Conventional broadcast TV
4.5 out of 5
Fall buying is two to three weeks ahead of last year. Inventory is tight and the only region with open avails is the Maritimes. Top-rated shows are almost sold out, with spotty avails at best.
Categories spending heavily are automotive and financial, with increases in packaged goods.
Specialty TV
4.5 out of 5
Buying is not quite as hot as conventional, but that’s expected to change over the next few weeks. Aggressive pricing is being seen at some specialties, based on the active U.S. upfront and fast-moving conventionals here in Canada (see ‘Specialty rates soar’ on page 14).
Leading categories continue to be food, retail, entertainment, and automotive.
Sales are approximately one month ahead of where they were in the same period last year, with avails quickly tightening up for the fall period. Many female-skewing networks will definitely sell out, with several broad-based adult networks reaching close to that level.
Digital TV
2 out of 5
With rates high for network TV, some of the top digital performers are finally expected to see a little action.
Radio
3.5 out of 5
Vancouver is getting tighter for the summer, but in most areas radio is a buyers’ market with favourable avails on even top-rated stations. Toronto has suffered, with the SARS epidemic reducing market activity and opening up more time.
Some significant format changes have occurred. These changes, coupled with the shuffling of on-air personalities in select major markets, are contributing to uncertainty at the buying stage. (For example, Humble and Fred are moving from Corus Radio’s 640 MOJO to Standard’s Mix 99.9 in Toronto.)
New formats marketed as JACK and BOB have been introduced into a few major markets and more are expected, given early indicators of this format’s success.
Newspaper
3 out of 5
Toronto papers are looking very thin. SARS has taken its toll. Entertainment advertising generally seems to be lighter than usual.
In Montreal, La Presse tightened up its deadlines as of late July because it’s now outsourcing its printing. The paper has also changed its lineage from 310 lines per page to 294 over 10 columns.
Magazine
3 out of 5
Fourth quarter space has already been booked and 2004 plans are now being developed. Pre-holiday new fragrance and product launches traditionally fuel the women’s service and shelter books in Q4.
Out-of-home
3.5 out of 5
Toronto posters are close to sold out. Toronto bus wraps were sold out, but the Toronto Transit Commission has added to the inventory. More movie advertisers are using out-of-home than in the past.
Market Meter ratings are determined by a national survey of buyers and sellers in each medium.
