORGANIZATIONS
Telecaster Services of TVB
Most television stations require that commercials,
infomercials and public service announcements receive a
Telecaster clearance number before airing. This is the final
clearance prior to airing so any other required clearances
must be done first. The Telecaster service is a voluntary,
self-governing clearance committee. Its primary function
is to review advertising messages to ensure they comply
with Telecaster Guidelines. As well, staff provides
assistance to advertisers regarding general interpretation
of guidelines prior to production or telecast. Telecaster
Services recommends that scripts or storyboards be
submitted via the Telecaster Online System at tvb.
ca “Telecaster Login” for preliminary review before
production to minimize the risk of rejection of a
produced commercial. The final production is required
before a Telecaster number can be issued. Please check
with Telecaster for fee schedules. Rarely is a commercial
cleared by Telecaster and then rejected by a participating
station, but guidelines are voluntary and collective and
may be superseded by individual network or station
policy.For more information, go to tvb.ca/pages/
TCEIntro.htm.
Pharmaceutical Advertising Advisory Board (PAAB)
CONTACT:
Pharmaceutical Advertising Advisory Board
Television Bureau of Canada
Telecaster Services
1305 Pickering Parkway, Suite 300
Pickering, ON L1V 3T2
Phone: (905) 509-2275
Fax: (905) 509-2486
160 Bloor Street E., Suite 1005
Toronto, ON
M4W 1B9
Phone: (416) 923-8813
Fax: (416) 413-3879
tvb@tvb.ca
www.tvb.ca
The PAAB is an independent review agency whose
primary role is to ensure that healthcare product
communication is accurate, balanced and evidence
based, and reflects current and best practices. The scope
of PAAB includes promotional healthcare product
communication for prescription, non-prescription,
biological, vaccines and natural health products directed to
health care professionals in all media. PAAB also provides
advisory comments on direct-to consumer materials
for prescription drugs and vaccines in all media. PAAB
advisories for television ads are recognized by the CBC and
Telecaster. For more information, go to www.paab.ca.
CONTACT:
Media Channels
112
MORE THAN MEDIA - BRANDED CONTENT
The Rise of
Branded Content
New video platforms are
also driving forwardthinking marketers
to experiment with
different lengths
and formats, such as
seven-second Vines,
fast-dissolving video
formats like Snapchat,
and even live broadcasts
using new streaming
services like Periscope.
ir e
Involve is about engaging with the audience. This
g
c to
r, C
i si n
t
r
e
is often the smaller scale, always-on content that
onte
Adv
nt - M
d
n
o
y
e
e dia C o m B
includes social community management. It is designed
Content creator collaborations,
to extend the scale of your campaigns and grow your
particularly on YouTube, and increasingly
base of brand advocates.
on Snapchat and Vine, have become one of the best ways
for brands to reach and influence the younger millennial
TRENDS IN BRANDED CONTENT
generation. In its recent #Famechangers article, Variety
magazine states that among millennials, top YouTube stars
Video continues to reign in the arena of branded
are more trusted and loved than Hollywood stars. This
content. Top social platforms have introduced their own
is extremely believable after witnessing the first North
form of native video, and consumers are hungry for
American YouTube FanFest that landed in Dundas Square
content. With seven billion daily video views, YouTube is
in Toronto this past summer, attracting thousands of
the top video platform. Facebook is catching up rapidly
screaming young fans, many of whom waited four or more
with a reported four billion daily views, up from 1.1
hours to meet their favourite YouTubers.
billion in 2014.
D
Inspire is the big-ticket “hero” content: the experiential
stunt, the hit YouTube video, or the brand-funded TV
program designed for wide-scale appeal and awareness,
n|
For marketers, it is essential to understand the role that
branded content plays in every brand’s communication
system. A comprehensive branded content strategy goes
beyond the next “viral” sensation and includes different
types of content, each of which plays a role at different
points along the path to purchase. It should inspire,
inform or involve the audience.
ow
THE 3 I’S OF CONTENT
i Br
Marketers have the opportunity to form deeper and more
meaningful connections with consumers by going beyond
the 30-second TV spot and creating, or integrating into,
content that people are already seeking out. In a world of
app-based entertainment access and digital ad blockers,
there will come a time in the not-so-distant-future that all
advertising is going to be opt-in, making branded content
the norm. According to the Content Marketing Institute,
69% of marketers are already creating more content now
than they did one year ago.
Inform is exactly that: how-to videos,
product demos, content that responds to
consumer questions or needs. This is often
the second step in your brand journey:
1) capture your audience’s attention with
inspirational content, and 2) make it relevant
to them with content that is both informative
and useful.
Jo d
It’s very telling that eight of the 10 Gold Cannes Lions
awarded in the media category this year went to campaigns
also recognized in the branded content category; a
category that was only introduced three years ago.
and often, part of a campaign launch.
Native social video provokes new challenges for
marketers. Adweek points out in an article on the trends
shaping video content that video on platforms such as
Facebook and Twitter auto-play without sound, forcing
marketers to think visually when telling their brand
story.
The tides are clearly shifting and while the once-mighty
GRP may still be the currency of mass awareness, it is not
the currency of brand love. Building brand love is only
possible when you provide content that people want to
consume – content that inspires, involves, or informs
them.
Media Channels
114
MORE THAN MEDIA - EXPERIENTIAL MARKETING
What is
Experiential
Marketing?
The EventTrack report states that the two goals for
experiential marketing are an increase/creation of brand
awareness (81%) and an increase in sales (79%). In
Di
re c
|
EXPERIENTIAL MARKETING GOALS
ey
With such a powerful means of connecting and deeply
engaging consumers, 79% of brands say they are planning
to execute more experiential programs versus one year ago,
with budgets expected to increase an average of 6.1% in
2015, according to Event Marketing Institute and Mosaic’s
Event Track 2015 report.
n
Fee
There are many different forms of experiential marketing,
ranging from outdoor exhibits and sampling to
augmented reality and interactive displays. The range in
options provides brands with the opportunity to develop
campaigns that are holistic across both offline and online
media.
Lisa
Experiential is a marketing strategy employed to immerse
consumers in a brand experience within a physical space.
It is designed to form a connection between the brand and
its consumers through a memorable execution. As such, it
is essential that the consumer experience aligns with the
core essence of the brand and reinforces its image in an
authentic manner.
fact, two-thirds (65%) of brands
directly correlate experiential
marketing activity to sales.
Enhancing product knowledge
and influencing deeper customer
involvement take third and
fourth place, both of which are
presenting significance increases in
importance versus a year ago.
MEASURING THE IMPACT OF
EXPERIENTIAL MARKETING
to r
, Re
sear
ch and
The vast majority of brands currently measure their
experiential marketing programs. The top three criteria
used for measurement are: total attendance (85%),
social media activity such as Facebook ‘likes’ (61%) and
sales leads (58%). When asked what ROI experiential
marketing generates, almost one-half of brands expect to
realize returns ranging from 3:1 to 5:1 in 2015.
Virtually all consumers (98%) were more inclined to
purchase a product as a result of attending the event.
This proves that experiential marketing impacts
consumer purchasing and generates sales leads. In fact,
two-thirds of consumers claim to purchase the product
at the event, 87% of which made a repeat purchase
of this same product at a later date. There is also a
significant link between experiential marketing and
brand perception. Three-quarters of consumers have a
more positive perception of brands following an event
or marketing experience. Overall, experiential drives
product trial and knowledge, repeat purchases and
increased brand perception.
di a C
o
a
mC
na
da
TRENDS IN EXPERIENTIAL
MARKETING
The ubiquitous nature of digital, mobile
and social media is enabling brands to capture
data analytics to drive shopper insights and foster content
creation. Experiential marketing allows brands to see
how consumers are interacting with their brand, which
can then lead to actionable insights. It can also drive
compelling content by capturing brand engagements and
interactions with consumers. Newer technology such as
wearbles, biometrics, 3D printing and potentially even
eye-tracking, are all poised to change the very nature of
experiential marketing.
In sig h ts, M e
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115
INTEGRATED PRINT MEASUREMENT
A New Publishing
Measurement
Service for Canada
Mic
h el
au
eP
PMB and NADbank
merge to form Vividata
record of countries like Australia, which had recently
created new publishing measurement, stirred our
competitive nature. In addition, an opportunity
would open up to apply new global best practices
to our publishing marketplace. The CMDC
agreed with many of the stipulations put
forward by the newspaper publishers and dove
in head first, into a two-year long exhilarating,
stimulating and demanding project, to build a
better, faster and more accurate measurement of
publishers’ footprint – at a more cost-efficient price.
c
hu
COLLABORATION
When we talk of collaboration in our business, we think
of harmony amongst friendly organizations with a shared
vision. But is that how things get done? Our experience
with achieving greatly improved Canadian publishing
measurement is significantly different: more passionate,
more assertive and more personal. In short, a few
fireworks to ignite co-operation.
Two years ago, when two major newspaper publishers
called on the CMDC asking for our collaboration they
did two things: they announced that they had already
threatened to pull all funding from the current print
measurement services effective almost immediately, and
they asked the CMDC if we would commit to help create
radical change by putting money against a newer, more
ambitious system!
The prospect of Canada experiencing two underfunded
print measurement services, when compared to the track
It has been a heavy investment in time for the CMDC,
where we chair the board of the new measurement
entity. And equally heavy for the industry as every
publisher, newspaper and magazine, as well as a great
team of advertisers came to the table to give valuable
input, as well as provide time and resources to help bring
this new study to fruition.
THE NEED
What makes a magazine a magazine or a newspaper
a newspaper? For over a century, they were defined as
printed periodicals focused on specific content from
wide ranging to narrowly focused. Today, their very
existence has been challenged by the evolution of the
ever-expanding digital universe. Consumers have
embraced this “always-on” medium that provides
a customized journey for all who enter. And where
consumers go the money is soon to follow. This was the
challenge for the print industry in 2013.
k|
M ic
h e le
Pauch
uk
, Pr esi d e nt, M
an
EC C
ad
a
Magazines and newspapers have never been about the
printed copy but about delivering desirable audiences.
Both industries had quickly adopted numerous digital
formats to maintain their audiences but were feeling the
pressure as measurement based on traditional metrics
fell short and showed a decrease in readership over time.
While NADbank had some cross-platform newspaper
data from 2013 onward, magazines’ expanded
footprint was not being captured by PMB’s traditional
methodology.
It was time for a change. NADbank and PMB were
merged with new leadership driving the charge to
develop a single unified print and digital readership
survey, including a product/retail/lifestyle survey. The
new organization rebranded for the future as Vividata to
underscore the link between strength of data and vivid
insights.
Media Channels
INTEGRATED PRINT MEASUREMENT
THE OUTCOME
THE DETAILS
•Annual sample of 36,000 (age 12+)
•Rolling 12-month data released 4 times per year
• Rolling 52-week online survey completion
•For the first time, newspapers and magazines will see their
total audience and understand the contribution that digital •Single source study
is making.
»»Cross platform audience measurement for magazines
•This new information will help publishers and media
and newspapers
professionals plan how best to reach consumers.
»»Unduplicated reach and readership metrics by platform
•It will be clear that it is the brand and its unique relationship
»»Consumer database of media usage, demographics,
with its readership that is valuable, not how it is delivered.
lifestyles and attitudes
»»Qualitative and engagement metrics; behavioural and
attitudinal data for all publications
•Follow-up product/retail/lifestyle questionnaire (also online
completion) in 300+ categories
What you will find when the very first results of this
immense effort are published:
This was a successful collaboration attributable to a shared
vision that a new entity could be created to deliver a
superior product on budget and to advanced specifications.
There is now only one major hurdle to clear before we can
truly congratulate those who have been active participants
in this process. We need to understand the results of the new
data, trace the differences and advise our industry on how to
stabilize our trading currency in the short term.
116
Media Channels
117
DAILY NEWSPAPERS
[ COMMENTARY )
Consolidation is
happening as revenues
decline and the
newspaper business tries
re
to re-invent itself through
s id
en
digital platforms. While on
t , In
it i a t
ive
a daily basis many of us still
prefer the texture and tactile grip of
a real newspaper, the reality is most of the population is
turning to online news – through their tablet, phone or
laptop.
Ad a
mL
The one constant in
life is change, which
is certainly true of the
newspaper business
in Canada.
a strong sales staff – regardless of the channel.
The biggest change of
note this past year was
Postmedia’s purchase of
Sun Media’s Englishlanguage news outlets
– 175 newspapers and
digital properties.
uc
k|
p
The good news for the industry is people are still
hungry for content. In a given week, approximately
73% of A18+ interact with newspaper content whether
in print or digital form. The trend, however, is clearly
towards digital. For example, mobile usage data
indicates smartphone newspaper apps have increased
70% over the last three years. Daily usage of these apps,
however, is down 15% compared to an 18.8% increase
in tablet usage – indicating more change is afoot.
So, how does any newspaper “future-proof” its
business? Well, you start by anchoring brand equity, you
stay with great writing and images, and you finish with
Strong brands – and not newspapers per se –
will sustain themselves through innovative
business practices and advances in
technology. Already, we’re seeing a lot more
news content being produced exclusively
for online readers. Digital experts are
being hired to complement the hard work
happening in the traditional newsroom. The
result is these digital natives are providing a
more immersive, pleasant experience whether
the reader is consuming content on their phone,
tablet or desktop.
La Presse+ is the leader in this regard. While the industry
average for digital engagement is five to seven minutes
per day, La Presse+ gets 40 minutes on a weekday and
70 minutes on a weekend per issue. It has a friendly user
interface and a clean, smart approach. It doesn’t feel like
you’re being force fed advertising, which is refreshing.
La Presse+ has found a way to more than adapt – they
lead. Now, they’re a vendor selling their knowledge and
platform to the Toronto Star. It will be interesting to see
if Star Touch is as successful.
As always, it comes down to supply and demand. The
tricky part is the balance of past, present, and future ways
to share news, so we can all learn and decide the best way
forward.
Media Channels
118
DAILY NEWSPAPERS
Daily
Newspapers
number using both platforms has increased to 31%.
•Between 50 – 60% of Canadians read newspaper content
every day, with print continuing to be the primary source.
(Sources: NADbank, Newspapers Canada)
GENERAL INFORMATION
FORMATS
•In 2014, were 91 paid dailies in Canada last year and 13 free
dailies for a total of 104 daily newspapers.
•In 2014, Canada’s daily newspaper circulation (paid and free)
stood at 5,312,018 copies on an average publishing day and
31,765,434 copies over the course of a week.
•Almost 50% of Canadians interact with newspaper content
every day.
•Almost 3/4 of Canadians read a daily newspaper every week.
•Paid daily newspapers (91) accounted for a total of 4,043,553
copies on an average publishing day and 25,406,685 copies
over the week.
•Free daily newspapers (13) accounted for a total of 1,268,464
copies on an average publishing day and 6,358,749 copies over
the week.
•Newspapers have invested in digital technology to
communicate with their readers. Online readership continues
to grow, and readership on tablets and smart phones is
growing at a strong pace. According to NADbank, in 2010,
80% of adults 18+ who accessed newspaper content digitally
did so strictly via PC, while just 2% accessed content strictly
through mobile, and 18% accessed content through both
digital platforms. Four years later, the number of adults 18+
accessing via computer only has dropped to 4935%, while
the number using mobile only has risen to 2025%, and the
•Agate is the standard measurement unit for most
newspapers. There are 14 agate lines per inch of depth.
Width is generally measured in columns, which vary by
newspaper. Columns X lines = total agate linage.
•Modular advertising involves selling ads by standardized
sizes, e.g., half-page vertical versus. cColumns and lines
•There are two basic newspaper formats:
BROADSHEET: A broadsheet page ranges from 10”
to 117/8” wide by 20” to 22.”. There are 67 broadsheets
varying from 6 to 12 columns, with a 10-column format
common to many. Full-page linage ranges from 1,800 to
3,480 agate lines.
cost varies according to the number of pages, the size of
the insert, paper type and whether it is machine or handinserted.
•FLEXFORM: Flex form is any odd-shaped ad that does
not conform to standard sizing, e.g., the ad may be placed
around editorial in a variety of ways. Flex form is available
in many dailies and usually carries a cost premium.
•WRAPS AND GATEFOLDS: These are multi-page ads
that wrap around the paper or a section, including the
front section. They often include a partial page. Gatefolds
can also be placed within a section.
•GUARANTEED POSITIONING: Many positioning
guarantees carry a premium charge.
BOOKING AND CANCELLATION
TABLOID: A tabloid page is generally 10” to 103/8” wide
and 113/8” to 14” deep. There are 54 tabloids with the
number of columns ranging from 5 to 10. Full-page
linage ranges from 715 to 2,000 lines.
•As a general rule, on-page ads must be booked or
cancelled before noon, two days prior to publishing.
In the case of special sections, which are preprinted,
bookings and cancellations may need to be made one or
two weeks in advance. Longer lead times of two to three
weeks are needed for optimal positioning, especially for
colour ads. Flex-form, gatefolds, wraps and inserts may
require much longer lead times.
AD TYPES
NEWSPAPERS CANADA
•ROP COLOUR: Run of press colour is available in
virtually all daily papers. Cost premiums vary by
publication and minimum linage requirements range
from zero to 1,000 lines.
•INSERTS: Inserts can be carried by most papers. The
890 Yonge Street, Suite 200
Toronto, ON M4W 3P4
Phone: (416)-923-3567
Toll-free: 1-877-305-2262
info@newspaperscanada.ca
www.newspaperscanada.ca
Media Channels
119
DAILY NEWSPAPERS
•Newspapers Canada is a joint initiative of the Canadian
Newspaper Association and the Canadian Community
Newspapers Association. Today, the primary role of
Newspapers Canada is to represent the needs of CNA
and CCNA members in three major areas: public
affairs, marketing and member services. The Canadian
Newspaper Association (CNA) and the Canadian
Community Newspapers Association (CCNA) are two
separate organizations that partnered to create one strong
industry voice for newspapers in Canada. Combined,
the two associations represent over 830 daily, weekly, and
community newspapers in every province and territory in
Canada. The CNA and the CCNA are now co-managed
by one CEO but remain governed by two separate
boards of directors in order to preserve the uniqueness
of the programs and services offered to each member.
By combining resources and collaborating on a variety
of different projects, Newspapers Canada provides more
relevant services to all newspaper members, while also
increasing the profile and effectiveness of the newspaper
industry in Canada.
VIVIDATA
77 Bloor Street West, Suite 1101
Toronto, ON M5S 1M2
Phone: (416) 961-3205
www.vividata.ca
•Vividata is Canada’s authoritative source of audience data,
print and digital, for magazines and newspapers. Founded
in 2014, Vividata is the amalgamated organization of
two pre-eminent media measurement bodies, NADbank
and PMB. Vividata’s single-source survey provides
cross–platform audience measurement for 80 consumer
magazines and 78 daily newspapers. The annual national
sample of 36,000 Canadians (age 12+) surveyed across
50 + markets, is released quarterly as rolling 12-month
data. In addition to providing 360° readership metrics,
Vividata delivers a comprehensive database of consumer
demographics, media usage, lifestyle and attitudinal data
and product usage across 300+ categories. A tripartite,
not-for-profit organization, Vividata is governed
by a board of directors representing the interests of
Canadian publishers, agencies and advertisers. Vividata
is committed to providing our 500+ members with up
to date audience research and insights relevant to today’s
media industry
ALLIANCE FOR AUDITED MEDIA (AAM)
151 Bloor St. W., Suite 850
Toronto, ON M5S 1S4
Phone: (416)-962-5840
www.auditedmedia.ca
•The Alliance for Audited Media is a not-for-profit
organization that connects North America’s leading
media companies, advertisers and ad agencies. Founded
in 1914 as the Audit Bureau of Circulations, the AAM
independently verifies print and digital circulation,
mobile apps, tablet and website analytics, social media,
technology platforms and audience information for
newspapers, magazines and digital media companies in
Canada and the U.S. AAM Products and Services.
A range of reports and data are available in AAM’s
comprehensive database—the Media Intelligence Centre:
•Publisher’s statements: semiannual circulation claims by
publishers that are released by AAM.
•Audit reports: annual or biannual verification of
circulation claims for daily and weekly newspapers.
•Snapshot: a compilation of top line circulation data based
on AAM publisher’s statements.
AAM also offers:
•Digital audit services and resources for publishers and the
vendors that help deliver publishers’ digital content. AAM
independently verifies metrics from websites, apps, social
media and more.
•CAP30, or Canadian Audit Program 30, is designed and
priced for newspapers with circulation under 30,000.
•Consolidated Media Report allows newspapers to show
advertisers their audience through circulation of the
flagship newspaper and website, apps, social media and
more—all on one customized report.
•FDSA Audit Accreditation: AAM evaluates newspaper
flyer insert process for compliance with the Flyer
Distribution Standards Association’s standards.
Media Channels
DAILY NEWSPAPERS
CARDONLINE
CCAB – A DIVISION OF BPA WORLDWIDE
Rogers Publishing Limited
One Mount Pleasant Rd., 7th Floor
Toronto, ON M4Y 2Y5
Phone: 416.764.1620
www.cardonline.ca
Toronto Office:
•CARDonline is the essential tool for Canadian media
buyers and planners. CARDonline provides critical
advertising rates, data and media planning information
for advertising, marketing, PR and communications
professionals. CARDonline offers:
»»enhanced search—powerful, intelligent and easy to
use
»»updated daily by a dedicated team of professionals
»»instant calculations for magazine
Montreal Office:
CPMs
»»vCards—Add client contact details directly to
Outlook
»»Thousands of in-depth media listings
»»Research, report, store, print capabilities for data
searches
1 Concord Gate, Suite 800
Toronto, ON M3C 3N6
Phone: (416) 487-2418
www.bpaww.com
1 Avenue Holiday, east Tower, Suite 501
Pointe-Claire, Quebec H9R 5N3
Canada
Phone (514) 845-0003
www.bpaww.com
The CCAB division audits all paid, controlled or any
combination of paid and controlled circulation for over
450 business and farm publications, consumer magazines
and community and daily newspapers throughout Canada.
CCAB issues standardized statements of data reported by
members and verifies the figures shown in the statements
by audit examination of any records considered necessary.
Basic published reports include two Circulation Statements
a year, submitted by the publishers’ staff, and Daily and
Community Newspaper TRAC trend reports published
annually. In addition to these reports, CCAB provides flyer
distribution accreditation on behalf of the FDSA, whose
goal is to establish standards, from technical specifications to
processes and terminology, for the retail flyer process.
120
Media Channels
121
DAILY NEWSPAPERS
Newspaper Topline Readership - Vividata 2015 Q2 - 18+ Average Issue Audience Monday - Friday (000
Title
Net Print/Digital
Print
Digital
NATIONAL
Title
Net Print/Digital
Print
Digital
The Globe and Mail
2490
1074
1848
Any Newspaper
594
National Post
1524
564
1198
Le Droit
Metro
ONTARIO
Title
Net Print/Digital
Print
Digital
KITCHENER CMA
OTTAWA-GATINEAU CMA
421
367
Any Newspaper
197
143
94
122
88
58
Waterloo Region Record
166
126
63
139
118
43
Halifax CMA
The Toronto Sun
1043
695
564
Ottawa Citizen
303
176
191
Any Newspaper
206
155
124
Toronto Star
2328
1376
1360
The Ottawa Sun
187
111
119
Metro Halifax
109
88
51
QUÉBEC
CALGARY CMA
The Chronicle Herald
NOT A MEMBER
La Presse
1755
619
1513
Any Newspaper
589
441
312
Le Devoir
190
376
St. Catharines/Niagara CMA
489
Calgary Herald
354
223
191
Le Journal de Montréal
1423
922
770
Any Newspaper
205
158
112
Calgary Sun
266
186
119
The Standard
79
54
45
Metro
193
156
66
Niagara Falls Review
74
52
39
The Tribune
68
49
41
Any Newspaper
569
422
298
Edmonton Journal
379
249
213
Any Newspaper
176
135
81
Metro
167
143
36
Times Colonist
The Edmonton Sun
154
122
60
215
151
107
Any Newspaper
403
319
209
Any Newspaper
182
125
108
Metro
120
103
34
The Windsor Star
174
121
99
The Winnipeg Sun
154
102
92
Winnipeg Free Press
314
227
166
Any Newspaper
125
89
67
The StarPhoenix
118
86
58
Any Newspaper
97
70
49
Leader Post
90
67
41
Any Newspaper
89
63
54
The Telegram
85
62
48
Any Newspaper
58
39
30
The Guelph Mercury
39
28
16
TORONTO CMA
Any Newspaper
2570
1934
1336
24 Hours
441
437
66
Metro
743
656
176
National Post
415
156
333
EDMONTON CMA
The Globe and Mail
737
359
523
The Toronto Sun
722
501
391
Toronto Star
1626
1075
865
Any Newspaper
1982
1381
1287
24 Heures
457
414
105
834
530
473
Métro
504
446
141
La Presse
1035
429
858
Any Newspaper
426
326
251
Le Devoir
248
99
203
Le Journal de Québec
273
205
117
Montréal Gazette
293
207
168
Le Soleil
224
183
90
MONTRÉAL CMA
WINNIPEG CMA
QUÉBEC CITY CMA
HAMILTON CMA
VANCOUVER CMA
Any Newspaper
1057
859
466
Any Newspaper
317
235
156
24 Hours
325
308
54
The Hamilton Spectator
256
199
95
Metro
318
294
63
LONDON CMA
Vancouver Province
475
368
187
Any Newspaper
218
147
130
Vancouver Sun
507
358
230
London Free Press
198
135
107
Victoria CMA
Windsor CMA
Saskatoon CMA
Regina CMA
St. John's CMA
Guelph CMA
Notes:
1. Net Print/Digital = Unduplicated audience of Print and Digital.
2. Print = Audience who read or looked into any weekday issue of this newspaper yesterday.
3. Digital = Audience who read or looked into any weekday issue of the newspaper’s digital replica or accessed the online newspaper content via a website or app yesterday.
4. Any Newspaper = Unduplicated audience of an average weekday issue of all measured newspapers in the specified market.
Source: Vividata 2015 Q2 Readership and Product Database
Media Channels
122
DAILY NEWSPAPERS
ALTA Newspaper 1Group/Glacier
Lethbridge Herald†
Medicine Hat News†
The Record, Sherbrooke
6 ALTA Newspaper Group/Glacier
Red Deer Advocate†
The Trail Times†
Cranbrook Daily Townsman†
The Daily Bulletin, Kimberley†
Nanaimo Daily News
Alberni Valley Times, Port Alberni
and Mail Inc. (1)
1 Globe
The Globe and Mail
†
45 Postmedia Network Inc./Sun Media
National Post†
The Vancouver Sun†
The Province, Vancouver†
*24 Hours Vancouver≈
Calgary Herald†
The Calgary Sun†≈
Edmonton Journal†
The Edmonton Sun†≈
Daily Herald-Tribune,
Grande Prairie≈
Fort McMurray Today≈
The Leader-Post, Regina†
The StarPhoenix, Saskatoon†
Winnipeg Sun†≈
The Barrie Examiner≈
The Intelligencer, Belleville≈
6 Groupe Capitales Médias (6)
Le Nouvelliste, Trois-Rivieres∆
La Tribune, Sherbrooke∆
La Voix de l’Est, Granby∆
Le Soleil, Quebec∆
Le Quotidien, Chicoutimi∆
Le Droit, Ottawa/Gatineau∆
1 Halifax Herald Ltd. (1)
The Chronicle-Herald, Halifax†
3 Brunswick News Inc.
Times & Transcript, Moncton†
The Daily Gleaner, Fredericton†
The Telegraph-Journal, Saint John†
Newspapers
3 Continental
Canada Ltd.
Penticton Herald
The Daily Courier, Kelowna
The Chronicle Journal, Thunder Bay
2 F.P. Canadian Newspapers LP
Winnipeg Free Press
Brandon Sun
5 Glacier Media
Alaska Highway News, Fort St. John
The Citizen, Prince George
Times Colonist, Victoria†
6 Independent (6)
*L’Acadie Nouvelle, Caraquet
*Le Devoir, Montreal
The Whitehorse Star
Fort Frances Daily Bulletin
*Epoch Times, Vancouver
*Epoch Times, Toronto
1 Power Corp. of Canada (1)
La Presse, Montreal
Sing Tao Newspapers (1)
1
Sing Tao Daily (50% Torstar)
11
St. Catharines Standard≈
St. Thomas Times-Journal≈
The Observer, Sarnia≈
The Sault Star, Sault Ste Marie≈
The Simcoe Reformer≈
Beacon-Herald, Stratford≈
The Sudbury Star≈
The Daily Press, Timmins≈
The Toronto Sun†≈
*24 Hours Toronto≈
The Tribune, Welland≈
The Windsor Star†
The Sentinel Review, Woodstock≈
The Gazette, Montreal†
The Guardian, Charlottetown†
The Journal Pioneer, PEI†
The Western Star, Corner Brook†
The Times-Herald, Moose Jaw
Prince Albert Daily Herald†
*Metro Halifax (with Metro Intl SA)
*Journal Metro, Montreal
TC Media
Cape Breton Post†
The Evening News, New Glasgow
Truro Daily News†
The Telegram, St. John’s†
10
The Expositor, Brantford≈
The Brockville Recorder & Times≈
The Chatham Daily News≈
Northumberland Today≈
Cornwall Standard-Freeholder≈
Daily Miner & News, Kenora≈
The Kingston Whig-Standard≈
The London Free Press≈
Niagara Falls Review≈
The North Bay Nugget≈
The Packet & Times, Orillia≈
Ottawa Citizen†
The Ottawa Sun†≈
The Sun Times, Owen Sound≈
The Daily Observer, Pembroke≈
The Peterborough Examiner≈
Torstar Corp.
Toronto Star
The Hamilton Spectator
Guelph Mercury
The Record, Grand River Valley
*Metro Calgary (with Metro Intl SA)
*Metro Edmonton (with Metro Intl SA)
*Metro Vancouver (with Metro Intl SA)
*Metro Winnipeg (with Metro Intl SA)
*Metro Ottawa (with Metro Intl SA)
*Metro Toronto (with Metro Intl SA)
3
Quebecor (3)
Le Journal de Montréal†
Le Journal de Québec†
*Montreal 24 heures
92
Paid Daily
Newspapers
13
Free Daily
Newspapers
Notes:
Alberni Valley Times sold to Black Press (3/2015)
Nanaimo Daily News sold to Black Press (3/2015)
∆ purchased from Power Corp. (3/2015)
≈ purchased from Quebecor (9/2014)
* non-member of CAN
† paywall/metered access”
Media Channels
123
DAILY NEWSPAPERS
Vividata Readership (Adults 18+)
Readership by Region Adults 18+
Totals
men
women
Totals
Vert%
100
100
100
Any Newspaper-Print-Avg Weekday Issue Readership-AIR
Vert%
41.43
45.11
37.91
Any Newspaper-Print-Average Saturday/Sunday Issue
Readership-AIR
Vert%
43.66
46.54
40.9
Any Newspaper-Print 5-Day Cume
Vert%
66.64
70.38
63.05
Any Newspaper-Print 6/7-Day Cume
Vert%
69.49
72.75
66.36
Any Newspaper-Total Print/Digital 6/7-Day Cume
Vert%
81.07
83.75
78.5
Source: Vividata 2015 Q2 Readership and Product Database Base: 18+ and the 20 Reported Markets (Calgary, Edmonton, Guelph, Halifax, Hamilton, Kitchener, London,
Montreal, Oshawa, Ottawa/Gatineau, Quebec City, Regina, Saskatoon, St. Catharines/Niagara, St. John’s,
Toronto, Vancouver, Victoria, Windsor, Winnipeg)
Vividata Daily Reader Profiles by Region
Totals
Atlantic
Quebec
Ontario
Prairies
British
Columbia
Totals
Vert%
100
100
100
100
100
100
Male
Vert%
54.37
49.17
54.78
54.73
54.19
54.04
Female
Vert%
45.64
50.83
45.22
45.25
45.81
45.96
18-24
Vert%
10.42
5.83*
10.77
10.78
10.53
9.69
25-34
Vert%
14.9
14.17
14.42
14.59
18.81
11.87
35-49
Vert%
23.89
25.21
24.3
23.74
24.18
22.43
50-54
Vert%
9.8
10.42
9.65
10.15
9.82
8.67
55-64
Vert%
18.21
19.58
18.41
17.07
18.51
20.83
65+
Vert%
22.79
25
22.44
23.66
18.1
26.51
Source: Vividata 2015 Q2 Readership and Product Database Base: 18+ and the 20 Reported Markets (Calgary, Edmonton, Guelph, Halifax, Hamilton, Kitchener,
London, Montreal, Oshawa, Ottawa/Gatineau, Quebec City, Regina, Saskatoon, St. Catharines/Niagara,
St. John’s, Toronto, Vancouver, Victoria, Windsor, Winnipeg)
Totals
Vert%
Any Newspaper-Print-Avg
Weekday Issue ReadershipAIR
Vert%
Any Newspaper-PrintAverage Saturday/Sunday
Issue Readership-AIR
Vert%
Any Newspaper-Print 5-Day
Cume
Vert%
Any Newspaper-Print 6/7Day Cume
Vert%
Any Newspaper-Total Print/
Digital Weekday AIR
Vert%
Any Newspaper-Total Print/
Digital 6/7-Day Cume
Vert%
Quebec Ontario
Prairies
British
Columbia
Totals
Atlantic
100
100
100
100
100
100
41.43
43.28
43.46
39.76
41.75
42.75
43.66
44.07
45.12
43.89
43.4
40.52
66.64
70.36
67.97
63.64
68.87
70.8
69.49
73.52
71.46
66.69
71.26
72.3
55.82
58.3
61.32
53.76
55.51
53.03
81.07
85.18
83.76
79.22
82.66
79.61
Source: Vividata 2015 Q2 Readership and Product Database Base: 18+ and the 20 Reported Markets (Calgary, Edmonton, Guelph, Halifax, Hamilton, Kitchener, London, Montreal, Oshawa, Ottawa/
Gatineau, Quebec City, Regina, Saskatoon, St. Catharines/Niagara, St. John’s, Toronto, Vancouver, Victoria, Windsor, Winnipeg)
AIR = Average Issue Readership
Media Channels
124
DAILY NEWSPAPERS
Readership by Income and Education 18+
Any NewspaperPrint 5-Day Cume
Totals
Totals
Under $25,000 HH Income
$25,000-$34,999 HH Income
$35,000-$49,999 HH Income
$50,000-$74,999 HH Income
$75,000-$99,999 HH Income
$100,000 + HH Income
No Certificate/Diploma
Secondary/High School Graduate
Trade Certificate/Diploma
University/Other Non-University Cert.
Bachelor's Degree
Post Graduate+ Degree
Any NewspaperPrint 6/7-Day Cume
Newspaper Readership by Device
Any NewspaperTotal Print/Digital
6/7-Day Cume
Vert%
100
100
100
100
Index
100
100
100
100
Vert%
10.67
10.6
10.56
10.23
Index
100
99
99
96
Vert%
7.5
7.64
7.57
7.39
Index
100
102
101
98
Vert%
11.9
12.08
12.08
11.77
Index
100
102
102
99
Vert%
18.98
19.11
19.34
18.85
Index
100
101
102
99
Vert%
14.11
14.42
14.38
14.35
Index
100
102
102
102
Vert%
31.47
31.03
31.07
32.39
Index
100
99
99
103
Vert%
6.74
6.59
6.6
6.41
Index
100
98
98
95
Vert%
18.57
17.91
17.87
17.67
Index
100
96
96
95
Vert%
8.98
9.41
9.36
8.94
Index
100
105
104
100
Vert%
28.18
28.8
28.92
28.56
Index
100
102
103
101
Vert%
22.6
21.84
21.78
22.92
Index
100
97
96
101
Vert%
14.92
15.44
15.47
15.51
Index
100
104
104
104
Base: 18+ and the 20 Reported Markets (Calgary, Edmonton, Guelph, Halifax, Hamilton, Kitchener, London, Montreal, Oshawa, Ottawa/Gatineau, Quebec City, Regina, Saskatoon, St.
Catharines/Niagara, St. John’s, Toronto, Vancouver, Victoria, Windsor, Winnipeg)
Both Computer Mobile
25%
44%
31%
Media Channels
125
DAILY NEWSPAPERS
Market Size Publication Detail
Markets under 50K
Newspaper
Market Size Publication Summary
2014 Circulation Group
Average Daily
Circulation Weekly Total
Cranbrook Daily Townsman (North Cranbrook, BC)
4,767
23834
Alaska Highway News (Fort St. John, BC)
2,143
10715
The Daily Bulletin (Kimberley)
3,043
15215
Penticton Herald (Penticton, BC)
5,555
38884
Alberni Valley Times (Port Alberni, BC)
4,793
23964.5
The Trail Times (Trail, BC)
2,731
10924
L'Acadie Nouvelle (Caraquet, NB)
18,102
108612
The Western Star (Cornerbrook, Nfld.)
5,477
32863
The News (New Glasgow, NS)
5,320
31920
Cape Breton Post (Sydney, NS)
The Daily News (Truro, NS)
Brockville Recorder and Times (Brockville, Ont.)
Northumberland Today (Northumberland County, Ont.)
# Newspapers
% of Total
Total Average Daily Circulation
% of Total
Total Weekly Circulation
% of Total
<50K
27
26%
180,696
3%
1,032,668
3%
50K-100K
18
17%
232,870
5%
1,379,164
4%
100K-500K
25
24%
749,875
15%
4,525,632
14%
6
6%
546,017
9%
3,522,114
11%
28
27%
3,606,259
68%
21,305,858
67%
104
100%
5,315,718
100%
31,765,434
100%
500K-1M
1M+
GRAND TOTAL
Newspaper
Average Daily Circulation
Weekly Total
Fort McMurray Today (Fort McMurray, Alta.)
1,902
9507.5
3,728
18640
73938
18,321
109927
4,879
29274
Daily Herald-Tribune (Grand Prairie, Alta.)
10,796
53979
Medicine Hat News (Medicine Hat, Alta.)
12,323
6,858
34290
Red Deer Advocate (Red Deer, Alta.)
11,036
66213.5
Nanaimo Daily News (Nanaimo, BC)
9,570
57420.5
11,417
68502
9,773
68409.5
16,102
96612
Fort Frances Daily Bulletin (Fort Frances, Ont.)
2,499
12496.25
Daily Miner and News (Kenora, BC)
1,187
8308
The Packet & Times (Orillia, Ont.)
8,654
51924
Brandon Sun (Brandon, Man.)
The Sun Times (Owen Sound, Ont.)
14,076
84457
The Daily Gleaner (Fredericton, NB)
The Daily Observer (Pembroke, Ont.)
3,331
16655
The Simcoe Reformer Simcoe, Ont.)
9,468
47341
St. Thomas Times-Journal (St. Thomas, Ont.)
3,293
16465
The Beacon Herald (Stratford, Ont.)
6,680
40080
The Daily Press (Timmins, Ont.)
7,121
42726
The Sentinel-Review (Woodstock, Ont.)
3,713
22278
The Journal-Pioneer (Summerside, PEI)
6,028
36169
14,825
88950
Prince Albert Daily Herald (Prince Albert, Sask.)
5,238
31425
The Whitehorse Star (Whitehorse, YT)
1,799
8992.5
180,696
1032668.25
The Times-Herald (Moosejaw, Sask.)
Grand Total
Markets 50K -100K
Total Newspapers
Source: Newspapers Canada 2015 (data for 12 months ending December 2014)
27
Prince George Citizen (Prince George, BC)
The Intelligencer (Belleville, Ont.)
7,233
43399
Standard-Freeholder (Cornwall, Ont.)
7,511
45067
13,148
78890
8,509
51055
Niagara Falls Review (Niagara Falls, Ont.)
The North Bay Nugget (North Bay, Ont.)
The Observer (Sarnia, Ont.)
9,317
55904
The Sault Star (Sault St. Marie, Ont.)
9,947
59680
Waterloo Region Record (Waterloo, Ont.)
56,407
338441
The Tribune (Welland, Ont.)
10,460
62762
The Guardian (Charlottetown, PEI)
14,993
89958
La Voix de l'Est (Granby, Que.)
Grand Total
Total Newspapers
15,794
94764.5
232,870
1379163.5
18
Media Channels
126
DAILY NEWSPAPERS
Markets 100K -500K
Average Daily
Circulation
weekly
total
Lethbridge Herald (Lethbridge, Alta.)
16,563
115941.5
The Courier (Kelowna, BC)
10,486
73398.5
Times Colonist (Victoria, BC)
55,050
330301
Newspaper
Markets 500K -1M
Average Daily
Circulation
weekly
total
110,572
663430.5
Winnipeg Sun
53,697
Metro Winnipeg
37,512
Newspaper
Winnipeg Free Press
Average Daily
Circulation
weekly
total
Calgary Herald
113334.75
680008.5
375876
The Calgary Sun
45691.14
319838
187558
Metro Calgary
63056.80
315284
The Edmonton Journal
99631.42
597788.5
The Edmonton Sun
40956.14
286693
Metro Edmonton
61434.40
307172
The Province (Vancouver)
126812.33
760874
The Vancouver Sun
144928.50
869571
24 Hours Vancouver
115177.80
575889
8214.29
57500
Times-Transcript (Moncton, NB)
28,888
173328
The Spectator (Hamilton)
114,408
686450
NB Telegraph Journal (St. John, NB)
26,957
161742
Le Journal de Québec (Quebec City)
150,784
1055490
The Telegram (St. John's, Nfld.)
33,136
198815
Le Soleil (Quebec City)
79,044
553309
The Chronicle-Herald (Halifax)
91,490
548937.5
546,017
3522113.5
Metro Halifax
43,928
219638
The Barrie Examiner (Barrie, Ont.)
13,911
83465.5
The Expositor (Brantford, Ont.)
18,113
108676
The Chatham Daily News (Chatham, Ont.)
Guelph Mercury (Guelph, Ont.)
5,395
32372
11,336
68014
The Kingston Whig-Standard (Kingston, Ont.)
17,342
104053
The London Free Press (London, Ont.)
69,650
417901
The Peterborough Examiner (Peterborough, Ont.)
15,384
92301
The Standard (Toronto)
23,160
138961
9,573
57435
The Sudbury Star (Sudbury, Ont.)
The Chronicle-Journal (Thunderbay, Ont.)
20,526
143679
The Windsor Star (Windsor, Ont.)
54,227
325359.5
Le Quotidien (Chicoutimi, Que.)
27,075
189526.5
La Tribune (Sherbrooke, Que.)
30,298
181785
The Record (Sherbrooke, Que.)
Grand Total
Total Newspapers
Markets 1M +
6
Report Notes:
*Digital circulation is combined Paid and Non-Paid - already included in
Total Circulation column.
Daily newspapers defined as publications with minimum four days per week
publishing schedule.
All AAM data calculated as an average from March 30, 2014 and
September 30, 2014 Snapshot report.
AAM Qualified Circulation = change to reporting effective
Sept 30, 2013 Snapshot report.
CCAB data is based on December 31, 2014 unless otherwise stated.
CMCA data based on audits/verification reports throughout the 2014 year,
unless otherwise stated.
PS denotes Publisher's Statement - no audit available.
Sing Tao (50% owned by Torstar) excluded from circulation analysis no data available.
~ 35 Sun Media titles sold to Postmedia October 2014 but under review
by Competition Bureau - not finalized until April 2015
Newspaper
Epoch Times (Vancouver)
Metro Vancouver
115683.80
578419
National Post
182846.58
1097079.5
The Globe and Mail
358187.33
2149124
Le Droit (Ottawa)
34189.33
205136
Ottawa Citizen
104378.58
626271.5
The Ottawa Sun
38111.00
266777
Metro Ottawa
47730.20
238651
The Toronto Sun
138224.86
967574
Toronto Star
342527.29
2397691
24 Hours Toronto
219198.80
1095994
13511.00
67555
1103886
Epoch Times (Toronto)
4,343
21715
Metro Toronto
220777.20
Le Nouvelliste (Trois-Rivieres, Que.)
42,761
256565
La Presse (Montreal)
289074.17
1734445
The Leader-Post (Regina, Sask.)
36,672
220031
Le Devoir (Montreal)
35710.42
214262.5
The Star Phoenix (Saskatoon, Sask.)
43,615
261690.5
233389.43
1633726
749,875
4525631.5
91240.83
547445
Journal Metro
172002.00
860010
Montreal 24 heures
150238.60
751193
Grand Total
3,606,259
21305857.5
Grand Total
Total Newspapers
25
Source: Newspapers Canada 2015 (data for 12 months ending December 2014)
The Gazette
Total Newspapers
28
Media Channels
127
[ COMMENTARY )
Almost 21 million copies of
community newspapers are
distributed every week in Canada,
representing more than 1,000 titles. B.C.
|S
en
and Saskatchewan continue to have the
a
io r
e di
VP,
M
e
l
M an
highest circulation per capita, while over 65%
aging Director, Jung
of community newspaper circulation is accounted
for by Ontario and Quebec alone. The majority are
distributed free of charge, and there are more than 2,000
paid editions.
Younger audiences rely more on their community
newspaper’s online content. Local content will always
Community newspapers boast loyal readership. The
be relevant, and is in demand with on-the-go, “always
majority of readers consume every issue, with more than
on” consumers. The bulk of Canadian community
half citing flyers as one of their main reasons for reading.
newspapers are adapting to shifting readership trends
Most popular in rural and remote locations, community
by continuing to develop and improve their digital
newspapers are read by a wide range of audiences,
platforms.
most of which are homeowners. They speak to families
and couples, both retired and working, with an almost
While there has been a decline in overall readership,
even split across gender. Community newspapers skew
community newspapers continue to play an important
slightly older, with 90% of readers over the age of 25.
role in Canadian homes. Read for the ads and the stories
alike, community newspapers reach an engaged and
loyal audience in households across the country.
S he
ri M
et c
al f
e
Community
newspapers deliver
weekly stories and
information to the
hearts of Canadian
households. From
local sports and
news to real estate
and job listings,
they speak for their
communities.
Reaching almost half of all Canadian
adults, they are a voice for the
neighbourhood – an essential source
of community happenings and
local listings in large cities and rural
towns alike.
Media Channels
128
GENERAL INFORMATION
•20.97 million copies of community newspapers are
circulated weekly, the majority of which are distributed
free of charge (Newspapers Canada’s Community Snapshot
Report 2015)
•The majority of community newspapers readers are
homeowners (PMB Spring 2015)
•In 2015, 1083 community newspaper titles and 1,186
editions published; 12% were broadsheet format and 88%
were tabloid (Snapshot 2015)
•45% of adults read a community newspaper – 27% are
university educated whiel 49% earn an annual household
income of $75,000 or more (PMB Spring 2015)
•$960 million in advertising was spend on communities in
2014 alone (Snapshot 2015)
•Over 50% of readers cite flyers as one of their main
reasons for reading community newspapers (Snapshot
2015)
•Community newspapers are an efficient way of reaching
non-urban Canadians who are difficult to reach with
broadcast. Over a third of these readers don’t read any
other newspaper (Snapshot 2015)
DATA SOURCES AND OTHER RESOURCES
VIVIDATA
NEWSPAPERS CANADA
77 Bloor Street West, Suite 1101
Toronto, ON M5S 1M2
Phone: (416) 961-3205
www.vividata.ca
Toronto, ON M4W 3P4
Phone: (416)-923-3567
Toll-free: 1-877-305-2262
info@newspaperscanada.ca
www.newspaperscanada.ca
» Newspapers Canada is a joint initiative of the Canadian
Newspaper Association (CNA) and the Canadian
Community Newspapers Association (CCNA). Today,
the primary role of Newspapers Canada is to represent
the needs of CNA and CCNA members in three major
areas: public affairs, marketing and member services.
The CNA and the CCNA are two separate organizations
that partnered to create one strong industry voice for
newspapers in Canada. Combined, the two associations
represent more than 830 daily, weekly and community
newspapers in every province and territory in Canada.
The CNA and the CCNA are now co-managed by one
CEO but remain governed by two separate boards
of directors in order to reserve the uniqueness of the
programs and services offered to each member. By
combining resources and collaborating on a variety of
different projects, Newspapers Canada provides more
relevant services to all newspaper members, while also
increasing the profile and effectiveness of the newspaper
industry in Canada.
Vividata is Canada’s authoritative source of audience
data, print and digital, for magazines and newspapers.
Founded in 2014, Vividata is the amalgamated
organization of
two pre-eminent media measurement bodies, NADbank
and PMB. Vividata’s single source survey provides
cross–platform audience measurement for 80 consumer
magazines and 78 daily newspapers. The annual national
sample of 36,000 Canadians (age 12+) surveyed across
50 + markets, is released quarterly as rolling 12-month
data. In addition to providing 360° readership metrics,
Vividata delivers a comprehensive database of consumer
demographics, media usage, lifestyle and attitudinal data
and product usage across 300+ categories. A tripartite,
not-for-profit organization, Vividata is governed
by a board of directors representing the interests of
Canadian publishers, agencies and advertisers. Vividata
is committed to providing our 500+ members with up
to date audience research and insights relevant to today’s
media industry.
Media Channels
129
ALLIANCE FOR AUDITED MEDIA (AAM)
AAM also offers:
CARDonline offers:
Toronto, ON M5S 1S4
Phone: (416) 962-5840
www.auditedmedia.ca
•Digital audit services and resources for publishers and
the vendors that help deliver publishers’ digital content.
AAM independently verifies metrics from websites,
apps, social media and more.
•CAP30, or Canadian Audit Program 30, is designed and
priced for newspapers with circulation under 30,000.
•Consolidated Media Report allows newspapers to show
advertisers their audience through circulation of the
flagship newspaper and website, apps, social media and
more—all on one customized report.
•FDSA Audit Accreditation: AAM evaluates newspaper
flyer insert process for compliance with the Flyer
Distribution Standards Association’s standards.
•Enhanced search - powerful, intelligent and easy-to-use
•Updated daily by a dedicated team of professionals
•Instant calculations for magazine CPMs
•vCards - Add client contact details directly to Outlook
•Thousands of in-depth media listings
•Research, report, store, print capabilities for data
searches
» The Alliance for Audited Media is a not-for-profit
organization that connects North America’s leading
media companies, advertisers and ad agencies. Founded
in 1914 as the Audit Bureau of Circulations, the AAM
independently verifies print and digital circulation, mobile
apps, tablet and website analytics, social media, technology
platforms and audience information for newspapers,
magazines and digital media companies in Canada and
the U.S.
AAM Products and Services
A range of reports and data are available in AAM’s
comprehensive database—the Media Intelligence Centre:
•Publisher’s statements: semiannual circulation claims by
publishers that are released by AAM.
•Audit reports: annual or biannual verification of
circulation claims for daily and weekly newspapers.
•Snapshot: a compilation of topline circulation data based
on AAM publisher’s statements.
CARDONLINE
Rogers Publishing Limited
One Mount Pleasant Rd., 8th Floor
Toronto, ON M4Y 2Y5
Phone: 1-855-748-3677
Fax: (847) 763-9040
cardonline@halldata.com
www.cardonline.ca
» CARDonline is the essential tool for Canadian media
buyers and planners. CARDonline provides critical
advertising rates, data and media planning information
for advertising, marketing, PR and communications
professionals.
CCAB – A DIVISION OF BPA WORLDWIDE
Toronto Office:
90 Eglinton Ave. E, Suite 980
Toronto, ON M4P 2Y3
Phone: (416) 487-2418
Fax: (416) 487-6405
mpeel@bpaww.com
www.bpaww.com
Quebec Office:
1010 Sherbrooke Street West,
Suite 1800
Montreal, QC H3A 2R7
Phone: (514) 845-0003
www.bpaww.com
» The CCAB division audits all paid, controlled or any
combination of paid and controlled circulation for
over 450 business and farm publications, consumer
magazines, and community and daily newspapers
throughout Canada. CCAB issues standardized
Media Channels
130
statements of data reported by members and verifies the
figures shown in the statements by audit examination of
any records considered necessary. Basic published reports
include two Circulation Statements a year, submitted
by the publishers’ staff, and Daily and Community
Newspaper TRAC trend reports published annually. In
addition to these reports, CCAB provides flyer distribution
accreditation on behalf of the FDSA, whose goal is to
establish standards, from technical specifications to
processes and terminology for the retail flyer process.
HEBDOS QUEBEC
538 Place St-Henri
Montreal, QC H4C 2R9
Phone: (514) 861-2088/1-866-861-2088
For advertising, call: 1-866-669-2262
Ext. 7 or 8
communications@hebdos.com
www.hebdos.com
» Hebdos Quebec is a non-profit corporation whose
members publish 150-plus weekly French newspapers
with more than three million readers. The association’s
mandate is to foster and stimulate the development of
weeklies. It has a readership study of weeklies in Quebec
available on its website. Hebdos Quebec provides a wide
selection of services for French-language community
media, including readership surveys, media research and
advertising tools including Stathebdo, a readership and
consumption patterns study and Planhebdo, a web-based
media planning tool.
ASSOCIATION DE LA PRESSE FRANCOPHONE
(APF)
267 Dalhousie St.
Ottawa, ON K1N 7E3
Phone: (613) 241-1017
fdf@apf.ca
www.apf.ca
» The Association de la Presse francophone is the only
network of Canadian French-language newspapers
published outside Quebec. Its mission is to unite,
support, serve and represent its member publications
so as to contribute to the development and reach of
Canada’s francophone press and the vitality of Canada’s
francophone and Acadian communities.
to provide readership research to the industry. Since the
first study, which included newspapers in five markets,
ComBase now covers over 400 markets across Canada.
With data gathered by ComBase and consistent marketby-market, title specific information, ComBase makes
it easy for community newspaper publishers to sell
advertising space. At the same time, ComBase provides
media and advertising planners with fresh insight into
cities, towns and villages that previously lacked in-depth
statistics. ComBase is governed by a tripartite board of
directors representing advertisers, agencies and publishers.
COMMUNITY MEDIA CANADA (CMC)
The Association de la Presse francophone brings
together 24 community newspapers from outside
Quebec, and is the only cross-Canada association
of French newspapers. The APF website includes
information about its member newspapers, as well
as advertising resources. Ad campaigns can be placed
through two advertising representation firms.
» Community Media Canada (communitymedia.ca)
is the advertising and marketing arm for community
newspapers. It is a partnership of sales and marketing
specialists at affiliated associations. The Community
Media Canada team facilitates the buying process, working
with clients and agencies on print, online and multimedia
campaigns, which are now made easier with growing use
of modular ad sizes. Ad tools such as Community Media
Canada’s campaign calculator, further simplifies the
process.
COMBASE
Products and Services:
Toronto, ON M4W 3P4
Phone: (416) 923-3567/1-800.481-6580
www.combase.ca
Market Analyzer is a geo-marketing tool, merging socioeconomic and demographic data with the physical
coverage area of participating newspapers. This tool is
available through Community Media Canada and can be
accessed at marketanalyzer.ca. Advertising may be placed
in member newspapers through Community Media
Canada’s cross-country service operated by its regional
association partners:
» ComBase - the Canadian Community Newspaper
Database - launched in September 2001 as an initiative
of the Canadian Community Newspapers Association
Media Channels
131
NEWSPAPERS ATLANTIC
7075 Bayers Road, Suite 216
Halifax, NS B3L 2C2
Phone: 1-877-842-4480
Ext. 6
info@newspaperatlantic.ca
www.newspaperatlantic.ca
QUEBEC COMMUNITY NEWSPAPERS ASSOCIATION
400 Grand Blvd., Suite 5
Ile Perrot, QC J7V 4X2
Phone: (514) 453-6300
Ext. 5
info@qcna.qc.ca
www.qcna.org
ONTARIO COMMUNITY NEWSPAPER ASSOCIATION
Toronto, ON M4W 3P4
Phone: (905) 639-8720
Fax: (905) 639-6962
info@ocna.org
www.ocna.org
MANITOBA COMMUNITY NEWSPAPER
ASSOCIATION
BRITISH COLUMBIA & YUKON COMMUNITY
NEWSPAPERS ASSOCIATION
943 McPhillips St.
Winnipeg, MB R2X 2J9
Phone: (204) 947-1691
Ext. 3
mcna@mts.net
www.mcna.com
#9 West Broadway, Vancouver, BC V5Y 1P1, Canada
Phone: (604) 669-9222
Toll-free: 1-866-669-9222
Fax: (604) 684-4713
info@bccommunitynews.com
SASKATCHEWAN WEEKLY NEWSPAPER
ASSOCIATION
401 45th St. West, Suite 14
Saskatoon, SK S7L 5Z9
Phone: (306) 382-9683
Ext. 2
www.swna.com
ALBERTA WEEKLY NEWSPAPERS ASSOCIATION
3228 Parsons Rd.
Edmonton, AB T6N 1M2
Phone: (780) 434-8746
Ext. 1
info@awna.com
www.awna.com
CIRCULATION
•Canadian Media Circulation Audit (CMCA): A unit of
Newspapers Canada, CMCA reports circulation for more
than 600 publications. Circulation data is reported every
six months and is verified annually by the CMCA. Once
a year, an audit is performed by either a CMCA auditor
or a public chartered accountant. At the beginning of
2013, the CMCA audit was made open to all community
newspapers, not just member newspapers. CMCA can be
accessed online at www.circulationaudit.ca.
•Alliance for Audited Media (formerly Audit Bureau
of Circulation) or Canadian Circulations Audit Board
(CCAB): An additional 180 community newspapers are
currently measured by the Alliance for Audited Media or
by the CCAB. Circulation data is reported in a publisher’s
statement and then audited either annually or biannually.
Alliance for Audited Media data is available to all members
and can be accessed at auditedmedia.com. CCAB data is
available at no cost at www.bpaww.com.
•Office de la Distribution Certifiee (ODC): More than
140 community newspapers are measured by the ODC.
Complete distribution data is available at no cost at
www.atodcinc.ca.
Reach Further
Connect Deeply
Metroland delivers over 4 million newspapers
direct-to-home every week, reaching over 85%
of Ontario’s households.
We are community builders. Always working to
engage and inform our readers with award-winning
local news, entertainment and shopping choices.
We foster our connection with the communities
we serve by being the go-to source for everything
local. Welcome to our community.
connecting
Locally
Think Forward
Build Trust
Relatable and relevant, local newspapers are more
widely read than any other paper, with people
spending over 20 minutes a week reading them.
416-495-6622
www.metroland.com
With over 5.5 million monthly unique visitors,
Metroland’s community websites extend
readership beyond the traditional, making it a
fully integrated digital experience.
Media Channels
133
% Readership
by Province
Community Newspapers - Readership
32%
Non-Readers**
68%
* Read a Community Newspaper
at least “once a month or less”
** Never reads Community
Newspaper issues; or Not Stated
Source: PMB Spring 2-year
Readership and Product Database
Base: Adults 18+
Readers*
Source: PMB Spring 2-year
Readership and Product
Database
Base: Adults 18+ *Read a
Community Newspaper at least
“once a month or less”
62%
65%
70%
64%
70%
66%
75%
Atlantic
Quebec
Ontario
Manitoba
Saskatchewan
Alberta
BC
Circulation by Province
PROVINCE
TOTAL
TOTAL
TITLES EDITIONS
0 10203040506070 80
PAID
TOTAL PERCENT OF TOTAL
AVERAGE
CIRCULATION, CIRCULATION, ALL CIRCULATION
CONTROLLED ALL EDITIONS
EDITIONS PER EDITION
TOTAL CIRCULATION
OF SMALLEST TOTAL CIRCULATION
WEBSITES AS %
EDITION OF LARGEST EDITION # WEBSITES OF TOTAL TITLES
BC
136
184
55,561
3,763,220
3,818,781
18.2%
20,754
366
216,401
136
37%
AB
133
138
115,211
1,260,488
1,375,699
6.6%
9,969
205
295,000
124
60%
SK
85
86
71,421
417,819
489,240
2.3%
5,689
273
92,642
51
19%
MB
54
57
46,436
384,910
431,346
2.1%
7,567
535
43,943
47
9%
ON
391
430
283,060
8,456,094
8,739,154
41.7%
20,324
265
197,792
370
140%
QC
192
195
96,336
5,201,643
5,297,979
25.3%
27,169
200
145,815
186
93%
NB
25
26
37,994
181,540
219,534
1.0%
8,444
1,656
37,109
25
2%
NL
14
15
26,142
27,623
53,765
0.3%
3,584
731
17,600
14
2%
NS
37
37
49,502
427,706
477,208
2.3%
12,898
920
57,172
37
4%
PE
4
4
5,793
8,755
14,548
0.1%
3,637
1,352
5,841
4
0%
YT
2
3
5,272
5,568
10,840
0.1%
3,613
958
5,741
2
0%
NT
7
8
19,315
11,669
30,984
0.1%
3,873
875
7,558
7
1%
NU
3
3
3,979
10,295
14,274
0.1%
4,758
2,717
5,939
3
0%
1,083
1,186
816,022
20,157,330
20,973,352
100.0%
17,684
200
295,000
1,006
93%
GRAND TOTAL
Source: Newspapers Canada - Community Newspaper Snapshot 2015
Media Channels
134
Community Newspaper Demographics
Horizontal
(Measuring readership amongst the population)
Of this demographic, __% read Community newspapers
Paid and Controlled
Circulation Editions
PAID/
CONTROLLED
# OF
EDITIONS
PAID CONTROLLED
Total Adults 18+
838
120,080
20,123,868
20,243,948
24,157
Paid
348
695,942
33,462
729,404
2,096
1,186
816,022
20,157,330
20,973,352
17,684
PROVINCE
TOTAL
EDITIONS
PAID CONTROLLED
TOTAL CIRCULATION,
ALL EDITIONS
Total Adults 18+
95%
Male
66%
Male
48%
Female
70%
Female
52%
AGE
AGE
AVERAGE
TOTAL
TOTAL
Measuring the make-up of the readership universe
Of those that read Community Newspapers, __% fall within
this demographic
GENDER
GENDER
Controlled (Free)
GRAND TOTAL
68%
Vertical
18-24
50%
18-24
9%
25-49
66%
25-49
42%
50+
75%
50+
50%
EDUCATION
EDUCATION
Highschool or less
68%
Highschool or less
92%
College (including Technical)
70%
College (including Technical)
42%
University +
69%
University +
31%
HOUSEHOLD INCOME
HOUSEHOLD INCOME
Under $35,000
62%
Under $35,000
17%
BC
184
55,561
3,763,220
3,818,781
$35,000 - $49,999
69%
$35,000 - $49,999
13%
AB
138
115,211
1,260,488
1,375,699
$50,000+
70%
$50,000+
69%
SK
86
71,421
417,819
489,240
$75,000+
70%
$75,000+
50%
MB
57
46,436
384,910
431,346
$100,000+
68%
$100,000+
33%
ON
430
283,060
8,456,094
8,739,154
RESIDENCE
QC
195
96,336
5,201,643
5,297,979
Home Owners
70%
Home Owners
80%
NB
26
37,994
181,540
219,534
Renters
61%
Renters
20%
NL
15
26,142
27,623
53,765
NS
37
49,502
427,706
477,208
PE
4
5,793
8,755
14,548
LIFE EVENTS (PAST/FUTURE 12 MONTHS)
YT
3
5,272
5,568
10,840
Marriage
68%
Marriage
3%
NT
8
19,315
11,669
30,984
Child/Grandchild born
66%
Child/Grandchild born
8%
NU
3
3,979
10,295
14,274
Retire
76%
Retire
5%
1,186
816,022
20,157,330
20,973,352
Change Job
70%
Change Job
GRAND TOTAL
Source: Newspapers Canada - Community Newspaper Snapshot 2015
RESIDENCE
FAMILY COMPOSITION
With Child <18 in Household
FAMILY COMPOSITION
65%
With Child <18 in Household
33%
LIFE EVENTS (PAST/FUTURE 12 MONTHS)
Source: PMB Spring 2-year Readership and Product Database2015, Base: Adults 18+; Read a Community Newspaper
at least “once a month or less”
11%
Media Channels
135
Circulation And
Ownership In Canada
Sunmedia Corporation
425,176 circ
31 titles
Glacier Media Group
1,387,737 circ
25 titles
Postmedia Network Inc.
295,000 circ
1 title
Great West
Newspapers, LP.
178,339 circ
19 titles
Black Press Group Ltd.
2,080,941 circ
76 titles
FP Newspapers Inc.
206,662 circ
8 titles
Glacier Media Group
111,440 circ
28 titles
Black Press Group Ltd
122,714 circ
12 titles
Dept. Of National Defence
6,600 circ
2 titles
Postmedia
Network Inc.
170,522 circ
2 titles
TC Transcontinental
25,434 circ
11 titles
6,000 circ
2 titles
12,126 circ
2 titles
TC Transcontinental
450,73 circ
8 titles
Glacier Media
Group
44,071 circ
7 titles
Sun Media
Corporation
257,43 circ
3 titles
Glacier Media Group
36,119 circ
9 titles
OWNER
BC
AB SK MB
ON
QC
NB NL
NS PE YT
Independent Groups*
18
28
17
12
121
16
4
1
11
3
Independent Titles
15
33
27
14
90
54
1
2
5
1
136
133
85
54
391 192
25
14
37
4
20,101 circ
1 title
Metroland Media
Group Ltd.
5,617,935 circ
113 titles
Sun Media Corporation
73,486 circ
9 titles
Number of titles and ownership by province
Total Number of Titles
TC Transcontinental
4,200,277 circ
117 titles
NT
NU
TOTAL CIRC.
5
2
238
1
2
1
246
2
7
3
1,083
Brunswick News Inc.
172,935 circ
18 titles
Sun Media
Corporation
742,144 circ
53 titles
TC Transcontinental
124,682 circ
4 titles
Glacier Media Group
12,120 circ
1 title
10,000 circ
3 titles
TC Transcontinental
5,788 circ
2 titles
40,351 circ
5 titles
28,800 circ
5 titles
The Halifax Herald Ltd.
148,436 circ
4 titles
TC Transcontinental
191,887 circ
15 titles
Dept. Of National
Defence
26,900 circ
2 titles
Circulation and Ownership by Province
OWNER
Independent Groups*
Independent Titles
Total Circulation
BC
AB
SK
MB
ON
QC
NB
NL
NS
PE
297,314
116,517
38,802
65,178
1,307,952
363,719
35,811
10,000
81,040
12,348
46,189
181,756
97,660
43,901
877,290
691,762
5,000
18,331
28,945
2,200
3,818,781 1,375,699
489,240
431,346
8,739,154
5,297,979
219,534
53,765
477,208
14,548
YT
NT
NU
TOTAL CIRC.
24,981
8,656
2,362,318
958
6,003
5,618
2,005,613
10,840
30,984
14,274
20,973,352
Media Channels
136
CONSUMER MAGAZINES
[ COMMENTARY )
hu
c
It isn’t all wine and roses. In recent years, magazines have
had to fight off newspapers that encroached on their
territory with enhanced life, fashion and beauty sections to
attract the robust women’s advertising sector to newspapers.
au
eP
Yes, the old business model of managing the cost of
producing and distributing a magazine to enough
subscribers to generate a rate base for advertising doesn’t
work as well as it once did. But this medium is not a victim
of advanced communications technology. It has leveraged
strong brands, highly adaptable visuals and entertaining
items, sliding across different platforms with ease, and
gaining, not losing, traction with their followers.
h el
This is a quiet but potent medium, which has continued
to be prolific in titles and audience segments, operating
on many fronts with trade shows, events and branded
extensions into online, TV/video, radio and customized
content.
Mi c
In this digital age
of media, what are
the fortunes of the
magazine sector?
At the same time,
magazines also grew a
huge celebrity gossip
segment, which has
been picked off by
Twitter and other short
attention-span websites.
The news magazine sector
was also hit hard by 24/7
online news, and the genre
has never really recovered its
niche.
k|
P re
s ide
n t, M
EC C anada
However, some segments give a lie to the prevailing
evidence of loss. Witness for example, the fashion, food
and shelter magazines that still produce some of the most
awe-inspiring ‘fat’ editions like Vogue (U.S), Special Fall
Issue weighing in at five pounds and 615 ad pages. Yes,
those ad pages are down slightly from previous years.
But the brand, which has been in existence
since 1892, is operating at full speed. Almost
300,000 newsstand editions are sold, on top of
the 1.2 million subscribers. Of course this is a
U.S. illustration, but Canada has its own success
stories on a different scale. For example, Food &
Drink’s Holiday Issue weighs in at three pounds and 300
pages. Almost 513,000 newsstand editions are sold, on top
of the 1.8 million readers.
It would be wrong to say that magazines don’t struggle,
despite a good story to tell. They arguably have some
of the best-informed, most knowledgeable sales people
who know and love their product and their readers. So
what is the problem? In a programmatic world, realtime decision-making doesn’t lend itself to the tempo of
magazine sales. That is one problem magazines have that
urgently needs a solution.
Media Channels
137
CONSUMER MAGAZINES
General Information
Canada’s magazine
industry remains one
of the most robust in
the developed world.
While there have been some declines, magazine single
copy sales at retail still represent approximately $140
million annually. The Top 50 Canadian magazines
generate over $500 million in total revenue (advertising,
subscription and newsstand).
More than 1,300 Canadian titles are produced in Canada
and the number of magazine titles per capita is 100, far
ahead of the No. 2-ranked France with 68 titles per capita.
(Magazines Canada Media Fact Book 2014)
General interest and women’s magazines report the
highest average issue circulation in Canada, with those
whose paid circulation exceeds 200,000 numbering seven
titles.
There has been a consolidation of magazine circulation in
the past two to three years, with publishers moving more
towards retention of core, loyal readers versus “carrying”
lapsed subscriptions or extending renewal periods. One
result is that U.S. magazines have reduced circulations in
Canada, in some cases, by a significant amount. However,
Canadians have a vast array of home-grown titles that
more than adequately provide all types of content across
multiple editorial categories.
READERSHIP UPDATE
Magazine continues to be an excellent reach medium,
with a three-month reach potential of nearly 80% for
all target age groups, even 12-17 and 18-24. Twenty-two
measured magazines deliver an average issue reach of over
one million readers, with the top title (Reader’s Digest)
posting over three million!
It is notable that magazines perform better on reach
potential for the younger demographics than they do for
65+.
There have been some readership declines in the past two
to three years in general, but many individual magazines
have maintained very consistent AIRs (Average Issue
Readership).
THE FUTURE OF MAGAZINES
Magazine publishers continue to invest and innovate.
Publishers know, based on extensive research, that
consumers continue to enjoy and appreciate the magazine
medium. There are several example of publishers
investing in the expansion of circulation via controlled
promotional distribution tests (via newspapers, for
example), designed to expose new potential audiences
to the print product. They believe that new, paid
subscriptions will result.
Of course, there has been significant investment in
expanding the digital platforms, both web and tablet,
not only to offer an augmented reading experience for
the audience, but to enhance advertising opportunities.
Magazine and digital form an excellent marriage; in
fact, the magazine medium has proven to be one of the
strongest drivers to web.
While the preferred reading experience is still the printed
version of magazines, almost 13% of total 12+ readers
also accessed a magazine website in the past 30 days (PMB
2015 Spring 2 year readership survey). The number is
highest for the 18-34 age group at almost 18%, with the
dominant device being the PC/laptop. Another 6.25%
of Canadians bought a digital magazine online (either
subscription or single copy) and the highest participation
was in the 18-24 segment, with over 12% making a
purchase in the past three months.
DIGITAL EDITIONS
Digital and mobile platforms continue to enhance and
transform the publishing industry. With the significant
growth in mobile usage, publishers have accelerated
development of applications that have the ability to
expand traffic and increase online advertising reach. Most
formats are now fully mobile friendly, both for tablet and
smartphone.
Digital magazines offer enhanced reading experience
through videos, extra photos, slide shows, audio and
animation.
These formats expand the range of options to advertisers
beyond the standard formats and provide engaging ways
Media Channels
138
CONSUMER MAGAZINES
to connect with readers. Furthermore, the digital footprint
of magazines includes an array of contact points and
provisions, such as a website, Facebook, Twitter, YouTube,
Layar/Viewa technology (which allows a printed page to
upload and come alive when scanned by a mobile device),
apps, online shopping and RSS feeds to name a few.
Many titles are challenged with boosting digital
subscription numbers. Providing unique online content
attracts new consumers and broadens the magazine’s
reach. A magazine website that provides a compelling
user experience and is differentiated from the printed
version expands the reader base. Magazines that build
shopping platforms reflective of their brands and invest
in unique content will attract consumers and advertising
investments provided they differentiate and innovate.
CREATIVE CONSIDERATIONS
The list of creative formats is expanding in the magazine
world. Agencies and advertisers are seeking ways to
increase efficiency and effectiveness through positioning
options and unique/special creative formats. In many
cases, these executions require incremental media and/
or production costs and longer lead times. The publishers
are able to guide media planners and buyers through the
process.
CLOSING DATES AND CANCELLATION POLICIES
For national monthly magazines, commitment to standard ad space is generally required four to six weeks in advance of
the publication date, with creative materials required approximately one week later. Weekly magazines can accommodate
shorter timelines.
After the issue has closed, committed ad space is non-cancellable. Creative changes may be possible after close, but this
must be prior to the creative material deadline.
Special formats require earlier deadlines and generally are non-cancellable. Check for availability of the desired position,
particularly for cover executions, as many of these may have been secured by the advertiser on a long-term basis.
Creative Formats
Standard Formats
Special Formats
Full page
1/3 centre spread
Fractional Pages (1/2, 1/3, 1/4, 2/3, 1/6)
¼ page checkerboard
Full page opposite 1/3 page
1/3 page bookends (outer edges of spread)
Double Page Spread (DPS), Half Page Spread
Bellybands
Guide page Spread
Ink jetting
Consecutive pages
Faux covers, double/triple covers
Inside Front Cover (IFC), Outside Back Cover (OBC),
Inside Back Cover (IBC)
Flip magazines
Inserts
Fragrance strips
Polybags
French doors on the cover
Business Reply Cards (BRC)
Gatefolds: single, double, triple. Side, bottom or top opening
Advertorial
Tip-on, Glue-ons
Peel and Reveal, Scratch and sniff, Scratch and reveal
QR codes, AR Coders, NFC tags, Blippar
Video clips
Sound chips
Special inks
Pop ups
Media Channels
139
CONSUMER MAGAZINES
Magazine Topline Readership - Vividata 2015 Q2 (English)
12+ Average Issue Audience (000)
Title
Net Print/
Digital (1)
Print (2)
Digital
(1)"
Any Magazine
English/
French (4)
Print (2)
Digital (3)
22560
20604
Digital (3)
Title
Net Print/
Digital (1)
Print (2)
Digital (3)
Title
Net Print/
Digital (1)
Print (2)
Digital (3)
11337
Digital (1)"Post Magazine
Financial
Print (2)
1364
Digital (3)
925
777
Digital (1)" Magazine
Sportsnet
Print (2)
1612
Digital (3)
729
1302
Flare
980
864
346
Starweek
879
744
301
FOOD & DRINK
2241
2104
519
Style at Home
1814
1597
677
Glow
773
665
337
2063
1476
1361
Good Times
573
514
217
The Hockey News
Magazine
Hello! Canada
1210
1013
350
Today's Parent
1848
1492
863
LOULOU (Eng)
760
625
360
Toronto Life
1070
856
516
Maclean's
2336
1736
872
Vancouver Magazine
216
188
88
MoneySense
1363
1005
703
Western Living
483
433
107
NOW
546
422
264
Westworld-Going Places
1497
1468
143
Ontario OUT OF DOORS
565
476
204
Zoomer Magazine
1504
1351
429
Our Canada
1129
1003
401
English Magazines
Any Magazine
English (4)
19632
Air Canada enRoute
1775
1576
443
Alive
618
564
178
Best Health
984
723
503
CAA Magazine
3084
3013
588
Canada's History
984
771
478
Canadian Business
1006
709
584
Canadian Gardening
1894
1645
663
Canadian Geographic
3662
3173
1341
CANADIAN HOUSE &
HOME
2080
1767
793
Outdoor Canada
1768
1515
695
Canadian Living
4197
3539
1615
ParentsCanada
954
785
529
Chatelaine
3407
3061
1045
People
3970
2916
1917
Cineplex Magazine
4602
3725
2143
Professionally Speaking
599
536
166
Cottage Life
1510
1266
558
Reader's Digest
4837
4476
971
ELLE CANADA
1707
1390
716
Report On Business
Magazine
1672
1219
895
FASHION Magazine *(5)
-
-
-
17743
9615
Notes: (1) Net Print/Digital = Unduplicated audience of Print and Digital. (2) Print = Average issue audience of the printed magazine within the qualifying time
period (yesterday up to past 3 months, depending on the publication frequency) of the
magazine.
(3) Digital = Audience who read, looked into or accessed a digital issue, a magazine
website, or other digital content posted through apps, on other websites, social
media websites, or
e-newsletters within the qualifying time period (yesterday up
to past 3 months, depending on the publication frequency) of the magazine.
(4) Any Magazine = Unduplicated average audience of an issue of all measured
magazines.
*(5) Data suppressed in software, results under review, use PMB 2015.
*(6) Data suppressed in software due to sample size, use PMB 2015.
Media Channels
140
CONSUMER MAGAZINES
Magazine Topline Readership - Vividata 2015 Q2 (French)
12+ Average Issue Audience (000)
Title
Net Print/
Digital (1)
Print (2)
Digital (3)
Any Magazine English/
French (4)
22560
20604
11337
French Magazines
Title
Net Print/
Digital (1)
Print (2)
Digital (3)
Title
Net Print/
Digital (1)
Print (2)
Digital (3)
ELLE QUÉBEC
643
567
185
Signé M
491
325
305
Enfants Québec
183
151
62
Star Système
228
188
93
Fleurs Plantes Jardins
516
449
150
Summum
321
265
153
Touring (French &
English)
871
837
152
TV Hebdo
330
245
149
Yoopa *(6)
265
161
179
Any Magazine French (4)
4956
4501
2512
La Semaine
424
372
145
5 ingrédients-15 minutes
267
231
103
L'actualité
916
739
342
340
317
92
7 Jours
595
546
132
Le Lundi
Bel Âge magazine
840
796
143
Le Magazine Cineplex
691
547
325
Châtelaine (Fr)
821
748
185
Les Affaires *(6)
477
257
332
Chez Soi
402
383
89
Les Affaires Plus-a+ *(6)
380
312
182
Clin d'oeil
586
529
142
Les Idées de ma Maison
762
671
219
Cool!
282
263
101
LOULOU (Fr)
266
238
85
Coup de pouce
1390
1117
547
Magazine Espaces
174
114
101
Décormag
586
533
136
MOI & cie
573
490
171
Dernière Heure *(6)
180
159
58
RICARDO Magazine
1581
1030
1147
Échos Vedettes *(6)
118
102
39
Sélection du Reader's
Digest
750
705
137
Notes: (1) Net Print/Digital = Unduplicated audience of Print and Digital. (2) Print = Average issue audience of the printed magazine within the qualifying time
period (yesterday up to past 3 months, depending on the publication frequency) of the
magazine.
(3) Digital = Audience who read, looked into or accessed a digital issue, a magazine
website, or other digital content posted through apps, on other websites, social
media websites, or
e-newsletters within the qualifying time period (yesterday up
to past 3 months, depending on the publication frequency) of the magazine.
(4) Any Magazine = Unduplicated average audience of an issue of all measured
magazines.
*(5) Data suppressed in software, results under review, use PMB 2015.
*(6) Data suppressed in software due to sample size, use PMB 2015.
Media Channels
141
CONSUMER MAGAZINES
Canadian Circulation of U.S. Magazines (Paid Circulation 25,000+)
Publication Name
Total 12/14
Total 12/13
% Change 2014 vs 2013
ARCHITECTURAL DIGEST
19,402
25,392
-24
BETTER HOMES AND GARDENS
29,322
27,033
8
BIRDS AND BLOOMS
26,548
32,521
BLOOMBERG BUSINESSWEEK
23,736
26,125
BON APPETIT
44,445
CAR AND DRIVER
41,378
CONDE NAST TRAVELER
Total 12/14
Total 12/13
% Change 2014 vs 2013
MOTOR TREND
28,026
19,724
42
NATIONAL ENQUIRER
27,792
37,087
-25
-18
NATIONAL GEOGRAPHIC
235,699
295,455
-20
-9
NATIONAL GEOGRAPHIC TRAVELER
20,180
25,198
-20
45,078
-1
NEW YORKER
27,951
28,278
-1
41,213
0
O OPRAH
100,056
101,367
-1
26,074
30,154
-14
PEOPLE
129,231
141,744
-9
COSMOPOLITAN
144,276
191,272
-25
PEOPLE STYLEWATCH
48,694
57,985
-16
COUNTRY LIVING
42,815
36,340
18
PLAYBOY
13,983
14,852
-6
DISCOVER
24,444
28,079
-13
ECONOMIST (NORTH AMERICAN EDITION)
68,237
73,579
-7
ENTERTAINMENT WEEKLY
22,740
27,651
-18
EVERY DAY WITH RACHAEL RAY
21,763
22,908
-5
FAMILY CIRCLE
28,416
43,991
-35
FAMILY HANDYMAN
38,563
15,797
144
FINE COOKING
29,108
34,904
-17
FIRST FOR WOMEN
75,274
117,068
-36
FOOD NETWORK MAGAZINE
71,326
77,360
-8
GAME INFORMER
311,011
2,727
11305
GLAMOUR
25,087
47,593
-47
GOLF DIGEST
47,308
51,043
-7
GOLF MAGAZINE
36,410
35,343
3
GOOD HOUSEKEEPING
75,641
84,447
-10
GQ GENTLEMEN'S QUARTERLY
32,128
37,366
-14
HGTV MAGAZINE
23,790
25,113
-5
HOUSE BEAUTIFUL
21,589
26,448
-18
IN STYLE
65,500
127,480
-49
IN TOUCH WEEKLY
96,539
87,984
10
Publication Name
POPULAR MECHANICS
43,177
52,519
-18
POPULAR SCIENCE
32,142
38,834
-17
PREVENTION
110,908
104,572
6
PSYCHOLOGY TODAY
19,018
22,672
-16
REAL SIMPLE
36,783
43,147
-15
ROAD AND TRACK
24,472
24,896
-2
ROLLING STONE
17,242
19,452
-11
ROTARIAN
25,109
25,812
-3
RUNNERS WORLD
33,572
23,885
41
SCIENTIFIC AMERICAN
30,015
35,687
-16
SELF
19,350
29,880
-35
SEVENTEEN
61,158
89,507
-32
SHAPE
24,724
30,401
-19
SPORTS ILLUSTRATED
50,788
80,276
-37
STAR
24,607
42,035
-41
TASTE OF HOME
54,311
75,431
-28
TIME
43,831
54,240
-19
US WEEKLY
45,390
55,262
-18
53,610
72,113
-26
J 14
10,505
25,596
-59
VANITY FAIR
LIFE & STYLE WEEKLY
48,715
61,671
-21
VOGUE
52,323
64,995
-20
MARIE CLAIRE
20,098
24,377
-18
WEIGHT WATCHERS
34,384
46,444
-26
21,143
23,419
-10
MARTHA STEWART LIVING
49,559
69,431
-29
WIRED
MAXIM
23,356
37,040
-37
WOMAN'S DAY
55,611
56,537
-2
MEN'S HEALTH
94,181
84,339
12
WOMAN'S WORLD
88,722
119,226
-26
MORE
13,038
25,928
-50
WOMEN'S HEALTH
107,199
78,761
36
Source: Alliance for Audited Media
Media Channels
142
BUSINESS MAGAZINES
[ COMMENTARY )
Who will survive?
Historically, publishers have relied on a “come to me”
approach to serving up content to their readers. In today’s
socially driven society, successful publishers are operating
Among trade magazines, average issue circulation is
down versus previous years, yet new titles continue to
launch, further enhancing content choice within the B2B
Ba
Canadian business magazines have seen a significant decline
in their print readership over the past six years, with the top
titles losing 23% of their readership on average. Those with a
more general news/lifestyle editorial focus have fared better
than those exclusively devoted to business content.
Gi n a
Who will survive? Those who have reinvented their business
model to embrace multi-platform content and engagement
across print, video, PC, mobile, tablet, and social platforms/
applications. Those who realize their competition is not
simply other traditional business publications but rather a
myriad of content sources. Those who have built a strong
brand.
within a more engaging,
conversational model
– interacting with
their audiences in a
transparent fashion
across multiple
platforms. As with
broadcast, traditional
print consumers are
SV
P,
demanding access to content
Bu
s in
ess
when and in what form suits
Leade
r, Carat Toronto
them. In addition, many publishers
are expanding into experiential and live
events, where they can expand their brand footprint and
relevance.
community. Intuitively, trade magazines
remain an important source of trusted
category-specific information, but lack
of readership data hinders the industry’s
ability to properly assess their value.
nk
s|
While these are challenging times for
magazines, they are also exciting times for
those that have a clear vision of their role to
readers and provide a voice that can’t be found
elsewhere. If magazines embrace change, there’s no
reason why they can’t successfully compete with other
media options for years to come.
Media Channels
143
BUSINESS MAGAZINES
BUSINESS PUBLICATIONS
FARM PUBLICATIONS
Business publications is the second largest classification
with 84 categories represented by 708 titles, according to
Canadian Advertising Rates and Data (CARD). The top
business publication categories and the number of titles
they contain are:
CARD also devotes a separate section to farm
publications. Of the 90 titles published in Canada, there
are 71 English and 25 French titles; six titles are published
in both French and English. Farm publications are further
categorized by topic as follows:
•Business – 94 titles
•Medical – 70 titles
•Automotive – 35 titles
•Engineering & Construction – 31 titles
•Building – 27 titles
•General – 32 titles
•Livestock – 24 titles
•Crops – 19 titles
•Community – 8 titles
•Dairy – 7 titles
Of the 708 business publications, 615 are offered in
English, 157 in French, and two in other languages
(Spanish and Russian).
Leading titles include Farming for Tomorrow, AgDealer/
Agricole Journal, Canola Digest and Alberta Farmer
Express. The majority of farm magazines focus on key
specializations within the farming segment and may also
have a regional skew.
The larger general business titles can be measured on
their relevant target audience readership using PMB;
specifically MOPEs (Managers/Owners/Professionals/
Executives), SPBMs (Select Professionals & Business
Managers) or BPI (Business Purchase Influence) data
as seen in the following chart, where the index of reach
against the target has been provided by publication. It
is advantageous to also consider the targeting ability
of general interest publications when planning for a
professional or business demographic target group.
Other broader, general titles can capture this business
professional and deliver reach to a print campaign.
MEDICAL JOURNALS
There are 77 medical publications listed in CARD.
Medical publications include those focused on general
medicine/family practice, as well as specialty topics such
as cardiology and neurology.
Measurement of medical publication readership and/or
circulation is undertaken by three research organizations:
the Canadian Circulations Audit Boards (CCAB),
Canadian Association of Medical Publishers MMS and
Alliance for Audited Media
BUILDING, ENGINEERING & CONSTRUCTION
PUBLICATIONS
There are 27 building publications and 31 engineering/
construction publications listed in CARD, serving the
contracting, building maintenance and design industries.
Only a select few are audited for circulation, with the
majority providing publishers’ claimed circulation figures.
The buyer/advertiser should always seek third-party
circulation verification if possible, and when not available
should ask for additional information from the publisher
to verify up-to-date circulation/distribution.
Sources: CARDonline, October 2015
Media Channels
144
BUSINESS MAGAZINES
Non-Business Publications that Reach MOPES
Business Publications
Business & Finance
MOPES* (000)
Business Purchase Involvement (000)
Maclean's
510.5
528.2
Report on Business
369.4
Financial Post Magazine
MoneySense
Canadian Business
Les Affaires
Les Affaires Plus
MOPES* (000)
Business Purchase Involvement (000)
Air Canada enRoute
495.2
475.3
354.8
Toronto Life
190.4
186.2
257.4
261.1
Food & Drink
626.2
668.1
249
224.5
Style at Home
422
475.5
234.4
261.1
Western Living
129.5
184.6
92
107.6
Decormag
132.4
200.3
65.9
93.3
Source: PMB 2015 Spring 2-Year Readership and Product Survey
*MOPES = Managers, owners, professionals, executives.
**Business Purchase Involvement = Personally involved in making business purchases.
Non-Business
Media Channels
145
Out of home is
arguably one of
the oldest forms of
advertising in the
world.
The ongoing success of outdoor is a product of relentless presence, multitude of
formats and superior impact. As a mass media platform, it reaches consumers and
delivers messaging – during their daily commute, on lunch break, to and from
shopping and en route to leisure activities. In fact, out-of-home is often the last
message a consumer receives before making a buying decision.
Karl Flande
From commercial messages reportedly
found in the ruins of Pompeii, to ancient
Greeks and Romans who were known
to have hung papyrus plaques outdoors
to advertise lost-and-found notices,
out-of-home advertising has been used
consistently and effectively to reach
mass audiences for thousands of years
rs |
As the creative format in OOH continues to be extremely versatile and visible, it is
naturally a high-impact creative medium. Billboards and murals for example, serve
as canvases for large-format ads and lend well to creative expression in campaigns
That stated, outdoor media has continued
that surround consumers who spend much of their time outside of their homes.
to evolve over time. When you think about
V ic
Meanwhile, transit advertising can be utilized to create immersive experiences through
C
eP
hi
c
it, modern out-of-home advertising has
t
re s
multiple executions and formats reaching a wide urban audience, including hard-toid e n
Saa
&
i
t, M e
gained from virtually every innovation in media,
h
reach millennials, who rely on public transportation more than ever before.
d ia Dire ct or S a a t c
including digital, social media and mobile. Digital/
video boards, beacons/GPS, smartphone apps, and realtime feeds (dynamic content capabilities) have all helped
Out-of-home advertising is an “always on” media platform that can add elements of reach, in-market visibility
to keep out-of-home relevant and engaging. In some
and impact to your communication plans and deliver messaging that cannot be avoided by consumers.
ways, OOH can serve as a conduit to connect the digital
and physical worlds! Furthermore, the evolution to digital
formats allows for shorter lead times, resulting in the
ability to change messaging more quickly than ever before.
ad
ti v
e
an
cu
a
Exe
Media Channels
146
GENERAL INFORMATION
This is a very exciting
time for out-of-home
advertising.
It has seen more innovation and advancement than
virtually all other media and as a result, has opened up a
new world of opportunity for advertisers and consumers
alike. While still a useful medium for regional reach and
high frequency, OOH is emerging as a powerful tool for
marketers to engage with their target audiences. This
shift has been brought on by advancements in signage
technology, smartphone ascendency and the development
of niche ad placement environments.
Technological developments have changed the way OOH
media is sold by suppliers, planned by agencies and
experienced by consumers. Many high-profile static and
tri-vision boards are being converted to digital screens.
Bylaws in most areas prohibit full-motion video on streetvisible billboards, so static images are displayed on massive
high-resolution screens. This benefits suppliers and
advertisers alike. Suppliers can sell one board to multiple
advertisers in a timed loop—increasing revenue—and
advertisers have the flexibility to quickly change creative
while avoiding printing costs.
OOH has become more versatile within an advertiser’s
media toolkit. An increasing number of small-format
screens in pedestrian or indoor settings allow full video
content with sound. When in high time-of-exposure
locations, these boards have effectively transcended their
role as a frequency driver to an extension of a multimedia
video strategy.
Technological extensions are evolving OOH executions
from quick top-of-mind cues to spectacular experiences
with stopping power. Transit shelters are being
transformed into beacons of campaign messaging by
adding elements like decals, extra lights and 3D objects.
Static boards have been equipped with sound to create
another dimension of effectiveness to the once exclusively
visual medium.
Advancements in technology outside of OOH signage
have also impacted the industry. Smartphone technology
and adoption has increased rapidly over the past decade,
keeping Canadian adults connected at all times. Marketers
have capitalized on mobile phones as a complementary
medium to OOH and use this to both enhance brand
messaging and direct users to strategic web destinations.
The connection between OOH and mobile has been
in perpetual evolution. It started with a simple web
address on a poster and quickly moved to more complex
avenues with SMS, social media links, QR codes and even
augmented reality applications. Through these tactics,
marketers have extended the utility of OOH, providing
opportunities to speak extensively to interested consumers.
Recent developments in technology have expanded
OOH advertising beyond one-way conversation,
allowing consumers to engage and interact with ads.
This provides rich and memorable experiences between
brands and people, resulting in deeper education of
brand ideals and messaging. This is executed through
tactics such as interactive projections, screens that react
to body movements and touchscreen applications. These
executions provide positive and exciting experiences that
naturally stimulate social conversation, helping OOH ads
expand influence beyond the street corner.
A world of contextual possibilities has opened up for
advertisers. OOH is no longer just about plastering as
many posters as possible to attain mass reach. It has
become a valuable contextual touchpoint, providing the
ability to reach target audiences where, when and how
it is most useful to convey the desired message. Health
products can advertise in gyms, cosmetic companies in
salons, alcohol brands in bars and tourist destinations in
taxis. Niche advertisers, who may not have traditionally
considered OOH, now have the ability to potently reach
their narrow target markets.
OOH is a versatile tool for marketers, capable of reaching
large or niche audiences, featuring simple or complex
messaging using modest or extravagant tactics. As
technology advances and consumer behaviour changes,
OOH media will continue to evolve to meet those needs.
DEFINITIONS
HORIZONTAL POSTERS
Often illuminated from the front, horizontal posters are
large (10 x 20 feet) paper-covered boards that are available
in most markets. Posters are printed on multiple sheets of
paper that are glued to the unit face.
Media Channels
147
VERTICAL POSTERS
INDOOR POSTERS
MURALS
Similar to horizontal posters, vertical posters are 12 x 16
feet and are often illuminated from the front. They are
primarily available in major urban centres.
Indoor posters come in a few different sizes and are made
of paper. They can also be backlit or digital. This format
can be targeted to specific environments (e.g. resto/bar,
movie theatre, fitness facility, stadium, etc.).
These are typically large-format displays on sides of
buildings in downtown cores. Each location is unique and
may utilize all or part of a wall; customization is common.
They are typically printed on vinyl, but may be handpainted.
TRIVISIONS/TRIOS
These are horizontal or vertical posters with rotating
blades that allow three advertising faces to be shown on the
same structure. These blades rotate at a set speed, allowing
each side to be shown for a set period of time.
BACKLIT OUTDOOR
Backlit units are, as their name suggests, lit from behind.
The standard size is 10 x 20 feet. Backlits are printed on a
single sheet of vinyl attached at the edges to the unit.
STREET-LEVEL OUTDOOR
These rear-illuminated units consist of two- or four-sided
advertising faces. Street-level advertising includes transit
shelters and blocks or columns with advertising faces. The
standard size is 4 x 6 feet. They are primarily available in
urban centres.
ELECTRONIC MESSAGE
This signage comes in varying video and digital formats
ranging from still to full motion: the units usually display
ads on a rotational basis (typically 7 to 15 seconds in
length). The size of the units can vary from small to large.
Most units are available only in major urban centres.
MALL POSTERS
Mall posters are available in either digital format or
rear-illuminated, and are available in major shopping
centres across Canada. Audience calculations are based on
pedestrian traffic passing the advertising face.
PERMANENTS/BULLETINS
These are large-format advertising displays. Each location
is oversized and unique in dimension. Materials vary from
paint to vinyl, and the locations can be customized to suit
the advertiser’s specifications. Because of their size, unique
shape and/or degree of impact, these units are typically
located in high-traffic areas.
SUPERBOARDS AND SPECTACULARS
These large display units may be expanded from a
rectangular format to include space extensions, flashing
neon lights, laser beams, electronic messaging, etc. They
can be tailored to an advertiser’s specifications and are
typically located in high-traffic areas. There are two
standard sizes, Series 10 (10 x 40 feet) and Series 14 (14 x
48 feet).
AIRPORT
Airport advertising encompasses all advertising found in
airport terminals (indoor) and on the airport grounds
(outdoor). Most indoor units are backlit, but can also
be kiosks, pillar wraps and displays. Outdoor units are
typically large-format backlits and superboards.
ELEVATOR
This category entails both the small digital screens in the
upper portion of elevators as well as the paper posters that
are mounted on elevator walls. There are no standard sizes
for these units. Typically, digital screens sell advertising
based on a portion of the screen carrying ads, while the
remainder shows news content.
PARKING LOT
This is an all-encompassing category that includes all
advertising found in parking lots, including boom-arm,
flat posters and pillar wraps. There are no standard
sizes, however, individual suppliers have their own
specifications.
Media Channels
148
MOBILE
OUT-OF-HOME DATA SOURCES
This includes all advertising that is not in a specific
location. It entails everything from people walking with
sandwich boards to 16-wheelers on the highway.
OUT-OF-HOME MARKETING ASSOCIATION
OF CANADA
CANADIAN OUT-OF-HOME
MEASUREMENT BUREAU
111 Peter St., Suite 500
Toronto, ON M5V 2H1
Phone: (416) 968-3435
Fax: (416) 968-6538
E-mail: rcaron@omaccanada.ca
www.omaccanada.ca/www.amcacanada.ca
111 Peter St., Suite 500
Toronto, ON M5V 2H1
Phone: (416) 968-3823
Fax: (416) 968-9396
E-mail: kbest@comb.org
www.comb.org
The main goal of OMAC is to provide advertisers, agencies
and media management companies with relevant industry
information and research to plan and buy out-of-home
advertising.
The Canadian Out-of-Home Measurement Bureau
(COMB) is a media measurement organization that
fulfills two services on behalf of the out-of-home industry:
measurement and auditing. COMB is charged with the
verification of circulation for the benefit of the industry
and its users. COMB is a national, non-profit organization
independently operated by representatives from agencies,
advertisers and the Canadian out-of-home advertising
industry.
DIGITAL
This can be any of the above formats that have the static
face replaced with a digital screen.
Media Channels
149
+
Out-of-Home
Distribution
PUBLICITE SAUVAGE INC
PS
ABCON
AB
COGECO MÉTROMÉDIA
CMM
MANGO MOOSE MEDIA
MM
QUEBECOR MEDIA OOH
QM
ADAPT MEDIA
AM
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CX
NEWAD
NE
RCC MEDIA
RCC
ASTRAL MEDIA
AO
DYNAMIC OUTDOOR
DO
NEOTRAFFIC
NT
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RO
B.K. CORPORATE MARKETING
BK
GRASSROOTS
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OUTDOOR EXPOSURE
OEX
ZOOM MEDIA
ZO
CANADIAN DIGITAL NETWORK
CDN
IMA OUTDOOR
IMA
OUTFRONT MEDIA
OF
OFX MEDIA GROUP
OFX
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CA
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LA
PATTISON ONESTOP
ONE
STRATEGIC MEDIA
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MAXXIMUM OUTDOOR
MO
PATTISON
P
CX, OF, P
CX, P,
CX
CX
CX, OF, P,
CX
CX
AM, AO,
CMM, CX,
NT, OF,
CX
CX, P
CX, OF
CX, P
CX
CX, P
CX
AB, AM, AO,
CX, G, OF, P
AB, AM, AO,
CL, CX, G,
OF, P
CX, P
AB, AM,
CX, P
AB, AM, CX,
IMA, G, P
AM, CX, P
AB, AM, CX,
MC
AO, CMM,
CX, G, NT,
DO, OF, P,
QM
CX
AB, CX, G,
OF, P
CX, P
AB, CX,
CDN, OF, P
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AB, CX,
CDN, OF, P
MC, CA,
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NE, ZO, CX
MC, CA,
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NE, ZO, CX
MC, OFX,
ONE, CX
OFX, ONE,
NE, ZO, CX
MC, OFX,
ONE, NE,
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CX, NE,
ONE, OFX,
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CX, MC,
OFX, ONE,
NE, ZO
CA, CMM, CX, NE, OFX,
CX, MC, NE,
ZO
NT, OFX,
ONE, RO,
ZO
CX, MC,
OFX, ONE,
NE, ZO
CX, MC,
OFX, ONE,
NE, ZO
CX, OFX
CX, OFX, ZO
CC, NT,
MC, P
CC, NT,
MC, P
NT, P
CC, NT,
MC, P
CC, NT, P
CC, MC,
NT, P
CC, MC,
NT, P
CC, NT
CC, P
AM, P
AM, CL
AM, P
AM
AM
AM
AM
AB, MC, OFX
AB, MC, OFX
AB, OFX
AB, NT, OFX
AB, OFX
G, OF, P
G, OF, P
OEX, P
OF, P
OF, P
Street Level
AM, G, OF, P
AM, CC, G,
OF, P
BK
G, AM, OF
AM, OF, P
Superboard
P
P
OF, P
OF, P
Indoor
Mall
Murals
Parking Lot
Poster
London,
Ont.
MC
AB, CC
Outdoor Digital
Kitchener,
Ont.
MEDIA CITY
AB, P
AB, AO, MM
Hamilton,
Ont.
CC
Edmonton
Back Light
Halifax
CLEAR CHANNEL
Calgary
Airport
Greater
Sudbury
LEGEND
MM
Montreal
Oshawa,
Ont.
AB, NT, AO,
MM
Ottawa
Quebec
AB, AO, MM
Regina
Saguenay,
Que.
P
Saskatoon
Sherbrooke,
Que.
St. Catharines,
Ont.
Toronto
Vancouver
AB, CC, MM
AB, AO, MM
CX
AM, AO, CX,
IMA, MO,
OF, P, RCC
AM, CX, IMA
CX
CX, P
CX
AM, CX, P
AB, AM,
AO, CC, DO,
IMA, MO, G,
OF, P
AB, AM, AO,
CL, CX, DO,
G, P
AB, CX, P
AB, CDN,
CX, MC, P
CX, OFX CX, NE, OFX,
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CA, CX, G,
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CX, MC, OFX
CX, MC, OFX
NT, P
AB, CC, IMA,
MC, MO, NT,
OF, P
AB, CC, MC,
NT, P
NT, P
AB, CC,
NT, P
AM
AB, AM, AO,
CL, OF, P
AM
P, MM
NT
Windsor,
Ont.
Winnipeg
AB, MM
MC, NT, P
NT
MC, NT, P
CMM, NT
AM
AM
AB, NT, OFX
AB, NT,
CMM, OFX
AB, OFX
AB, MC, OFX
CMM, MC,
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OFX
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AB, MC, MO,
NT, OFX
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OF, P
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LA, OF, P
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RCC
G, OF, P
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P
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CMM, G, P,
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AM, P
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G, AM,
OF, P
P, RCC
AO, CC, IMA,
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OF
P
AB, AO, CC,
CL, IMA,
MC, OF, P,
RCC
P
AM
G, AM,
OF, P
OF, P
OF, P
Media Channels
150
Transit advertising
encompasses all
advertising found
in and on transit
vehicles in Canada.
The category
includes everything
from taxi headrests
and interior cards
in buses to subway
stations and wrapped
commuter trains.
Unlike traditional out-of-home, there is no industry
body that audits circulations and develops reach/
frequency models for transit, although there are
circulation and reach/frequency models available.
Transit advertising is divided into two groups: interior
and exterior. Interior refers to advertising that is inside
a transit location – bus, subway car, subway platform,
commuter train – while exterior advertising is anything
on the outside of vehicles. Exposure models for the two
types are very different.
Interior transit circulations are generally determined
by passenger counts provided by the transit authority.
These counts tend to be system-wide rather than
specific to a particular route, line or station. Using
these counts and a factor of likelihood of exposure, a
model has been developed to determine GRPs. Space is
generally sold on a GRP basis or by showing (percentage
of transit vehicles in which the advertising unit
appears). However, specific locations/sites, stations and
cars can also be purchased.
Exterior transit is also sold on a GRP basis using
estimated impressions. These are calculated using a
model that incorporates traffic counts and distance
travelled by the vehicle.
Transit has a number of different formats available that
have, for the most part, been standardized across the
country.
Digital advertising has not made huge in-roads in the
transit environment, however, it is beginning to see
some new additions in some metro markets, such as
station platform units in Toronto and Vancouver. These
markets have digital units on platforms that are used to
disseminate information to commuters as well as carry
advertising and news content. Also, some station posters
have been modified to accommodate digital display
advertising for multiple executions using the same unit
face. In addition, Montreal has added a network on digital
boards in several main stations.
EXTERIOR
Seventy Posters are 21” x 70” posters in aluminum
frames attached to the sides and rears of buses. These are
the most widely available units.
King Posters are 30” x 139” posters in aluminum frames
attached to the sides of buses. There are some variations
of this format available in select markets.
Full Wraps/Bus Murals/Bus Backs are vinyl
coverings of all or part of transit buses. The vinyl
covering can be applied to all sides of the vehicle with the
exception of the front. The minimum campaign length
varies by market, with smaller markets requiring a larger
commitment. Full wraps, as the name suggests, cover both
sides and the back of the vehicle; bus backs cover only the
back of the vehicle; and bus murals cover only the driver’s
side. In some cases, interior cards are included in this
purchase.
INTERIOR
Transit Posters are a horizontal format found inside
Media Channels
transit vehicles above the windows. These are widely
available with the exception of Montreal subway cars.
Cards come in two sizes: standard 35” x 11” and super 70”
x 11.”
Door Cards/Vertical Posters are a vertical format
usually found beside the door of the subway car. They are
available on both subway and commuter trains. A standard
20” x 28” size unit can also be found on station walls in
some markets. Advertisers have flexibility in utilizing
interior formats. Any combination of units, including all
units within a vehicle, can be purchased by one advertiser
exclusively. In addition, take-away items like coupons or
take-one pads can be added to the units.
Station Posters are located on both subway and
commuter train platform areas and in high-traffic areas
of transit and commuter stations. They come in various
sizes, with the most common being 47 ¼” x 68 ¼.” Largerformat backlits and murals are also available at selected
stations.
Digital content on LCD is available in Toronto,
Vancouver and Montreal subway systems. Both television
and flash animation creative can be used. Messaging
can be delivered in real time, or sponsorship of relevant
content can be purchased to increase relevance to viewers.
Station domination is available in the subway/LRT
systems of Toronto, Montreal and Vancouver. One
advertiser purchases 100% of all available advertising
inventory and can include murals, turnstiles, stairs and
floors where advertising is generally not available, in
addition to all other standard advertising units.
Taxi media are also available with varying formats. Both
interior and exterior formats are available in/on taxis in
some markets. These formats can include cards on the
back of headrests, full vinyl wraps and full-motion digital
screens.
Other available locations for transit advertising include
school bus seatbacks and airplane trays.
151
Media Channels
152
Transit Media Suppliers
in Top Markets
EXTERIOR
PLATFORM
HALIFAX, NS
P
P
ST. JOHN'S, NL
P
P
MONTREAL, QC
A,P, CMM, QM
A,P, CMM, QM
P
P
SAGUENAY, QC
CMM
CMM
SHERBROOKE, QC
CMM
CMM
HAMILTON, ON
IMA, EX, SM
KITCHENER, ON
COMMUTER
A, CMM, QM
CMM, QM
IMA, EX, SM
IMA
IMA, EX, SM
IMA, EX, SM
IMA, EX, SM
IMA
IMA, EX, SM
LONDON, ON
LA
LA
OSHAWA, ON
IMA, P, EX
IMA, P, EX
IMA
IMA, SM, EX
P
P
P
ST. CATHARINES, ON
EX,SM
EX,SM
SUDBURY, ON
P, SM
P, SM
ONE
TORONTO, ON
IMA, P, EX
IMA, P, EX
IMA, P
IMA, P, EX, SM
WINDSOR, ON
SM
SM
WINNIPEG, MB
P
P
REGINA, SK
P
P
QUEBEC CITY, QC
OTTAWA-GATINEAU, ON
LEGEND
INTERIOR
SM, EX
A
ASTRAL
AM
ADAPT MEDIA
EX
EXCLUSIVE ADVERTISING
IMA
IMA OUTDOOR
LA
LAMAR
SASKATOON, SK
P
P
CMM
COGECO METROMEDIA
CALGARY, AB
P
P
P
P
ONE
PATTISON ONESTOP
EDMONTON, AB
P
P
P, ONE
P
P
PATTISON
VANCOUVER, BC
LA, AM
LA, AM
LA, AM
LA, AM
SM
STREETSEEN MEDIA
VICTORIA, BC
LA
LA
Media Channels
153
DIRECT MARKETING
S ue
x an
Ale
de
rA
Direct marketing
encompasses
any marketing
technique that
affords marketers
the opportunity
to communicate
in a targeted or
personalized way
with a potential
customer.
At a time when marketers are
increasingly pressured for driving
value and profits, measurability
is imperative. Direct marketers
can measure the response to
any offer. Measurability allows
marketers to test a variety of lists,
offers, media – virtually any aspect
sh
of a campaign – in order to allocate
|M
Not that long ago, direct marketing
ana
marketing resources to the most
g in g
was limited to traditional channels like
D ir e c t o
effective combination of channels. DM
r, Maxus
television and direct mail, but in recent years a
allows the marketer to track, measure, analyze
host of new non-print direct marketing options have
and optimize their campaign. At a time when ROI is king,
chipped away at traditional DM. Email, websites, social
and we are held accountable for improved KPIs, DM is
media, search engine marketing and mobile channels
a quantifiable tool and important element to advertising
all pose threats to print. Offline, online, below the line,
campaigns.
above the line – as long as the media channel is used to
deliver a relevant message to a specific customer, it is
considered direct marketing.
We often speak in terms of
“traditional” and “digital,” but the
fact is today there is a proliferation
of tools to help marketers do their
job effectively and efficiently. DM
is channel agnostic, provides a
unique call to action, and provides
measureable results.
The real benefit of direct marketing is that it is an
interactive system of marketing that uses one or more
advertising media to affect a measureable response
and/or transaction. It is this notion of one-to-one
communication between the marketer and the prospect
that distinguishes it from other types of marketing.
DM makes an offer and asks for a response – and by
developing a history of offers and responses, direct
marketers gain knowledge of their customers, resulting
in more effective targeting.
Targeted
Reach your customers with precise geographic
and demographic targeting.
Cost Effective
direct
Connections
Flyers & direct marketing
delivered to your customer’s door
Save more than 50% OFF standard postal rates.
Verified Delivery
Confirmed delivery to the home on a specified day.
Proven Results
74% of people visit a retailer within a week after
reading the flyer.
Metroland Media delivers millions of flyers and
direct mail pieces to homes and apartments
across Ontario every week.
416-495-6622 | www.metroland.com/direct
Media Channels
155
DIRECT MARKETING
DIRECT MARKETING
PRIVACY MANAGEMENT (PIPEDA, BILL C-28, NATIONAL DO NOT CALL)
Direct marketing is defined by the Canadian Marketing
Association (CMA) as “targeted communications that
engage specific audiences through a combination of
relevant messaging and offers that can be tracked,
measured, analyzed, stored and leveraged to drive future
marketing initiatives.” Essentially, what differentiates direct
marketing from other marketing forms is a clear, traceable
call-to-action. Goals for direct marketing campaigns
include acquiring new customers, cross-selling existing
customers and customer retention. Common components
used in successful direct marketing campaigns include
analytics, offer development and privacy management.
Privacy management is an increasing concern in direct marketing, especially in digital communications. It is imperative
that marketers are aware of and comply with all privacy laws. Breaching privacy regulations may result not only in upset
consumers, but also lengthy legal procedures and monetary penalties.
ANALYTICS
Direct marketing takes many forms and new channels are constantly evolving. We’ll look at three of the most prominent
channels of direct marketing: direct mail, email marketing and direct response media.
RECENT CANADIAN PRIVACY MANAGEMENT REGULATIONS
PERSONAL INFORMATION PROTECTION AND ELECTRONIC DOCUMENTS ACT (PIPEDA)
PIPEDA is a federal consumer information privacy law that provides guidelines on notice and consent,
data use arid retention, data security/management, and privacy infrastructure.
Data and analytics are utilized to understand consumers,
group consumers into segments, and target key
individuals. Through data analysis, marketers are better
able to create compelling offers that drive the desired
response and ROI.
electronic messages, such as emails, text messages, and social media messages.
OFFER DEVELOPMENT
NATIONAL DO NOT CALL REGISTRY
The offer entices a consumer to complete a call-to-action.
Successful offers are often consumer-segment specific,
time or location sensitive, and clearly articulate the value
to consumers. Often multi-offer testing is used to gain
empirical evidence to determine the best ROI, which
can influence the remainder of the campaign and future
campaigns.
The National Do Not Call Registry is part of the CRTC’s Unsolicited Telecommunications Rules which
includes: telemarketing rules, national DNCL rules, automatic dialing and announcing device rules. The
rules require telemarketers subscribe to, pay fees for, and access the National DNCL. The rules also
prohibit telemarketers from calling telephone numbers that have been registered on the National
DNCL for more than 31 days.
FIGHTING INTERNET AND WIRELESS SPAM Bill C-28
(Canada’s Anti-Spam Legislation - CASL)
Canada’s Anti-Spam legislation requires advertisers to attain consumer consent before sending
Source: The Government of Canada., Office of the Privacy Commissioner of Canada
Media Channels
156
DIRECT MARKETING
DIRECT MAIL
Among consumers who read flyers and inserts, 50% rely on them for grocery purchases, 14% for furniture and home
accessories, and 23% for cosmetics and beauty purchases. As well, 24% of women rely on flyers and inserts when they are
making a fashion purchase decision.
Common types of direct mail include brochures,
catalogues, coupon booklets, envelopes and flyers.
Approximately one half of PMB respondents 18+ read
catalogues (46%) and coupon booklets (44%).
50%
Direct Mail Types - Read/ Look Into
Grocery
(000s)
%
Brochures
11,312
40%
Catalogues
13,163
46%
Coupon Booklets
12,572
44%
Envelopes
8,812
31%
e-Flyers
8,526
31%
e-Newsletters
5,680
30%
11,112
39%
7.529
27%
Flyers - Newspapers/Magazines
Flyers - Polbybag/Polysac
Source: PMB 2015 Spring 2-Year Readership and Product Database; 18+,
“Sometimes” , “Often” , “Always”
14%
Furniture
Electronics
23%
Cosmetics/
beauty
24%
Fashion
Source: NADBank, 2014
The goal of direct mail is to have customers open/read
the communication piece and perform the desired
call-to-action, usually in a timely manner. Accordingly,
direct mail campaigns focus heavily on creative tactics to
entice consumers to open the direct mail piece and take
action. Messages are often targeted by geography, life
stage, or personal interests to ensure the communication
is personalized, while still respecting privacy concerns.
Effective call-to-actions identify a pain point, propose a
remedial action, and frequently offer a discount or reward
in exchange for acting now.
Canada Post research suggests direct mail is a highly
effective way of reaching consumers. The organization
claims that 91% of Canadians are likely to open direct mail
if it looks official or important, 90% if they recognize the
sender, and 89% if it looks interesting or intriguing. In
addition, 94% of Canadians are likely to open mail if they
already do business with the company.
EMAIL MARKETING
Email marketing most commonly comes in one of four
types: welcome messages, newsletters, alerts/notifications,
and product/promotional offers. Depending on the type
of email, the goal may differ, but generally it requires
delivery of a concise and timely message that is customized
to the recipient, which encourages them to click-through
to find out more or take action. Email allows marketers
to frequently communicate with consumers who have
expressed an interest in their brand, via a cost-effective
channel, with the ability for robust measurement and realtime optimization.
Media Channels
157
DIRECT MARKETING
According to eMarketer providing “a meaningful call-toaction offer” ranked number one in terms of the most
effective tactics for email marketing, but “list segmentation
for targeting” ranked the most difficult email marketing
tactic to execute. One method of identifying relevant
and compelling content is to try a variety of content,
or positioning the same content in different ways using
an A/B or multivariate testing. In this method, small
target groups are sent emails with slight differences and
the results are tracked. Subsequent emails are created
(manually or automated) based on the learnings of the
previous emails to drive increased performance.
Most Effective vs. Difficult Tactics
For Increasing Email Marketing CTR According to
Marketing Professionals Worldwide, May 2015
Most
Effective
Most
Difficult
Meaningful call-to-action offer
65%
35%
List segmentation for targeting
47%
41%
Message personalization
42%
31%
Testing and optimization
35%
31%
Mobile-friendly design
33%
17%
Drip/event-triggered campaigns
22%
32%
Video email
10%
28%
6%
20%
Social Sharing
Note: n=303
Source: Ascend2, “Email Marketing Trends Survey Summary Report, “May 12,2015
Consumers sign-up to hear from brands for a variety
of reasons. In Canada, the most popular reasons can be
grouped into three categories: discounts and promotions,
new brand/product news, and an existing relationship
with the brand.
DIRECT RESPONSE MEDIA
Direct response media forms are traditional
advertisements that have a clear and traceable direct callto-action. Common calls-to-action include unique phone
numbers, URLs, coupons, or texting a response. The
primary goal of direct response media is to elicit a specific
response from a consumer, rather than to generate brand
awareness or influence brand perception.
Direct response TV (DRTV) is different from a brand
buy because it focuses less on GRPs and more on cost per
minute. The purpose of DRTV is to get an effective ROI
(low cost per call, low cost per lead) versus creating an
impression. Short-form DRTV can be 15, 30, 60, 90, and
120 seconds in length. Long-form DRTV, also known as
infomercials or paid programming, is usually 30 to 60
minutes in length. With the right frequency, DRTV can
drive response and aid brand awareness.
Direct response radio (DR radio) involves ads that have
a call-to-action and a tracking mechanism, for example,
a “call now” prompt with a toll-free number or a unique
URL. If a telephone number or a URL is the call-toaction, it should be memorable and heard frequently to
be effective. DR radio measurement involves calls, orders,
customers, leads and sales results from the ads.
Reason that Email Users in Canada Subscribe to a
Company’s Email, March 2013
% of respondents
[63%] To receive discounts and money-off promotions
[58%] To receive “free stuff” or giveaways
[43%] To Keep up-to-date with the company’s products, services/
offerings
[39%] To receive advanced notice of new products or future releases
[36%] I shop with this company or buy this brand on a regular basis
[34%] To gain access to exclusive content
[32%] For more information related to my interests
[18%] To receive alerts related to developments with the company,
association or organization
15%] To keep my finger on the pulse of the brand/company.
[13%] Someone recommended it to me
[10%] To show support for the company to others
[6%] To be affiliated with the product or brand because it’s trendy
Note: n=1,290 ages 18+ who receive at least 1 email from a company
Source: ExactTarget, ‘Subscribers, Fans & Followers #21: The Digital North,’ June 13,
2013
Media Channels
158
DIRECT MARKETING - FLYERS
FLYER ADVERTISING
Canadian retailers are still heavy users of
print flyers. The networks of community
newspapers, daily subscriber newspapers, and
flyer delivery services are healthy and growing
in terms of the total number of households
an advertiser can deliver to.
te
ve
The media principally falls into two categories:
subscriber with (or without) extended market
coverage and total market coverage.
S
Print flyers have
historically been
the workhorse of
weekly advertising.
This is particularly
the case for retailers.
Print flyers provide
measurable
effectiveness when
targeted to key
consumer groups or
geographies.
FLYER MEDIA
A
cla
Increasingly, advertisers
nd
| P re
s id e nt, G e o m e dia +
are looking to both print and
digital flyers as part of their toolkit
for weekly product advertising. There are emerging
consumer groups who exclusively look for digital flyers,
but while their rate of growth is high, their absolute
numbers are still small. The most valuable retail
consumers tend to use both print and digital flyers.
There are more than 16 billion print flyers distributed
annually in Canada at an investment of more than
$3.3 billion. The “media” is approximately 30% of
the cost, with the balance made up by pre-press, print
production and transportation to the media. The largest
single variable is print production where the stock and
number of pages can make a huge difference in the
CPM.
Media distributors have created a very flexible selection
process that lets advertisers choose relatively small
geographic areas and the type of dwelling desired.
Subscriber Newspapers: Paid publications
published five to seven days a week. Papers are
distributed to subscribers (subs) or through single copy
sales (SCS). House and apartments are generally not
separable.
EMC (Extended Market Coverage): Flyers distributed
to non-subscribers of daily newspapers. Delivery is
houses and/or apartments and one day a week, usually
Wednesday or Friday.
TMC (Total Market Coverage): Community
newspapers or flyer delivery services. TMC distributors
deliver flyers to all deliverable households within specified
geography. Delivery is houses and/or apartments. Canada
Post and some distributors also provide coverage to
businesses. TMC distributors typically provide the best
geographic targeting options.
Media Channels
159
DIRECT MARKETING - FLYERS
FLYER TARGETING BY GEOGRAPHY
FLYER TARGETING ANALYTICS
E-FLYERS
Each distributor can provide targeting to one or more
of the following geographic units. Generally, subscriber
papers provide FSA or Zones (sometimes CTs or DAs for
EMC coverage). Most TMC distributors provide CTs, DAs
and/or routes.
Targeting refers to “ranking geography” so that a
selection process can choose the areas that meet the
budget or predetermined cut-off. Attributes can be
assigned based on one or a combination of two or more
of the following:
*Zones: Multiple FSAs
1.Average sales/postal code (collected by retailer)
*FSA (Forward Sortation Area): The first three digits
of the postal code (e.g. L6H) comprising of 4,000 to
20,000+ households. Urban codes A1 to A9, Rural codes
A0.
2.Demographics (average household income, family
size, etc.)
An e-flyer is the digital communication of item/
price promotional messaging usually derived from a
retailer’s printed advertising flyer. Depending on the
investment, the format of an e-flyer may range from a
static reproduction of the printed flyer to a compelling
interactive experience for the consumer including
shopping lists, add to cart and ecommerce functionality.
LDU (Local Delivery Unit): The last three digits of the
postal code used to locate communities within a rural FSA
or city block or apartments within an urban postal walk.
Urban LDUs are 10 to 200 households; rural are 50 to
4,000.
Postal Walk: The local geographic area within an urban
FSA with multiple LDUs or approximately 300 to 600
households.
*CT (Census Tract): Stats Canada geographic area
approximately 1,000-3,000 households.
*DA (Dissemination Area): Stats Canada’s smallest unit
of geography, approximately 400 to 700 households. (Prior
to 2001 - EA Enumeration Area.)
Distributor Route: Non-standard geography of
approximately 100 to 500 households.
*indicates standard geographic boundaries.
3.Psychographics (consumer lifestyle clusters)
4.CSP (consumer spending potential – by category),
also known as FAMEX (family expenditure)
5.Distance or drive time (from store)
Typically versioning and location-based deals help
many store locations with zone pricing and product
preferences. Data collection can be instantaneous and
valuable to understand consumer behaviour. Most
retailers host their e-flyers on their websites and have
recently extended their reach by posting their e-flyer on
aggregated e-flyer websites that display multiple retailers’
e-flyers. Consumers enjoy the opportunity of these
aggregated websites for comparative shopping.
Media Channels
160
MEDIA SOFTWARE + DATA SERVICES
What are media
software and data
services?
At their most basic, they are technology
that enables media professionals to become
indispensible business consultants.
C hr
keep on getting
a whole lot more
sophisticated and
exciting.
is H
How? By enabling our capacity and capability
to work faster, smarter and become even more
effective problem solvers. More specifically, this means
providing greater access to intelligence, enhancing data
analysis and insight mining, improving overall efficiencies
and accuracy, and ultimately improving our clients return
on investment.
erl
ihe
y
Looking back, our industry has been leader in enabling
technologies, by virtue of managing the sheer amount of
data we have generated and manipulated. It’s just going to
|V
P, R
ese
This is arguably one of
the most fluid categories in
a br a n d s
this guide, with a high degree
of anticipation and change in its future. The landscape
continues to dramatically fragment and data is piling
up at record rates. We see a strong potential for new
opportunities for suppliers in this category.
arch
, M edi
Some recent examples of changes include BBM Analytics
rebranding as NLogic and the merger of NADbank
and PMB. The latter addresses member calls for more
robust research data such as path-to-purchase and total
brand footprint, and less duplication. The new media
measurement entity, called Vividata, covers the full
footprint of daily newspapers and magazines. Beginning
next year, the new organization will release quarterly data
based on an online survey of 36,000 people 12 and over.
For the current landscape, we have grouped the suppliers
into categories of similar type offerings, recognizing there
will be some overlap with some companies sitting in more
than one category.
Expect to see more change, growth and innovation in
this category as enabling technologies provide more
opportunities for better solutions.
Media Channels
161
MEDIA SOFTWARE & DATA SERVICES
ENTERPRISE SOFTWARE
MEDIA PLANNING SOFTWARE
AUDIENCE & CONSUMER INTELLIGENCE
•Control hub for media operational functions: buying,
workflow, finance
•Provider of tools and graphics in data management to
apply to media planning
•Access to audience data, analysis and insights
3RD PARTY AD TRACKING
AD SALES & COMPETITIVE REPORTING
MISCELLANEOUS
•Management and tracking of online advertising
•Tracking advertising expenditures, sales and inventory
data
•Creative distribution
•Social Distribution & Monitoring
•Direct TV Software Solutions
ENTERPRISE SOFTWARE
MEDIAOCEAN
MEDIA PLANNING SOFTWARE
FUIMUS CORPORATION
2 St. Clair Ave. W, Suite 1500
Toronto, ON M4V 1L5
Phone: (416) 929-3372
Toll-free: 1-877-433-7226 (support)
Toll free: 1-866-376-4819
www.mediaocean.com
NIELSEN IMS
Advertising Agency Management Systems
80 Kingsmount Park Rd.
Toronto, ON M4L 3L4
Phone/Fax: (416) 601-1744
www.fuimus.com
LANDMARK AGENCY INTERNATIONAL
C/O IMAGINE COMMUNICATIONS
Toronto:
151 Yonge Street, 11th floor
Toronto, ON M5C 2W7
Phone: (416) 961-2840
www.nielsen.com
Provider of media planning and analysis software for
both industry and proprietary research. Provides access to
syndicated studies such as PMB, NADbank and Numeris
RTS.
25 Dyas Road
North York, ON M3B 1V7
NLOGIC
Montreal:
Toronto, ON, M3B 3L7
Phone: (416) 445-8881
Fax: (416) 445-8406
http://en.nlogic.ca/
390 rue Le Moyne
Montreal, QC H2Y 1Y3
Phone: (514) 842-0101 ext:135
www.imaginecommunications.com
Media Channels
162
Provider of audience analysis tools for the TV and radio
broadcast industry, media agencies and other clients.
TELMAR HMS LTD.
36 King Street East, 4th floor
Toronto, ON, M5C 3B2
Phone: (416) 487-2111
www.telmar.ca
Provider of media planning software and consulting
services with 13 offices worldwide. Provides access to both
proprietary and syndicated data and studies.
AUDIENCE & CONSUMER INTELLIGENCE
CANADIAN OUT-OF-HOME MEASUREMENT
BUREAU (COMB)
111 Peter Street, Suite 605
Toronto, ON M5V 2H1
Phone: (416) 968-3823
Fax: (416) 968-9396
www.comb.org
The industry standard for measurement of OOH
advertising audiences across Canada. Publishes circulation
and market data for over 280 markets.
COMSCORE
90 Sheppard Ave. E., Suite 100
Toronto, ON M2N 3A1
Phone: (416) 646-9900
www.comscore.com
Internet analytics company providing marketing data and
analytics to agencies and publishers.
VIVIDATA
NIELSEN CANADA
Toronto, ON, M5S 1M2
Phone: (416) 961-3205
Fax: (416) 961-5052
www.vividata.ca
160 McNabb St.
Markham, ON L3R 4B8
Phone: (905) 475-3344
www.nielsen.com
Provider of audience and advertising data including
advertising effectiveness, advertising expenditure and
print advertising data, as well as measurement and
analysis of marketplace dynamics and consumer attitudes
and behaviour.
NUMERIS
Head office – Toronto
Toronto, ON M3B 3L7
Phone: (416) 445-9800
Fax: (416) 445-8644
http://en.numeris.ca/
Source for broadcast measurement and consumer
behaviour data for broadcasters, advertisers and agencies.
The amalgamated organization of PMB and NADbank
provides data on print readership, non-print media
exposure, product usage, retail and lifestyle data.
3RD PARTY AD SERVERS
ATLAS BY FACEBOOK
www.atlassolutions.com
Remotely hosted ad serving for advertisers and publishers
with rich media support. Search campaigns management
and site optimization.
DOUBLECLICK by GOOGLE
www.doubleclick.com
Provides ad management and tracking for online
advertising. Primarily used by sites.
Media Channels
163
EYERETURN
KANTAR MEDIA
MISCELLANEOUS
110 Eglinton Ave. E, Suite 701
Toronto, ON M4P 2Y1
Phone: (416) 929-4834
Toll-Free: 1-866-878-3335
www.kantarmedia.com
CORE DIRECT
Provides strategic expertise, competitive intelligence,
consumer behaviour, audience research, digital insights
and social media influence.
www.eyereturnmarketing.com
MARKETRON INTERNATIONAL CANADA INC.
695 Route 46 W., Suite 403
Fairfield, New Jersey 07004-1556
Phone: (973) 276-0882
www.coremedia-systems.com
Full service online campaign creation, trafficking,
reporting and ad verification.
4576 Yonge St., Suite 400
Toronto, ON M2N 6N4
Phone: (416) 221-9944
Fax: (416) 981-8766
www.marketron.com
SIZMEK
401 Park Ave South, 5th floor
New York, NY 10016
Phone: (646) 202-1320
www.sizmek.com
Open ad management stack to help marketers manage,
deliver and optimize digital campaigns across any screen.
AD SALES AND COMPETITIVE REPORTING
TC software to track broadcast sales and inventory data.
NIELSEN CANADA
160 McNabb St.
Markham, ON L3R 4B8
Phone: (905) 475-3344
COMSCORE
Provides a summary of national advertising expenditures
by medium.
90 Sheppard Ave East, Suite 100
Toronto, ON M2N 3A1
Phone: (416) 646-9900
www.comscore.com
NLOGIC
Internet analytics company that provides marketing data
and analytics, including competitive digital advertising
activity.
Toronto, ON, M3B 3L7
Phone: (416) 445-8881
Fax: (416) 445-8406
http://en.nlogic.ca/
Provides competitive advertising intelligence across
multiple media channels.
Provides syndicated software solutions for DRTV.
EXTREME REACH/MIJO
635 Queen St. E.
Toronto, ON M4M 1G4
Phone: (416) 964-7539
1-800-463-6456
www.mijo.com
Provides a full range of broadcast, audio/visual, print and
post-production services.
SYSOMOS
25 York Street
Suite 900, PO Box 403
Toronto, ON M5J 2V5
www.sysomos.com
Social media analytics and monitoring solution.
164
CMDC/YOUTH AMBASSADORS
Media
Millennials:
A Modern
Relationship
By Sheri Metcalfe, SVP, managing director, Jungle
Media and chair of the CMDC’s Youth Ambassadors
mentoring millennials in media
today:
1. Keep it casual. Give them
In our quest to define young
context and stories of similar
ambassadors’ roles, as leading the
instances in the past that may have
way for younger generations in the
impacted you and connect it back to
Se
media sector, I was inspired by the
n io
the issue at hand. Get ready for strong
rV
wealth of opinions and ideas. That group
P, M
a
i
opinions and to be challenged! Keep an
ed
ana g
also designed the first annual Young Blood
ing Director, Jungle M
open mind and don’t be tied to your views;
Awards created to celebrate young professionals
they have a lot of valuable insight to give.
with under five years of industry experience. In order
to really engage the industry and stoke our natural
2. Give plenty of feedback and expect new kinds
love of competition, the media community was asked
of mentoring, like peer-to-peer and even reverse
to put forth nominees on the CMDC website. The
mentoring. Millennials have been raised in a culture of
result? Across five award categories, there were over 200
sharing their views and listening to others. Expect a lot
nominations with a sold-out event of 300 attendees!
of dialogue, questions and conscious thought. And every
now and then, give some guidelines or put fuel in the tank
Guiding millennials takes time and patience. Given my
if they are running out of steam. This generation has a
experience leading the Jungle Media team and sitting on
lot going on in their lives and can become distracted if a
the CMDC board, I’m sharing some of my top tips for
project gets too exhausting or if the end-game is unclear.
Remind them of the upside and they’ll get re-energized
pretty quickly!
S her
iM
etc
al f
e|
Across most media agencies in Canada, upwards of 75%
of our talent are millennials, with some from Generation
Z starting to join the fold. These under 35s have been
brought up in a world where parents, teachers and peers
alike value their opinions. They live in an environment
where open expression and seeking advice is the norm,
with social media amplifying every comment and thought.
This young, smart, dynamic and enthusiastic group is not
only one of the most interesting generations, it also shows
more willingness to actively seek mentorship. Exposing
these open minds to develop strategic thinking across our
clients business, and in all aspects of the media landscape,
is critical to the future success of our media agencies.
To illustrate my point, let’s consider the Youth
Ambassadors of the CMDC. This group was formed
less than two years ago and they have already
strongly impacted the engagement of
media-industry millennials. I’ve had
the pleasure of chairing this group of
eight enthusiastic and digitally savvy
members across leading media
agencies, and I’m often wowed by
their collaboration process and the
insight and value their ideas bring
to the table.
165
CMDC/YOUTH AMBASSADORS
YOUTH AMBASSADORS
COMPANY
Amanda DeFields
Starcom/MediaVest
Ryan Hewgill
Cossette Media
Liz Jewett
PhD Media
Jonathan Law
Media Experts
Vihung Lieu
Havas Media
Sammy Rifai
MEC
Ryan Van Dongen
UM
Jonathan Wood
Dentsu Media
Janet Xi
Jungle Media
|C
an
I’m personally very optimistic about the legacy of the new media
generation. As our side of the business becomes bigger, more
sophisticated and complex, having these incredibly smart and
driven individuals at the helm will prove to be an exciting ride!
gh
We ensure that our client marketers benefit from:
WHAT DO WE DO?
ll a
4. Treat them as partners. For sure there is still a hierarchy
that must exist out of necessity in any business – ultimately
you’re still responsible for P&Ls and client wins and losses. What
has become clear to me over the years is that true collaboration
brings out the best in this generation.
We are an association of CEOs and Presidents of Media
Advertising Agencies. We operate as a leadership voice
and active stakeholder in the consumer and media
communications marketplace issues in Canada.
t Ca
Who are we?
Ja ne
3. Empower them. Give them BHAGs (big hairy audacious
goals) that could be perceived as a bit risky or over their heads.
They will impress you and work really hard to get it right. This
demo loves a good challenge and to be recognized for hard work.
Climbing the corporate ladder isn’t quite as defined and linear
as it used to be. Now there are all sorts of learning opportunities
– some of them are table stakes and detail-driven and some are
big picture and ambitious. Involve them across these tasks and
they’ll be valuable partners.
MD
CP
re s i
dent
•CMDC leading edge standards on Canadian consumer measurement
•CMDC’s unique view on government regulatory matters which affect the value of advertising investment
•CMDC is an active player in joint industry collaborations to create or restructure organizations
to better deal with a more complex marketplace, e.g. DAAC and Vividata
•CMDC’s International Futures Committee to ensure that we are able to leverage global learning
for this marketplace
•CMDC’s 20/20 Vision, the most attended media and marketers conference in Canada to ensure that our
community connects and are motivated by a power-packed international roster of top speakers:
HOLD THE DATE: Tuesday April 26, 2016 at TIFF Lightbox, Toronto, ON
HOW DO WE DO IT?
Our Board of Directors take on committee chairmanship with generous support by specialized agency
staff (all super-stars) to deliver on their mission.
CONTACT US
Janet Callaghan,
CMDC President
jsc@janetcallaghan.com
166
Glossary
TERM
MEDIA
DEFINITION
BROADCAST
APPOINTMENT TV
Broadcast
AVERAGE MINUTE AUDIENCE/RATING
Broadcast
BILLBOARD
Broadcast
BINGE VIEWING
Broadcast
BOOKEND
Broadcast
BREAKFAST/DAY/DRIVE/EVENING
Broadcast
CLOSED CAPTIONING
Broadcast
CLUSTER
Broadcast
COMPARAGRAPH
Broadcast
CRAWL
Broadcast
CUMULATIVE AUDIENCE (CUME)/
PERCENT CUME
Broadcast
CUT-IN
Broadcast
DYNAMIC INSERTION
Broadcast
GRID CARD
Broadcast
HOMES USING TELEVISION (HUT)
Broadcast
Appointment TV assumes that people will tune in at
the same time every day or week to personally watch
their favorite shows
The average number of persons in, or percent of a
demographic, tuning to a station during an average
minute.
Sponsoring announcement/identification at the
beginning, end or in a break of a radio or television
program.
The practice of watching television for longer time
spans than usual, usually of a single television show.
Spots airing at the beginning and end of a commercial
cluster.
In radio, basic dayparts sold. Time blocks are usually 6
a.m. to 10 a.m., 10 a.m. to 3 p.m., 3 p.m. to 7 p.m. and 7
p.m. to 1 a.m., respectively.
The compulsory text version of TV programs and
commercials for the hearing impaired.
The set of different commercials within a commercial
break, usually two to three minutes in total.
A snapshot of all broadcasters prime time schedules
day by day, hour by hour
An ad unit that literally crawls across the bottom of the
viewing screen.
The number of different people who tune, for at least
one-quarter hour, to a station within a specified time
block. Often expressed as a percent.
Regional or station insertion of an alternative
commercial replacing a spot carried nationally or
provincially on a network.
Programmatic ad insertions for VOD. Pre-Post and mid
roll.
Rate card that reflects audience delivery and demand
at different times, resulting in a variety of rates for that
program.
Percent of households with one or more sets tuned to
any station at a given time.
TERM
MEDIA
DEFINITION
HOURS TUNED
Broadcast
INFOMERCIAL
Broadcast
INTERNET PROTOCOL TELEVISION
(IPTV)
Broadcast
LEAD-IN/LEAD-OUT
LINEAR TELEVISION
Broadcast
Broadcast
LOWER THIRDS ( SNIPES)
Broadcast
PERSONAL VIDEO RECORDER (PVR),
DIGITAL VIDEO RECORDER (DVR)
PICK AND PAY
PRE/POST RELEASE
Broadcast
PRIME/FRINGE/DAY
Broadcast
PROGRAM STACKING
Broadcast
PROGRAMMATIC PURCHASING
QUARTER-HOUR AUDIENCE
Broadcast
Broadcast
REMOTE
RUN OF SCHEDULE (ROS)
Broadcast
Broadcast
Usually expressed as the average amount of time spent
per person with a given station in a weekly period. It
is an indication of the loyalty that an audience has to a
station.
Long-form DRTV, usually 30 minutes, but can be 60
minutes with broadcaster permission. Asks viewers
to respond, usually by placing an order for product,
service or information.
IPTV is a system through which television services
are delivered using the Internet protocol suite over
a packet-switched network such as a LAN or the
Internet, instead of being delivered through traditional
terrestrial, satellite signal, and cable television formats.
Unlike downloaded media, IPTV offers the ability to
stream the media in smaller batches, directly from the
source
Programming leading into or out of a time block.
Television service where the viewer has to watch a
scheduled TV program at the particular time it’s
offered, and on the particular channel it's presented on.
An ad unit that is displayed in the lower third of the
screen and may be static or animated. Usually 7 – 10
seconds in length
A set-top box that stores video information in digital
form.
Choose the channels you want and only pay for those
A pre-released program airs before the U.S. episode
and post-release airs after.
In television, the basic dayparts sold. Prime runs 6
p.m.-11 p.m., fringe 4:30 p.m.-6 p.m. and 11 p.m. until
sign-off, and daytime sign-on until 4:30 p.m.
Ordering of entire seasons of a program – Used to
influence binge watching. (Netflix)
Automated auction based buying system
Same as Average Minute Audience but information is
measured in 15-minute blocks. Viewers/listeners must
tune in for five or more minutes to be counted.
On location broadcast
Scheduling of a commercial in variable time blocks,
days or programs.
Broadcast
Broadcast
167
Glossary
TERM
MEDIA
DEFINITION
SHARE OF AUDIENCE
Broadcast
The percentage of all households watching a particular
program. The household, rather than each person, is
counted as a whole.
Where the U.S. and Canadian stations are telecasting
the same episode of a program at the same time,
though Canadian audiences receive Canadian
advertisements.
Broadcast signal from one market received in another.
A commercial from the same advertiser devoting part
of its time to one product, part to another, each being
able to stand alone.
Purchase of broadcast time on a station-by-station
basis, i.e., non-network time. Also referred to as
Selective.
When an ad shares the television screen with a
program’s credits. Hence the credits are “squeezed.”
Division of a year into specified weeks commencing
Mondays, for costing/billing/scheduling purposes.
A program scheduled at the same time (usually
during fringe or daytime) on successive days (usually
Monday-Friday).
Station whose signal is available to cable systems
across the country via satellite transmission.
A 13-week time period on which residual payments to
an advertisement’s performers are based.
SIMULTANEOUS PROGRAM
SUBSTITUTION
Broadcast
SPILL-IN
SPLIT COMMERCIAL
Broadcast
Broadcast
SPOT TV
Broadcast
SQUEEZE-BACKS
Broadcast
STANDARD BROADCAST CALENDAR
Broadcast
STRIP PROGRAMMING
Broadcast
SUPERSTATION
Broadcast
TALENT CYCLE
Broadcast
TERM
MEDIA
DIGITAL
AD EXCHANGES
Digital
AD IMPRESSION
Digital
AD NETWORKS
Digital
AD REQUEST
Digital
AD SERVING AND SERVERS
Digital
AD VERIFICATION
Digital
VIDEO ON DEMAND (VOD)
Broadcast
VOD are systems which allow users to select and watch
video content when they choose to, rather than having
to watch at a specific broadcast time. Set Top Box (STB)
VOD, typically provided by Digital Cable providers,
allows a subscriber to order video content on a free
or pay-per-view basis via an interactive menu, and
view it on demand. IPTV technology is often used to
bring video on demand to connected televisions and
personal computers.
DEFINITION
Ad exchanges are technology platforms that
facilitate the bid buying and selling of online
media advertising inventory from multiple
ad networks. The approach is technologydriven as opposed to the historical approach
of negotiating price on media inventory.
Ad that is served to a user’s browser. Ads can
be requested by the user’s browser (referred
to as pulled ads) or they can be pushed, such
as e-mailed ads.
An online advertising network or ad
network is a company that connects
advertisers to web sites that want to host
advertisements. The key function of an ad
network is aggregation of ad space supply
from publishers and matching it with
advertiser demand.
Request for an advertisement as a direct
result of a user’s action, as recorded by the ad
server.
Ad serving describes the technology and
service that places advertisements on web
sites. Ad serving technology companies
provide software to web sites and advertisers
to serve ads, count them, choose the ads that
will make the website or advertiser most
money, and monitor progress of different
advertising campaigns. Ad servers are
divided into two types: Publisher ad servers
and advertiser (or third party) ad servers.
A system that ensures every ad impression
is a quality impression, every impression
is compliant, and every ad was served and
displayed exactly as intended.
168
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
AGENCY TRADING DESKS
Digital
An agency trading desk is a department
or subsidiary of an advertising or media
agency. It is often considered as an "internal"
center of excellence for managing digital
advertising buying on behalf of agency
clients.
An algorithm is a set of formulas developed
for a computer to perform a certain function.
This is important in the social sphere as the
algorithms sites like Facebook and Google
use are critical for developing contentsharing strategies.
The systematic computational analysis of
data or statistics. Website analytics refers
to the software that collects the data and
provides analysis tools.
A software application downloaded onto
mobile devices; designed to educate,
entertain or assist consumers.
An API is a documented interface that allows
one software application to interact with
another application
The transmission rate of a communications
line or system.
Displaying ads to users based on their past
browsing behaviour within an ad network or
through a DSP (Demand Side Platform.)
Maximum amount of money that an
advertiser is willing to pay each time a web
searcher clicks on an ad or views and ad.
Memory used to temporarily store the most
frequently requested online content/files/
pages to speed its delivery to the user.
CLICK-THROUGH RATE (CTR)
Digital
CONTENT NETWORK
Digital
CONTEXTUAL ADVERTISING
Digital
COOKIE
Digital
COST-PER-CLICK (CPC)
Digital
CROWD FUNDING
Digital
CROWD SOURCING
Digital
DATA MANAGEMENT PLATFORM (DMP)
Digital
The rate (expressed as a percentage) at
which users click on an ad. This is calculated
by dividing the total number of clicks by the
total number of ad impressions.
Group of websites that agree to show ads
on their sites, collectively served by a thirdparty ad network, in exchange for a share of
the revenue generated by those ads.
Advertising targeted to a non-search web
page based on the page’s content, keywords
or category.
A very small text file (i.e., program code)
that is stored on a user’s browser for the
purpose of uniquely identifying that
browser.
Cost of advertising based on the number of
clicks received.
Crowd funding refers to the act of soliciting
donations or investments from online users
outside your organization who collectively
raise money to support a cause or to
underwrite a project.
Crowdsourcing refers to the act of soliciting
content, ideas or skills from online users
outside your organization who collectively
help you solve a problem.
A centralized system for gathering firstparty data, integrating with third-party data,
and applying this data to one’s advertising
strategy. Advanced DMPs offer users the
ability to create custom segments, forecast
segment volumes, sync segments with other
sources, overlay advanced analytics, and
are often integrated with or part of DSP
platforms.
ALGORITHM
Digital
ANALYTICS
Digital
APP
Digital
APPLICATION PROGRAMING INTERFACE
(API)
Digital
BANDWIDTH
Digital
BEHAVIORAL TARGETING
Digital
BID
Digital
CACHE
Digital
169
Glossary
TERM
MEDIA
DSP (DEMAND SIDE PLATFORM) Digital
DYNAMIC AD INSERTION
Digital
DYNAMIC CPM (DCPM)
Digital
DYNAMIC PRICING
Digital
FIRST LOOK
Digital
DEFINITION
TERM
MEDIA
DEFINITION
A demand side platform (DSP), also
called buy side optimizer and buy side
platform is a technology platform that
provides centralized and aggregated media
buying from multiple sources including
ad exchanges, ad networks and sell side
platforms, often leveraging real time bidding
capabilities of these sources.
Process by which an online ad is inserted
into a web page in response to a user’s
request. Allows for multiple ads to be rotated
through one or more spaces or placed based
on demographic data or usage history for
the current user.
The approach to winning ad traffic by
increasing CPM bid by the necessary
minimum in real time to outbid
competition.
The purchase price for an ad impression that
is determined via a realtime auction rather
than a predetermined fixed rate.
“First look” is a tactic widely offered by
sellers who offer prioritized access to
select Advertisers within an open market
environment. Instead of the winning
impression going to the highest bid,“first
look” affords first right of refusal for an
impression within an exchange based on
a pre-negotiated floor or fixed price. If the
buyer bids, they are guaranteed to win
the impression. This privilege is typically
granted in return for a commitment.
HASHTAG
Digital
HYPERLINK
Digital
INDEPENDENT TRADING DESK
(ITD)
Digital
LANDING PAGE
Digital
LINK BUILDING
Digital
LONG TAIL PUBLISHERS
Digital
LOOK-ALIKES/AUDIENCE
MODELLING
Digital
A hashtag is a tag used on the social
network Twitter as a way to annotate a
message. A hashtag is a word or phrase
preceded by a “#.” Example: #yourhashtag.
Hashtags are commonly used to show that
a tweet, a Twitter message, is related to an
event or conference, online or offline.
Programming that redirects the user to a
new URL when the individual clicks on
hypertext.
A third party company that licenses and
supports DSP technology to act as a trading
desk for Advertisers/Agencies.
Web page viewed after clicking on a link
within an email or an ad. Also may be called
a microsite, splash page, bounce page or
click page.
Link building is an aspect of search engine
optimization in which website owners
develop strategies to generate links to their
site from other websites with the hopes of
improving their search engine ranking.
Blogging has emerged as a popular method
of link building.
Small, sub-scale ad Publishers such as blogs
to niche commercial sites
Potential customers modeled after an
Advertiser’s 1st party data (usually data
from their customers who visit and make
purchases from their websites). Attributes
of the Advertiser’s customers are matched
against a larger audience, creating a pool of
highly targetable and ‘prequalified’ users.
Some companies refer to this also as ‘pretargeting’.
170
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
M-COMMERCE
Digital
PODCAST
Digital
MEME
Digital
Mobile commerce, the ability to conduct
monetary transactions via a mobile device,
such as a WAP-enabled cell phone.
A meme on the internet is used to describe
a thought, idea, joke, or concept to be shared
online. It is typically an image with text
above and below it, but can also come in
video and link form
Data that provides information about
other data. This includes descriptions of
the characteristics of information, such
as quality, origin, context, content and
structure.
Multi-page ads accessed via click-through
from initial ad. User stays on the publisher’s
website, but has access to more information
from the advertiser than a standard ad
format allows.
Refers to an individual giving a company
permission to use data collected from or
about the individual for a particular reason,
such as to market the company's products
and services. Also known as permission
marketing. The opposite is to 'Opt-Out'
or deny an advertiser the ability to collect
information or send updates.
Unpaid search engine listings, as distinct
from paid search engine placements or payper-click ads.
Element (single illuminated dot) on a
computer monitor. The metric used to
indicate the size of internet ads.
A platform is the framework or content
management system that runs software and
presents content.
POST-CLICK
Digital
PRIVATE EXCHANGE
Digital
PROGRAMMATIC
Digital
QR CODE
Digital
QUALITY SCORE
Digital
QUERY
Digital
A podcast, or non-streamed webcast, is a
series of digital media files, either audio
or video, that are released episodically and
often downloaded through an RSS feed.
Actions performed by a user on an
advertiser site after being redirected there
from clicking an ad.
A virtual marketplace operated by sellers
to represent their high value/ premium
inventory, providing programmatic access
to select buyers (via a DSP) who agree to
transact based on pre-negotiated terms
(e.g. flight dates, floor prices, auction types,
budgets, etc.). True private exchanges offer
access to inventory that is not otherwise
available within the open market.
In digital marketing, programmatic
marketing campaigns are automatically
triggered by any type of event and deployed
according to a set of rules applied by
software and algorithms. Human skills are
still needed in programmatic campaigns
as the campaigns and rules are planned
beforehand and established by marketers.
A two-dimensional barcode that, when
scanned by a smartphone, delivers
information, links or coupons to the user.
A score assigned by search engines that
is calculated by measuring an ad’s clickthrough rate, analyzing the relevance of the
landing page, and other factors like historical
keyword performance, to determine the
quality of a site, rewarding those of higher
quality with top placement and lower bid
requirements.
A request for information, usually to a search
engine.
METADATA
Digital
MICROSITES
Digital
OPT-IN / OPT-OUT
Digital
ORGANIC SEARCH RESULTS
Digital
PIXEL
Digital
PLATFORM
Digital
171
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
REAL-TIME BIDDING
Digital
A data-driven programmatic buying model
allowing Advertisers or their Agencies to
bid on digital media (display, video, mobile,
social, etc.) in real-time, at the impression
level.
One server assigning an ad-serving or adtargeting function to another server, often
operated by a third company.
The address of the webpage that a user
previously visited prior to following a link.
Re-messaging various messages to a
collective pool of participants based on
the pools the buyer/client creates; usually
involves collecting data by pixelating the
Advertiser’s website.
The RTB acronym indicates a real-time
system for either bidding on or buying
ad inventory. The initial RTB ecosystems
evolved from the efforts of DSPs to create
a more efficient exchange of inventory.
Due to these roots, RTB ecosystems put
significant emphasis on user information
(demographic and behavioral data, for
example), while discounting the situation
information (the publisher and context).
Connects to one or more “pipes” and
evaluates every impression that’s announced.
The real-time bidder is responsible for
making the best inventory acquisition
decisions possible, on behalf of the
Advertiser
Provides a server-side connection into an
inventory source and pushes impressions,
in real time, to eligible buyers. It announces
impressions as they are made available to
buy.
RUN-OF-NETWORK (RON)
Digital
RUN-OF-SITE (ROS)
Digital
SEARCH RETARGETING
Digital
SECOND PRICE AUCTION
Digital
SEM (SEARCH ENGINE
MARKETING)
Digital
SEO ( SEARCH ENGINE
OPTIMIZATION)
Digital
SESSION COOKIES
Digital
SESSION
Digital
SMS (SHORT MESSAGING
SERVICE)
Digital
Scheduling of internet advertising whereby
an ad network positions ads across the sites
it represents at its own discretion, according
to available inventory.
Scheduling of internet advertising whereby
ads run across an entire site, often at a lower
cost to the advertiser than the purchase of
specific site sub-sections.
A method that enables advertisers to show
an ad specifically to visitors based one or
more searches or search click events.
The winner of the bid pays the price of the
2nd highest bidder + 1 cent (also known as
a Vickery auction).
A form of Internet Marketing that seeks
to promote websites by increasing their
visibility in the Search Engine result pages.
SEO is the process of improving the volume
and quality of traffic to a web site from
search engines via "natural" ("organic" or
"algorithmic") search results.
Cookies that are loaded into a computer’s
RAM, and only work during that browser
session.
Also called a visit. A single, continuous set
of activity attributable to a cookied browser
or user resulting in one or more pulled text
and/or graphics downloads from a site.
A wireless messaging service that permits
the transmission of a short text message
from and/or to a digital mobile telephone
terminal.
RE-DIRECT
Digital
REFERRING URL
Digital
RETARGETING
Digital
RTB
Digital
RTB - BIDDER
RTB PIPE (API)
Digital
Digital
172
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
SSP (SELL SIDE PLATFORM)
Digital
A sell side platform (SSP), also called sell
side optimizer, inventory aggregator, and
yield optimizer is a technology platform
that provides outsourced media selling
and ad network management services for
publishers. A sell side platform business
model resembles that of an ad network in
that it aggregates ad impression inventory.
However, a sell side platform serves
publishers exclusively, and does not provide
services for advertisers. The inventory
managed by the SSP is usually purchased
by aggregate buyers, either demand side
platforms (DSPs) or ad networks.
An entity which facilitates the sale of a
publisher’s inventory through and ad
exchange. SSPs offer services such as
minimum bid requirements, etc.
The process of placing a pixel/ Beacon on an
Advertiser’s website or search landing pages
to “tag” users as having visited those pages
so that they can be eligible for subsequent
targeting/messaging.
1x1 pixel tags on many websites that can
track web surfers’ location and activities
online, such as a registration or conversion.
Some are powerful enough to know what a
user types on a particular site.
Independent, outsourced companies
that specialize in managing, maintaining,
serving, tracking and analyzing the results
of online ad campaigns. Total visits should
filter robotic activity, but can include visits.
Online ad traders plugged into a DSP or ad
exchange.
UGC (USER-GENERATED
CONTENT)
Digital
UNIQUE COOKIE
Digital
VAST
Digital
WHITELIST
Digital
WIDGET
Digital
XML (EXTENSIBLE MARKUP
LANGUAGE)
Digital
UGC stands for user-generated content, an
industry term that refers to all forms of usercreated materials such as blog posts, reviews,
podcasts, videos, comments and more
A count of unique identifiers that represents
unduplicated instances of internet activity
(generally visits) to internet content or
advertising during a measurement period.
The digital video ad serving template
(VAST) provides a standardized method
for communicating the status of a video ad
back to the ad servers in the case where the
ad is served from a dynamically selected ad
server. It is specifically designed for ondemand video player where the ad response
is parsed prior to play. VAST is applicable to
Linear Video Ads (such as "pre-rolls"), Nonlinear Video Ads (such as "overlays") and
Companion ads as defined in the IAB Digital
Video Ad Format Guidelines.
A list of web sites that an Advertiser will
permit their ads to be placed on. Websites
not on this list will not be used to display ads
for the Advertiser.
The key difference between a widget and a
web application is portability. Widgets are
applications that can function on any site
that accepts external content, including
social networks, blog platforms or personal
web pages.
A richer more dynamic successor to HTML
utilizing SGML or HTML type tags to
structure information. XML is used for
transferring data and creating applications
on the Web. See SGML and HTML.
SUPPLY SIDE PLATFORM/SELL
SIDE PLATFORM (SSP)
Digital
TAGGING
Digital
TAGS, BEACONS
THIRD-PARTY AD SERVER
TRADING DESK
Digital
Digital
Digital
173
Glossary
TERM
MEDIA
DEFINITION
DIGITAL ADS
BUTTON
Digital Ads
EXPANDABLE BANNERS
Digital Ads
GIF, JPG, HTML5, SWF
Digital Ads
IN-BANNER VIDEO ADS
Digital Ads
INTERSTITIAL ADS
IN-TEXT VIDEO OR IMAGE ADS
LEADERBOARD, BIG BOX,
SKYSCRAPER
OVERLAY / FLOATING ADS
Digital Ads
Digital Ads
Digital Ads
Digital Ads
Clickable graphic, potentially an ad that
contains certain functionality, such as taking
one to another site or executing a program.
Banner ads that can expand beyond the
confines of the traditional banner, to reveal
more advertising information triggered by a
click, roll-over or auto-initiation.
All standard web graphic formats which
uses compression to store and display
images.
Leverage the banner space to deliver a video
experience as opposed to another static or
rich media format. The format relies on the
existence of display ad inventory on the page
for its delivery
Ads that appear between two content pages.
Also known as transition ads, splash pages
and Flash pages.
Delivered from highlighted words and
phrases within the text of web content. The
ads are user activated and delivered only
when a user chooses to move their mouse
over a relevant word or phrase.
The three standard creative ad units –
Leaderboard is a horizontal format: 728 x
90 pixels, Skyscraper is a vertical format:
160x600 pixels , and Big Box 300x250 pixels.
An overlay is a media element that 'floats'
above other content. This could be text
floating over video, or an expanding banner
ad expanding over page content.
TERM
MEDIA
DEFINITION
POP-UNDER AD
Digital Ads
POP-UP AD
Digital Ads
POST-ROLL
Digital Ads
Ad that appears in a separate window
beneath an open window. Pop-under ads
are concealed until the top window is closed,
moved, resized or minimized.
Online ad that appears in a separate window
on top of content already on-screen.
Form of online video ad placement where
the ad is played after the content video plays.
Form of online video ad placement where
the ad is played before the content video
plays.
An ad unit that literally “pushes” down
the content to reveal a rich-media
advertisement.
Online advertisements with which users can
interact (as opposed to solely animation) in
a web page format.
PRE-ROLL OR IN-STREAM VIDEO Digital Ads
ADS
PUSHDOWN
Digital Ads
RICH MEDIA
Digital Ads
GENERAL
ACHIEVEMENT
General
ACQUISITION COST
ADVERTORIAL
General
General
AFFIDAVIT
General
AIDED AWARENESS
General
AUDIENCE COMPOSITION
General
Actualized delivery of audience, ratings, etc.
of a media campaign, usually compared to
planned/estimated objectives.
The cost of signing up a new customer.
A type of advertising that is placed in a print
publication. The ad is designed to appear
like an editorial article.
Written legal proof-of-performance from a
radio or television station that a schedule of
commercials ran at the time indicated.
Percent of an audience aware of a brand or
advertising message once prompted with
visual or aural cues.
Analysis of audience in terms of selected
sub-groups based on demographics,
lifestyle, etc., usually expressed as
percentages.
174
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
AVAILABILITIES (OR AVAILS)
General
COST PER INQUIRY (CPI)
General
BLOCKING CHART
General
BRAND DEVELOPMENT INDEX
(BDI)
General
COST PER ORDER (CPO)
General
COST PER RATING (CPR)
General
BUDGET CONTROL REPORT
(BCR)
General
COST PER THOUSAND (CPM)
General
CALL TO ACTION
General
Programs or time periods a station offers for
sale.
The graphic presentation on a calendar of
planned advertising activity.
A market’s propensity to use a specific
brand, compared to the population in
general; calculated by dividing the per cent
of a product’s total sales by the percent of the
total population in a specific market/region.
Monthly, quarterly or annual document
detailing actual versus projected
expenditures to date.
Copy that encourages the reader to respond
and provides clear details on how (e.g. by
mail, toll-free number, website or fax) and
expiry date for response.
Geographical area, defined by BBM, usually
centered around one urban centre.
Turnover in subscribers. Primarily refers to
pay TV.
The final deadline by which a publication
will accept advertising space reservations/
material.
Advertising woven into editorial content or
placed in a contextual envelope.
Publications distributed free, or mainly free,
to individuals within a specific demographic
segment, geographic area or job function.
A multi-platform campaign employing
many or all properties owned by one major
media owner.
The percentage of responders who become
customers.
COST-PER-ACTION (CPA)
General
COST-PER-LEAD (CPL)
General
COVERAGE
General
CROSSTAB (X-TAB)
General
CUMULATIVE REACH
General
DECAY
General
DE-DUPE
General
A simple arithmetical formula derived by
dividing the total cost of a mailing or an
advertisement by the number of inquiries
received.
As with CPI., except based on actual orders
rather than inquiries.
The cost of delivering a message to 1% of a
pre-determined target group.
Cost to deliver a message to 1,000
individuals. These individuals may be
limited to those who meet specified
demographic, psychographic or product
consumption criteria.
Performance-based advertising model
where payment is dependent upon an action
that a user performs as a result of the ad.
Performance-based advertising model
where the cost of advertising is determined
based on the number of database files
(leads) received.
Percentage of homes or individuals in a
specific area that receive a broadcast and/or
cable signal, are reached by a publication or
other media.
Cross-referencing of data to identify habits/
characteristics of a defined subset of the
population.
Percentage of the target reached by a
schedule in a given time period.
The decline in top-of-mind awareness as
the result of a hiatus period, commercial
wearout or competitive action.
Identifying and consolidating duplicate
names; usually done in a merge/purge
operation.
CENTRAL MARKET AREA (CMA) General
CHURN
General
CLOSING DATE
General
CONTENT INTEGRATION
General
CONTROLLED CIRCULATION
General
CONVERGENCE
General
CONVERSION RATE
General
175
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
DESIGNATED MARKET AREA
(DMA)
General
FREQUENCY
General
DUPLICATION
General
GEO-TARGETING
General
EARNED RATE
General
GROSS RATING POINTS (GRPS)
General
EFFECTIVE FREQUENCY
General
Geographical area comprised of a market
and adjacent counties or census divisions, as
defined by Nielsen Media Research.
The extent to which two media vehicles have
a common audience.
Discounted advertising rate based on
lineage/space committed.
Exposures to an advertising message
required to achieve effective communication.
Generally expressed as a range below which
the exposure is inadequate and above which
the exposure is considered wastage.
Percentage of target reached at the stated
“effective frequency” level.
Cost-effectiveness of a media buy based on
CPMs/CPRs.
Geographical area comprised of a market
and adjacent counties or census divisions, as
defined by BBM.
Periodic waves of advertising, separated by
periods of total inactivity (as opposed to
continuous advertising).
The alphanumeric, three-digit prefix
of Canadian postal codes. Used widely
in list selection due to its precision and
demographic indicators.
The ability to set a limit on the number of
times an advertiser exposes a user to their
advertising within a fixed time period
Average frequency, broken down to indicate
the percentage of the audience that has been
exposed to the message once, twice, etc.
HYBRID PRICING
General
IMPRESSIONS/MESSAGES
General
INCUMBENCY POSITION
General
MAKE-GOOD
General
The average number of times an advertising
message has been exposed to a target
audience.
Geo-targeting allows advertisers to specify
where ads will or will not be shown based on
user location.
The sum of all ratings delivered by a given
schedule, against a pre-determined target
group. GRPs = reach x frequency.
Pricing model based on a combination of
a CPM pricing model and a performancebased pricing model.
The total number of commercial occasions
or advertisements scheduled, multiplied by
the total target audience potentially exposed
to each occasion. A media plan’s impressions
are usually referred to as gross impressions.
Premium positions in a specific issue for
which right of first refusal is given to an
advertiser who has historically held that
position.
Commercial announcement offered to an
advertiser as compensation for a pre-empted
spot or one that ran incorrectly.
A market’s propensity to use a product
category; calculated by dividing the percent
of a product category’s total sales by the
percent of the total population in a specific
market/region.
Information and instructions regarding the
physical aspects of preparing advertising
material.
EFFECTIVE REACH
General
EFFICIENCY
General
EXTENDED MARKET AREA
(EMA)
General
FLIGHTING
General
FORWARD SORTATION AREA
(FSA)
General
FREQUENCY CAPPING
General
FREQUENCY DISTRIBUTION
General
MARKET DEVELOPMENT INDEX General
(MDI)
MECHANICAL REQUIREMENTS
General
176
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
MODELING
General
A statistical technique that determines
which pieces of data in a customer database
explains the customer’s behaviour. The
output of a model is a series of weights that
can be multiplied by customer data (e.g.
income, age, length of residence) to create a
score that predicts likelihood to respond to
an offer.
Number of households or people reached by
a particular broadcast schedule or program
one or more times.
Inventory sold directly by a Publisher to an
advertiser. Remnant inventory is usually sold
by a third party.
A process of adding media elements in order
to achieve maximum results at each step.
Calculation of potential advertising exposure
ignoring the possibility that said advertising
may not be noticed by the intended
audience.
An analysis of actual media deliveries
calculated after a specific spot or schedule of
advertising has run.
A report of estimated deliveries of a
broadcast media spot or schedule purchased.
A statement about what information is
being collected; how the information being
collected is being used; how an individual
can access his/her own data collected;
how the individual can opt-out; and what
security measures are being taken by the
parties collecting the data.
PULSING
General
QUINTILES
General
RATING
General
REACH
General
RECENCY
General
REMNANT INVENTORY
General
ROI (RETURN ON INVESTMENT)
General
ROTATION
General
SHARE-OF-MARKET (SOM)
General
SHARE-OF-VOICE (SOV)
General
A flighting technique that calls for either a
continuous base of support, augmented by
intermittent bursts of heavy weight, or an
on-off, on-off pattern.
Grouping of survey results into equally sized
groups, arranged by order of magnitude of
activity. Each quintile represents one-fifth of
the total population (quartiles by quarters,
etc.).
The average percentage of target group
population within a defined geographic area
tuned to a particular program at a specific
time period.
A measurement of the cumulative
unduplicated target audience potentially
exposed once or more to a particular
program, station or publication in a given
time frame. Reach is usually expressed as
a percentage of the target population in a
geographically defined area.
A campaign’s ability to reach its target
audience as close as possible to the time
of purchase, in order to maximize recent
exposure to the message.
Inventory that a publisher is unable to sell
directly which is turned over to a third-party
and sold at a discounted rate.
Revenue divided by investment or Media
Cost.
Scheduling of a pool of commercials
through a set schedule, on a rotating basis.
A company’s total sales volume expressed as
a percentage of total category sales.
A company’s total advertising spend
expressed as a percentage of total spending
by the category.
NET (UNDUPLICATED)
AUDIENCE
General
NON-REMNANT INVENTORY
General
OPTIMIZATION
General
OTS (OPPORTUNITY TO SEE)
General
POST-BUY ANALYSIS
General
PRE-BUY ANALYSIS
General
PRIVACY POLICY
General
177
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
SHORT RATE
General
EXTENSION
OOH
SPONSORSHIP
General
EXTERIOR KING POSTERS
OOH
UNAIDED AWARENESS
General
Charge incurred when an advertiser fails to
meet the previously contracted volume of
media time or space.
Positioning an advertiser as a co-presenter
of a specific program, publication or event.
Percentage of target group aware of brand/
advertising without prompting.
FACE
FLAGGING
OOH
OOH
Advertisement not conforming to a standard
shape.
Poster located on the exterior sides of a
transit vehicle.
An individual, OOH advertising unit.
Peeling, ripping and other damage to OOH
paper posters.
Posters are the common form of billboard
advertising, located mostly along primary
and secondary arterial roads. Posters
are viewed principally by residents and
commuter traffic, with some pedestrian
exposure. (Horizontal typically 10'x12',
vertical typically 16'x12')
Advertising opportunities in shopping
centers. Can be targeted to specific areas or
retailers to reach a more targeted foot traffic.
The spectacular MegaColumns are exclusive
to the very select downtown Montreal
market. They are the largest street columns
available in Outdoor advertising
Poster of dimensions of 13 x 17 inches
presented in a stainless steel frame. Found
in resto-bars, colleges and universities and
health and fitness centres.
Large-format vinyl ad unit affixed to the
side of a building or a horizontal, graphic
advertising image displayed on a web page
or advertisement that runs horizontally on
the bottom of a page of a publication.
Advertising posters/billboards in and
around office buildings.
OUT OF
HOME
BACKLIT POSTER
OOH
BATHROOM ADVERTISING
OOH
CAMPUS
OOH
CINEMA
OOH
COLUMNS
OOH
DIGITAL COLUMNS
OOH
DIGITAL SUPERBOARDS
OOH
ELEVATOR ADVERTISING
OOH
HORIZONTAL/VERTICAL POSTER OOH
A luminous sign containing advertising
graphics printed on translucent polyvinyl
material.
Advertisement on miniboard posted inside a
washroom stall.
Advertising used to reach students on
campus in high traffic areas
Advertising onscreen or in theatre to reach
movie goers.
On Street advertising, can be posters in
Columns or the entire column can be
wrapped
Currently only available in Montreal, Each
column is equipped with a 72-inch HD LCD
screen and a geographical map of downtown
on the opposite face.
A form of electronic display airing fullmotion video, with or without audio.
Displaying advertisements and may contain
entertainment and informational content, a
digital signage can be updated more easily,
even interactively.
Advertising posters/billboards sold in
Elevators
MALL ADVERTISING
OOH
MEGA COLUMNS
OOH
MINIBOARD
OOH
MURAL
OOH
OFFICE BUILDINGS
OOH
178
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
PERMANENT/ SPECTACULAR
OOH
An Out-of-Home advertising structure
usually larger than 14' H x 48' W, positioned
at prime locations in a market, for the
exclusive use of one advertiser for a long
term.
Advertising projected on surfaces such as
walls.
Poster located on the rear exterior of a
transit vehicle.
The full, contracted advertising campaign
for a specific advertiser, in a specific
geographic area for a specific time period.
WRAP ADVERTISING
(MOVE TO PRINT)
OOH
A single advertiser’s message printed on
the front cover, IFC, OBC and back cover of a
publication.
PROJECTIONS
OOH
SEVENTIES
OOH
SHOWING
OOH
SNIPE
OOH
SPECTACULAR
OOH
STATION DOMINATION
OOH
SUPERBOARD
OOH
TRANSIT SHELTER (TSA)
OOH
TRI-VISION
OOH
WILD POSTING
OOH
Refers to a small piece of advertising copy
added to an already posted display to modify
or append the original message
A very large billboard ranging in sizes from
10 x 24 feet to 10 x 60 feet.
A single advertiser blankets all the
traditional media within a station.
A billboard that has extensions added onto it
that extend further than the traditional size.
Displays with copy area 67” H x 46” W,
located at bus stops in residential or urban
areas.
A mechanical advertising display with
three or more separate faces that can be
programmed to move in several ways at
different time intervals.
Posters installed in non-permanent
locations such as construction areas or
abandoned buildings
PRINT
WRAP
OOH
AGATE LINE
Print
BELLY BAND
Print
BLEED
Print
CENTRE SPREAD
Print
CIRCULATION
Print
DOOR TO DOOR
Print
EARLUG
Print
EMC
Print
FP4C
Print
FREE-STANDING INSERT (FSI)
Print
Ad painted on the entire exterior surface of a
vehicle.
A unit of space measurement, equal to one
column wide and 1/14 inch deep.
Ads wrapped around the paper. Consumers
must remove the wrap before they can read
the paper.
Printing to the edge of a page so there is no
margin.
In the centre of a publication, an
advertisement appearing on two facing
pages printed as a single sheet.
Average number of copies per issue sold or
distributed.
Door to Door distribution of printed
materials
Space on either side of the masthead, or the
top corners of the front page of a newspaper
section, that is sold for advertising.
Extended Market Coverage (EMC) is the
distribution complement to Subscribers:
as the carrier delivers newspapers to each
subscriber household, they are able to
distribute EMC packages to the homes of
non-subscribers on the same streets.
A full-page, four-colour advertisement in a
publication.
A loose advertisement that is inserted into a
newspaper.
179
Glossary
TERM
MEDIA
DEFINITION
TERM
MEDIA
DEFINITION
GATEFOLD ADVERTISEMENT
Print
POST IT
Print
GEOGRAPHIC SPLIT RUN
Print
A continuous piece of paper folded to
conform to a publication’s page size. Often
an extension of a magazine’s cover.
Advertisements are created that have a
specific message for a particular region,
while the rest of the country receives one
generic message.
Blank space on the inside page margins
where a publication is bound or folded.
Position of an ad on the inside back cover of
a publication.
Position of an ad on the inside front cover of
a publication.
An ad in the centre of the page, surrounded
by editorial.
Usually a 7-inch wide x 10-inch high ad in a
tabloid or broadsheet format.
In a modular system ad sizes are
represented by the amount of the total page
the ad takes up. For example 1/2 page, 1/4
page, 1/8 page, etc. This has been a popular
system among some newspapers because
it simplifies the layout process (i.e. less ad
sizes to fit in newspaper) and makes pricing
much easier for an advertiser to understand.
Position of an ad on the outside back cover
of a publication.
Blurred printing caused by out-of-position
printing plates.
Position of an advertisement on the
page opposite the table of contents of a
publication.
The surcharge to ensure placement of an ad
in a specific position in the publication.
RIGHT-HAND PAGE (RHP)
Print
ROP COLOUR
Print
A "Sticker" advertisement on the cover of the
Newspaper or Magazine.
Position of an advertisement on a righthand page of a publication.
Process colour that is printed in a
newspaper during the regular press run for
that edition.
Ads placed anywhere within the regular
printed pages of a newspaper.
Format of approximately 13 x 10 inches.
A print advertising opportunity to wrap the
newspaper with the Advertiser message
Page of a publication supplied to agency/
advertiser for checking purposes.
Print
ISLAND POSITION
Print
JUNIOR PAGE
Print
MODULAR
Print
OBC (OUTSIDE BACK COVER)
Print
OFF-REGISTER
Print
OTC (OPPOSITE TABLE OF
CONTENTS)
Print
POSITION CHARGE
Print
TEARSHEET
Print
ch
i
M
IFC (INSIDE FRONT COVER)
by
Print
ed
IBC (INSIDE BACK COVER)
RUN OF PAPER OR RUN OF PRESS Print
(ROP)
TABLOID PRINT
Print
TACO WRAP
Print
i b ut
Print
C o ntr
GUTTER (TRUCK)
ae
lW
a lk
er |
President, Walker Med
ia
180
Address Book
DIGITAL
DIRECT MARKETING
MAGAZINES
444 Front Street West
Toronto Ontario
M5V 2S9
10 Tempo Avenue,
Toronto, ON, M2H 2N8
Telephone: 416.493.0623
mnebeluk@metroland.com
www.metroland.com
Toronto Ontario
M5V 2S9
Telephone: 416-585-5111
Fax: 416-585-5698
Contact:
Steve Melles
smelles@globeandmail.com
www.globelink.ca/globealliance
Contact:
Lisa Orpen
Director, Corporate Sales
lorpen@metroland.com
ETHNIC MEDIA &
CULTURAL DIVERSITY
Telephone: 416-585-5111
Fax: 416-585-5698
Contact:
Jo-Anne Visconti
jvisconti@globeandmail.com
Rolfe Jones
rjones@globeandmail.com
MORE THAN MEDIA: BRANDED
CONTENT & EXPERIENTIAL
MARKETING
Toronto Ontario
M5V 2S9
Telephone: 416-585-5111
Fax: 416-585-5698
Contact:
Teena Poirier
tpoirier@globeandmail.com
www.globelink.ca/customcontent
www.globelink.ca/magazines
10 Tempo Avenue,
Telephone: 416.493.0623
www.metroland.com
Contact:
Lisa Orpen
10 Tempo Avenue,
Telephone: 416.493.0623
www.metroland.com
Contact:
Lisa Orpen
10 Tempo Avenue,
Telephone: 416.493.0623
www.metroland.com
Contact:
Lisa Orpen
181
Address Book
NEWSPAPERS
Toronto Ontario
M5V 2S9
Telephone: 416-585-5111
Fax: 416-585-5698
Contact:
Jo-Anne Visconti
jvisconti@globeandmail.com
Robert Jenkyn
rjenkyn@globeandmail.com
www.globelink.ca
OUT OF HOME & TRANSIT
69 Yorkville Avenue, Suite 304
Toronto, Ontario M5R 1B8
416-966-6900
www.mediacityads.com
300 – 266 King Street West
Toronto, ON M5V 1H8
Telephone: 416-348-7300
Fax: 416-646-2722
www.pattisononestop.com
Contact:
10 Tempo Avenue,
Telephone: 416.493.0623
www.metroland.com
Contact:
Lisa Orpen
Cam Milne,
Vice President/General Manager
cmilne@pattisononestop.com
Francesco Chimienti,
National Digital Sales Manager
fchimienti@pattisononestop.com
Mark Gibson,
Sales Manager, Toronto Retail
mgibson@pattisonoutdoor.com
Corporate head office
2700 Matheson Boulevard East
Suite 500, West Tower
Mississauga, ON L4W 4V9
Telephone: 905-282-6800
Fax: 905-282-1644
www.pattisonoutdoor.com
Contact:
Randy Otto,
President
rotto@pattisonoutdoor.com
Bob Leroux, VP/GM, National Sales
bleroux@pattisonoutdoor.com
Rick Borthwick,
Sales Manager, National Outdoor
rborthwick@pattisonoutdoor.com
Sandy D’Amico,
Sales Manager, Mall and Office Media
sdamico@pattisonoutdoor.com
Paul Mason,
Sales Manager, Toronto Retail
pmason@pattisonoutdoor.com
Dan Borg,
Sales Manager, Southwest Ontario
dborg@pattisonoutdoor.com
Francesco Chimienti, Sales Manager,
National Digital
fchimienti@pattisononestop.com
Sales offices
St John’s
St John’s, NL
Telephone: 709-747-2203
Fax: 902-460-5515
Contact:
Craig Huxter,
Senior Account Executive
chuxter@pattisonoutdoor.com
Sherry Kirwin,
General Manager, Atlantic
skirwin@pattisonoutdoor.com
182
Address Book
Halifax
Saint John
Montréal
Kingston / Cornwall / Belleville
240 Jennett Avenue, Suite 100
Dartmouth, NS B3B 0G9
Telephone: 902-460-5500
Fax: 902-460-5515
107 Charlotte Street
Saint John, NB E2L 2J2
Telephone: 506-642-2459
Fax: 506-658-1983
359 Place Royale
Montréal, QC H2Y 2V3
Telephone: 514-844-4200
Fax: 514-284-4625
2 Gore Street
Kingston, ON K7L 2L1
Telephone: 613-531-7380
Fax: 613-221-3620
Contact:
Contact:
Contact:
Contact:
Sherry Kirwin,
Moncton
Andrew Holmes,
Account Executive
aholmes@pattisonoutdoor.com
Dominic Loporcaro,
VP/GM, Eastern Region
dloporcaro@pattisonoutdoor.com
Sherry Kirwin,
Québec
Michel Odam,
Sales Manager, Quebec Retail
modam@pattisonoutdoor.com
Ottawa
Lindsay Neilsen,
Account Executive
lneilsen@pattisonoutdoor.com
Owen Sound/Collingwood
5300, boul des Galeries,
bureau 210, Québec, QC G2K 2A2
Telephone: 418-623-0440
Fax: 418-266-8533
Unit 5, 6 Antares Drive, Phase 1
Ottawa, ON K2E 8A9
Telephone: 613-221-3600
Fax: 613-221-3620
Contact:
Contact:
Eve Lespérance,
Account Executive
elesperance@pattisonoutdoor.com
Eric Schaff,
Sales Manager
eschaff@pattisonoutdoor.com
500 St George Street
Moncton, NB E1C 1Y3
Telephone: 506-857-8012
Fax: 506-857-8058
Contact:
Scott Wallace,
Senior Account Executive,
swallace@pattisonoutdoor.com
Sherry Kirwin,
Collingwood, ON
Telephone: 705-429-7227
Fax: 705-444-1128
Contact:
Kelly Hambly,
Account Executive
khambly@pattisonoutdoor.com
Barrie / Orillia / North Bay / Sudbury
Collingwood, ON
Telephone: 705-726-4747
Contact:
Ryan Huston,
Account Executive
rhuston@pattisonoutdoor.com
183
Address Book
Brantford / Paris / Simcoe
St. Catharines / Niagara Falls
Regina
Calgary
Telephone: 647-220-0069
Fax: 905-282-1644
Welland, ON L3C 0B7
Telephone: 905-734-8810
Fax: 905-734-3328
Suite 300, 845 Broad Street
Regina, SK S4R 8G9
Telephone: 306-757-8446
Fax: 306-757-0322
274 - 1011 9th Avenue SE
Calgary, AB T2G 0H7
Telephone: 403-770-5700
Fax: 403-770-5725
Contact:
Contact:
Terry Morgan,
Account Executive
tmorgan@pattisonoutdoor.com
Brian de Ruiter,
VP/GM, Prairie Region
bderuiter@pattisonoutdoor.com
Saskatoon
Nicoletta McDonald,
Director of Sales,
Calgary & Southern Alberta
nmcdonald@pattisonoutdoor.com
Contact:
Sue Fraser,
Account Executive
sfraser@pattisonoutdoor.com
Hamilton / Burlington
Telephone: 905-389-1761
Fax: 905-389-3756
Contact:
Samantha Kilburn,
Account Executive
skilburn@pattisonoutdoor.com
London
Suite 258, 759 Hyde Park Road
London, ON N6H 3S2
Telephone: 519-937-1401
Fax: 519-488-0799
Contact:
Kristin Arntfield,
Account Executive
karntfield@pattisonoutdoor.com
Rebecca Manias,
Account Executive
rmanias@pattisonoutdoor.com
Contact:
David Dobsi,
Account Executive
ddobsi@pattisonoutdoor.com
Windsor
300-4747 Pleasant Place
Windsor, ON N8Y 5B4
Telephone: 519-946-0134
Contact:
Frank Ulakovich,
Account Executive
fulakovich@pattisonoutdoor.com
Winnipeg
Unit 4, 999 King Edward Street
Winnipeg, MB R3H 0R1
Telephone: 204-285-3500
Fax: 204-285-3509
Contact:
Joanne Fershau,
Director of Sales
jfershau@pattisonoutdoor.com
Suite 201, 157 2nd Avenue North
Saskatoon, SK S7K 2A9
Telephone: 306-242-4787
Fax: 306-249-8453
Contact:
Phil Grosse,
Account Executive
pgrosse@pattisonoutdoor.com
Lethbridge
Edmonton
10707 – 178 Street
Edmonton, AB T5S 1J6
Telephone: 780-669-7700
Fax: 780-669-7725
Contact:
P.O. Box 1483
Lethbridge, AB T1J 4K1
Telephone: 403-308-7221
Fax: 403-327-0237
Brian de Ruiter,
VP/GM, Prairie Region
bderuiter@pattisonoutdoor.com
Contact:
Scott Gibb,
Director of Sales,
Edmonton & Northern Alberta
sgibb@pattisonoutdoor.com
Andy Kolasko,
Account Executive
akolasko@pattisonoutdoor.com
Contact:
184
Address Book
Kamloops
Vancouver
Telephone: 250-762-3800
Fax: 250-762-3828
Suite 200, 4180 Lougheed Hwy
Burnaby, BC V5C 6A7
Telephone: 604-235-2700
Fax: 604-235-2737
Contact:
Leanne Komaryk,
Account Executive
lkomaryk@pattisonoutdoor.com
Kelowna
Suite 208, 1460 Pandosy Street
Kelowna, BC V1Y 1P3
Telephone: 250-762-3800
Fax: 250-762-3828
Contact:
Contact:
Steve McGregor,
VP/GM, Pacific Region
smcgregor@pattisonoutdoor.com
Jeff Richards,
Regional Sales Manager,
Vancouver/Fraser Valley
jrichards@pattisonoutdoor.com
Victoria / Nanaimo
Mark Dowell,
Sales Manager, Regional Markets
mdowell@pattisonoutdoor.com
Prince George
Suite 215, 1027 Pandora Avenue
Victoria, BC V8V 3P6
Telephone: 250-413-3212
Fax: 250-413-3214
Prince George, BC
Telephone: 250-235-2700
Fax: 604-235-2737
Contact:
Contact:
Tony Shenk,
Account Executive
tshenk@pattisonoutdoor.com
Mark Dowell,
Sales Manager, Regional Markets
mdowell@pattisonoutdoor.com
Lyle Moffat, Account Executive
lmoffat@pattisonoutdoor.com
Patrick Beihse,
Account Executive
pbeihse@pattisonoutdoor.com
PROGRAMMATIC BUYING
Toronto Ontario
M5V 2S9
Telephone: 416-585-5111
Fax: 416-585-5698
Contact:
Steve Melles
smelles@globeandmail.com
www.globelink.ca/globealliance
10 Tempo Avenue,
Telephone: 416.493.0623
www.metroland.com
Contact:
Lisa Orpen
TELEVISION
1755 René-Levesque Blvd East, suite 101
Montreal, Quebec, H2K 4P6
Contact:
Frédéric Auger,
Sales Manager
514-522-5322 #174
ventes-sales.tv5.unis@tv5.ca
tv5espacepub.ca/en/

THE BUSINESS OF MEDIA: THE EVOLUTION OF CONTENT

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