Conventional broadcast TV
4.5 out of 5
Activity is steady and fairly heavy, and buying is not showing signs of letting up. There is still a lot of last-minute demand. Broadcasters continue to get better with yield management and control of their inventory. Most are willing to discount heavily for increased share. Avails are tight in the Winnipeg market. Automotive, financial services, and QSRs are the categories spending heaviest in the first quarter.
Specialty TV
3.5 out of 5
Inventory is less likely to reach sell-out due to smaller shares and more competition. Specialties now account for 27% of viewing in Quebec with Astral TVPlus Media networks capturing 16.7% of the market.
Digital TV
1 out of 5
Digital still doesn’t garner a large share of hours tuned and is mainly purchased for environment and fit. Demand is not an issue.
Radio
3.5 out of 5
Radio is holding its own against the other media. Adult-geared formats such as JACK and BOB (and now Corus-owned JOE-FM in Edmonton) are doing well, but younger demos aren’t as prominent as in the past. Buyers caution that they still need solid younger-skewing formats for the promotional opportunities that radio delivers on so well.
Daily Newspaper
3.5 out of 5
Typical steady business, but no predictions yet on how rate increases will affect sales. Dailies such as the Toronto Star have implemented rate increases as high as 7% and jumped colour by up to 10%.
Community Newspaper
2 out of 5
ComBase has heightened awareness of community papers. Presentations are being made to major retailers across the country, but this hasn’t translated to increased bookings yet.
Magazine
3 out of 5
Demand for ad space continues to grow. Publisher expertise in harnessing Internet sites and blending them in with their other offerings is contributing to the medium’s strength.
Out-of-Home
3.5 out of 5
Vendors are open to offering significant discounts in February. Pattison has bought Kitchener, Ont. transit shelters and there will be no new contracts until they’re refurbished, likely in April. Financial and pharmaceutical categories are picking up. Telecom, fashion, and packaged goods remain strong. Toronto, Montreal and Vancouver properties are experiencing high demand.
Internet
2.5 out of 5
Internet advertising still accounts for a small percentage of the overall spend, but the medium is undergoing significant growth. Major traffic sites such as portals still dominate the marketplace. Sponsorship and short-term interactive ads have become important components of the revenue mix. Automotive, financial services, and consumer technology categories are strong.
Market Meter ratings are determined by a national survey of both buyers and sellers in each medium.
