Media

News

Courting tweens

Almost everyone agrees that if Canada’s dailies don’t want to confine themselves to running ads for retirement homes and denture glue, they’ve got to do something. Over the last 10 years, readership age has been steadily increasing to the point where the average U.S. daily reader is now 53.

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NABS delivers a better auction

The NABS Media Ad Auction is just around the corner, and this year’s sell-off boasts better quality inventory, fewer restrictions and a usage time limit pumped up to a full year.

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The fruits of consolidation

Canada’s top two outdoor media suppliers jockey monthly for the greater market share – currently 46% for Pattison and 45% for Viacom, according to the Canadian Outdoor Measurement Bureau’s January Market Data report. Quebec’s Astral Media Outdoor remains strong at 7% (42% in Montreal), which means the big three make up 98% of COMB’s inventory.

News

TV edges up in Canada’s bastion of stability

Winnipeg, with its massive brick warehouses and wide avenues, is a city with deep and heavy roots. Now home to 684,000 people (about 60% of Manitobans), it remains a bastion of stability, with little population flux and a culture all its own.

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BMW launches ‘living billboard’

It’s every car dealer’s dream: A huge multi-level showroom visited by over 100,000 potential customers per day. And that dream will come pretty close to reality late this summer when BMW Canada completes construction of a new six-storey flagship dealership near one of the busiest highways in Canada.

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Nine o’clock? It’s Orville time

You know the Pavlovian response that compels folks to follow their noses to the microwave whenever they smell freshly popped popcorn? Hold that thought.

News

They put ads where?

Sacred cell phones
You could have your very own personal pontiff in the palm of your hand. Not literally, but aurally.

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Killing the golden goose

I was thinking the other day that your average media planner or buyer is a lot like Spider-man.

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A cross-country compendium of media buying activity levels

Conventional broadcast TV
[meter level: 4 out of 5]
The second wave of spring (March-May) buying is underway.

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Media watch

1. Media owner balance sheet woes: In 2002, debt-burdened media owners have reduced investment in audience research and delayed the launch of a newly licensed TV channel in Toronto. Looking ahead, the need for media owners to improve margin by increasing yield (higher prices) and decreasing costs (content and service) will accelerate the friction between sellers and buyers.

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Media auditing comes to Canada

Today’s new emphasis on media buying accountability is spawning a North American interest in a practice that’s been common in the U.K. and Europe for decades – media auditing, or third-party examination of media buys.

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Tracking a difficult target

The 18-to-34 demo is increasingly tough to catch, particularly those of the female persuasion. With so many vehicles in which to advertise – from television to the Web – cutting through the clutter becomes ever more important.

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Is interactive TV broadcasting?

The question of whether interactive TV is broadcasting or not may be simple to ask, but it’s one of many that could have a huge impact on how ITV is regulated in Canada.

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In praise of older women

There are almost 31.5 million people in Canada, based on the 2001 Census, and slightly over half (50.4%) are and always have been women. Many companies in the retail, food, beauty, and home product categories continue to give women far more than a 50% marketing emphasis. But we’re all still trapped in a ’90s mindset: One where only younger women matter.

News

Fusion confusion

Confusion and concern continue to swirl around the Unity Project, and a number of questions still remain unanswered. Top of mind: will data integration increase the industry’s already high research costs? Throw in the term ‘data fusion’ and that confounds the situation even more.