Market Meter

A cross-country compendium of media-buying activity levels

Conventional broadcast TV

4 out of 5

Conventional TV avails are very tight up to and including June, although some buyers are finding that high-profile, expensive programs are available for last-minute buys, such as HNIC Stanley Cup Playoffs and Survivor.

Specialty TV

3.5 out of 5

Specialty networks are currently tight on inventory. Top specialties such as TSN are tight in May and the first part of June.

Digital TV

1 out of 5

Digitals are fine for avails, thanks to limited demand. Lots of inventory is available.

Radio

3.5 out of 5

Radio in major markets is very tight in May, but June inventory is expected to start moving over the next couple of weeks. There are not as many advance sellouts as before, although closer to airdate it can be difficult to secure time.

Newspaper

3.5 out of 5

There are no particularly hot markets. Product categories that continue to dominate are automotive, retail, finance and technology. Buyers say that with aggressive rate increases (the Toronto Star is up 7%, the Globe and Mail is up 5%, and the Toronto Sun is up 5%), advertisers are being asked to pay for the expenses of the newspaper wars.

Community newspaper

2.5 out of 5

ComBase is going back into the field in September to collect data on 350 newspaper groups accounting for 836 papers. Publishers in both large and small markets are starting to see the results of the database thanks to new campaigns from national advertisers. ComBase has fielded almost 700 agency requests for information since last October. Buyers are saying ComBase has been a great tool for showing their clients that people are reading community papers.

Magazine

3.5 out of 5

Magazine ad revenue in the first quarter of 2004 is up by 7.4% versus the same period last year. Seven of the top 10 product categories and 16 of the top 30 are up compared to last year, including toiletries, business communications, office equipment, home entertainment and household cleaning products. Numerous magazines are offering remnant space discounts. Buyers note that a new magazine seems to be launching almost every week in a variety of genres, such as lifestyle, fashion, entertainment, and youth culture.

Out-of-home

4.5 out of 5

Posters are tight, but transit shelters and bus kings seem to be in good supply. Vancouver, as always, remains tight overall. High demand for posters and transit shelters in major markets. The financial, pharmaceutical, telecommunications and automotive categories are particularly strong, with packaged goods and media categories also showing lots of activity.

Internet

3 out of 5

Sales are strong and growing. The latest results from IAB Canada’s Canadian Media Optimization Study (CMOST), featuring an RBC Insurance case study, show a 53% lift in awareness, a 37% lift amongst key segments in brand favourability and a 54% exposure to key decision makers.