Conventional broadcast TV
5 out of 5
There is little highly-rated inventory remaining for the rest of the year, particularly in Ontario, Alberta, and B.C. Christmas buys are currently in progress.
Heaviest spenders this year have been automotive, entertainment and liquor/breweries. Financial (both banks and investment) and telcos are down. The winter/spring 2003 market kicked off mid-October and is currently in full effect. With few new program cancellations to date, the coming months appear to offer a stable program schedule.
There continues to be very tight inventory for purchasing new campaigns, but if heavy-ups are needed, you can still find some programming – as long as you’re not too picky.
Specialty TV
4 out of 5
Fall 2002 was one of the highest-demand seasons ever with inventory on the strongest networks close to sell-out until early December. Spring 2003 is just now becoming active, at a less frantic pace than fall 2002, resulting in a network battle for share of dollars.
The big picture shows specialty TV continuing to gain viewing and dollars at the expense of conventional. Overall specialty dollars are predicted to be up by 5% to 10% versus year ago.
Digital TV
2 out of 5
Nielsen estimates current household penetration to be about 27%. However, national audience numbers are still very low – well below a midday or late-night Ontario audience on conventional.
From the buyers’ perspective, the major broadcast groups appear intent on maintaining their digital properties, but they are currently transacting on a very low pricing base.
Radio
4 out of 5
Buyers are seeing some inconsistencies. Last-minute deals can be had on, surprisingly, some top-rated stations. Other stations are sold out through December and may or may not open up. Bottom line, if you need a radio campaign next week, you can get what you need.
In the Calgary market, buyers are finding CJAY-FM, CKRY-FM and CHFM-FM continuing to be in high demand. Availability of inventory depends on campaign weeks. Both KISS-FM and The Vibe are actively competing to be the surviving urban station. Almost everyone believes only one will ultimately make it. The market is anxious for the Fall BBM to see where the new stations fall, however, it will take at least two books to get an accurate reading.
Newspaper
3.5 out of 5
Expect newspapers to get thicker with Christmas sales ads as retail parking lots jam up. Newspapers say the real rush for space is expected end of November, early December. There is every indication it will be a solid December, particularly with Christmas falling mid-week and the opportunity for two busy weekends prior to the 25th.
Magazine
3.5 out of 5
Buyers say magazines have had a great 2002 and next year is expected to mirror this one. Women’s service and family magazines were hot with big spends from packaged goods, cosmetics, fashion and OTC categories. Business books may not have fared as well due to less spending by the financial and telco categories.
January issues are closing soon. Corporate negotiations are off to a slow start for 2003, but full-year commitments are expected to accelerate in the next couple of weeks.
Out-of-Home
3 out of 5
Outdoor seems to be in good supply, with just some of the most popular locations taken. Buyers say there is lots of deal-making in the works for mid- to late-December and on into 2003.
Market Meter ratings are determined by a national survey of both buyers and sellers in each medium.
