Conventional broadcast TV
[meter level: 4 out of 5]
The second wave of spring (March-May) buying is underway. The first wave (January-March) ended pre-Christmas. Top 20 inventory is tight, particularly in Alberta, B.C. and Ontario, with Global stations particularly squeezed. The big bucks are being spent in the entertainment and automotive categories. Retail and packaged goods are consistent. The summer market has not yet hit.
Specialty TV
[3 out of 5]
Prime TV is tight but no inventory shortages elsewhere – ‘it’s not as crazy as in the fall.’ Timing is typically the same as conventional.
Digital TV
[1]
Extremely limited advertiser interest due to low penetration/viewing. ‘The economics of digital networks are in question given [their] low ascribed value.’
Radio
[3]
In the West, buy early for top stations or high-profile sponsorships. Buys can still be put in place, but choice and flexibility will soon be limited. ‘If you’re looking for a retail buy to cover off a two-week sale, you can generally get it done.’
Elsewhere, spending is pretty flat compared to what it was last fall: at that time TV was in high demand and radio heated up because it was expected to get tight too. That didn’t happen. Financial services companies are the big advertisers right now.
‘Inventory is there. Once the summer starts to roll around, it will start picking up.’
Newspaper
[3]
Business has started slowly. Financial-sector advertising is lower than anticipated and both the recruitment and tech categories are off a little.
‘The rest of the first quarter looks okay, but nothing stunning. We need a little more political certainty methinks.’
Home, home furnishings and home improvement, cars and computers continue to support the medium.
‘Rate increases in some cases are higher than inflation and need to be re-adjusted,’ say the buyers.
Magazine
[2]
Slow going into 2003. Home décor and lifestyle categories continue to be strong. So far, a lower spend versus last year.
Out-of-home
[3]
In Toronto, there are still lots of outdoor deals to be had through the spring. ‘Suppliers are very willing to deal to fill empty spaces.’
In Vancouver, there’s high demand for O-O-H posters. The availability is quite low because there hasn’t been an expansion of quality faces for several years.
‘Because of the price of TV, it’s forced a lot of brand-oriented advertisers into outdoor to sustain their message.’
Market Meter ratings are determined by a national survey of both buyers and sellers in each medium.
