Market Meter

Conventional broadcast TV

Conventional broadcast TV

4.5 out of 5

Pressures on inventory can be felt in Ottawa, Winnipeg, and throughout Alberta, where TV stations are limited. Spring 2004 is heating up, in part due to significant automotive spends for this period.

Specialty TV

3.5 out of 5

Overall fairly soft, yet with some very hot properties. Alliance Atlantis stations, particularly Life and Showcase, have no avails for flagship properties such as Trailer Park Boys. Other cable suppliers, such as MuchMusic and TSN, have reported increased activity, but inventory was available at press time.

Digital TV

1 out of 5

Limited demand. Lots of inventory available.


3.5 out of 5

Recent format changes include Corus rolling out JOE – its version of the BOB and JACK models – in Edmonton and Kingston, Ont. The move leaves Kingston without a country format station. With the Edmonton radio market so well served, JOE is expected to be a strong second to Newcap’s K-Rock classic rock format. In Calgary, Corus flipped CKIK-FM adult contemporary to Q-107 classic rock.

Daily newspaper

3.5 out of 5

Inventory is not an issue. CanWest properties are pricing aggressively in markets such as Alberta, whereas Sun papers are willing to negotiate on rates.

Community newspaper

2.5 out of 5

ComBase has had over 300 requests for reach/frequency and cross-tab information. There are at least five cases of increased business from clients new to community papers, including John Deer and Ford Canada.


3 out of 5

ROP ad revenues are up 9.8% versus the previous year. To keep the momentum going, Magazines Canada set up installations in the lobbies of several Toronto media buying agencies last month to show how readers connect with their favourite magazines – in the bathtub and in bed.


4.5 out of 5

The first half of this year is seeing a notable increase in demand for O-O-H products over the same period last year.

Posters and transit shelters in major markets such as Vancouver, Calgary and Ottawa are experiencing the most activity, along with key locations in Toronto. There’s a lift in the financial, pharmaceutical, telecom, and automotive categories, while packaged goods and media continue to be active.

Clear Channel and Pattison mall posters are moving through the spring and Viacom transit shelters in Toronto are tight.


3 out of 5

Budgets are increasing as agencies turn to the net for more than just promos or driving traffic to Web sites. There’s also a move from banners towards higher-impact ad formats. Telco use is heavy and there is increased interest on the consumer packaged goods side with clients like General Mills using the Web for general advertising.