Conventional broadcast TV
4 out of 5
April and May are getting very tight, tighter than last year. Hockey Night in Canada is sold out in some markets, and May-June is heating up as well. ‘I think all the program finales are falling into the week of May 12 and May 19 – they’re getting eaten up very quickly.’
In the Quebec market, it’s getting increasingly hard to buy French conventional because programs are already into reruns.
Calgary and Edmonton are hot, with costs increasing in these markets because of tight availability. ‘All the little goodies are really hard to find,’ say buyers. ‘The rate cards keep changing every week.’
The market is pretty flat and even soft in the region around Vancouver. Buyers are frustrated by local advertisers getting pre-empted for national buys, particularly by CanWest Global in the Kelowna-Kamloops area.
Specialty TV
3 out of 5
Key shows on the networks are selling out quickly, but lower-profile shows are still available. ‘Availability isn’t too bad if using for frequency and buying a variety of shows,’ a buyer says. ‘But the hot stuff goes very quickly.’
Digital TV
1 out of 5
‘They’re not even in the race.’ Buyers are finding no change – still plenty of inventory at low rates.
Radio
3 out of 5
Buyers say there’s average demand for radio and no particular stress on inventory.
In Vancouver, lead times are normal and sellers are very negotiable. ‘We’ve been able to do even better on rates than last year.’
In Calgary, Standard’s CJAY 92 FM (classic rock) is always on the verge of being sold out. The rest of the market’s stations usually have avails and some flexibility.
Newspaper
3 out of 5
Buyers are seeing more and more special supplements, notably with business and investment themes. The Toronto Star is said to be introducing some new sections. There are also more positioning opportunities – such as earlugs – beginning to be offered by the National Post.
In the West, there’s more space available, ‘but if you’re looking for specific placement, you risk of getting bumped from one section to another.’ Calgary papers in particular aren’t offering as much flexibility as in the past, but rates haven’t jumped much for 2003.
Magazine
2 out of 5
Status quo. Nothing exceptional to report.
Out-of-home
3 out of 5
In Ontario, O-O-H continues to struggle through the first quarter with rate-slashing throughout. However, avails do tighten up as of May – and some products are beginning to sell out.
Lead times are longer in the Vancouver market and demand is higher simply because of limited locations, although the arrival of Viacom in the area has opened up the market slightly.
Market Meter ratings are determined by a national survey of both buyers and sellers in each medium.
