Canadian Media Directors Council. Media Digest

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1 prepared by published by Canadian Media Directors Council Media Digest 2012/2013

2 OUR HISTORY OF VEHICLES. BECAUSE WE LIKE CARS Dodge Caliber SRT/4 We bought this special edition Dodge Caliber SRT/4 and added about $15k in Mopar mods and upgrades. 340 HP on the Dyno. Raced in Targa 2010 but did not finish after blowing the race clutch. Substituted it for a Dodge Challenger rental to finish the race Dodge Aries K Bought off Kijiji from Uncle Al who drove it for 20 years strictly for his grocery run (22k on the odometer!). 88 HP and seats 6 with the front bench. Stripper edition includes interior dome light but no air conditioning. Trunk cargo capacity = one briefcase The K Team Van We found this stubby short box for our K Team Van from rural Ontario on Kijiji. Highlights include tiny wooden steering wheel, skull shifter and street machine key chain. Look for it this summer at Kijiji events! Cargo capacity = 33,289 briefcases Subaru Legacy Spec B Our new Targa race car. Our top course speed recorded at 215km. This princess needs to be shipped everywhere she s not street legal. Targa placing: was pacing toward first, but ran out of gas (oops). With over 250,000 cars and trucks available on Kijiji.ca, there s a wide range of interesting finds. While our tastes may not be the same as most buyers, you ll find a great selection of almost new cars available, making Kijiji.ca the #1 automotive shopping site in Canada.

3 TELEVISION Letter from the President Canadian Media Directors Council Welcome to our annual edition of the Media Digest, which provides you with an orientation of key facts on the vibrant Canadian media marketplace. It is an invaluable resource for our wide range of Canadian and international users and is intended as a reference tool to cover basic information on our marketing communications environment. As such, we encourage you to engage with your media agency or directly with media vendors for more in-depth analysis or perspective. Canada, a nation of almost 35 million people with $12 billion in advertising revenues, is well served by all media, which includes having one of the world s highest penetration per capita of broadband and active engagement online. Our newspapers play a vital role across the country where there are at least eight major urban centres with two or more newspapers (Toronto has 6+ daily newspapers). As you will note as you read the television section, we have a robust number of TV stations and networks both conventional and specialty as well as pay-per-view. Canada is a mature media market, where we apply worldwide best standards in terms of our market and research measurement practices, thereby making this an excellent environment for evaluating return on advertising investment. We would like to thank our long-term partner in publishing the Media Digest, Marketing magazine, and advise you that it comes in printed and electronic versions, which can be accessed through or Hard copies are available through our member agencies or through Marketing. We hope you will enjoy the assembly of data in these pages, because it demonstrates how rich this country is in the scale and scope of our media coverage, which is dominated by Canadian-owned and regulated media channels, in two official languages. Karen Nayler President, CMDC CMDC Member Agencies Aegis Media Canada Cossette DentsuBos Geomedia+ Initiative Canada Jungle Media M2 Universal MPG MediActive Inc. Mediacom MEC Media Experts MediaVest Mindshare Canada OMD Canada PHD Canada Pegi Gross & Associates Saatchi & Saatchi Tenzing Communications Time and Space Media Starcom UM Canada Walker Media Group Watermark Advertising & Design ZenithOptimedia Canadian Media Directors Council ( The Canadian Media Directors Council is a non-profit industry body comprised of media agency CEOs representing advertising and media agencies working to enhance the effectiveness of marketing communications in Canada. Our mandate is to show leadership in ensuring that our Canadian research resources meet worldwide standards, advocacy for the rights of advertisers, guidance to government and regulatory bodies, mentoring of our talent and investment in better practices for our community. We are a unique organization internationally, in that we are a stand-alone media agency association, focused on serving our client and agency community to ensure that the Canadian marketplace is a transparent and accountable place to do business. ERRORS AND OMISSIONS: The contents of the CMDC Media Digest were written solely by member agencies of the Canadian Media Directors Council. While we do our best to provide the most accurate and up-to-date information, occasionally errors or omissions can occur. Readers who wish to point out any errors or omissions are urged not to contact Marketing magazine, but to Janet Callaghan, Executive Director and Contributor at [email protected]. Thank you. Media Digest 2012/13 3

4 TELEVISION Media, Advertising and PR in Canada Editorial Executive Editor David Brown (416) online Editor Jeromy Lloyd (416) senior Staff writers Alicia Androich (416) Kristin Laird (416) STAFF WRITER Russ Martin (416) Video intern Pam Lau (416) art art director Peter Zaver (416) correspondent vancouver Eve Lazarus (604) Rogers Media Inc. President Keith Pelley Publication mail agreement # Periodicals postage paid at Lewiston, NY. Canadian and U.S. Postmasters: send address changes to Marketing Magazine, PO Box Toronto, ON M7Y 3J3. Undeliverable copies notices to: Marketing Magazine, One Mount Pleasant Rd., 7th Floor, Toronto, ON M4Y 2Y5, U.S. periodical registration no Marketing is indexed in the Canadian Business Index by Micromedia Limited. Back copies are available in microform from Micromedia Limited, 20 Victoria St., Toronto, ON M5C 2N8, tel: (416) ; and from the University of Michigan Micro Films International, 300 North Zeeb Rd., Ann Arbor, MI, th Year Vol. 117 No. 11 Contents Copyright 2012 by ROGERS PUBLISHING LIMITED, may not be reprinted without permission. Single copy sales only (416) Current issue (in Canada) $5.95 plus tax and postage and handling (P&H). Back issues $10 plus tax and P&H. Outside Canada $10 plus P&H. Current subscribers: Marketing Daily newsletter is included AT NO ADDITIONAL COST with your Marketing subscription. Our environmental policy is available at Publisher Lucy Collin (416) sales & marketing sales manager: ontario, quebec & eastern canada Carol Leighton (416) sales manager David McGee (416) sales manager Jane Buckland (416) sales director: western canada Karen Marshall (604) ext. 323 Fax (604) sales Manager: western canada Caitlin Rushton (604) ext. 236 Fax (604) Account Manager Aldo Russo (416) Business Development manager Clayton Hartford (416) sales & marketing coordinator Mark Hinnen (416) general manager, conferences & events Kellie Smith (on leave) Wendy Morrison (416) general manager online brand strategy Pamela Kirk (416) production manager Ajay Masih (416) Sr. manager, Audience Development Duncan Palmer (416) Rogers Publishing Limited, a division of Rogers Media Inc. Rogers Publishing Ltd. President Ken Whyte To ensure you receive all the industry news from Marketing, forward us your address, name, company and address for your existing subscription. Send to [email protected]. Marketing subscription prices include: Marketing magazine, the Marketing Daily newsletter and full access to Marketing online ( SUBSCRIBER CUSTOMER SERVICE: (416) ; Fax: (416) Toll Free rogersb2bmedia.com/mrkt Subscription rates: In Canada $67 (one year), $127 (two years). Group/Bulk rates (2 or more subs): $60 per subscription per year. Staff and student rate (one year): $35. U.S.: $127. Printed in Canada. Member Canadian Business Press and Audit Bureau of Circulations. Mail preference: Occasionally we make our subscriber list available to reputable companies and organizations whose products or services may be of interest to you. If you do not want your name to be made available, please call, write or us. Vice-Presidents Immee Chee Wah, Patrick Renard List Rental Enquiries: Cornerstone List Brokerage (416) Fax: (416) Marketing receives unsolicited features and materials (including letters to the editor) from time to time. Marketing, its affiliates and assignees may use, reproduce, publish, re-publish, distribute, store and archive such submissions in whole or in part in any form or medium whatsoever, without compensation of any sort. Marketing is published 18 times a year except for occasional combined, expanded or premium issues, which count as two subscription issues. Marketing, established in 1908, is published by Rogers Publishing Limited, a division of Rogers Media Inc. One Mount Pleasant Rd. Toronto, ON M4Y 2Y5, Canada Telephone (416) Fax (416) Montreal 1200 Avenue McGill College, Bureau 800 Montreal, QC H3B 4G7 Telephone (514) Fax (514) Vancouver 154 Applebrook Crescent Kelowna, BC V1V 1W4 Telephone (250) Fax (250) We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage. Table of contents 6 Canadian Market Data 10 Television 29 Radio 33 broadcast commercial acceptance 36 digital & emerging media 45 Online Advertising Listing 49 Newspapers 50 Daily Newspapers 60 Community Newspapers 63 Magazines 64 Consumer Magazines 70 General Business Publications CMDC Digest Contributing Editors 1. Greg Ramsey, Paul Hewitt, Starcom MediaVest Group 2. Lina Alles, Robert DaSilva, Karen Purewall, Mindshare Canada 3. Julian Lai, MPG 4. Carol Cummings, Kim Davies, Daniel Mak, Gabe McCrae, Jenna Bowie, Chris Gairdner, Chris Sokolowski, Media Experts 5. Sharon Dixon, MEC 6. Min Park, Alex Hagoriles, ZenithOptimedia 7. Laura Holding, Saatchi & Saatchi 8. Jennifer Anderson, Walker Media Media Digest Editor REBECCA HARRIS 73 Out-of-Home & Transit 74 Out-of-home 79 Transit 81 direct Marketing 84 ethnic media & cultural diversity 90 Media Software & Data Services 92 media terminology 100 Associations 101 agency address book 9. Julia Forbes, Jungle Media 10. Olia Markhevka, PHD 11. Ewan Williams, Virginia Pino, Mediacom 12. Chris Herlihey, Demetri Giannatselis, Initiative and UM 13. Maggie Fife, M2Universal 14. Jeff Ford, Michelle MacLeod Geomedia 15. Susan Ellsworth, Bruce Baumann, Shane Cameron, Tom Fotheringham, OMD 16. Caroline Gianias, Alex McKrell and Eric Esporlas, Aegis Media Graphic Designer Raymond Greaves 4 Media Digest 2012/13

5 SOUL OFTHE CITY TORONTO STAR Toronto Star readership has climbed above one million a day, every weekday!* And, over the course of an entire week, the Star and thestar.com reach over 2.3 million people. That s half of the Toronto CMA. This respect and engagement has been earned, every day, for the last 120 years and not just from our readers. The Star s advertisers remain loyal because they know our audience is their audience. And that made us wonder whether there s something that epitomizes what it means to be a Torontonian. Exactly what makes Toronto Toronto? There are features, places, events, critters, large movable or immovable objects that are unique to this place. And, if they were to disappear, their absence would diminish the city. There can, and should be, debate about these attributes, even if what makes them cherished is intangible. Not to worry. There s a word for this; it s called SOUL. *Source: NADbank 2011, Toronto CMA Adults 18+ thestar.com

6 TELEVISION CANADIAN MARKET DATA Canadian Market Data % Population by Sex Home Language (All of Canada) Total % population by age 12% other % female 49.5% male 1% chinese 21% FRENCH 66% ENGLISH % 11% 11% 11% 15% 15% % % The Canadian Market - Provincial Data Markets 2012 Est. Pop. (000) Newfoundland & Labrador Source: FPmarkets Canadian Demographics Census Pop. (000) 2012 % Canada % Change Households 12 Est. (000) Households % Canada Retail $ 12 Est. Millions % Canada Retail $ Per HH Market Rating Index , , Prince Edward Island , , Nova Scotia , , New Brunswick , , Quebec 8, , , , , Ontario 13, , , , , Manitoba 1, , , , Saskatchewan 1, , , Alberta 3, , , , , British Columbia 4, , , , , Northwest Territories , Nunavut , Yukon Territory , Canada 34, , , , , Media Digest 2012/13

7 CANADIAN MARKET DATA Markets with Populations of 100,000 and Over households retail Sales Markets 2012 Est. Pop. (000) 2012 % Canada % Change Total HH as of July 1 (000) Retail $ Millions % Canada $ Per Capita Market Rating Index Toronto CMA 5, , , , Montréal CMA 3, , , , Vancouver CMA 2, , , Calgary CMA 1, , , Ottawa-Gatineau CMA 1, , , Edmonton CMA 1, , , Québec City CMA , , Winnipeg CMA , , Hamilton CMA , , Kitchener-Cambridge-Waterloo CMA , , London CMA , , Halifax CMA , , St. Catharines Niagara CMA , , Oshawa CMA , , Victoria CMA , , Windsor CMA , , Saskatoon CMA , , Regina CMA , , Sherbrooke CMA , , Barrie CMA , , St. John s CMA , , Kelowna CMA , , Abbotsford-Mission CMA , , Greater Sudbury CMA , , Kingston CMA , , Saguenay CMA , , Trois-Rivières CMA , , Guelph CMA , , Brantford CMA , , Moncton CMA , , Saint John CMA , , Peterborough CMA , , Thunder Bay CMA , , Lethbridge CA , , Chatham-Kent CA , , Red Deer CA , , Cape Breton CA , , Kamloops CA , , Nanaimo CA , , Source: FPmarkets Canadian Demographics 2012 CMA = Census Metropolitan Area; CA=Census Agglomeration Media Digest 2012/13 7

8 CANADIAN MARKET DATA Net Advertising Volume (Canadian $ millions) Medium Reported Actuals Television Total 2,593 2,827 2,964 3,014 3,241 3,299 3,392 3,103 3,390 3,552 Conventional 2,066 2,203 2,237 2,226 2,335 2,326 2,345 2,084 2,262 2,302 Specialty ,026 1,001 1,112 1,233 Infomercial Year over year change 1.6% 9.0% 4.8% 1.7% 7.5% 1.8% 2.9% -8.6% 9.3% 4.8% Daily Newspaper 1 Total 2,510 2,529 2,611 2,659 2,635 2,572 2,489 2,030 2,102 1,971 National Local 1,108 1,116 1,152 1,174 1,163 1,135 1, Classified Inserts Year over year change 0.4% 0.7% 3.2% 1.9% -0.9% -2.4% -3.2% -18.4% 3.5% -0.63% Community Newspaper Total ,016 1,094 1,154 1,211 1,186 1,147 1,170 National Local Classified Inserts 219 Year over year change 2.0% Online Newspaper 2 Total Year over year change 16.0% 17.0% Radio Total 1,080 1,171 1,209 1,316 1,391 1,468 1,558 1,469 1,517 1,575 National Local ,039 1,089 1,149 1,094 1,108 1,134 Year over year change 3.0% 8.4% 3.3% 8.8% 5.6% 5.6% 6.1% -5.7% 3.2% 3.9% Internet Total ,241 1,602 1,822 2,232 2,593 Search ,081 Display Classifieds/Directories Video Video Gaming Year over year change 104.7% 34.7% 53.6% 54.4% 60.1% 37.9% 29.1% 9.0% 22.5% 16.2% General Magazines Total Year over year change 3.1% 9.3% 6.1% 2.8% 2.6% 5.3% -3.7% -14.7% 2.7% -2.1 Out-of-Home Total Year over year change -2.8% 4.2% 6.4% 13.6% 7.7% 14.0% 9.8% -10.1% 15.6% 0.7% TOTAL REPORTED ACTUALS 8,044 8,568 9,059 9,576 10,313 10,873 11,407 10,617 11,476 11,938 Year over year change 2.6% 6.5% 5.7% 5.7% 7.7% 5.4% 4.9% -7.2% 8.2% 4.0% UNREPORTED ESTIMATES Catalogue/Direct Mail Total 1,285 1,383 1,490 1,532 1,608 1,595 1,542 1,270 1,313 1,243 Yellow Pages Total 1,008 1,016 1,048 1,068 1,058 1,033 1, Miscellaneous Total TOTAL UNREPORTED (ESTIMATES) 2,696 2,839 3,006 3,080 3,159 3,146 3,041 2,512 2,595 2,462 Year over year change 1.4% 6.5% 5.5% 3.2% 4.4% 1.9% 1.4% -11.0% 3.3% -5.1% TOTAL ADVERTISING 10,740 11,407 12,064 12,656 13,472 14,019 14,448 13,129 14,071 14,401 Year over year change 2.2% 6.5% 5.7% 4.9% 6.6% 4.3% 3.8% -9.1% 7.2% 2.3% Population (Millions) Per Capita Total Advertising Media Digest 2012/13

9 Sources: Television: CRTC; Daily, Community & Online Newspaper: Newspapers Canada; 1 - Dailes changed the methodology for calcualting their breakdown in 2010, 2 - Online Newspaper revenue is not included in the totals for Reported Media or Total Estimated Advertising to avoid double counting the newspaper revenue reported by the IAB in the Internet section; Radio: CRTC; General Magazine: Magazines Canada; Outdoor: Estimate of net revenue based on NMR data; Direct Mail: Canada Post; Internet: IAB; Yellow Pages: Estimate based on last report by TeleDirect (1999); Miscellaneous: includes estimates for Trade & Other Print; Population: Statistics Canada Mid-Year Population by Year. Note: Some figures may differ from previous charts due to updating. From 1991 forward, the source for all broadcast figures has been changed from Statistics Canada to CRTC. TVB has used internal estimates to correctly reflect the breakdown of Network and Spot revenue. Figures in blue represent Industry estimates. Broadcast revenue is based on the broadcast calendar ie. Sep.1st - Aug.31st. All other figures are based on revenue for the indicated calendar year." Net Advertising Volume (Canadian share of reported media actuals) Share of Reported Media Actuals Television 32.2% 33.0% 32.7% 31.5% 31.4% 30.3% 29.7% 29.2% 29.5% 29.8% Daily Newspaper 31.2% 29.5% 28.8% 27.8% 25.5% 23.7% 21.8% 19.1% 18.3% 16.5% Community Newspaper 10.6% 10.6% 10.6% 10.6% 10.6% 10.6% 10.6% 11.2% 10.0% 9.8% Radio 13.4% 13.7% 13.3% 13.7% 13.5% 13.5% 13.7% 13.8% 13.2% 13.2% Internet 2.2% 2.8% 4.0% 5.9% 8.7% 11.4% 14.0% 17.2% 19.4% 21.7% General Magazines 6.9% 7.1% 7.1% 6.9% 6.6% 6.6% 6.1% 5.6% 5.3% 5.0% Out-of-Home 3.4% 3.3% 3.3% 3.6% 3.6% 3.9% 4.1% 3.9% 4.2% 4.1% Growth of Advertising Revenue by Medium (2002 = 100) Medium Television Daily Newspaper Community Newspaper Radio Internet General Magazines Out-of-Home CANADIAN MARKET DATA Total Reported Media Actuals Total Unreported Media Estimates Total Advertising Media Cross-ownership 2012 Media Company Postmedia Network Inc. Shaw Astral* Bell Media Rogers Media TV Networks CBC Corus Quebecor Pattison RNC Media Inc TV Conventional ** TV Speciality / Digital Radio Stations Daily Newspapers Non-Daily Newspapers Consumer / Trade Magazines Outdoor / Indoor Facings Torstar TC Media (formerly Transcntinental) * ,500* 20,505 *In March 2012, Bell acquired Astral Media. As of press time, the deal was pending CRTC approval. ** Rogers 16 stations if you add in recent intent to purchase SCN, SJNT & 3 B.C. Interior stations; still needs CRTC approval TV National Networks assumes combo of local stations. Media Digest 2012/13 9

10 TELEVISION Television Advertising That Connects Emotionally Social Media Starts Here! That was the theme of TV Day 2012, which celebrated the role of television content and its place within the digital lives of today s consumers. Time and time again, the death knell is sounded for traditional media, as consumers are enabled by new technology. However, rather than replacing traditional media, on and offline media have become integral companions and have combined to amplify advertising communication through social networks and earned impressions. The relationship between on and offline media is creating an experiential eco-system that is turning out to be greater than the sum of its parts. As advertisers seek greater proof of the effectiveness of television advertising, some organizations, including the Television Bureau of Canada, have turned to neuroscience to answer this call. Emotions are the primary driver of human behaviour, and measuring emotional engagement with advertising is critical to understanding advertising effectiveness. Ninety five percent of brain processing occurs below conscious awareness, including the majority of emotional processing, and it is this activity that only neuroscience methods can measure. These methods have shown that the power of emotion and implicit memory are essential to effective communication, and the immersive experience provided by television content is key to creating a relaxed, receptive and shared environment in which messages reach the emotional centres of our brain. Measurement is the lifeblood of advertising media, and broadcast arguably provides the best measurement of all media. Through Portable People Meters (PPM), television is the only medium to provide advertisers with minute by minute measurement 24/7. This measurement does not rely on the ability of panel members to accurately report their behaviour, it electronically measures it without bias. For more information on these topics as well as reports on viewing, attitudes toward advertising, reach & time spent statistics, ad receptivity, ad revenue statistics by medium, and more, please visit tvb.ca. 10 Media Digest 2012/13

11 TELEVISION Television General Information On average, adults spend 29.7 hours per week viewing television, teens 22.1 hours and seniors hours weekly 50% of households in Vancouver, Calgary and Edmonton have a PVR, with a 31% average across the country Canadians spend 80% of their viewing time with commercial television 33% of English speaking Canadians watch TV online, 4% watch online exclusively 50% of Canadians have a smartphone; 21% own a tablet 59% of Canadians always/often use another device while viewing television Television accounted for 43% of global ad spending in 2011 a record high, according to GroupM Sources: BBM, comscore, Mobilens, Media Technology Monitor 2011 Viewing Habits of Canadians 2+ by Station Groups, Share of Hours Tuned Total Canada Mon - Sun, 2a-2a National Television Audience Share across available Canadian Conventional channels - all persons 2+ Total Canada Mon - Sun, 2a-2a Viewing Habits of Canadians 2+ Across Available Channels, Share of Hours Tuned Quebec Province Quebec Province Mon - Sun, 2a-2a 4.4% u.s. conv 0.2% 6.6% OTHER US SPEC 5.8% V 1%.5%.5% 2% Global CTV CBC US TUNING 3% TQ+ 11.8% CAN. CONV french 26.6% CAN. CONV ENGlish 50.4% CANADIAN PAY, DIGITAL & SPECIALTY 2% TQ+ 6.3% Citytv 17% Global 9.1% SRC 5.6% CTV Two 25% CTV 17% TVA 12.2% CBC 25% TVA 3% ENGLISH SPEC/PAY 9% V 13% SRC 43% FRENCH SPEC/PAY NATIONAL NETWORKS- ENGLISH CBC TELEVISION is a 24-hour English Language network for news, information, sports and entertainment programming, much of which is produced by, for and about Canadians. CITY (a division of Rogers Media) is a semi-national network with stations in Ontario, B.C., Alberta, Manitoba and most recently, Saskatchewan and Quebec. It broadcasts news, information and entertainment programming. CTV (a division of Bell Media) is Canada s largest private broadcaster. It features a wide range of news, sports, information and entertainment programming. As of fall 2012, CTV Two will be sold on a network basis as well as regionally and selectively. GLOBAL (a division of Shaw Media) is an unwired national network reaching 99% of English-speaking Canada. It broadcasts news, information and entertainment programming. Media Digest 2012/13 11

12 TELEVISION NATIONAL NETWORKS FRENCH RADIO-CANADA is a French-language television network owned by CBC. Programming includes news, current affairs, information and entertainment, with children s shows airing in the mornings. TVA (a subsidiary of Quebecor) is a private Frenchlanguage television network featuring entertainment and public affairs programming, 75% dedicated to local content. With 10 local stations (six owned by TVA and four affiliates), it s available on cable in Quebec and across Canada. REGIONAL NETWORKS ENGLISH CBC Regional Networks: CBC Maritimes can be purchased to cover New Brunswick, P.E.I. and Nova Scotia CBC Ontario covers the entire province of Ontario CBC Pacific covers the entire province of British Columbia CBC North covers the Northwest Territories CTV Regional Networks: CTV Atlantic blankets Atlantic Canada including Newfoundland, Labrador and P.E.I. CTV Ontario covers all of Ontario CTV Saskatchewan covers 97% of the population of Saskatchewan CTV TWO (a division of Bell Media) features a mix of news, drama, comedy and reality programming on the second CTV conventional network covering Vancouver/Victoria, Toronto/Barrie, Ottawa, London, Windsor and Atlantic Canada. CTV Two Alberta, the provincial educational broadcaster, features both formal educational programming and popular CTV Two series. CHCH (owned by Channel Zero) originates in Hamilton with transmitters located throughout Ontario. It features a weekday rolling news format, entertainment series and movies. CP24 (a division of Bell Media) is Toronto s 24-hour local news channel. CTS airs predominantly Christian-based religious programming along with syndicated reruns of family-oriented mainstream series. CTS serves the Hamilton, London and Ottawa areas with new stations serving the Calgary and Edmonton markets. OMNI (a division of Rogers) is a free, over-the-air multilingual/multicultural broadcaster in the markets of Vancouver, Calgary, Edmonton and Ontario. It broadcasts in more than 20 languages including some syndicated series in English. SHOP TV CANADA is a direct-response television shopping service broadcasting in the south-central Ontario and Nova Scotia regions and is owned by Torstar Media Group. REGIONAL NETWORKS FRENCH TÉLÉQUÉBEC covers the entire province and carries both original, American and some international series with a focus on entertainment, culture and education. TFO is an educational and cultural public television station in Ontario with a focus on children s programming as well as documentaries and repertory films for adults. It is the only French-language multimedia network in Canada that is headquartered outside of Quebec. V is a privately owned station covering approximately 94% of Quebec. Both network and selective bookings can be made. Programming includes locally developed program, movies and top U.S. series. SPECIALTY NETWORKS ENGLISH ABORIGINAL PEOPLES TELEVISION NETWORK (APTN) is the first Aboriginal television network in the world with programming by, for and about Aboriginal Peoples. BUSINESS NEWS NETWORK (BNN) is devoted exclusively to business and finance news and features a stock ticker with real-time data from the TSX, NYSE and NASDAQ. BRAVO is an entertainment channel with a focus on television dramas and films as well as art-related programming. CBC NEWS NETWORK is a 24-hour all news and information station providing live news updates throughout the day as well as documentaries. COMEDY NETWORK airs a variety of comedy-related programming including sitcoms, sketch series, reality TV, talk shows, stand-up comedy programs, animation and more. 12 Media Digest 2012/13

13 TELEVISION THIS IS EXTRAORDINARY WE VE GOT Extraordinary NEW CONTENT. Extraordinary RETURNING SHOWS. Extraordinary VIEWING OPPORTUNITIES. Let s talk about an extraordinary media buy! Visit SHAWMEDIA.CA/ADVERTISING Media Digest 2012/13 13

14 TELEVISION Vcr, Dvd And Pvr Penetration Atlantic VCR PVR VCR DVD PVR Reach % Share % Reach % Share % Penetration% Quebec Ontario Prairies B.C Total Canada * DVD and PVR penetration has increased significantly since 2006 in all regions. VCR reach % and penetration are declining significantly as Canadians embrace new technology. Source: Infosys+ Diary Fall 2006 & Fall 2011 COUNTRY MUSIC TELEVISION (CMT) airs country music and family-oriented general entertainment programs in the form of music videos, award shows, concerts, sitcoms, etc. CTV NEWS CHANNEL broadcasts news headlines, breaking news and information on a 24- hour schedule. DISCOVERY CHANNEL is devoted to nature, adventure, science and technology. FOOD NETWORK features programming related to food, cooking, national and international cuisine, and the food industry. HGTV broadcasts programs on home and garden design, real estate and renovations. HISTORY CHANNEL presents programming from various genres including documentaries, dramas, films and human-interest series. MTV offers a Canadian interpretation of the U.S.-based MTV, delivering innovative lifestyle, talk and documentary programming. MUCHMUSIC delivers a variety of music-related programs, pop and youth culture. MUCHMOREMUSIC is also devoted to music-related programming via music videos, films, concerts and reality TV, with a focus on adult contemporary music, classic rock and lighter music than sister station MUCH. OLN broadcasts factual-based action and adventure programming. SCORE provides sports news, highlights, information and analysis programming, along with live-event sports coverage. Sports scores run along a 24/7 ticker on the bottom of the screen. SLICE broadcasts lifestyle and entertainment programming aimed at women in the form of reality TV series, documentaries and talk shows focusing on fashion, beauty, entertainment, health and finance. SHOWCASE predominantly airs works of fiction centred on scripted television series and films. SPACE features science fiction, fantasy, horror and paranormal programming including films, documentaries, scripted series and more. SPORTSNET carries both national and regional sports programming, most notably NHL Hockey, Major League Baseball (Toronto Blue Jays), NFL, soccer and more. Advertising can be purchased both nationally and regionally. TELETOON airs animated television series aimed at both children and adults. TREEHOUSE is a non-commercial station offering programming for children eight and under. TELELATINO (TLN) broadcasts general-interest programming from Canada and around the world primarily in Italian and Spanish. TSN is a sports channel airing CFL, NHL, NFL, MLS, F1, IIHF, World Junior Hockey Championship as well as sports news and commentary. 14 Media Digest 2012/13

15 TELEVISION TVTROPOLIS airs 80s and 90s sitcoms, animated series, reality series, game shows and other general entertainment programming. VISION TV offers multi-faith and multicultural programming along with comedy, drama and feature films for viewers 45+. W NETWORK airs a mix of lifestyle and entertainment series including films, comedies, dramas, reality TV, and cooking and makeover series all aimed at women. WEATHER NETWORK broadcasts local and national weather forecasts and weather-related segments in a news-wheel format 24/7. YTV specializes in programming for children and teens through live-action and animated series, many of them from Nickelodeon in the U.S. SPECIALTY NETWORKS FRENCH ARTV is the only French-language arts and entertainment specialty channel, with programs such as live concerts, movies, dramas, documentaries and magazines. CANAL D covers a wide range of documentary subject matter, including forensics, science, the environment, the animal kingdom and various social issues. CANAL VIE focuses on renovating, decorating, beauty, fashion and cooking. ÉVASION offers tourism and travel programming. EXPLORA launched in March 2012 and is devoted to health, science, nature and the environment. HISTORIA airs documentaries series and films devoted to Quebec and world history, delving into the past with a modern perspective. LCN- Le Canal des Nouvelles broadcasts news and public affairs programs 24/7. Météomédia is the French counterpart of the Weather Network, providing weather and weatherrelated information. MUSIMAX is a pop music station with interviews, clips, concerts and documentaries. MUSIQUEPLUS features music and entertainment programming with a focus on a younger demographic. RDI - Réseau de l information is a 24-hour news station with round-the clock updates of news coverage of major stories on an international, national and regional level. RDS - LE RÉSEAU DES SPORTS airs major sporting events in French including Montreal Canadiens, CFL and NHL. RDS2 is the sister station to RDS, airing major live sporting events and sports news. SÉRIES+ features popular American and Canadian fiction series. TÉLÉTOON FRENCH offers 24 hours of the best cartoons from Canada and the U.S., with programming that appeals to kids of all ages. TV5 provides diverse French-language programming from Canada and around the world, including drama, sports and documentaries. VRAK is aimed at youth and features local programs, sitcoms and fictional and animated series. 0 broadcasts primarily sci-fi and technology shows, including dramas and films. DIGITAL NETWORKS- ENGLISH ABC SPARK is aimed at preteens and teenagers, with additional general-interest family programming. It is fashioned after the U.S. channel ABC Family. ACTION broadcasts action-related films and television series. ANIMAL PLANET is an animal entertainment brand that captures the drama and fascination of the animal kingdom. AUX offers music videos and music-related programs profiling new and emerging artists in alternative, hip hop, indie rock, indie pop and other genres. BBC CANADA is home of the best in British television from the BBC. BBC KIDS provides BBC programming for kids BIO (The Biography Channel) showcases real people and real drama. BITE TV is a comedy-focused channel including sitcoms, sketch comedy, stand-up, films and shorts. BOLD TV airs a mix of drama, comedy, arts, culture and sports. BOOK TV broadcasts programming relating to books, literature and various media. BPM TV is devoted to the world of dance, club lifestyle and electronic music. CITY NEWS CHANNEL is an all-news format available in Ontario. It features local news and information from the GTA, as well as national and international news. COMEDY GOLD pays tribute to the sitcoms of the 80s and 90s. COSMOPOLITAN TV has a focus on sex, relationships, fashion and beauty in the form of comedies, dramas, reality programs, films and more. CULT MOVIE NETWORK is devoted to cult films from a variety of genres including horror, fantasy, comedy and action. DEJA VIEW broadcasts sitcoms from the 60s, 70s and 80s. DISCOVERY SCIENCE celebrates today s trials, errors and breakthroughs that change the world. DISCOVERY WORLD HD features science and technology, nature and adventure programming. DISNEY XD consists of live-action and animated programming for boys DIY airs shows, stunts and specials to assist viewers with basic home-improvement needs. Media Digest 2012/13 15

16 BETTER EVERY DAY CITYTV HAS OVERNIGHT BECOME A VIRTUAL NATIONAL CANADIAN NETWORK THE HOLLYWOOD REPORTER MALIBU COUNTRY KATIE EXPANDING COVERAGE 9MM HOUSEHOLDS THIS FALL! PARTNERS 666 PARK AVENUE BEN AND KATE THE BACHELOR CANADA REVOLUTION 8 OUT OF 12 NEW SHOWS FROM LAST YEAR RETURN! THE MINDY PROJECT MIDSEASON LINEUP PERSON OF INTEREST 2 BROKE GIRLS NEW GIRL REVENGE 1600 Penn The Bachelor Body of Proof The Carrie Diaries The Goodwin Games Hannibal Hell s Kitchen Package Deal How to Live with Your Parents for the Rest of Your Life Seed REACH VALUABLE AUDIENCES THIS FALL. MICHAEL CANSICK DIRECTOR, NATIONAL SALES STEVE MUSCAT DIRECTOR, NATIONAL SALES BRUCE HAMLIN VP SALES & ADMIN. WESTERN CANADA ROGERSMEDIA.COM

17 TELEVISION DOCUMENTARY features Canadian and international documentary films along with select television series. EQHD broadcasts programs focusing on geography, people and cultures. ESPN CLASSIC has encore broadcasts of classic games and moments from the world of sports. FIGHT NETWORK airs programming related to wrestling, boxing, mixed martial arts and other combatant lifestyles. FOX SPORTS provides sports news, information and coverage of international sporting events. FX CANADA is devoted to scripted dramas and comedies and is based on the U.S. cable network FX. G4TECHTV connects young adults to the latest in entertainment, gaming, pop culture and technology. GAME TV specializes in game-related programming such as game shows, reality programs and casino games. GLOBAL REALITY is dedicated to reality programs 24/7. GOL TV carries content on Toronto FC, including game coverage, profiles, live matches and analysis, along with football news from Europe. GRACE TV broadcasts religious programming from ministry teachings to music, drama, movies and documentaries. H2 (launching fall 2012) is a spinoff of the History channel, offering a broader view of history that touches on science, technology and pop culture. HIFI TV carries musical and art-based programming in the form of films and concerts. HOLLYWOOD STORM broadcasts action and adventurethemed films in their entirety, uncut and commercial-free with commercial messages airing between films. HOLLYWOOD FESTIVAL broadcasts romance and relationship-themed films in their entirety, uncut and commercial-free with commercial messages airing between films. HPI TV broadcasts thoroughbred, standardbred and harness racing events and related programming from around the world. ichannel is a political and social issues network delivering documentaries, current affairs series, movies and dramas. IFC is devoted to uncut movies. INVESTIGATION DISCOVERY focuses on the world of crime, forensics, paranormal investigation and modern mysteries. JUICEBOX is a commercial-free service that broadcasts music videos aimed at pre-teens. LEAFS TV offers content on the Toronto Maple Leafs including game coverage, profiles and analysis. LIFETIME (launching fall 2012) will offer touching movies, original scripted series and real-life fare aimed at women. MGM broadcasts films primarily from the Metro- Goldwyn-Mayer library in addition to Canadian content. Films are broadcast in their entirety, uncut and commercial-free with commercial messages airing between films. MOVIEOLA presents action, drama and short films. MOVIETIME features big-ticket movies with more than 250 movie titles each month and back-to-back movies on weekends. MTV2 is a lifestyle and general entertainment channel aimed at youth and teen audiences, airing a mix of music video programs, drama, comedies, talk shows and more. MUCHLOUD broadcasts rock, modern rock, alternative, punk and heavy-metal music programming, with music videos, concerts, interviews and more. Television Summer Drop-off Total hours tuned: % difference Daytime: Fringe: Prime time: Late night: Weekend: Total Audiences M-F 2a-4.30p M-F4.30p-7p M-Su 7p-11p M-Su 11p-2a SaSu 2a-7p M-Su 2a-2a Ind F M T C F M Source: Infosys + Fall 2011 Media Digest 2012/13 17

18 TELEVISION MUCHMORERETRO is a commercial-free service that broadcasts music videos from the 1980s, 1990s and early 2000s. MUCHVIBE broadcasts urban music programming such as rap, hip hop, r&b and reggae, with music videos, concerts, interviews and more. MYSTERY presents movies and television series of the mystery and suspense genres. NATIONAL GEOGRAPHIC CHANNEL features documentary and human-interest programming that explores the natural world. NATIONAL GEOGRAPHIC WILD focuses solely on animal-related programming. NBA TV airs pre-game programming and encore presentations of Raptors games. NHL NETWORK CANADA offers viewers 24-hour hockey coverage both on and off the ice including live NHL games. NICKELODEON airs programs aimed at children including live-action series, animated favourites and classic hits. OASIS HD broadcasts nature-themed programming on a wide variety of topics, from animals to landscapes to outer space. ONE BODY, MIND, SPIRIT, LOVE CHANNEL is devoted to programming on yoga and meditation, weight loss and fitness, sex and relationships, natural health and nutrition, and alternative medicine. OUT TV serves the LGBT community and features Hollywood movies, indie favourites, documentaries, drama and real-life programming. OPRAH WINFREY NETWORK (OWN) features reality, talk and lifestyle programming. PET NETWORK is devoted to pets and people who love them, with original family programs, documentaries, reality shows and animal movies. RADX broadcasts action and adventure-related programming such as high-adventure activities, extreme sporting events and action-themed films. SPORTSNET ONE is a companion channel for Rogers Sportsnet, profiling NHL, MLB, NBA, soccer and more. SHOWCASE DIVA targets women with hit movies and popular series. SILVER SCREEN CLASSICS concentrates on classic movies. SPORTSNET WORLD primarily airs top-level soccer from leagues in Europe and matches from such sports as cricket and hurling. SUN NEWS NETWORK features news, personality-driven analysis and commentary programs. SUNDANCE CHANNELS focuses on independent films, documentaries, music series, dramas and more. TELETOON RETRO features classic animation series from Canada and around the world. THE CAVE airs lifestyle and entertainment programming aimed at men. TRAVEL & ESCAPE is devoted to travel and adventure programming. TSN2 features a schedule of sports and events including the NHL, NBA, MLB, MLS, NLL and curling. TWIST TV is a reality channel aimed primarily at women, with programs that capture the experiences of everyday people facing extraordinary situations. W MOVIES is a 24/7 movie channel aimed at women. WARNER FILMS broadcasts films primarily from the Warner Brothers library in addition to Canadian content. Films air uncut and commercial-free with commercial messages airing between films. WILD TV provides hunting and fishing programs from Canada and around the world. WORLD FISHING NETWORK (WFN) broadcasts fishing-related programming including both recreational and sport fishing, as well as lifestyle programming. DIGITAL NETWORKS - FRENCH ADDIK TV offers a wide variety of entertainment and fiction programming from the major Canadian and U.S. networks. ARGENT is a business channel focused on economic and business news, as well as personal finance. It also broadcasts entertainment shows related to money. AVIS DE RECHERCHE is a public-interest television network whose programming is entirely devoted to public safety. The station broadcasts images of wanted suspects, missing persons as well as safety and prevention messages. CASA offers inspiring and accessible content related to cooking, renovation, decoration, design and real estate. DISNEY JUNIO FR is a commercial-free station airing learning-based programming for prekindergarteners. MLLE is designed for the woman who balances work, family and pleasure, with content related to beauty, style and wellness. PRISE 2 broadcasts retro episodes of classic sitcoms, dramas and mini-series, as well as older movies. RDS INFO (formerly RIS Info Sports) covers news of professional and amateur sports including press conferences and events. TVA SPORTS airs sports-related news and events such as the Ottawa Senators and UFC. TELETOON RETRO FR broadcasts classic animated series. YOOPA is dedicated to pre-school programming. ZESTE airs culinary programming from Canada and around the world. 18 Media Digest 2012/13

19 TELEVISION Per-capita Hours Stations Percent Distribution of Weekly Per-capita Hours by Daypart: Total Canada Dayparts % Tmin % Tmin % Tmin % Tmin % Tmin % Tmin Audiences Ind 2+ A18+ F 18+ M18+ T12-17 C2-11 M-F 2a-4:30p M-F 4:30-7p M-Su 7p-11p M-Su 11p-2a Sa 2a-7p Su 2a-7p F Source: Infosys + Fall 2011 PAY TV SERVICES - ENGLISH Disney Channels Encore Avenue Family Channel HBO Canada Movie Central The Movie Network Mpix Super Channel Viewers Choice PAY TV SERVICES FRENCH / OTHER LANGUAGES ATN Cinepop Super Ecran DIGITAL NETWORKS OTHER LANGUAGES ALL TV is a national Korean broadcaster operating two linear channels and a digital signage channel. ATN operates 33 digital channels providing programming in several South Asian languages. BOLLYWOOD TIMES broadcasts Bollywood films in a variety of genres including action, comedy, horror and crime. It also airs television series including comedies, dramas and thrillers in Hindi. CHANNEL PUNJABI TELEVISION provides Punjabi entertainment television to Canadian viewers. ERT-SAT airs programming targeted at the global promotion of Greece. ETHNIC CHANNEL GROUP provides non-english digital TV channels to Canada s multicultural population. Languages offered include Arabic, German, Greek, Hebrew, Portuguese, Russian, Tagalog, Vietnamese, Iranian, Pakastani, Hindi and Urdu. The company holds 53 Category 2 digital licenses. FAIRCHILD TELEVISION is broadcast through cable and satellite across Canada Fairchild TV, providing more than 300 hours per week of news and entertainment programming in Cantonese. FESTIVAL PORTUGUESE TV (FPTV) broadcasts a variety of foreign and locally produced programs aimed at the Portuguese-speaking communities in Canada from Portugal, Brazil, and Portugal s former African colonies. Programs include sports, news, telenovelas and more. HTB (NTV) is a Russian-language channel broadcasting original NTV programming from Moscow and Canada. LS TIMES TV focuses on current feature films from Hong Kong with a mix of popular movies from China, Taiwan, Japan, South Korea and other Asian countries. NUEVO MUNDO TELEVISION is a Spanishlanguage channel broadcasting general entertainment and lifestyle programming including news, television dramas, talk shows, and music. Media Digest 2012/13 19

20 TELEVISION Average Viewing Trend - Monday to Sunday 2 a.m. - 2 a.m Average Hours Per Week Broadcast Year Source: Infosys+, Fall 2011 ODYSSEY offers news, entertainment, sports and local programming directly from Antenna Satellite, a Greek network. SAHARA ONE is a Hindi general entertainment channel. Programming includes daily soaps, movies, children s shows, game shows, talk shows and live call-in shows. SKY TG 24 CANADA is an all-italian specialty news, information and talk-tv channel. SSTV features movies, news, dramas and music in Punjabi with select programs in English. TALENTVISION features Mandarin programming from Mainland China and Taiwan. It also has a Korean and Vietnamese block of programming. TAMIL 1 offers a variety of Canadian and Tamil programming from around the world. TAMIL VISION broadcasts a variety of Tamil programming, from local and world news and events to the latest movies and TV series. TLN EN ESPAñOL broadcasts news, dramas, talk shows, sports and more in Italian, Spanish and English. FESTIVAL PORTUGUESE TV (FPTV) offers foreign and locally produced programs aimed at Portuguese-speaking communities in Canada. Programs include sports, news, telenovelas and more. VIDEO ON DEMAND Bell Media As of Fall 2012, CTV will be airing the same commercial in VOD as appears in the TV broadcasts Shaw Media Available on Shaw and Rogers Cable (3.0+ households) in Ontario, Maritimes and Western Canada Offer most Global programs and can run 15- or 30-second spots. Long-form and post-roll also available Four specialty channels also available (History, Food, HGTV and History) Rogers Media Rogers is currently in test mode with their VOD service and hope to be operational in Fall 2012 CBC Possible target date of January 2013 for VOD service TVA (Videotron) Available on Videotron s Illico digital service Select TVA shows only Sold on a CPM basis 15- and 30-second pre-roll and mid-roll and billboards available 20 Media Digest 2012/13

21 TELEVISION All Persons 2+ Women Women Women 18+ Teens Children 2-11 Men Men Men 18+ Adults 18+ Radio Canada Available on Videotron (1.8 million households); sales through SRC Sold on a minimum four-week basis 15- and 30-second pre-roll and mid-roll and billboards available Sold on a CPM basis TELEVISION DATA SOURCES BBM CANADA/SONDAGES BBM Head office Toronto 1500 Don Mills Road, 3rd floor Toronto, ON M3B 3L7 Phone: (416) Fax: (416) BBM is the member-owned tripartite industry organization that has measured TV audiences across Canada since BBM provides broadcast measurement and consumer behaviour data to broadcasters, agencies and advertisers: its data are the currency on which TV airtime is bought and sold in Canada. BBM also has offices in Montreal, Richmond and Moncton. TELEVISION AUDIENCE MEASUREMENT BBM measures TV audiences using two methodologies: paper diaries and portable people meters (PPMs). Diaries are used to collect data on single weeks of viewing by persons age 2+ in the spring and fall in 40+ markets. Viewing is recorded in 15-minute increments from 6 a.m. to 2 a.m. PPMs are used to measure TV audiences in Canada s five largest markets (Toronto, Vancouver, Montreal (F), Calgary and Edmonton) and for national networks daily, 6 a.m. to 6 a.m. PPMs are small pager-like devices carried by a representative panel of persons 2+. They passively record exposure to TV programming and advertisements by picking up inaudible codes embedded in the broadcasts. Data can be reported in increments as small as a single minute. AVAILABLE TV REPORTS REACH REPORT includes TV station reach and share information for six broad demographic groups in all BBM-measured areas, organized by area and member station. It is posted on the BBM member secure website. A further six demographic groups are available in the Special report. Media Digest 2012/13 21

22 TELEVISION 22 Media Digest 2012/13

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24 TELEVISION TV TECHNICAL GUIDE is issued with every survey and provides overall statistics and sampling data validating the survey such as overall tuning levels, response rates, trends, etc. EM MARKET STATS CARD provides relevant information about every extended market measured including population, total hours tuned, trending info on satellite and PVR penetration, as well as average hours per capita and shares by station group. TV GEOGRAPHICAL REFERENCE GUIDE contains detailed provincial and market maps plus Statistics Canada population estimates for each reported age/gender subgroup in every BBM-defined area and market. TV DATA BOOK provides an overview of national TV trends and characteristics of Canadian TV audiences, specialty station rankers and has qualitative and household characteristics. Further TV reports are available on a custom basis. BBM ANALYTICS Head Office Toronto 1500 Don Mills Road, 3rd floor Toronto, ON M3B 3L7 Phone: (416) BBM Analytics is a subsidiary of BBM Canada offering a portfolio of software solutions that provide insights into the impact of broadcast content and consumer behaviour. In addition to the Toronto head office, BBM Analytics has offices in Montreal and Vancouver. AUDIENCE ANALYSIS: BBM Analytics provides a variety of software applications for analyzing metre and diary TV audience data at the respondent and summarized level like Infosys and Micro TV. Agencies use these tools in the planning, execution and reporting of TV campaigns as well as in the analysis of competitive activity. CMR COMMERCIAL TRACKING SERVICE: BBM Analytics offers a database of TV GRP activity that allows client to analyze competitive campaigns. The database covers the activity of more than one million brands and is available for the markets of Toronto, Montreal (F), Vancouver, Calgary and most recently Edmonton. CREATIVE TRACKING SERVICES: Through its relationship with Kantar Media, BBM Analytics has access to Adscope, which provides creative TV executions for all historical TV campaigns. NIELSEN MEDIA RESEARCH 160 McNabb Street Markham, ON L3R 4B8 Phone: (905) The Nielsen Company is a global information media company providing marketing and consumer information, TV and other media measurement, online intelligence and more. In addition to the Canadian head office in Markham, Nielsen has an office in Montreal. COMPETITIVE INTELLIGENCE SERVICES: Nielsen provides data on advertising expenditure, TV GRP data and creative tracking. Its advertising expenditure estimates cover TV, radio, magazines, daily newspapers and out-of-home with detail available to the city level. CREATIVE TRACKING SERVICES: Neilsen provides copies of advertising executions from TV, radio and selected magazines and newspapers. For TV specifically, Nielsen monitors all major TV stations and specialty networks across the country. AUDIENCE ANALYSIS: Nielsen offers a suite of software tools for analysis of TV audiences including Borealis. Agencies use these tools in the planning, execution and reporting of TV campaigns as well as in the analysis of competitive TV activity. TV BUREAU OF CANADA (TVB) 160 Bloor St. East, Suite 1005 Toronto, ON M4W 1B9 Phone: (416) TVB Canada is a resource centre for its 150-plus membership comprised of Canadian TV stations, networks, specialty services and their sales representatives. TVB markets the benefits and effectiveness of the TV medium in all its forms to advertisers and agencies. TVB resources include media research, business category information and publications such as TV Basics. TVB s Telecaster service issues clearance numbers for all advertising on member stations. TVB also has a commercial library that members can source creative executions. It has an office in Montreal in addition to the head office in Toronto. CRTC The CRTC is an independent public authority that regulates and supervises broadcasting and telecommunications in Canada. Its website ( provides a wealth of information relating to TV trends, rules and regulations, financial statements, etc. In addition, it publishes myriad annual reports that speak to the television industry in Canada such as the Communications Monitoring Report, which provides an overview of the Canadian broadcasting industry. 24 Media Digest 2012/13

25 TELEVISION Average Weekly Hours Per Viewer Tuned & Reach % of Pay-TV & Specialty Services * Non-U.S., includes Digital stations TOTAL CANADA All 2+ Adults 18+ Women 18+ Teen Children 2-11 Stations AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% CDN SPEC/PAY ENG CDN DIGITAL ENG ABC Spark Action AMI-audio AMI-tv Animal Planet AOV - Adult Movie Channel AOV - Maleflixxx AOV - XXX Action Clips APTN HD APTN APTN-N ATN Caribbean ATN Cricket Plus Channel AUX BBC Canada BBC Kids bio BITE BNN Business News Network+ bold Book TV BPM TV Bravo CBC News Network City News Channel CMT Comedy Gold Comedy Cool TV Cosmo TV CP24 Ontario CTV News Channel Deja View Discovery Channel Discovery Kids (off air Nov 1/09) Discovery Science Discovery World HD Disney Junior Eng Disney XD diy network Documentary Drive In Dusk E! Encore Ave 2 (MovieMax2) Media Digest 2012/13 25

26 TELEVISION Average Weekly Hours Per Viewer Tuned & Reach % of Pay-TV & Specialty Services (Con t) * Non-U.S., includes Digital stations TOTAL CANADA All 2+ Adults 18+ Women 18+ Teen Children 2-11 Stations AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% Encore Ave. (MovieMax) SD Encore Ave. HD eqhd ESPN Classic Canada Family Fashion TV Fight Food Network Fox Sports Canada FX Canada G Game TV Global Reality Channel Gol TV HD (English) Gol TV SD (English) Grace TV Green Channel Hard On Pridevision HBO Canada HGTV HIFI History Horse Player Interactive Hustler ichannel IFC Investigation Discovery Juicebox M (TMN1) M Excess (TMN3) M Fest (TMN5) M Fun (TMN4) MC Morepix Movie Central HD Movie Central Movieola MovieTime Mpix MSNBC Canada MTV MTV MuchLoud MuchMore MuchMoreRetro MuchMusic MuchVibe Mystery NatGeoWild National Geographic Media Digest 2012/13

27 TELEVISION TOTAL CANADA All 2+ Adults 18+ Women 18+ Teen Children 2-11 Stations AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% NBA TV Canada New Delhi TV NHL Network Nickelodeon Oasis HD OLN One:Body, Mind, Spirit Out TV OWN Penthouse TV Pet Network radx Red Light District TV Salt & Light Score Sex TV Showcase Diva Showcase Silver Screen Classics Slice Space Sportsnet East Sportsnet National Sportsnet Ont Sportsnet Pac Sportsnet West SportsnetOne Sun News Sundance Channel Super Channel Super Channel Super Channel Super Channel Super Channel HD Teletoon Eng Teletoon Retro Eng The Cave Travel & Escape Treehouse TSN Regional Jets TSN TSN Tvtropolis Twist TV Vision W Movies W Network Weather WFN (Fishing) Wild TV Xtreme Sports YTV Source: Infosys+, Fall 2011 Media Digest 2012/13 27

28 TELEVISION Average Weekly Hours Per Viewer Tuned & Reach % of Pay-TV & Specialty Services * Non-U.S., includes Digital stations francophone quebec All 2+ Adults 18+ Women 18+ Teen Children 2-11 Stations AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% AvWkHrs AvWkRch% CDN SPEC/PAY FR CDN DIGITAL FR addik Argent ARTV Canal D Canal Vie Casa Cinepop Disney Junior Fr Evasion Explora Historia LCN Meteomedia Mlle MusiMax MusiquePlus Prise RDI RDS Info RDS RDS Series Super Ecran Super Ecran Super Ecran Super Ecran Teletoon Fr Teletoon Retro Fr TV TVA Sports VRAK Yoopa Zeste Z-tele Source: Infosys+, Fall Media Digest 2012/13

29 TELEVISION Specialty Station Reach, VCR, Cable, 2+ TV Sets Expressed by % of Population Population Specialty/Pay TV Canada + US Digital Specialty Canada VCR/ DVD 2+ TVs Cable Penetration (%) Market (000) Reach (%) Share (%) Reach (%) Share (%) Reach (%) (%) (%) Satellite PVR VCR DVD St. John's-Corner Brook Charlottetown Quebec Atlantic Manitoba Ontario Saskatchewan Alberta British Columbia Sydney-Glace Bay Halifax Saint-John-Moncton Carleton Rim.-Mat.-Sept-Iles Rivière-du-Loup Saguenay Québec 1, Sherbrooke Montréal-English Montréal-French 3, Trois-Rivières Rouyn-Noranda Toronto-Hamilton 7, Ottawa-Gatineau 1, Ottawa-Gatineau Anglo 1, Ottawa-Gatineau Franco Pembroke (CM) Kingston East Central Ont Peterborough Barrie Kitchener-London 1, Kitchener 1, London Windsor Sudbury-Timm.-N. Bay / S.S. Marie Thunder Bay Kenora Winnipeg Yorkton Regina-Moose Jaw Saskatoon Prince Albert Medicine Hat Calgary 1, Lloydminster Edmonton 1, Dawson Creek Kelowna Prince George /Kamloops Terrace Kitimat Vancouver-Victoria 3, Total Canada 33, Source: Infosys+ Diary, Fall 2011 Media Digest 2012/13 29

30 TELEVISION RADIO Radio Local. Social. Engaging. Radio has established itself as an important part of our everyday lives, reaching 90% of Canadians 12+ for more than 19 hours each week, according to BBM Canada. Radio s place in the lives of Canadians has remained constant despite the advent of the internet, MP3 players and our connected world. Radio was the original social medium, bringing people and communities together. It is an aggregator of information, sharing that information in real time. Radio is a trusted source for trends, information and companionship. Listeners value their relationship with their favourite personalities and stations. Radio continues to evolve, as it always has, to meet the needs of listeners across Canada. LOCAL Local information is at the core of radio s role in the community, providing news, traffic, weather and local events. Radio advertisers have recognized and capitalized on the local nature of radio, realizing that consumers spend up to 80% of their disposable income within 20 km of their homes. Marketers on a broader scale have begun to understand the value of targeting consumers where they live. Radio delivers consumers with its community focus. SOCIAL Radio programming is the hub, triggering off-air conversations using websites and social media, connecting groups of like-minded people around music, current events programming or any topic that is of interest to the listener. Loyal listener clubs, contests, e-newsletters, music requests, audio streams and listener feedback all contribute to the sense of community and belonging offered by the listener s personal station. ENGAGING PROGRAMMING Radio announcers are celebrities on an accessible level. Household names like Kim Mitchell, Nick Kypreos and Jann Arden will become more popular because of their experience, connections and the stories they share with audiences. The internet and social media enhance the relationship between audience and on-air talent, allowing listeners to engage further with the personalities and content that appeals to them. Advertisers can participate in this interactive environment, creating a dialogue with their customers. This interaction creates added value in a multi-media world. CONTENT CURATION Radio is a content aggregator as well as a curator. In this time-pressured environment, announcers gather and interpret news and information, music and the latest celebrity gossip for the listener. Websites allow the listener to have access to in-depth interviews and information related to their interests at their convenience. TRUSTED ENVIRONMENT Radio provides a trusted environment, through established relationships and carefully selected content. Radio creates bonds with listeners, establishing emotional connections and building trust. Because of this unique relationship, radio advertisers have the opportunity to create their own relationships, promoting interactions with consumers that deliver results. Advertisers can conduct conversations with consumers in a personal context, making them more meaningful and more memorable. TARGETTING Radio has the ability to pinpoint specific target groups through sophisticated demographic tools. Because radio is a local medium, it offers the ability to target geographically as well as demographically. Choosing key markets and specific consumer groups increases the efficiency of an advertising campaign, making it an extremely efficient medium. The listener is already attuned to radio for music and information. When they hear great creative directed personally to them, it works the way the best advertising always does... it will connect, engage and deliver. For more information on radio advertising, contact: Simone Lawrence - BRC Director Director of Research Canadian Broadcast Sales [email protected] Direct Line: (416) Media Digest 2012/13

31 RADIO Radio After spending $1.63 billion on radio advertising in 2011, advertisers are expected to spend $1.68 billion this year, a 2.9% increase, according to GroupM General Information There are 1,208 over-the-air Canadian radio services in Canada: 904 English-language, 266 French-language and 38 other languages. Of the private commercial stations, 143 are AM and 543 are FM. (Source: CRTC Communications Monitoring Report 2011) In an average week, radio reaches 89% of Canadians 12 and older. That level has remained stable for most demographic groups, with slight declines amongst teens and young adults. Weekly reach is very consistent across all regions of the country. FM radio stations reach 79% of persons 12+ while AM reaches 19%. AM radio has a slightly higher reach among men than other groups, likely because many AM stations target male listeners with all sports or all news formats. FM dominance decreases with age, as older listeners are more likely to tune to news/talk formats on AM radio. Unlike television, which is generally bought on a program-by-program basis, radio is purchased by time blocks or dayparts. Understanding the performance of various dayparts against different demographic groups is key to the effective use of radio. For example, more women are reached by the midday time block than by the evening time block. But for a teen target group, the evening time block is a better choice than midday. Radio can be bought on an ROS (run of schedule) basis or as targeted as midday only. Radio reaches a large percentage of the population, however the reach against younger groups, particularly teens, continues to decline. This may be due in part to teens having more entertainment options available to them than ever before and more places to get music, but also speaks to the fact that few radio stations program specifically to reach this audience. Approximately half of all radio listening done by Canadians occurs in the home. The figure is significantly higher for teens (62%) and lower for men (39%). Weekly Reach and Share of Hours Tuned by Demo Reach Share Canada All (%) AM (%) FM (%) AM (%) FM (%) Misc (%) Women Men Teens AM/FM Share of Tuning by Age Group Percentage Source: BBM Fall 2011, Mon.-Sun., 5 am-1 am Teens Adults Adults 50+ AM FM Audience Composition by Daypart (%) Time Block Women 18+ Men 18+ Teens Breakfast M-F 6-10a Mid-day M-F 10a-4p Drive M-F 4-7p Evening M-F 7p-12a Source: BBM Fall 2011, National, AQH Audience Source: BBM Fall 2011, Mon.-Sun., 5 am-1 am; Share excludes miscellaneous Media Digest 2012/13 31

32 RADIO Weekly Reach and Hours Tuned by Major Demo Adults 18+ Adults Adults Adults Adults 50+ Adults 35+ Teens Source: BBM Fall 2011, National, Mon.-Sun., 5 am-1am Reach (%) Weekly Hours Tuned Although about half of all hours tuned occur in the home, radio s actual weekly reach for many demos is higher in the vehicle than at home. Reaching consumers in their vehicles is key for retailers, as the radio message could be the last one a consumer is exposed before entering a store to make a purchase. For adults, radio listening usually peaks mid-morning with a secondary peak around the dinner hour. For teens, the highest peak is early morning before school, with a secondary peak in late afternoon. Teen tuning drops off much less than adult tuning after the late afternoon peak, only declining gradually through most of the evening. This consumption pattern is markedly different from that of television, where peak viewing for most demos occurs in the middle of the evening, around 9 p.m. Commercial Regulations Both AM and FM stations are self-regulating in terms of number of commercial minutes and placement of those minutes. CBC radio stations are non-commercial and airtime cannot be purchased by advertisers. The 30-second spot is the most commonly aired spot length. However, stations will accept 60-second bookings at an % cost premium. Ten-second spots are becoming more popular among some advertisers and can be a more cost-effective way to use radio. Fifteensecond spots are accepted by a few radio stations but the majority of stations do not sell 15-second spots. Bookings/Cancellations Most radio stations provide the opportunity to sponsor specific programming features (e.g. news, sports, traffic). Additionally, discounts for long-term bookings or volume are generally offered. Demand for radio airtime has increased dramatically over the past few years and this has precipitated a demand-driven rate card in major markets. Lead time has become crucial in maintaining market costs and access to preferred inventory. In most cases, campaigns with creative executions of 60 seconds or shorter can be terminated by either the station or the agency with 14 days notice. A flighted contract cancelled during the hiatus period may be subject to the same condition. The standard contract form should be consulted for detailed terms and conditions. Syndicated Radio Syndicated radio can be an alternative way to plan or purchase a national campaign. Many syndicated radio Average Quarter-hour Ratings by Daypart A 8-10A 10A-12P 12-2P 2-4P 4-6P 6-8P 8-10P 10P-12A Source: BBM Fall 2011, National, Mon.-Sun. Teens Women 18+ Men Media Digest 2012/13

33 RADIO Weekly Reach by Demo and Location Adults 12+ Men 18+ Women 18+ Teens % 20% 40% 60% 80% Source: BBM Fall 2011, National, Mon.-Sun., 5 am-1am Home Vehicle Work Other owners offer a variety of programming that caters to different audiences. They can also create programs or features (30 or 60 seconds long) that are advertiserspecific, to air across their station roster. Some broadcasters will offer traffic tags and targeted sponsorships on a national or provincial basis. Key syndicators include Orbyt, Skywards Traffic Network, Canadian Traffic Network and Deep Sky. Promotions Radio stations will also create promotions for advertisers. These promotions can be as simple as product giveaways during station-owned features or as major as an advertiser-specific promotion. Promotions generally have some type of cost associated with them and the advertiser will need to provide prizes for listeners. Promotions can air as part of a brand sell campaign (e.g. 30-second spots) or can air by themselves. Satellite Radio In Canada, only one company offers subscription-based satellite radio service: SiriusXM Radio. (Sirius and XM Radio merged in 2011, three years after joining forces in the U.S.) Subscribers can access programming through integrated satellite radios installed in vehicles or with a variety of aftermarket radios available from consumer electronics stores. For subscribers, satellite radio offers coast-to-coast signal coverage, digital-quality sound and content not found on terrestrial radio including live sports, news, talk/entertainment programming and commercial-free music. Selected news/ talk channels may offer advertising on a limited basis. SiriusXM has also rolled out online streaming products in addition to iphone/ipad/ipod and BlackBerry listening applications. Share of Listening by Location Adults 12+ Men 18+ Women 18+ Teens % 20% 40% 60% 80% 100% Source: BBM Fall 2011, National, Mon.-Sun., 5 am-1am, AQH Audience Home Vehicle Work Other Media Digest 2012/13 33

34 RADIO BROADCAST COMMERCIAL ACCEPTANCE Broadcast Commercial Acceptance Radio and television commercials must follow certain federal and provincial acts and regulations, industry codes and advertising guidelines. General Rules 1. All TV commercials on Telecaster member stations should have Telecaster approval. Please check with the Telecaster Services of TVB for guidelines, rules, regulations and associated costs. Go to: 2. Advertising Standards Council (ASC) reviews all prescription and non-prescription drug advertising (including natural health products) directed to consumers. This ensures that all regulatory requirements are met for Health Canada. Go to for more information. Telecaster Categories with Specific Rules 1. Telecaster will review a script/commercial that is child-directed but will not assign a clearance number until the ASC provides a "kids" pre-clearance number and all other requirements for Telecaster Clearance have been met. 2. All food and non-alcoholic beverage advertising must comply with the Guide to Food Labelling and Advertising, plus the Food & Drugs Act and Regulations. 3. All beer and alcohol advertising must comply with the Canadian Radio-Television & Telecommunications Commission (CRTC) Code for Broadcast Advertising of Alcoholic Beverages. 4. All infomercials must receive clearance from Telecaster. There are specific guidelines to follow vis à vis visual content, disclaimers etc. All advertisers must comply with the Code of Ethics and Standards of Practice of the Canadian Marketing Association. 5. Closed captioning and "billboard" messages are cleared by the individual networks/stations. The exception to the rule is when the CC or "billboard" message contains a sell line, special offer, sales or product cost. In this case, these spots will require Telecaster clearance. 6. All commercials pertaining to gambling (Canadian Indian reserves, bingo parlours, legitimate gambling casinos, provincial lottery corporation products, home/hospital lotteries) are contingent on the Criminal Code (both federal and provincial) and the provincial licensing laws. An indemnity letter from the advertiser is required by Telecaster stating there is compliance with all laws. For fun gaming website advertising is treated separately by Telecaster and requires an undertaking letter from the advertiser and a Canadian legal opinion letter, per point four of the undertaking letter. 7. Movies, DVD/videos, video games and some other commercials will receive ratings or time restrictions depending on the content of the commercial. Each commercial for video games must have an ESRB rating code before a Telecaster number can be issued. 8. Personal products (feminine hygiene, laxatives, personal lubricants and haemorrhoidal) must also comply with Telecaster approvals. Due to the sensitive nature, there may be scheduling restrictions. 9. Direct response commercials that advertise the price of the product or service advertised must clearly show; the type of funds (U.S. or Canadian), applicable taxes and shipping and handling. If there is a moneyback guarantee and the consumer must pay for return shipping, the addition of a video super indicating "Less S+H" is required. Compliance with Phone Service Guidelines is also mandatory, as well as all other Telecaster guidelines. 10. Phone service commercials must follow the Phone Service Guideline in addition to all other appropriate Telecaster Guidelines. 11. Comparative advertising must follow the Comparative Advertising Guideline in addition to all other appropriate Telecaster Guidelines. 12. Contests and prizes must abide by Canadian laws. Telecaster will require a letter from the advertiser/ agency confirming that positive legal advice was obtained. 13. Election advertising must clearly identify the person, corporation, trade union, registered party or registered constituency association paying for the commercial over a minimum of three seconds. 14. Issue and opinion advertising also has a number of criteria to follow. All must have Telecaster approval. 15. Text message commercials must follow the Text Message Guideline in addition to all other appropriate Telecaster Guidelines. 16. High-definition (HD) commercials and standarddefinition (SD) commercials must be assigned individual Telecaster approval numbers. When making an SD and an HD submission, Telecaster only needs to view the HD version, per the Telecaster High Definition Guideline. 34 Media Digest 2012/13

35 BROADCAST COMMERCIAL ACCEPTANCE Government Organizations Canadian Radio-television and Telecommunications Commission (CRTC) The CRTC is an independent organization vested with the authority to regulate and supervise the Canadian broadcasting system, with a view to implementing the Canadian broadcasting policy set out in the Broadcasting Act. The CRTC also regulates the telecommunications industry under the Telecommunications Act. For alcoholic beverage advertising, compliance with the Code for Broadcast Advertising Alcoholic Beverages is required by regulation for all radio and television broadcasting stations and specialty services in Canada. Pre-clearance is performed by independent agencies recognized by the CRTC. CONTACT: Toll-free: CRTC (2782) Outside Canada: (819) Toll-free TTY line: CRTC (2782) Outside Canada (TTY line): (819) Media Inquiries: (819) Health Canada Health Canada is the national regulatory authority for drug advertisements. It provides policies to effectively regulate marketed health products, puts in place guidelines for the interpretation of the Regulations and oversees regulated agencies. Drug advertisements are reviewed and pre-cleared by independent agencies recognized by Health Canada. For more information, go to For pre-clearance see separate listings: Consumers: Non-prescription drugs and natural health products: ASC, MIJO Prescription drugs and educational material: ASC, PAAB Health Professionals: All products: PAAB Pre-Clearance Organizations Advertising Standards Canada (ASC) Advertising Standards Canada is the national not-forprofit advertising self-regulatory body. Founded on the belief that advertising self-regulation best serves the interests of the industry and the public, ASC is committed to fostering community confidence in advertising and to ensuring the integrity and viability of advertising in Canada through responsible industry self-regulation. The Canadian Code of Advertising Standards (Code) sets the criteria for acceptable advertising and is the cornerstone of advertising self-regulation in Canada. Administered by ASC, the Code is regularly updated to ensure it is current and contemporary keeping pace with consumer and societal expectations. It contains 14 clauses that set the criteria for acceptable advertising that is truthful, fair and accurate. These clauses form the basis for the review of consumer and special interest group complaints, and trade disputes. Preclearance services are available in five regulated advertising categories including: alcoholic beverages children s consumer drugs and natural health products cosmetics food and non-alcoholic beverages ASC Clearance Services analysts provide expertise in both official languages. For more information, go to adstandards.com. Toronto Office Advertising Standards Canada 175 Bloor Street East, South Tower Suite 1801 Toronto, ON, M4W 3R8 Tel: (416) Fax: (416) [email protected] Montreal Office Les normes canadiennes de la publicité 2015 Peel Street, Suite 915 Montreal, QC H3A 1T8 Tel: (514) Fax: (877) [email protected] normespub.com MIJO Clearances MIJO Clearances is a for-profit bilingual advertising clearing house. It provides copy review and assigns clearance numbers to acceptable copy. MIJO Clearances reviews both English and French materials under applicable acts, codes, and guidelines in all of the following categories: food and non-alcoholic beverages alcoholic beverages cosmetics consumer drug products natural health products For more information, go to mijo.com Media Digest 2012/13 35

36 BROADCAST COMMERCIAL ACCEPTANCE Contact: 635 Queen Street E., Toronto, ON M4M 1G4 Tel: (416) Toll free: Clearance Organizations Telecaster Services of TVB Most television stations require that commercials, infomercials and public service announcements receive a Telecaster clearance number before airing. This is the final clearance prior to airing so any other required clearances must be done first. The Telecaster service is a voluntary, self-governing clearance committee. Its primary function is to review advertising messages to ensure they comply with Telecaster Guidelines. As well, staff provides assistance to advertisers regarding general interpretation of guidelines prior to production or telecast. Telecaster Services recommends that scripts or storyboards be submitted via the Telecaster Online System at "Telecaster Login" for preliminary review before production to minimize the risk of rejection of a produced commercial. The final production is required before a Telecaster number can be issued. Please check with Telecaster for fee schedules. Rarely is a commercial cleared by Telecaster and then rejected by a participating station, but guidelines are voluntary and collective and may be superseded by individual network or station policy. For more information, go to > Telecaster Services > Guidelines. CONTACT: Television Bureau of Canada Telecaster Services 160 Bloor Street E., Suite 1005 Toronto, ON M4W 1B9 Phone: (416) Fax: [email protected] Web: Pharmaceutical Advertising Advisory Board (PAAB) The PAAB is an independent review agency whose primary role is to ensure that healthcare product communication is accurate, balanced and evidencebased, and reflects current and best practice. The scope of the PAAB includes promotional healthcare product communication for prescription, non-prescription, biological, vaccines and natural health products directed to health care professionals in all media. PAAB also provides advisory comments on direct-toconsumer materials for prescription drugs and vaccines in all media. PAAB advisories for television ads are recognized by the CBC and Telecaster. For more information, go to CONTACT: Pharmaceutical Advertising Advisory Board 1305 Pickering Parkway, Suite 300 Pickering, ON L1V 3T2 Phone: (905) Fax: (905) Media Digest 2012/13

37 DIGITAL Digital & Emerging Media Three Trends For Today And The Future Start thinking about these three interactive trends because they are affecting your next media plan. ➊ Growth in online video is generating a broader discussion about metrics and currencies. Marketers and their agency partners are asking about GRPs and if it is possible to calculate an online video GRP that can be compared to a television GRP. As they do so, questions arise about technology and methodology. Should we even try to compare electively viewed and completed video impressions versus opportunity to see? What about behaviourally targeted videos versus demographically targeted spots? Are creative formats the same, when one offers click to dealer locator or couponing and the other does not? Furthermore what is the relation to the editorial environment and how does that affect the impact of the ad? What is the right balance of spend between online video, conventional and specialty TV? These are all good questions that are being discussed at various IAB councils and committees. ➋ The depth and detail of targeting is re-formulating how we set priorities of targets. The maxim is to do a great job in one media channel before moving into a second, but which one comes first is being re-evaluated. Should the planner focus on the in-market consumer first? That could mean maximizing the SEO, SEM and site optimization budget first, before getting into any other media channel. If that is your direction, get prepared to work with competitive search data, search bidding tools and automatic landing page optimizers. What if your target is moms? Start thinking context, content and data. What editorial contexts do moms turn to for advice and connection, what content can you create that will attract them and how do those two actions create your own first-party data that can be used within online ad networks and real-time bidding platforms? Data-driven targeting will create smaller audience universes that are highly composed. These audiences are easier to achieve high reach percentages against, however the media market is not yet ready to deliver Targeted Rating Point (TRP) metrics. Nonetheless the place to start is to create your target's data profile and chase after it. ➌ Marketers are starting to incorporate flexibility and velocity into their strategic planning. What marketers gain with upfront media commitments, they lose in their ability to react to an ever increasing, changing landscape. As more online data becomes available about consumers, competitors and campaigns, there is an increasing value on building flexibility into their overall media plans. Digital media options are allowing marketers to shift dollars up and down the purchase funnel, while agencies build creative using automatic optimization in real time. Publishers that offer cross-platform media channels are taking advantage of their position, creating packages with channel redistribution built into the offering. As we begin the 2013 media planning season, we see the increasing effect data and technology continues to have on the entire communication planning process. It is getting more complex as marketers, agencies and publishers install and rely on more digital marketing infrastructure as the foundation of planning, buying, reconciling and measuring. For more information on interactive advertising, CONTACT: Chris Williams, President, Interactive Advertising Bureau of Canada, (ext 26) com JOIN IAB CANADA TODAY! Media Digest 2012/13 37

38 DIGITAL & EMERGING MEDIA Digital & Emerging Media Digital is at the forefront of all marketers discussions: questioning investment, tactics, digital marketing channels, success metrics and more. In an industry where technology drives solutions, the industry continues to evolve at a rapid rate, chasing consumer adoption and usage. Canadians lead the world in online usage, from audience penetration, time spent, engagement and social media participation. However, advertisers investment and adoption of emerging tactics and digital solutions continues to lag. The industry is now at a critical stage of its lifecycle. Technology adoption and usage by consumers is so rapid that advertisers simply must jump on board or will fall behind. Current digital trends to watch are: Real-time bidding (RTB) has already made significant inroads in major advertising markets including the U.S. and U.K. and is now making serious headway in Canada. RTB requires new investment (or taking share from traditional media or display) to test, learn and adopt. With RTB emergent in the digital strategists toolkit, they are able to focus attention on audience, driving online efficacy and lessening waste by drilling down to focused target profiles. Mobile adoption rates are soaring with mobile internet usage expected to surpass PC this year (Morgan Stanley Report). As a mobile strategy becomes an imperative for every initiative, marketers now need to devise how the mobile component will be built and managed. Is my site optimized for mobile? Do we need to develop a mobile APP to address a consumer need? What does success look like in mobile? Video supply is increasing rapidly and with cross-board capabilities, one would think rapid adoption would occur by marketers as a natural complement to TV. However, media practitioners continue to face hurdles associated with ACTRA talent costs and premium rates are attached to broadcast content. However, new video platforms such as Videology and Brightroll and new buying models such as True View are evolving the space and providing new opportunities. Multiscreen is now integral to engaging consumers, with Microsoft Advertising estimating 88% of families using multiple devices simultaneously in the living room. (Microsoft Digital Living Room Study). Socialization takes full effect across all media. Canada's Online Demographic: The Total Internet is Representative of the Canadian Population % Composition Unique Visitors Regional Breakout % Composition Unique Visitors by Age Segment Ontario Quebec Prairies B.C. Atlantic 3% 0% 5% 10% 15% 20% Male % Composition Unique Visitors Gender Breakout 51% 49% Female Male Source: Jan ComScore Media Metrix 9% 10% 5% 5% 6% 9% 9% 9% 4% 6% Female 9% 9% 8% 38 Media Digest 2012/13

39 DIGITAL & EMERGING MEDIA The RTB Model The New Digital Media Buying Ecosystem Sharing Data/Social Tools A d v e r t i s e r Agencies Media Buying Platforms Like Accuen Demand Side Platforms Ad Exchanges Ad Networks Yield Optimization Publisher Tools P U B L I S H E R s A U D I E N C E Creative Optimization Data Optimization Data Exchanges & Aggregators Ad Servers Ad Servers Web Analytics Verification/ Attribution Data Suppliers Ad Operations/Infrastructure Source: GCA Savvian As digital continues to see significant growth in investment, everyone has their eye on how the dollars will disperse. To navigate the advancing digital terrain, it s imperative to review the current landscape and key trends influencing the future of digital. With 25.7 million Canadians online (Source: Mar 2012 ComScore Media Metrix), we are the most engaged digital nation in the world. We spend more time, view more pages and visit more often than any other country. The landscape is quickly shifting to reduce the middle ground, with commodity moving to RTB and rich, premium or custom solutions being at the opposite spectrum. RTB is the largest factor of this. Real-Time Bidding An abundance of DSPs (Demand Side Platforms) and managed How RTB Works Demand Side (Buyers) services have launched Canadian offerings while local agencies adapt their agency networks trading desks to Canadian marketplace or create their own offerings. So what exactly is it? RTB is a relatively new method of selling and buying online display advertising in real time, one ad impression at a time. There are three entities involved: buyers and systems that they use Demand Side Platforms (DSP) sellers who use Supply Side Platforms (SSP) online real-time ad exchanges At the recent IAB X Series: RTB, it was stated that 50% of display investment will be within RTB in the U.S. While Canada is behind the U.S., it is expected we will rapidly accelerate adoption and usage. Demand Side (Sellers) Advertiser Agency Trading Desk (ATD) Demand Side Platform (DSP) Ad Exchange Supply Side Platform (SSP) Ad Network Publisher Bidder Bidder Bidder Bidder Source: Torstar Digital Buying Consolidation Data RTB API Media Consolidation Media Digest 2012/13 39

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41 DIGITAL & EMERGING MEDIA Top Mobile Categories Accessed Almost Every Day By Smartphone Users (%) Smartphone Subscribers News & Info Social Networking Site or Blog We At her +55 News March 2011 December 2011 Source: comscore, Inc., Mobilens, Persons 12+, Mar-Dec 2011 Mobile With 25.9 million phone subscribers and smartphone penetration climbing, mobile advertising is gaining attention and traction. Mobile has evolved much like the online space, starting on a costper-thousand model and then expanding into more options: CPM cost per thousand CPC cost per click CTC cost per call CTD cost per download While mobile in other markets is more advanced both in device options and advertising opportunity, Canada is catching up. Text +30 Search +26 Sports Information Entertainment News Personal Photo or video Sharing Financial News or Stock quotes Tech News messages continue to increase year over year and is the largest non-call use. Comparing March 2011 to December 2011, smartphone usage has grown. News, social and weather are the top three categories of content being accessed. ( See chart on p. 38 "Top Mobile Categories Accessed almost Every Day). For the past few years, every year industry experts have claimed this is finally the year of mobile. We are not quite there yet, but it is imminent. A Morgan Stanley report shows more mobile devices are being shipped than PCs in During 2011, prior to a reclassification of demographic data, year old home and Smartphone Subscribers Top Primary Results For Scanning A QR Code By Smartphone Users (%) Printed Magazine or Newspaper Poster or Flyer or Kiosk Website on PC Product Packaging Business Card or Brochure Store Front TV Product Information Event Information Charity/Cause Information Coupon or Offer Application Download Source: comscore, Inc., Mobilens, Persons 12+, Dec 2011 Media Digest 2012/13 41

42 DIGITAL & EMERGING MEDIA Selected Mobile Activities By Share of Total Mobile Audience (%) Canada U.S. EU5 Canada Japan Send text message Took photos Used Accessed Social Networking Accessed weather Played games Accessed search Accessed maps Accessed news Listened to music Accessed sports info Accessed financial news/quotes Accessed online retail Smartphone Penetration By Region (%) Region % British Columbia 51 Prairies 46 Ontario 48 Quebec 36 Atlantic 43 Source: comscore, Mobilens, Mar-Dec 2011 Source: comscore, Mobilens, 3 mon. avg. ending Dec 2011 office internet usage was in decline. This would suggest consumer media consumption is shifting to mobile internet usage. This will be of significance to anyone trying to engage with a younger target. Finally, traditional media is more commonly activating their static messaging and products through mobile with QR codes and augmented reality features, allowing an extension or call to action for consumers to engage with. Video & Multiscreen Canadians are using multiple devices simultaneously, no longer content to passively sit back and receive media signals. According to a recent Microsoft study, attention is increasingly fragmented across multiple screens, presenting an opportunity to engage consumers in a multi-dimensional way and giving a new creative experience that resonates across platforms. TV Alone Has Hit A Plateau Of Diminishing Returns For Mainstream Brands Total Reach And Effective Reach For A TV Campaign As A Function Of Cost ($000) Total Reach Effective Reach (3+ Impressions) Source: comscore Proprietary Research 2011 Digital Wrap 42 Media Digest 2012/13

43 DIGITAL & EMERGING MEDIA The Future Of The Digital Living Room 65% of families surveyed believe their living room is physically and experientially changing. Here's how: most agreed that internet and streaming usage would increase there would be greater interconnectivity between gadgets in the home. The sentiment was higher among men, who were more likely to purchase high-end electronics and stream content What Are You Planning To Buy In The Next Year?(%) 19% 15% 14% 10% 7% Tablet HD Television Laptop Blue-ray Xbox Source: Microsoft The new multi-screen reality needs to be considered when imagining TV or video, as it is no longer limited to one or two devices. It is now across five potential devices and usage and adoption will only continue to grow. The Microsoft study showed tablet as having the strongest adoption intent amongst Canadian consumers. The 2012/2013 broadcaster upfronts illustrated this evolution from the seller side with one CPM offerings a singular CPM across any or all platforms/screens. Google TV is expected to arrive in Canada later this year. The smart/connected TV universe is already estimated at 2.4 million Canadians. Adoption of these devices and the ability to search and watch content on demand will continue to fragment TV audiences. For video overall, there are four categories to consider: 1. Short-form, bite-size (usually) user-generated content 2. Web-exclusive content: usually shorter in nature but professionally or semi-professionally produced 3. Long-form broadcast content that resembles traditional television content formats 4. Live content: live streams of events and shows (Olymics, UEFA), free or on a pay-per-view basis Typically video advertising (in-stream) has been purchased on a CPM basis, often at much higher rates than TV CPM. However, the landscape is changing, with many online media companies selling on a cost per model. This includes a new cost-per-view option, TrueView (pioneered by Google), which allows advertisers only to pay if or when the consumer has watched the video up to 30 seconds or to its completion, whichever comes first. Social Social media continues to be arguably the most important and enigmatic trend in the media landscape. While advertising and business publications have endlessly argued the value of advertising in social media and the valuations of social properties, consumers continue to spend more and more time with social sites and tools. Social media started out as a means to communicate and interact with friends and family locally and globally. Since 2006, the landscape has developed into a driving influence for brands, social change, idea sharing, news, current events and advertising. As such, it has escalated to a mandatory requirement for most advertisers. According to emarketer, social media garners approximately 25% of display investment. When you look at consumer behaviour it is clear why. While Facebook active-user growth numbers have slowed (more than one in three Canadians is an active user) the time spent on Facebook continues grow significantly. For vast swaths of demographics, Facebook has become the single most important destination online. Millions engage with the site daily, spending on average 30 minutes or more per day. The site reaches three times more males every day than the Superbowl did in January Families Using A TV Simultaneously With Another Device (%) Family Tablet Gaming Device Computer Cell Phone Source: comscore, Inc., Mobilens, Persons 12+, Dec 2011 Media Digest 2012/13 43

44 DIGITAL & EMERGING MEDIA Social continues to permeate the fabric of the Web, showing especially strong growth from an engagement perspective Total Minutes (MM) on Social Networking Sites , % 10,708 Total Pages (MM) on Social Networking Sites , % 20,648 0 Total Minutes (MM) Total Pages (MM) Q Q Q Q Source: comscore.inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 mo. avg. Q vs. Q Here are some interesting stats from ComScore s Digital Future in Focus: Social Media is the #1 category in terms of delivered ad impressions Facebook is # 3 reach site following Google and Microsoft The infiltration of engagement across all ages is significant, with engagement increasing the most Facebook and other social platforms popularity on mobile devices continue to expand their reach and engagement While Facebook is the largest player in the space, other social properties continue to accelerate as well. Visits to Twitter, Tumblr, Pinterest and Reddit all grew 60% or more in the six months ending April 2012, according to comscore. LinkedIn, a relatively established player, saw similar growth over the last 12 months. The aggregate of all these non-facebook social services stands as a clear signal from consumers that peer-to-peer communication is the most defining feature in this phase of the internet s evolution. YouTube dominates (~50%) video in Canada and continues to grow YouTube Videos per Viewer Dec Jan Feb Mar Apr May 2011 June 2011 July 2011 Aug Sept Oct Nov Dec Source: comscore.inc., Video Metrix, CA, Home & Work, Persons: 2+, Dec Dec Media Digest 2012/13

45 DIGITAL & EMERGING MEDIA Many Social Networking sites across the landscape are witnessing terrific growth in visitors and minutes Select Social Networking Sites Total Unique Visitors (000) Total Minutes (MM) Twitter.com LinkedIn.com Tumblr.com 3, Twitter.com +60% 5, % 357 2, LinkedIn.com +39% 4, % 110 1, Tumblr.com +180% 2, % 65 Pinterest.com Pinterest.com % ) 17 +2,038% (since Q2) (since Q2) Q Q Q Q Source: comscore.inc., Video Metrix, CA, Home & Work, Persons: 2+, 3 mo. avg. Q vs. Q The stuttering start to the era of Facebook as a publicly traded company is one of the largest talking points in the debate around the valuation of social media properties. While social platforms have proven their value to consumers, they have yet to prove themselves to industry. None of the players has succeeded in calming market fears that growth and revenue per user is sustainable. High-profile advertisers have vacillated between cautious enthusiasm for and outspoken disbelief in the value of social media platforms for engaging consumers. Many advertisers, however, have embraced social media platforms as part of the new reality. Some have honed in on compelling proof points for their effectiveness and increased their investments. Probably the single largest challenge faced by social networks and their advertising clientele is that, just as the industry starts to grapple successfully with the current reality, consumers have moved on. The sparse data that does exist suggests that online usage of social media services will be rapidly eclipsed by access through mobile devices. Foursquare, once the darling of mobilistas, touted as a future giant, has been dwarfed not only Facebook's audience growth is nearing saturation in Canada but users are spending more time on the site and visiting more frequently 12,000 10,000 Total Minutes (MM) Total Visits (000) 1,050,000 1,000,000 Total Minutes (MM) 8,000 6,000 4, , ,000 Total Visits (000) 2, ,000 0 Dec Jan Feb Mar Apr May 2011 June 2011 July 2011 Aug Sept Oct Nov Dec ,000 Source: comscore.inc., Video Metrix, CA, Home & Work, Persons: 2+, Dec Dec Media Digest 2012/13 45

46 Linking it all together At TC Media we connect everything that matters by creating a multitude of touch points between brands and consumers to enhance loyalty, offering targeted content at the right time, in the right place and in the right context. Find out how TC Media can link it all together for you today.

47 Strategy + Content + Execution STRATEGIC CONSULTING DATABASE ANALYTICS CONTENT CREATION CONTENT & PLATFORMS PRINTING INTERACTIVE & DIGITAL CHANNELS MOBILE DISTRIBUTION EVENT MANAGEMENT AUTOMATING YOUR CAMPAIGN TC Media is the solution. We have the most powerful portfolio of marketing activation products and services in Canada covering everything from mass marketing to one-to-one relationship marketing. Our marketing products and services allow you to attract, reach and retain your target customer.

48 DIGITAL & EMERGING MEDIA by Facebook mobile but also newcomers such as Instagram and potential one-hit-wonders such as Draw Something. There is little doubt that, in the near future, mobile devices will be the key battleground for social services and for the advertisers that embrace their platforms for communications. Gaming The industry is expected to continue to grow over the coming years as platforms morph from exclusive game consoles to entertainment consoles. Mobile gaming has ever-increasing capabilities and PC gaming time spent and game development continues to grow. Some titles rival blockbusters in terms of terms of sales revenue within days of release. There are many types of gaming platforms out there, from mobile or handheld devices such as iphone, ipad or PSP Vita to consoles such as Xbox360, Wii or PS3. Social media has evolved the space with social cloud cross platform gaming with games such as Words with Friends, Draw Something and Zynga s suite of games like FarmVille and CityVille. Forget the stereotype of a gamer: a young recluse in the basement attached by wire to a screen: consoles, mobiles and social media gaming cross all demographics and Canadians. Gaming-specific platforms are yet another screen advertisers must now consider. These platforms offer the ability to reach the consumer at home, in their living rooms and on the go through mobile. When engaged in the platform, the user has full attention and as such should not be undervalued or underestimated. Search We all get the basics of search engine marketing. Although the overall product continues to get better, with greater relevancy and robust listings, the real shift is how consumers access search. Mobile search on smartphones and tablets delivers the world s information into consumers hands when they are ready to take action. Connected consumers who are on the go means that advertisers need to consider how to reach this growing and engaged audience that could be in close proximity to their stores. Consumer digital consumption has increased in the mobile phone and tablet PC space. According to Google, 2012 could see mobile media reach approaching 50%. This is significant as key categories are now receiving sizeable volume of search queries from mobile devices including 20% of all automotive queries, 20% of movie queries, 15% of retail and 12% of financial queries. Marketers must recognize that mobile media opportunities don t come at the expense of PC media opportunities, but rather as an extension of the PC media opportunities and messaging. According to Google, mobile search peaks early morning, noon and evening all moments when consumers are away from their PC. For a person looking for life insurance quotes, for example, this could mean looking for potential insurance providers during their morning commute on their mobile phone, narrowing their choices during the afternoon break on their PC, and then looking for nearest office or clicking-to-call prospective insurance providers while sitting down at a café after work. The implications are obvious: advertisers need to have a dedicated and complementary mobile search strategy that supplements their desktop search efforts to gain the biggest advantage in the marketplace. Finally, advertisers will discover that Google and Bing have made it easy to take advantage of burgeoning media opportunities by offering the same in targeting options and ad extension features available in their desktop products including Site Links, Click-to-call and Location extensions. Coming soon will be the ability to increase bids to help gain a higher position if the mobile searcher is within a certain distance to an advertiser s store location. The mobile search opportunity is now. Forward-thinking advertisers will have their mobile websites, relevant messaging and the appropriate mobile search strategy to capture it. Search Traffic by Daypart: PC vs. Mobile 11 p.m. PC Mobile 1 p.m. Traffic 8 p.m. 7 a.m. Source: Google internal data Time 48 Media Digest 2012/13

49 Online Advertising Listings * Paid listings AD NETWORKS Company Name: Address: Tel: casalemedia.com 74 Wingold Avenue Fax: Parent Company: Toronto, ON M6B 1P5 Contact: Milyda Scott, [email protected] Casale Media Inc. Toll-free: TRAFFIC Unique Visitors 22,688,000/month TECH SPECS 728x90, 120x600, 300x250, 336x280. Please visit ad-specs/ for more details. Website Profile: Founded and headquartered in Toronto, Casale Media is Canada's largest independently-owned digital media company. Casale Media's premium network, MediaNet, proudly provides advertisers with direct access to more Canadian content than any other network and collectively reaches more than 85% of the national online audience across more than 3,000 high profile Web properties. Introduced in August 2011, CasaleX, the industry's first premium exchange with real-time bidding, is a highly controlled, brand safe media marketplace that provides publishers with maximum control, and advertisers with exclusively high-quality inventory. USER Profile: Besides scalable reach to every major demographic segment, MediaNet also provides brands with access to consumers at the bottom end of the Sales funnel, through integration with online data providers. There is no typical user on MediaNet: the diversity of the network means that we can accommodate the needs of virtually any advertiser. AD RATES: Casale Media accepts banners, towers, rectangles, floating ads; in-banner video/expandable rich media; VOS (our proprietary video-augmented display format); over 1 billion ads delivered daily. To inquire about rates, volumes and how to advertise with us, please call INVENTORY: Banner Ads Research Rich Media Sponsorships Video comscore, H monthly average IAB Member TRAFFIC Unique Visitors 21,248,000 Page Views/Impressions: 107,000,000 TECH SPECS For Cue Digital Media Standard and Custom High Impact Ad Formats please visit: com/advertisers/ad-formats For an Overview of Cue Digital Media Premium Publishers please visit: advertisers/our-sites Branded Entertainment/ Content Opportunities please visit: com/advertisers/brandedentertainment Video Examples of Our Work: video/our-work Company Name: Address: Tel: Cue Digital Media 250 The Esplanade Fax: Parent Company: Berkeley Castle, Courtyard, Suite 127 Contact: [email protected] Cue Digital Media Inc. Toronto, ON M5V 1E3 Toll-free: Website Profile: Cue Digital Media is a uniquely positioned Digital Entertainment Company helping brands engage consum ers online. Brands leverage Cue to engage consumers: utilizing Cue s Premium Publishers, and Award-Winning Branded production and distribution capabilities. Cue exclu sively represents Selected, Established and High Profile Online Entertainment Properties (UFC. com, CollegeHumor.com, TMZ, USA Today Sports, BNQT Media, FunnyorDie.com, English Premier League, Goal.com, DigitalBroadcastingGroup, Warner Bros., Woven Digital, TheChive, VIACOM [SpikeTV, VH1, GameTrailers], CheatCodeCentral.com and Kongregate.com). Audiences reach between 500,000 and 3 million unique viewers equaling 77.5% of the Canadian Online Population. Cue develops, licenses, produces, and distributes Digital Branded Entertainment for advertisers to audiences. USER Profile: Cue Digital Media reaches 77.5% of Canadian Internet Users attracting 21.2 million visitors each month. Cue gives advertiser s un-paralleled access to Top International Properties with Customized Integrated Campaigns. From traditional display campaigns to large integrated executions and promotions, advertisers benefit with extended reach to targeted and elusive audiences. The Leader in Branded Entertainment, Cue develops and distributes Award-Winning Digital Branded Content for advertisers. Short-format video dominates user s time-spent, Cue equips advertisers to drive video brand engagement, telling their stories with proven brand lift, retention, purchase intent and ROI. AD RATES: Custom Rich Media Takeovers An exclusive dynamic rich media unit that lives on the homepage and can feature auto initiated audio and video. Big and bold, takeovers have 100% Share of Voice on the homepage and run of site served on a per user impression basis. NO CHARGE Creative Services. Custom Skins & Home Page Roadblocks Clickable custom created skins wrap the site content and are consistently a top performing ad unit. Combined with remaining ad units on page in a Roadblock, the skin and entire campaign is enhanced with Increased Impact 100% share of voice to all Roadblock viewers, Brand Retention, Brand Recall and Increased Performance effectiveness and CTR s of all other units in the campaign increase. NO CHARGE Creative Services on custom skins. Video Pre-Roll All partners support 15 second video pre-roll advertising, 30 second with most partners, and optional YouTube Channel pre-roll placement available with College Humor and Funny or Die. Standard IABAd Units are available on all sites. Site and 3rd party tracking are available. INVENTORY: Banner Ads Co-Branding Content Integration Contests Gaming Microsites Rich Media Sponsorships Video Branded Entertainment/Content Production and Distribution Based on comscore Media Metrix Feb 2012 comscore Media Metrix Media Digest 2012/13 49

50 Online Advertising Listings * Paid listings AD NETWORKS Company Name: Address: Tel: Rogers Digital Media One Mount Pleasant Road, Fax: Parent Company: 12th Floor Contact: [email protected] Rogers Media Inc. Toronto, ON M4Y 2Y5 Toll-free: TRAFFIC Page Views/Impressions 8,607,000,000/Month Unique visits/visitors 17,428,962/Month TECH SPECS Please visit rogersdigitalmedia.com/ ad-guidelines for more information. Website Profile: Rogers Media through its digital ad network RNetwork offers access to sites. RNetwork reaches more than 17 million Canadians through 90+ owned and operated sites including Sportsnet.ca, Citytv.com, Chatelaine.com, todaysparent.com, L actualité.com and Macleans.ca plus nearly 300 premium partnerships featuring NBA.com, Time.com and Hearst Digital Media Publishing. Rogers has also partnered with CBC/Radio-Canada, Corus and Shaw Media to create the Canadian Premium Audience Exchange (CPAX), a new online, real-time bidding exchange service that provides advertisers and agencies with access to premium digital inventory. Work with us to tailor an integrated program specifically for you. USER Profile: The Rogers Digital Media network includes engaging sites and trusted content relevant to every audience. With a reach that boasts 64% across the online Canadian population as well as an 80% reach of online Quebecers, we deliver the consumers you want! We have exclusive representation of over 300 websites as well as 50 + channels. Our sites cover a variety of content and topics such as Women, Sports, News & Business, Entertainment, Auto, Lifestyle, and Health. AD RATES: Please contact Rogers Digital Media for specific rates, and other opportunities including sponsorships and integrated custom solutions. INVENTORY: Banner Ads Co-Branding Content Integration Contest Marketing E-newsletter Sponsorship Gaming Interstitials Microsites Mobile Display + Mobile Video Research Rich Media Sponsorships Video comscore MediaMetrix, Advertising Network category, Total Canada, All Locations, July 2012 Numbers verified by comscore Inc. IAB Member Company Name: Address: Tel: Suite Adelaide Street West Fax: suite 600 Contact: Steve Macfarlane, [email protected] toronto, ON M5V 1R9 Toll-free: TRAFFIC Unique Visitors 15,000,000/Month Page Views/Impressions: 237,000,000/month Average Visit Length 3.4 Minutes Website Profile: Suite 66 is Canada s largest independent online sales agency, providing marketers with advertising opportunities on independently owned and operated Canadian sites and US based sites. The combination of Suite 66 Premium Sites and our Performance Network gives advertisers a wide range of options. Publishers benefit from our proactive sales efforts to communicate the advantages and benefits of their sites. USER Profile: National reach through key content categories including: automotive, business, education, entertainment, fashion, food, home, kids, lifestyle, news, sports and technology. Visitors to these sites include all demographic targets with a focus on women 18-34, men and adults We reach business people, car shoppers, home owners, fashion followers, movie fans, sports fans, kids, students, young adults and parents. AD RATES: Please contact Suite 66 for site specific rates, Performance Network rates and other opportunities including , sponsorships, customized solutions, mobile and pre-roll. INVENTORY: Banner Ads Button Ads Content Integration Contests Marketing E-Newsletter Sponsorship Rich Media Sponsorships Tower Ads Video Mobile TECH SPECS Standard IAB specifications apply. Please contact Suite 66 for your specific needs July 2012 comscore & Google Analytics IAB Member 50 Media Digest 2012/13

51 Online Advertising Listings * Paid listings AD NETWORKS TRAFFIC Unique Visitors 27,408,000/mo. Canada 137,000,000/mo. Incl. US Page Views/Impressions: 106,564,000 Canada 12,000,000,000 Incl. US TECH SPECS Please [email protected] for technical specs Company Name: Address: Tel: TC Media 25 Sheppard Ave W, Suite 100 Contact: Andrea Fernandes, Parent Company: Toronto, ON M2N 6S7 [email protected] TC Transcontinental Toll-free: Website Profile: TC Media provides outstanding visibility on its 300 proprietary sites and 3200 partner websites for its Canadian customers. With over 20 content platforms and areas of interest that include Business & Finance, Fashion & Lifestyle, Food, Health & Wellness, Home & Garden, Leisure & Entertainment, Pets and Family Life we provide a relevant digital environment that covers every audience and demographic nationally, in both English and French. We provide trusted content across some of Canada's top sites like Canadianliving.com, Ellecanada.com, Coupdepouce.com, thehockeynews.com, styleathome.com, Popsugar.com, About.com and the Ziff Davis, Glacier Media and Demand media groups. TC Media's private exchange provides premium brands with the ability to reach a wide Canadian audience on brand-safe quality content and inventory. USER Profile: The TC Media Reach & Response digital network is geared toward Retailers, Publishers, Advertisers, Marketers and small to medium sized businesses. With a massive penetration across North America, we are proud to be the destination for 2/3 of all Canadians reaching 22 million of them 18+. TC Media is the #1 Canadian offering in terms of Family Reach and we are in the Top 5 both Nationaly and in Quebec specific for Female reach. Our digital reach is also enhanced by the 7.2M names in our TC Media database. AD RATES: To inquire about ad rates, volumes and how to advertise with a network that will provide genuine results, please contact [email protected] INVENTORY: TC Media provides so many options we can barely list is all here, but here s a starting point Banner Ads, Co-Branding, Contests, E-Newsletters, Interstitials, Microsites, Rich Media, sponsorships, Text Links, Video, QR codes, Gaming, Content integration, Special Effects, Run of Site and Run of Channel comscore Media Metrix - July 2012 comscore Media Metrics IAB Member Newspapers/Magazines/Books Company Name: Address: Tel: The Globe and Mail 444 Front Street West Fax: Parent Company: Toronto, ON M5V 2S9 Contact: Jo-Anne Visconti, [email protected] The Globe and Mail Inc. Toll-free: TRAFFIC Unique Visitors 3.4 million/month Page Views/Impressions 111 million/month TECH SPECS Please visit globelink. ca/digital/adformats Website Profile: The Globe s digital network is Canada s # 1 online news source, boasting over 3.4 million unique visitors per month. Our audience relies on us to provide breaking and business news, sports, auto and lifestyle content through our news and mobile-optimized sites. These sites correspond to their newspaper counterparts but are enhanced with interactive features such as reader comments, blog pages, podcasts, and live streaming video. Recently, The Globe and Mail launched Globe Alliance, an exclusive partnership with world-class digital publishers to create a preeminent connection to over 5 million influential Canadians. USER Profile: We understand that advertising is as much an art as a science, so we spend a great deal of time quantifying our reach, our audience and advertising effectiveness both in our print and digital products. Media experts would agree that a brand benefits from advertising within our products. Among many reasons: Your brand s message is reinforced by real life opinion-makers who buy into your brand as a result of the relationship you develop with them through us; Your brand s ads help to fuel our readers aspirations, while you reach an audience who has the income to act on your offerings. AD RATES: We offer a full range of IAB compliant advertising formats, from simple banners and buttons to dynamic Flash animated, video-based, expanding and floating ad placements. Our online production team is committed to working with you to successfully implement any creative campaign. Our goal is to present your brand s message in the most compelling and memorable way. Visit globelink.ca/digital/adformats for further details or contact your sales rep. INVENTORY: Animation Banner Ads Button Ads Co-branding Content Integration Micro Sites Pop-ups Rich Media Special Effects Sponsorships Source: comscore MediaMetrix, 3 Month average Jan. to March 2012, Total Canada, Age 2+ IAB Member Media Digest 2012/13 51

52 Online Advertising Listings * Paid listings Newspapers/Magazines/Books TRAFFIC Unique Visitors 7,259,000/month Page Views/Impressions: 144,148,000/month Average Visit Length 15 Minutes TECH SPECS Standard IAB s pecifications apply. Please contact Postmedia Network for custom opportunities. Company Name: Address: Tel: Postmedia Network Inc Don Mills Road Fax: Parent Company: Toronto, ON M3B 2X7 Contact: [email protected] Postmedia Network Canada Corp. Website Profile: Postmedia Network is the leading multi-platform news content producer with an engaged national digital audience, reaching over 7 million Canadians per month on our websites and 4.2 million Canadians on our mobile offerings. We represent the country's most-respected media brands, including The Vancouver Sun, The Province (Vancouver), the Calgary Herald, the Edmonton Journal, the Leader-Post (Regina), The StarPhoenix (Saskatoon), the Ottawa Citizen, The Windsor Star, The Gazette (Montreal) and the National Post. We have a legacy of delivering trusted news and information to your desktop, your doorstop and to your fingertips. Canadians know our brands, trust our content and welcome us as a vital member of their communities. USER Profile: Canadians depend on Postmedia's digital and mobile brands for breaking news, feature articles and expert commentary to keep them informed throughout the day. With 20 digital and mobile brands, we offer a variety of content and information in key verticals such as news, business, sports, entertainment, auto, technology, lifestyle and health. Postmedia audiences connect, engage, and react in their news-media platform of choice our expertise in audience analytics means your message is delivered to the right audience in the right context. Award-winning journalism and content ensures audiences are staying on our sites and coming back repeatedly. AD RATES: Our premium digital enviroments offer solutions that fit client objectives by delivering superior reach and targeted, measureable results through IAB standard ad units, rising star ad units, video, mobile, e-newsletters and e-blasts. We collaboratively develop custom content solutions and creative integrations and utilize vertical and behavioural targeting to provide advertisers maximum flexibility to reach the right audience across our digital products. For further details on how you can advertise and be where your audience is, contact Postmedia Network. INVENTORY: Banner Ads Button Ads Co-branding Content Integration Contests Marketing E-Newsletter Sponsorship Interstitials Micro Sites Rich Media Sponsorships Text Links Video ComScore, MediaMetrix, Total Canada, All Locations, June 2012 (Apr/May/Jun month avg.) Postmedia Network Inc. is a member of comscore Canada. Postmedia Network Inc. is a member of IAB Canada TV/RADIO TRAFFIC Page Views/Impressions 8,607,000,000/Month Unique visits/visitors 17,428,962/Month TECH SPECS SD, BETA, SP Cam, Mini DV TV Scale 4:3 Company Name: Address: Tel: Fairchild Television Unit 8 Fax: Parent Company: 35 East Beaver Creek Road, Contact: Tina Chow, [email protected] Fairchild Media Group Richmond Hill, ON L4B 1B3 Toll-free: Website Profile: Fairchild TV was established in It offers over 21 hours of Cantonese programming daily. It provides national coverage via cable, satellite and digital carriers. Fairchild TV Is the No. 1 Chinese media in Canada. A national television powerhouse racking up big chinese audiences everynight with a prime-time line-up that's loaded with many popular drama series, sit-coms, news and current affairs, sports, lifestyles and cooking shows. USER Profile: Fairchild TV reaches the most Chinese speaking adult 18+ on average daily. It leads the way in reaching 300% and 290% more Chinese audience than multicultural television stations In the GTA and GVA respectively. AD RATES: Please contact Fairchild TV, Director of Sales and Marketing at [email protected] or call Media Digest 2012/13

53 NEWSPAPERS Newspapers: Thriving in a Digital World Weekly Readership Growth: In Print and Online 1 Newspapers in Canada are performing extremely well. There are 121 dailies and over 1,100 community newspapers in Canada There are 21% more print newspapers today than there were in 1970 A quarter of all advertising occurs in newspapers (dailies and community) and on their sites, matching that of TV advertising and bigger than magazines, Yellow Pages, Direct Mail and Outdoor combined Print +4% Website +59% Total +6% Furthermore, weekly newspaper readership is growing. Print readership is up by 4% and website readership is up 59%. Combined readership is up by6% over five years. % Weekly Readership across Multiple Media 2 85% 80 69% 60 56% 40 37% 38% 20 0 Physical paper Newspaper website Tablet Phone Snack Throughout the Day 2 Canadians read newspapers on multiple devices 85% read a newspaper brand in the last week Almost seven in 10 read a print newspaper last week More than half read a newspaper website in the past week. Only 12% stated this was the only way they touched a newspaper brand last week. 4 in 10 read a newspaper on a tablet or e-reader last week. Only 2% stated this was the only way they touched a newspaper brand last week. 4 in 10 read a newspaper or update on their phone last week. Only 2% stated this was the only way they touched a newspaper brand last week. Canadians snack on news throughout the day Print is read early in the day and after dinner Newspaper websites are read early, between breakfast and lunch, and after dinner Phones are used steadily for updates Tablets are used mainly in the evening Early morning At breakfast Between During lunch breakfast and lunch Between lunch and dinner After dinner Physical newspaper Newspaper website On a tablet On a phone Wanted and trusted ads from newspapers influence Canadians find the ads in newspapers most acceptable vs. other media. 3 There are lots of places we do not want ads but we expect there to ads in newspapers it is part of the content. Ads in newspapers are most trusted. 3 Google researched the influence of print, digital and social in today s purchase decisions. 4 Studying 12 shopping categories and 50 media sources, newspaper ads (including inserts) were rated among the top three (TV & direct mail were the other two). Sources: 1 NADBank 2011; 2 Totum Research; Canadians 18+, any week, December 2011; 3 Ad Standards Canada, 2011; 4 Print in the Mix.com, The Influence of Print, Digital and Social On Today's Purchase Decisions, July 2011 Media Digest 2012/13 53

54 DAILY NEWSPAPERS Daily Newspapers General Information There are currently 121 daily newspapers in Canada; 108 are English-language papers and 13 are French-language papers. Gross daily circulation represents a household penetration of 41%. There are 18 free dailies in 11 major markets. Another eight free dailies are published by Black Press and distributed in regional B.C. markets. While the migration to newspapers websites continues, print remains the preferred choice for newspaper readers Roughly a quarter of Canadians 24% visit a daily newspaper website each week, while 12% visit each day. FORMATS Agate is the standard measurement unit for most newspapers. There are 14 agate lines per inch of depth. Width is generally measured in columns, which vary by newspaper. Columns x lines = total agate linage. Modular advertising involves selling ads by standardized sizes, e.g., half-page vertical, vs. columns and lines. There are two basic newspaper formats: Broadsheet A broadsheet page ranges from 10" to 11 7/8 " wide by 20" to 22" deep. There are 67 broadsheets varying from six to 12 columns, with a 10-column format common to many. Full-page linage ranges from 1,800 to 3,480 agate lines. Tabloid A tabloid page is generally 10" to 10 3/8 " wide and 11 3/8 " to 14" deep. There are 54 tabloids with the number of columns ranging from five to 10. Full-page linage ranges from 715 to 2,000 lines. 73% of adults read a printed edition each week and 46% read a print edition each day, according to NADBank Distribution Newspaper markets 88 Number of daily newspapers 121 Number of national newspapers* 2 Total circulation 5.8 million * The National Post has limited distribution of the printed product in Atlantic and Man/Sask. AD TYPES ROP COLOUR: Run of press colour is available in virtually all daily papers. Cost premiums vary by publication and minimum linage requirements range from zero to 1,000 lines. INSERTS: Inserts can be carried by most papers. The cost varies according to the number of pages, the size of the insert, paper type and whether it is machine- or hand-inserted. FLEXFORM: Flexform is any odd-shaped ad that does not conform to standard sizing, e.g., the ad may be placed around editorial in a variety of ways. Flexform is available in many dailies and usually carries a cost premium. WRAPS AND GATEFOLDS: These are multi-page ads that wrap around the paper (tabloid) or a section (broadsheet) including the front section. They often include a partial page. Gatefolds can also be placed within a section. GUARANTEED POSITIONING: Many positioning guarantees carry a premium charge. BOOKING AND CANCELLATION As a general rule, on-page ads must be booked or cancelled before noon, two days prior to publishing. In the case of special sections, which are preprinted, bookings and cancellations may need to be made one or two weeks in advance. Longer lead times of two to three weeks are needed for optimal positioning, especially for colour ads. Flexform, gatefolds, wraps and inserts may require much longer lead times. National Readership: 53 Markets, Adults 18+ (%) Totals Women 18+ Men 18+ Source: NADbank 2011 Read Yesterday M-F Read Last Weekend Total Weekly Including Online M-F Cume 7-Day Cume 54 Media Digest 2012/13

55 DAILY NEWSPAPERS Daily Newspaper Circulation and Cost by Region Atlantic Quebec Ontario Prairies BC/Yukon Total Number of Markets Number of Dailies Circulation 341,229 1,259,549 2,530, , ,041 5,784,204 Full-page B/W ($ Net) 62, , , ,357 99, ,835 Full-page Colour ($ Net) 73, , , , ,101 1,024,625 Source: CARDonline May 2012, ABC, CCAB, Newspapers Canada. National papers included in Ontario. Daily Newspaper Circulation and Cost by Population Group 1 M+ 500K-1M 100K-500K 50K-100K Under 50K Total Number of Markets Number of Dailies Circulation 3,928, , , , ,030 5,784,204 Full-page B/W ($ Net) 460,579 60, ,661 76,723 73, ,835 Full-page Colour ($ Net) 540,794 83, ,468 90,260 87,242 1,024,625 Source: CARDonline May 2012, ABC, CCAB, Newspapers Canada. Daily Newspaper Readership - Adults 18+ Profiles by Region (%) Atlantic Quebec Ontario Prairies BC/Yukon Total Men Women to to to to to Source: NADbank 2011 Readership by Region - Adults 18+ (%) Atlantic Quebec Ontario Prairies BC/Yukon Total Read Yesterday M-F Cume Read Last Weekend Day Cume Total Weekly Readership Media Digest 2012/13 55

56 AT&T Trusted news brands Multiple platforms National in scope Local in focus Daily Newspapers 4.9 Million Weekly Readers (NADbank 2011) Digital Sites 7.2 Million Monthly UVs (comscore 3-month average June 2012) Magazines 866,000 Monthly Readers (PMB 2012) Mobile Network 4.2 Million Monthly UVs (Omniture 3-month average June 2012) CONTACT YOUR POSTMEDIA REPRESENTATIVE Montreal Toronto Vancouver postmedia.com

57 DAILY NEWSPAPERS Market Size Publication Detail 1 M+ Newspaper Total Circ (M-F) Toronto Star 361,323 The Globe and Mail 296,777 Le Journal (Montreal) (French) 268,561 Metro - Toronto 258, Hours - Toronto 247,146 La Presse (Montreal) (French) 215,366 National Post 171,447 Toronto Sun 171,076 Vancouver Sun 168,297 Metro - Montreal 151,887 Vancouver Province 149, heures - Montreal (French) 145,683 Calgary Herald 142, Hours Vancouver 122,298 Montreal Gazette 120,863 Metro Vancouver 120,000 Ottawa Citizen 119,670 Edmonton Journal 104,365 t.o.night (Toronto) 102,000 Metro Ottawa 60,000 Metro Calgary 60,000 Metro Edmonton 60,000 Calgary Sun 48,247 Edmonton Sun 45,936 Ottawa Sun 45, Hours Calgary 39,570 Le Droit (Ottawa/Gatineau) (French) 36, Hours Ottawa 32, Hours Edmonton 31,875 Le Devoir (Montreal) (French) 30,990 Total 1M+ Markets 3,928, K to 1M Newspaper Total Circ (M-F) Le Journal (Quebec City) (French) 124,109 Winnipeg Free Press 109,661 Hamilton Spectator 103,267 Le Soleil (Quebec City) 78,387 Winnipeg Sun 58,520 Metro Winnipeg 40,000 Total 1M+ Markets 513, to 500K Newspaper Total Circ (M-F) The Chronicle Herald (Halifax) 110,553 London Free Press (London, Ont.) 70,995 Waterloo Region Record (Kitchener/Waterloo/ 63,386 Cambridge, Ont.) Windsor Star (Windsor, Ont.) 53,139 Victoria Times Colonist (Victoria, B.C.) 52,881 StarPhoenix (Saskatoon) 49,679 Le Nouvelliste (Trois Rivieres, Que.) (French) 44,948 Leader-Post (Regina) 42,867 Metro (Halifax) 40,000 La Tribune (Sherbrooke, Que.) (French) 32,522 Moncton Times & Transcript (Moncton, N.B.) 30,925 Metro London (London, Ont.) 30,000 Telegraph Journal (Saint John, N.B.) 28,043 The Telegram (St. John s, Nfld.) 27,945 The Chronicle Journal (Thunder Bay, Ont.) 24,333 The Kingston Whig-Standard (Kingston, Ont.) 21,850 Metro Regina 20,000 Metro Saskatoon 20,000 St. Catharines Standard (St. Catharines, Ont.) 19,861 L'Acadie Nouvelle (Caraquet, N.B.) (French) 18,102 Sudbury Star (Sudbury, Ont.) 15,423 Lethbridge Herald (Lethbridge, Ont.) 15,377 Red Deer Advocate (Red Deer, Alta.) 13,780 Peterborough Examiner (Peterborough, Ont.) 13,585 Guelph Mercury (Guelph, Ont.) 12,453 Kelowna Daily Courier (Kelowna, B.C.) 12,364 Barrie Examiner (Barrie, Ont.) 7,444 Victoria News Daily (Victoria, B.C.) 6,475 Nanaimo Daily News (Nanaimo, B.C.) 5,636 Sherbrooke Record (Sherbrooke, Que.) 4,149 Fraser-Valley Daily (Fraser Valley, B.C.) 3,840 Golden Ears Daily (Langley/Maple Ridge, B.C.) 3,360 Total 100 to 500K Markets 915,915 Media Digest 2012/13 57

58 DAILY NEWSPAPERS Market Size Publication Detail 50 to 100K Newspaper Total Circ (M-F) Le Quotidien (Chicoutimi, Que.) 27,392 Cape Breton Post (Sydney, N.S.) 21,604 The Guardian (Charlottetown) 18,518 Niagara Falls Review 18,119 (Niagara Falls, Ont.) Daily Gleaner (Fredericton) 17,506 Brantford Expositor (Brantford, Ont.) 16,330 La Voix de l'est (Granby, Que.) 14,692 Sault Star (Sault Ste. Marie, Ont.) 13,665 Brandon Sun (Brandon, Man.) 12,370 Sarnia Observer (Sarnia, Ont.) 12,173 North Bay Nugget (North Bay, Ont.) 11,505 Prince George Citizen 11,338 (Prince George, B.C.) Medicine Hat News 10,992 (Medicine Hat, Alta.) Cornwall Standard-Freeholder 10,756 (Cornwall, Ont.) Kamloops Daily News 10,499 (Kamloops, B.C.) Welland Tribune (Welland, Ont.) 10,476 Belleville Intelligencer 9,723 (Belleville, Ont.) Chatham Daily News (Chatham, Ont.) 8,033 Grande Prairie Daily Herald-Tribune 5,227 (Grande Prairie, Alta.) Vernon Morning Star (Vernon, B.C.) 3,035 Comox Valley/Courtenay Daily 2,750 Fort McMurray Today 2,030 (Fort McMurray, Alta.) Campbell River Mirror 1,600 (Campbell River, B.C.) Total 50 to 100K Markets 270,333 Source: CARDonline, May 2011 Under 50K Newspaper Total Circ (M-F) Owen Sound Sun Times (Owen Sound, Ont.) 13,178 Brockville Recorder and Times 9,615 (Brockville, Ont.) Simcoe Reformer (Simcoe, Ont.) 9,125 Stratford Beacon-Herald (Stratford, Ont.) 8,164 Summerside Journal Pioneer 7,778 (Summerside, P.E.I.) Woodstock Sentinel-Review 7,700 (Woodstock, Ont.) Timmins Daily Press (Timmins, Ont.) 7,145 Penticton Herald (Penticton, B.C.) 6,423 The Western Star (Corner Brook, Nfld.) 6,056 New Glasgow News (New Glasgow, N.S.) 5,983 Orillia Packet and Times (Orillia, Ont.) 5,867 Northumberland Today 5,800 (Cobourg/Port Hope, Ont.) Truro Daily News (Truro, N.S.) 5,594 Prince Albert Daily Herald 5,197 (Prince Albert, Sask.) Moose Jaw Times-Herald (Moose Jaw, Sask.) 5,023 Trail Daily Times (Nelson, B.C.) 5,002 Pembroke Daily Observer (Pembroke, Ont.) 4,757 St. Thomas Times-Journal (St. Thomas, Ont.) 4,666 Alaska Highway News (Fort St. John, B.C.) 3,840 Peace Arch News Daily (White Rock, B.C.) 3,700 Alberni Valley Times (Port Alberni, B.C.) 3,561 Daily Townsman (Cranbrook, B.C.) 3,320 Cowichan Valley/Duncan: News Leader Daily 3,000 Kenora Daily Miner & News (Kenora, Ont.) 2,660 Amherst Daily News (Amherst, N.S.) 2,622 Fort Frances Daily Bulletin 2,574 (Fort Frances, Ont.) Whitehorse Star (Whitehorse) 2,101 Dawson Creek Daily News 1,940 (Dawson Creek, B.C.) Portage Daily Graphic 1,877 (Portage La Prairie, Man. Kimberley: Daily Bulletin 1,660 Total Under 50K Markets 166,751 Source: CARDonline May 2012, ABC, CCAB, Newspapers Canada. Excludes EMC days. 58 Media Digest 2012/13

59 DAILY NEWSPAPERS Weekday Readership of Free Dailies is Stable (%) Toronto CMA Montreal CMA Source: NADbank 2011 Read Yesterday M-F Cume Newspapers Data Sources NEWSPAPERS CANADA 890 Yonge St., Suite 200 Toronto, ON, M4W 3P4 Phone: (416) Fax: (416) [email protected] newspaperscanada.ca/journauxcanadiens.ca Newspapers Canada is a joint initiative of the Canadian Newspaper Association and the Canadian Community Newspapers Association. The Canadian Newspaper Association (CNA) and the Canadian Community Newspapers Association (CCNA) are two separate organizations that partnered to create one strong industry voice for newspapers in Canada. Combined, the two associations represent over 830 daily, weekly and community newspapers in every province and territory in Canada. The CNA and the CCNA are now co-managed by one CEO but remain governed by two separate boards of directors in order to preserve the uniqueness of the programs and services offered to each member. By combining resources and collaborating on a variety of different projects, Newspapers Canada provides more relevant services to all newspaper members, while also increasing the profile and effectiveness of the newspaper industry in Canada. Today, the primary role of Newspapers Canada is to represent the needs of CNA and CCNA members in three major areas: public affairs, marketing and member services. NADBANK NEWSPAPER AUDIENCE DATABANK 890 Yonge Street, Suite 200 Toronto, ON, M4W 3P4 Phone: (416) Fax: (416) [email protected] nadbank.com NADbank (Newspaper Audience Databank) is the principal research arm of the Canadian daily newspaper industry. It designs and conducts research in Canadian markets to provide cost-effective and accurate in-depth marketing information for its members to assist in the buying and selling of newspaper advertising in Canada. NADbank is a tri-partite organization comprised of newspapers, advertising agencies/media buying companies and advertiser members. The organization is governed by a board of directors, a technical committee and a membership services committee. AUDIT BUREAU OF CIRCULATIONS (ABC) 151 Bloor St. W., Suite 850 Toronto, ON, M5S 1S4 Phone: (416) x226 Fax: (416) [email protected] ABC is a not-for-profit, tripartite association of advertisers, advertising agencies and publishers. The purpose of ABC is to set standards by which circulation Media Digest 2012/13 59

60 Globe readers stay well-informed throughout their day from reading our paper over their morning coffee to tracking the latest breaking story on our website before signing-off for the day. Our audience represents a combined average monthly viewership of over 6 million* loyal readers. With award-winning journalism and world-class design, it s no surprise more people are choosing The Globe and Mail for their breaking news, business and lifestyle content. Contact your Globe representative to find out how you can reach Canada s most discerning audience through our print and digital platforms [email protected] or visit Source: PMB/comScore Spring 2012 Fused Database Total Canada Age 18+.

61 DAILY NEWSPAPERS Readership by Income Print (M-F) Online (Weekly) Annual HH Income % Index to Pop % Index to Pop $75M $50 to $75M $30 to $50M $20 to $30M Under $20M Readership by Education Print (M-F) Online (Weekly) Highest Level Achieved % Index to Pop % Index to Pop University Grad Some Post-secondary High School Graduate Some High School or Less Source: NADbank 2011 and other data of member newspaper and magazine publishers are audited. PUBLISHER S STATEMENTS: Two statements of circulation issued yearly by publishers for release by the ABC. AUDIT REPORTS: Annual and bi-annual verification for daily and weekly newspapers. ABCi is a division of ABC that provides audits of traffic claims from sites on the web, newsletter audits, mobile media audits and a Digital Technology Accreditation Program (including ad delivery audits). ANCILLARY ABC PRODUCTS AND SERVICES CONSOLIDATED MEDIA REPORT (CMR): Provides advertisers with a comprehensive view of a publisher s total media footprint across multiple products and channels by reporting total gross distribution data. accessabc.ca/services/n_cmr.htm MOBILE MEDIA AUDITS (m.audit Report): An audit service to independently verify mobile statistics, including mobile audience by device type and by day and day part; audience access points (app, mobile browser, e-reader); unique visitors; and page views. accessabc.ca/services/abci_mobile.htm FLYER DISTRIBUTION STANDARDS ASSOCIA- TION (FDSA) AUDIT ACCREDITATION: The audit evaluates the flyer insert process for compliance with FDSA s standards. efas-fax: Topline circulation data updated with every Publisher's Statement and available online. edata ANALYSIS TOOL FOR NEWSPAPERS: Providing 10 years of audited circulation data and available online for easy downloading. CCAB A Division of BPA WORLDWIDE bpaww.com TORONTO OFFICE 1 Concorde Gate, Suite 800 Toronto, ON, M3C 3N6 Phone: (416) Fax: (416) MONTREAL OFFICE 1010 Rue Sherbrooke Ouest, Bureau 1800 Montreal, QC H3A 2R7 Phone: (514) Fax: (514) The CCAB division audits all paid, controlled or any combination of paid and controlled circulation for over 450 business and farm publications, consumer magazines and community and daily newspapers throughout Canada. CCAB issues standardized statements of data reported by members and verifies the figures shown in the statements by audit examination of any records considered necessary. Basic published reports include two Circulation Statements a year, submitted by the publishers staff, and Daily and Community Newspaper TRAC trend reports published annually. In addition to these reports, CCAB provides flyer distribution accreditation on behalf of the FDSA, whose goal is to establish standards, from technical specifications to processes and terminology, for the retail flyer process. Media Digest 2012/13 61

62 COMMUNITY NEWSPAPERS Community Newspapers General Information Community newspapers and their sites effectively represent the neighbourhoods they serve. Every week in Canada, more than 1,100 community newspapers circulate more than 15 million copies in key metropolitan areas, rural and remote regions, and all areas in between. Community newspapers command a special place in Canadian households. The role they play is vital, often being the only choice for local news and information relevant to readers in the community. On average, onethird read only their community newspaper, and most readers read every issue. Readership of community newspapers is solid, with 74% of adults reading a community newspaper. Community newspapers reach all demographics professionals, well-educated, affluent consumers as well as families with children and homeowners. Paid- and free-circulation community newspapers enjoy equally high readership. Across Canada, community newspapers provide printed newspapers to local households one or more times each week. Furthermore, 41% state that newspapers are the medium used to check out ads. The community newspaper s website has become the town square online, delivering local information to the community at the touch of a button. COMMUNITY NEWSPAPER FACTS There are more than 1,100 community newspapers in Canada. 74% of adults read a community newspaper (weekday or weekend). Approximately one-third of Canadians only read a community newspaper (not other newspapers) and are light TV (< 3 hours per week) and light radio users (less likely to have listened yesterday). Nearly 40% keep their community newspaper more than one week. 73% read most or all of the community newspaper and these readers spend an average of 40 minutes with the paper. Readers on average share the paper with 2.4 additional readers. Almost half of readers indicate there are days when they read the community newspaper as much for the ads as for the news. Community newspapers are a popular vehicle for inserts and advertising supplements. Many papers have their own printing facilities (producing these supplements to customer specifications) and finely tuned distribution networks. CIRCULATION More than 650 community newspaper titles are measured by Canadian Media Circulation Audit (CMCA), a unit of Newspapers Canada. Circulation data are reported twice a year and verified annually by CMCA. An audit is conducted annually by an independent certified auditor or a public chartered accountant. CMCA data can be accessed online at circulationaudit.ca. An additional 180 community newspapers are currently measured by Audit Bureau of Circulations (ABC) or Canadian Circulation Audit Board (CCAB). Circulation data are reported in a Publisher s Statement and then audited either annually or bi-annually. ABC data are available to members and can be accessed online at accessabc.com, while CCAB data are available at no cost at bpaww.com. In Quebec, more than 140 community newspapers are measured by the Office de la distribution certifiée (ODC). Complete distribution data are available at no cost atodcinc.ca. (Cont'd on page 60) 62 Media Digest 2012/13

63 COMMUNITY NEWSPAPERS % Readership by Demographic % 72% 77% 79% 79% 79% 74% 77% 77% 0 Adults 18+ Male Female Baby Boomers 50+ years Demographics Adults % GENDER Male 77% Female 75% AGE Young Reader 18 to 24 years 75% Age 25 to 49 years 74% Baby Boomers 50+ years 79% EDUCATION High School or less 73% College (including Technical) 77% University + 80% HOUSEHOLD INCOME <$30K 68% $30 to $49K 75% $50K+ 78% $75K+ 79% $100K+ 80% RESIDENCE Own Residence 74% Rent Residence 77% FAMILY STATUS With Children 74% Without Children 77% LIFE EVENTS (occurred in last year/next year) Marriage 76% Child/Grandchild born 74% Retire 78% Change job 69% Move (same city) 71% Source: ComBase Base: Adults 18+, Canada. Read any of the last four issues University + $75K+ $100K+ Own With Residence Children Reasons for Reading Reasons for Reading *% of Community Newspaper Readers Local News 82% Local Events 63% Flyers 36% Editorial 35% Classified 33% Advertising 31% Real Estate 22% Jobs/Employment 19% Source: ComBase Base: Adults 18+, Canada. Read any of the last four issues. *Multiple mentions accepted Community Newspapers- Readership Readers 74% 26% non-readers Source: ComB ase Base: Adults 18+, Canada. Read any of the last four issues of community paper / read any of the last five weekday issues of daily newspaper Media Digest 2012/13 63

64 COMMUNITY NEWSPAPERS % Readership by Province % 83% 85% 83% * Atlantic is NS/NB/PEI/NL ** Northern Canada is NWT/NU 65% 75% Source: ComBase Base: Adults 18+, Canada. Read any of the last four issues. Sample: 39,761 87% Atlantic* ON MB SK AB BC North** Readership of Flyers Delivered in Community Newspapers Flyer Type *% Readership of Flyers Grocery Store 76% Department Stores including Clothing 70% Home Improvement Store 68% Furniture or Appliances or Electronics 66% Drug Store or Pharmacy 62% Computer Hardware or Software 47% Fast Food Restaurant 42% Automotive Supply or Service 40% Telecommunication and Wireless Products 31% Investment or Banking Services 27% Other Products or Services 57% Source: ComBase Base: Adults 18+, Canada. Read any of the last four issues. *Always or sometimes read flyers (Cont'd from page 58) PLANNING TOOLS AND RESOURCES The majority of community newspapers serve Englishor French-speaking readers in geographic markets that are represented by Newspapers Canada and its French-language counterparts, Hebdos Québec and the Association de la presse francophone. The Newspapers Canada network includes Community Media Canada, a partnership of sales and marketing specialists at affiliated associations. The Community Media Canada team facilitates the buying process, working with clients and agencies on print, online and multimedia campaigns, which are now easier with a growing use of modular ad sizes. Online tools, including Newspapers Canada s ad impact tool and the Community Media Canada campaign calculator, further simplify the process. NEWSPAPERS CANADA Launched in January 2011, Newspapers Canada is a joint initiative of the Canadian Community Newspapers Association and the Canadian Newspaper Association. Representing the newspaper industry in Canada for over 90 years, Newspapers Canada boasts a membership of 850 titles, including over 780 community newspapers in every province and territory. newspaperscanada.ca HEBDOS QUÉBEC Hebdos Québec promotes the growth and excellence of the weekly press in Quebec, representing 150 Frenchlanguage weeklies with a total Quebec readership of more than 3.6 million. Hebdos Québec provides a wide array of services, including readership surveys, media research and advertising tools. hebdos.com ASSOCIATION DE LA PRESSE FRANCOPHONE apf.ca The Association de la presse francophone brings together 24 community newspapers from outside Quebec, and is the only pan-canadian association of French newspapers. An engaged and unifying force, APF newspapers are, throughout the country, instruments of social cohesion and sources of partnership. The APF website includes information about its member newspapers, as well as advertising resources. Ad campaigns can be placed through two advertising representation firms. The community newspaper industry provides several tools designed to inform and assist the ad-buying process. Newspapers Canada Ad Resources Practical information on newspapers for use by media planners, with a variety of advertiser resources including ad impact tool, case studies, an industry presentation, newsletters and more. newspaperscanada.ca/ad-resources 64 Media Digest 2012/13

65 COMMUNITY NEWSPAPERS Ownership of Newspapers Canada-member Community Newspapers Owner AB BC MB NB NL NS NT NU ON PE QC SK YT TOTAL Black Press Group Brunswick News Department of National Defence Transcontinental Media Glacier Media Group Great West Newspapers Metroland Media Group Multimedia Nova Corporation Performance Printing Postmedia Network Quebecor Media/Sun Media Corporation Independent Groups: Number of Groups with 2 to 9 Titles Independent Groups: Number of Titles Independent Titles TOTAL Source: Newspapers Canada, March Community Media Canada Industry advertising and marketing initiative, with sales specialists, online resources and campaign calculator. communitymedia.ca Market Analyzer Geo-targeting tool, merging socio-economic and demographic data with the physical coverage area of participating newspapers. marketanalyzer.ca ComBase Market-by-market readership research for individual community newspapers is available from ComBase, the Canadian Community Newspaper Database Corporation. ComBase is governed by a tripartite board of directors representing advertisers, agencies and publishers. The ComBase 2008/2009 study includes title-specific data in 215+ Canadian markets for more than 500 publications, including community newspapers, ethnic and alternative press, auto trader and employment papers, shoppers, farm publications, dailies, entertainment publications and free publications, as well as over 500 local radio stations in all measured markets. New questions in the third national study have been included to capture local market data for online media behaviour, readership of online newspapers, reasons for using community newspapers, flyer usage and a number of life events. Complete data are currently available for both Nielsen IMS and Telmar Harris planning software. combase.ca StatHebdo Readership and Consumption Patterns Study for French-language community media in Quebec. hebdos.com PlanHebdo Web-based media planning tool for French-language community media in Quebec. hebdos.com NEWSPAPERS CANADA 890 Yonge Street, Suite 200 Toronto, ON, M4W 3P4 Phone: (416) Fax: (416) [email protected] newspaperscanada.ca Newspapers Canada is a joint initiative of the Canadian Community Newspapers Association (CCNA) and the Canadian Newspaper Association. The CCNA represents over 780 English-language community newspapers in Canada. The CCNA is a federation of seven regional/provincial associations. COMBASE 890 Yonge Street, Suite 200 Toronto, ON, M4W 3P4 Phone: Fax: (905) combase.ca ComBase (Community Newspaper Database) measures newspapers of all types in more than 200 Canadian markets and sub-markets. ComBase provides title and market-specific audience information to assist in the buying and selling of community newspaper advertising space. Media Digest 2012/13 65

66 COMMUNITY NEWSPAPERS community newspapers DATA SOURCES COMMUNITY MEDIA CANADA For advertising, call: communitymedia.ca Community Media Canada is the advertising and marketing arm for community newspapers. Advertising may be placed in member newspapers through Community Media Canada s crosscountry service operated by its regional association partners: NEWSPAPERS ATLANTIC 7075 Bayers Road, Suite 216 Halifax, NS, B3L 2C2 Phone: Fax: (902) For advertising, call: , Ext. 6 [email protected] newspapersatlantic.ca QUEBEC COMMUNITY NEWSPAPERS ASSOCIATION 400 Grand Blvd., Suite 5 Ile Perrot, QC, J7V 4X2 Phone: (514) Fax: (514) For advertising, call: , Ext. 5 [email protected] qcna.org ONTARIO COMMUNITY NEWSPAPERS ASSOCIATION 3050 Harvester Rd., Suite 103 Burlington, ON, L7N 3J1 Phone: (905) Fax: (905) For advertising, call: , Ext. 4 [email protected] ocna.org MANITOBA COMMUNITY NEWSPAPERS ASSOCIATION 943 McPhillips Street Winnipeg, MB, R2X 2J9 Phone: (204) Fax: (204) For advertising, call: , Ext. 3 [email protected] mcna.com SASKATCHEWAN WEEKLY NEWSPAPERS ASSOCIATION th Street West, Suite 14 Saskatoon, SK, S7L 5Z9 Phone: (306) Fax: (306) For advertising, call: , Ext. 2 swna.com ALBERTA WEEKLY NEWSPAPERS ASSOCIATION 3228 Parsons Road Edmonton, AB, T6N 1M2 Phone: (780) Fax: (780) For advertising, call: , Ext. 1 [email protected] awna.com BRITISH COLUMBIA & YUKON COMMUNITY NEWSPAPERS ASSOCIATION Mainland St. Vancouver, BC, V6B 2T4 Phone: (604) / Fax: (604) [email protected] bccommunitynews.com HEBDOS QUÉBEC 538 Place St-Henri Montreal, QC, H4C 2R9 Phone: (514) / Fax: (514) For advertising, call: , Ext. 7 or 8 [email protected] hebdos.com Hebdos Québec is a non-profit corporation whose members publish 150-plus weekly French newspapers with more than 3 million readers. The association s mandate is to foster and stimulate the development of weeklies. It has a readership study of weeklies in Quebec available on its website (hebdos.com). ASSOCIATION DE LA PRESSE FRANCOPHONE 267 Dalhousie Street Ottawa, ON, K1N 7E3 Phone: (613) Fax: (613) [email protected] apf.ca The Association de la Presse francophone is the only network of Canadian French-language newspapers published outside Quebec. Its mission is to unite, support, serve and represent its member publications so as to contribute to the development and reach of Canada's Francophone press and the vitality of Canada's Francophone and Acadian communities. 66 Media Digest 2012/13

67 MAGAZINES TELEVISION Magazine Brands Engage Across Print and Digital Platforms Magazine publishers are building their brand and reader loyalty with high-quality, relevant content that engages and connects with readers across a variety of formats, platforms and devices. Even with an increasing variety of media choice, consumers still prefer to spend time with print magazines. In fact, 87% of those interested in reading magazines digitally still prefer a printed copy. (Source: CMO Council, 2010) Print magazines remain strong: New titles continue to launch (198 in the last five years). PMB-measured readership remains stable. Magazines continue to engage the needs and passions of consumers in all age groups, especially those in the tech-savvy 18- to 25-year-old demographic. Magazine strength is also growing horizontally as brands expand their footprint from print to online and everywhere in between, allowing advertisers to reach consumers with 360 marketing opportunities. Advertiser opportunities exist in print, in digital editions, on branded magazine websites and social networks (Facebook, Twitter, Pinterest, etc.), as well as on branded applications across mobile and digital devices. increase brand favourability, positively influencing brand attitudes drive purchase intent, the holy grail for most advertisers With magazine brand expansion comes new ways to reach readers and multiple opportunities to strengthen, spread and engage with an advertiser s message. Connect with magazines. For more magazine media information, contact adinfo@ magazinescanada.ca or (416) Actions readers took or plan to take as a result of exposure to specific magazine ads Considered purchasing the product/service 27% Have a more favourable opinion about the advertiser 19% Looked for more info about the product/service 15% Purchased the product or service 14% Recommend the product/service 13% Visit the advertiser s websit 10% Visit a store, dealer or other location 8% Clipped/saved the ad 6% Visited/Joined the company s social network 4% Took picture of QR code/snap tag with cell phone 4% Took any action (net) 62% Source: StarchMetrix Canada Summary of Actions Taken, April 2011 to March 2012; 33,637 respondents across 7,002 ads. Most importantly, by providing engaging, targeted content, magazines in any format continue to motivate consumers to act. Magazines: throw consumers to websites motivate web search Media Digest 2012/13 67

68 CONSUMER MAGAZINES Consumer Magazines General Information The wide variety of Canadian magazines available to consumers mirrors the diversity and depth of our nation. With almost 1,300 Canadian consumer magazines in print, there is a magazine for every conceivable consumer interest. Magazines engage consumers in a very personal way, even as magazine brands move from pure print to the digital platform. READERSHIP UPDATE The Print Measurement Bureau (PMB) is a tri-partite industry body that has been measuring magazine readership since The readership data collected and reported by PMB are the currency on which magazine advertising is bought and sold in Canada. PMB is also Canada s most comprehensive single-source study of demographics, psychographics, product usage and generic media consumption, allowing for evaluation of magazine readership across a variety of criteria. The PMB Spring 2012 study provides readership data for more than 100 major consumer magazines. Magazines are equally well read across all age groups and readership can build over a long period, depending on the frequency of publication. Magazine Readership by Age 100% 90% 80% 70% 80% 83% 76% 83% 88% 79% 85% 88% 80% 84% 87% 77% 77% 81%84% 76% 79%82% 68% 71%73% 60% 50% 57% 56% 60% 56% 59% 59% 53% 40% 30% 20% 25% 21% 25% 24% 25% 29% 25% 10% 0 Total Total Age Age Age Age Age Age Age Age Age Age Age Source: PMB 2012 Spring 2-year Readership Survey Read Yesterday Read Past 2 months Read Past week Read Past 3 months Read Past month 68 Media Digest 2012/13

69 CONSUMER MAGAZINES DIGITAL EDITIONS The proliferation of mobile platforms is transforming the publishing industry, as digital editions of magazines become available on websites, smartphones, tablets and ereaders. Although printed magazines remain the number-one choice of magazine readers, digital editions offer many advantages to readers. The digital evolution of magazine brands is expected to accelerate as the penetration of these reading devices increases. CREATIVE CONSIDERATIONS A wide variety of standard creative magazine formats exist and many unique formats are available at the discretion of individual publishers. Extensive research has been done to understand the relationship between the impact of a magazine ad and factors such as the ad s position within the book, its size and use of colour. Most studies conclude that position and location of the ad have less relation to an ad s impact than does size and use of colour. Common Formats Full Page Fractional Pages (1/2, 1/3, 2/3, 1/4, 1/6) DPS, Half-page spread Mini page Guide page spread Consecutive pages (direct or alternating) IFC, IBC, OBC Inserts Polybags BRC Advertorial Special Formats 1/3 page centre spread 1/4 page checkerboard 1/3 page bookends (outer edges of spread) Bellybands Cabbage heads (glued/die cut extensions) e-ink displays Faux covers Fragrance spritzers Fragrance strips French doors (on cover) Gatefolds (doubles, triples, side, bottom, top) Glue-ons Ink jetting Page tabs Peel & reveal perforated tabs Peel & reveal stickers (like Advent calendar) Pop-ups QR, AR and NFC tags Scratch & sniff Scratch & reveal Sound chips Special inks (five- or six-colour) Static cling pages Trap doors (on cover) Video-in-print CLOSING DATES AND CANCELLATION POLICIES Most national monthly magazines require insertion orders for colour advertisements four to six weeks prior to publication date. Many major national magazines are able to offer 35-day (or less) lead time from published space closing to first consumer impact. Material is generally due a week later. National weekly publications are often able to accommodate advertisers on significantly shorter notice. Monthly magazines are on-stand and mailed to subscribers three to four weeks prior to the cover date; weeklies, one week prior. Orders previously booked are non-cancellable after the closing date. Refer to publication rate cards or magazine sales representatives for more specific information. Media Digest 2012/13 69

70 CONSUMER MAGAZINES English Consumer Magazine Circulation and Readership (Source: PMB 2012 Spring) PMB 2012 Spring (2 Year Data) ENGLISH PUBLICATIONS Magazine Class Circulation (000 s) RPC Readership Male Female Alive Women's British Columbia Magazine City & Regional CAA Magazine General Interest Canada's History General Interest Canadian Business Business Canadian Family Women's Canadian Gardening Gardening Canadian Geographic General Interest Canadian Health Health & Fitness Canadian Health & Lifestyle Health & Fitness Canadian Home Workshop Home Canadian House & Home Home Canadian Living Women's Chatelaine Women's Chill Men's Cineplex Magazine1 Entertainment Cottage Life General Interest Elle Canada Women's enroute General Interest Fashion Magazine Women's Financial Post Magazine Business Flare Women's Flavours1 Food & Beverage * * Food & Drink Food & Beverage Golf Canada Sports Good Times Mature Market Hello! Canada Entertainment LouLou (Eng) Women's Maclean's News Mirror City & Regional * * MoneySense Business & Finance Movie Entertainment Entertainment Now City & Regional * * Media Digest 2012/13

71 CONSUMER MAGAZINES English Consumer Magazine Circulation and Readership (Source: PMB 2012 Spring) PMB 2012 Spring (2 Year Data) ENGLISH PUBLICATIONS Magazine Class Circulation (000 s) RPC Readership Male Female Ontario Out of Doors Fishing & Hunting Our Canada General Interest Outdoor Canada Fishing & Hunting ParentsCanada Women's People Women's Professionally Speaking Education Profit Business Reader's Digest General Interest Report on Business Magazine Business Starweek TV & Radio * * Style at Home Home Teen Tribute Youth The Hockey News Magazine Sports Today's Parent Families Toronto Life City & Regional Tribute Entertainment TV Week Magazine TV & Radio Vancouver Magazine City & Regional Vervegirl Women's VIA Destinations1 Travel Western Living Lifestyles Westworld/Going Places General Interest What's Cooking Food & Beverage What's Up Family Magazine Women's Zoomer Magazine Mature Market = Imputed 2 year data - See PMB 2012 Spring Technical Appendix *Circulation data in accordance with PMB requirements were not received. No readers-per-copy data are shown. Numbers in 000 except for RPC Media Digest 2012/13 71

72 CONSUMER MAGAZINES French Consumer Magazines Circulation and Readership (Source: PMB 2012 Spring) PMB 2012 Spring (2 Year Data) FRENCH PUBLICATIONS Magazine Class Circulation (000 s) RPC Readership Male Female 7 Jours Women's a+ Business Bel Âge magazine Mature Market Châtelaine (Fr) Women's Chez Soi Home Clin d'oeil Women's Cool! Youth Côté Jardins Gardening * * Coup de pouce Women's Décormag Home Dernière Heure General Interest Échos Vedettes Women's Elle Québec Women's Enfants Québec Women's Fleurs Plantes Jardins Gardening La Semaine Women's L'actualité News Le Lundi Women's Le Magazine Cineplex1 Entertainment Le Magazine Jobboom General Interest * * Les Affaires Business Les Idées de ma maison Home LouLou (Fr) Women's Moi & cie Women's Primeurs TV & Radio Québec Science1 General Interest qu'est-ce qui mijote Food & Beverage Rénovation Bricolage Home Revue Espaces Camping & Outdoor * * Ricardo Magazine Food & Beverage * * Sélection du Reader's Digest General Interest Sentier Chasse-Pêche Fishing & Hunting Star Inc. Women's Star Système Entertainment Summum Men's Touring (Fr & Eng) General Interest Tout Simplement Clodine Women's TV 7 Jours TV & Radio TV Hebdo TV & Radio Voir City & Regional * * Yoopa1 Families = Imputed 2 year data - See PMB 2012 Spring Technical Appendix *Circulation data in accordance with PMB requirements were not received. No readers-per-copy data are shown. Numbers in 000 except for RPC 72 Media Digest 2012/13

73 CONSUMER MAGAZINES U.S. Magazines with Paid Canadian Circulation of 25,000+ Rank Magazine Title Total Pd & Ver Circ 1 National Geographic 343,707 2 Cosmopolitan 274,190 3 People 150,531 4 O, The Oprah Magazine 141,920 5 Woman's World 129,100 6 Prevention 116,847 7 Men's Health 116,081 8 First 115,558 9 Women's Health 110, In Touch Weekly 105, Sports Illustrated 99, Seventeen 95, Martha Stewart Living 92, Weight Watchers 88, The Economist (North American Edition) 86, In Style 85, Good Housekeeping 76, Vanity Fair 74, Maxim 72, Taste of Home 68, People Stylewatch 65, Golf Digest 61, US Weekly 61, Vogue 57, Everyday Food 57, Woman's Day 56, Life & Style Weekly 55, Popular Mechanics 53, National Enquirer 52, Star Magazine 52, Family Circle 51, Discover 51, Better Homes and Gardens 48, Popular Science 47, Glamour 47, Real Simple 45, Shape 43, Bon Appetit 43, Time-The Weekly Newsmagazine 42, Birds & Blooms 41, Country Living 40, Car and Driver 39, Every Day with Rachel Ray 38, Golf Magazine 38, Marie Claire 37, Oxygen Women's Fitness 36, Scientific American 35, J-14 34, Runner's World 33, Fine Cooking 33, Clean Eating 33, Bloomberg Business Week 33, Food Network Magazine 33, Conde Nast Traveler 30, M 30, GQ-Gentleman's Quarterly 29, The New Yorker 29, OK! Weekly 29, Whole Living 28, Rolling Stone 27, Fitness 27, The Rotarian 27, Esquire 27, Self 27, Globe 26, Road & Track 26, Playboy 25, Elle Décor 25, Twist 25,058 Source: ABC, US Magazines with Canadian Paid and Verified Circulation, 2011 Media Digest 2012/13 73

74 GENERAL BUSINESS PUBLICATIONS General Business Publications Business publications are the second largest publication classification, with more than 90 categories represented by 759 titles. The top business publication categories and the number of titles they include are: Business: national, regional, local 106 titles Medical 77 titles Automotive 28 titles Building 25 titles Education 24 titles The larger general business titles can be measured on their relevant target audience readership using PMB; specifically MOPEs (Managers/Owners/Professionals/ Executives), SPBMs (Selected Professionals & Business Managers) or BPI (Business Purchase Influence) data as seen in the following chart, where the index of reach against the target has been provided by publication. It is advantageous to also consider the targeting ability of general interest publications when planning for a professional or business demographic target group. Other broader, general titles can capture this business professional and deliver reach to your print campaign. Medical Journals There are 77 medical publications listed in CARDonline. Medical publications include those focused on general medicine/family practice, as well as specialty topics such as cardiology and neurology. Measurement of medical publication readership and/or circulation is undertaken by three research organizations: the Canadian Circulations Audit Boards (CCAB), Canadian Association of Medical Publishers MMS and the PMB-administered Medical Media Study, which studies readership of 23 medical titles. Following is the circulation of some of the top English and French language medical publications. Building Publications There are 25 building publications listed in CARDonline, serving the contracting, building maintenance and design industries. Only a select few are audited for circulation, with the majority providing publishers claimed circulation figures. The buyer/ advertiser should always seek third-party circulation verification if possible, and when not available, should ask for additional information from the publisher to verify up-to-date circulation/distribution. Farm Publications CARD also devotes a separate section to farm publications. Of the 100 titles published in Canada, there are 77 English and 30 French titles; seven titles are published in both French and English. Farm publications are further categorized by topic as follows: General - 34 titles Livestock - 25 titles Crops - 23 titles Community - 10 titles Dairy - 8 titles Leading titles include Alberta Farmer Express, Better Farming, Cattlemen, Grainews, La Terre De Chez Nous and Western Producer. The majority of farm magazines have a regional focus in addition to being targeted to crop or livestock farmers, whereas farm newsprint publications have more general agriculture news and information. 74 Media Digest 2012/13

75 GENERAL BUSINESS PUBLICATIONS Business and Finance Circulation (000 s) MOPES Professionals/ Business Managers Business Purchase Involvement Canadian Business Financial Post Magazine National Post (M-F) National Post (Sat) Report on Business Magazine Money Sense Profit The Globe and Mail (M-F) The Globe and Mail (Sat) Business Edge N/A N/A N/A CA Magazine 93.2 N/A N/A N/A Investment Executive 48.1 N/A N/A N/A Advisors Edge Report 37.0 N/A N/A N/A Benefits Canada 16.8 N/A N/A N/A Le Devoir (M-F) Le Devoir (Sat) a+ / Affaires Plus les affaires Non-business titles' reach of business people (examples) Canadian Home Workshop Cottage Life EnRoute Food & Drink Golf Canada Macleans Toronto Life Western Living L actualité Voir Source: PMB 2009 Fall Readership and Product (2yr) Circulation Source: CARDonline - May, 2012 Medical Publications Circulation Magazine (000 s) Canadian Medical Association Journal 69.7 The Medical Post 47.7 Canadian Journal of CME 38.1 Canadian Family Physician 24.2 Le Médecin du Québec 13.3 L'actualité médicale 16.6 Le Clinicien 10.4 Source: CARDonline, May 2012 Building Publications Building Circulation Canadian Contractor 28,732 Contractor Advantage 19,058 Canadian Contractors Magazine (formerly Builders 28,732 Choice Magazine) Building Magazine 9,489 Building Strategies and Sustainability 14,000 Canadian Apartment Magazine n/a Canadian Builder Designer & Architect 10,500 Canadian Property Management 43,000 Home Builder Magazine 29,576 SABMAG (Sustainable Architecture & Building) 17,742 Avantage Entrepreneur 8,500 Source: CARDonline, May 2012 Media Digest 2012/13 75

76 GENERAL BUSINESS PUBLICATIONS MAGAZINE DATA SOURCES PMB 77 Bloor St. W., Suite 1101 Toronto, ON M5S 1M2 Phone: (416) ; PMB-0899 Fax: (416) PRINT MEASUREMENT BUREAU (PMB) PMB is an industry organization with more than 500 company members, including publications, agencies, advertising companies and other companies in various sectors of the Canadian media industry. The PMB study database is released twice-yearly and provides readership data for more than 100 Canadian consumer magazines and newspapers. This data can be linked with information about readers product and brand usage, retail shopping patterns and lifestyles. The study also provides generic media in areas such as television, daily newspapers, radio, outdoor and various online media. PMB/COMSCORE FUSED DATABASE The full PMB two-year database is fused twice-yearly with comscore websitevisiting data to provide combination reach data for PMB-measured titles and their websites, together with extensive consumer profiling data on visitors to those websites. PMB MEDICAL MEDIA STUDY The PMB Medical Media Study is the principal source of annual readership data for publications directed to the medical profession. The study measures the readership habits of GPs and specialists in the areas of cardiology, internal medicine and psychiatry. The data addresses readership of both the printed versions of medical titles and their websites. The study also provides a measure of the importance of medical publications compared with other marketing channels available to Canadian physicians. MAGAZINES CANADA 425 Adelaide St. W., Suite 700 Toronto, ON M5V 3C1 Phone: (416) [email protected] Magazines Canada is the national trade association representing the leading Canadian-owned, Canadian-content consumer, cultural, specialty, professional and business media magazines. The association is an education resource for media agencies and their advertising clients. Services include: RESEARCH LIBRARY Free access to magazine research from around the world. PAGE NEWSLETTER A monthly newsletter about magazine research and news. MAGAZINE FACT BOOKS Three compendiums of the most useful facts, figures, trends and research studies available on consumer magazines, business media and digital magazine media. MAGBLAST PODCAST A video series of topical magazine information. MAGWORKS CREATIVE TESTING A cost-effective way to test magazine ad creative performance. WEBSITE Summarizes industry trends and research information most requested by media planners and advertisers to assist them in gaining instant access to relevant magazine info. AUDIT BUREAU OF CIRCULATIONS (ABC) 151 Bloor St. W., Suite 850 Toronto, ON M5S 1S4 Phone: (416) Ext.226 Fax: (416) [email protected] ABC is a tripartite not-for-profit membership organization of leading advertisers, advertising agencies and publishers committed to providing credible information critical to evaluating and purchasing media. ABC addresses the needs of the media marketplace serving as a source of reliable audited media data and providing a forum for advertisers, advertising agencies and publishers to address and resolve industry issues. PUBLISHER S STATEMENTS: Two statements of circulation issued yearly by publishers for release by ABC. AUDIT REPORTS: Annual verification for periodicals. ABCi is a division of ABC that provides audits of traffic claims from sites on the web, newsletter audits, mobile media audits and Digital Technology Accreditation Program (including ad delivery audits). ANCILLARY ABC PRODUCTS AND SERVICES CONSOLIDATED MEDIA REPORT (CMR): CMR is an optional report that complements ABC Publisher s Statements and Audit Reports. It meets the needs for publishers to present a broad range of brand extensions on one report. Publishers can use the CMR to tell the unique story of their brand across multiple media platforms, bringing ABC s gold standard to multimedia reporting. Publishers may tailor their CMRs to include a variety of information that is verified by ABC such as print circulation, specialty publications, newsletters, text alerts, website/ mobile traffic, smartphone/tablet app downloads, promotional graphics, and social media statistics. accessabc.ca/cmr MOBILE MEDIA AUDITS (m.audit Report): a standalone report that presents independently verified mobile statistics, including mobile audience by device type and day, unique devices, stories read, page views and more. efas-fax: topline circulation data updated with every publisher s statement and available online. edata ANALYSIS TOOL FOR PERI- ODICALS: provides 10 years of circulation data including Canadian circulation of U.S. magazines and available online for easy downloading. MAGAZINE TREND REPORT: annual report providing circulation and ad rates trends for five years for all Canadian and U.S. magazine members. The report is also available as an online tool. 76 Media Digest 2012/13

77 OOH & TRANSIT TELEVISION Out-of-Home Out-of Home: Continually Evolving The fast-growing mobile trend is positively impacting consumers lives by allowing them to shop, share, inform and be entertained at the moment of their choosing. OOH media is strongly positioned to engage with on-the-go consumers through its multiple placements on transit, billboards, place-based networks like malls, resto-bars, school campuses and streetlevel products. If you re looking for additional proof that out-of-home media can improve return on investment and build brand loyalty, visit omaccanada.ca. OOH resources include case study and creative libraries, interactive mapping, OOH training programs and research on the effectiveness of OOH. By embracing new technology, developing new formats and adapting to changing consumer behaviours, OOH continues to reinvent itself, providing marketers the opportunity to engage with their target at many touchpoints along the purchase process in relevant and unique ways. Digital OOH formats and networks deliver creative flexibility and as new technology like NFC tags are embedded into DOOH displays, it will allow for greater targeting of messages. Marketers will be able to deliver a different message to consumers based on location or a custom message based on preferences programmed into a mobile device. OOH s strengths include: High ROI: for every dollar invested, OOH delivers a $2.80 average return Influence on buying decisions: within minutes of a purchase and at every stage of the customer journey Motivate action: OOH ads generate searches and influence people to seek information about products No plateau: increased frequency of exposure leads to increased purchases and web searches Delivering a social audience: those exposed to OOH are more involved with social networks Generating interactivity: integrating OOH displays with mobile and social media can increase brand engagement with connected shoppers Media Digest 2012/13 77

78 OOH & TRANSIT Out-Of-Home General Information Canadian OOH ad revenues are predicted to increase 2.5% to US$492 million in 2012, with solid gains of 5.4% and 5.8% in 2013 and 2014, respectively, according to ZenithOptimedia. Digital, as it is in almost all aspects of our daily lives, is transforming out-of-home advertising. While this is most obvious in digital displays replacing traditional paper-onplywood outdoor faces, that is just the beginning. Mobile devices such as smart phones and tablets are transforming the content of out-of-home creative, allowing for unprecedented interaction. In Canada, out-of-home is generally categorized into two groups: traditional and non-traditional. The first group includes types that have been available for a longer time: posters, backlit posters, transit shelters, street level, mall posters, superboards, permanents, bulletins and murals. Non-traditional is everything else. Digital straddles this simple classification with traditional unit sizes being converted to digital screens and smaller screens popping up in locations that just a few years ago would have been static paper. Non-traditional out-of-home continues to grow, with more and more operators identifying new places to advertise elevators, bathrooms, change rooms, waiting rooms, hubcaps, golf carts, parking lots, truck sides, rickshaws and even the sky and developing new technology to deliver the message. The line between traditional and non-traditional is blurring. How do you categorize a digital poster? There was a time when measurement was seen as the way to define a product the Canadian Outdoor Measurement Bureau (COMB) measured traditional out-of-home and everything else was non-traditional. Of course, COMB measures advertising, both static and moving, for some advertising in change rooms and on streets, but does not measure some of the most traditional advertising like murals (from some suppliers). It may be time to change our look at out-of-home from traditional/non-traditional to industry measured/not industry measured. On the industry-measured side, COMB audits traditional out-of-home media as well as some digital and indoor posters. COMB is a tripartite organization that supplies audited circulation for the outdoor industry. GRPs are calculated using this circulation (measured in vehicular traffic for outdoor with some locations including pedestrian and pedestrian traffic for indoor) generated only by those people living in the market. COMB publishes its COMB Data Report twice per year with this data. Gross (total) and in-market circulation data is reported by type, operator and market. These reports also include detailed information on the techniques used for traffic counting. The remainder of out-of-home advertising does not have an industry body that acts as a circulation auditor. Suppliers tend to have proprietary studies that are undertaken on their behalf. These studies do not use a specific standard approach to audience measurement, and are not necessarily comparable to the circulation data available from COMB. Outdoor suppliers will generally provide an affidavit at the end of a campaign that shows the delivery of the campaign compared to what was purchased. In the case of measured out-of-home, COMB has standardized the reporting for the media that it audits and will (for a fee) provide advertisers with a third-party proof-of-performance report. Outdoor space is sold by market, either on the basis of a package that delivers weekly or daily GRPs (see Media Terminology section) or by specific location(s). Legislation governing out-of-home is determined on a market-by-market basis, which has resulted in inconsistent availability of specific products across markets. Some markets like Toronto which in 2010 introduced new bylaws have introduced taxes that must be paid to the municipality for each leased site. In addition to circulation auditing, COMB has also developed reach/frequency software COMBNavigator that utilizes audited circulation counts and potential exposure data from the BBM RTS syndicated database. A new version of COMB- Navigator also utilizes GPS travel pattern data for a new level of precision in outdoor planning and reach-frequency analysis. Included within the COMB- Navigator software is a market overview for 16 outdoor and indoor companies in more than 250 markets. The out-of-home advertising industry is promoted and represented by the Out-of-Home Marketing Association of Canada (OMAC). OMAC serves as a central resource for information on out-of-home advertising including products, networks, creative and research. OMAC has undertaken or been a part of two research projects to determine the receptivity and usage of consumers to the inclusion of digital elements in out-of-home creative. The digital out-of-home industry is represented by CODA (Canadian Out-of-Home Digital Association). CODA is a non-profit trade association that undertakes research and education for its members. 78 Media Digest 2012/13

79 OOH & TRANSIT Weekly Average In-Town Kilometres Travelled Per Capita Toronto Vancouver Montreal Age 18+ Age Age Source: BBM RTS Spring 2012 Average In-Town- # km travelled past 7 days Definitions HORIZONTAL POSTERS Often illuminated from the front, horizontal posters are large (10 x 20 feet) paper-covered boards that are available in most markets. Posters are printed on multiple sheets of paper that are glued to the unit face. VERTICAL POSTERS Similar to horizontal posters, vertical posters are 12 x 16 feet and are often illuminated from the front. They are primarily available in major urban centres. TRIVISIONS/TRIOS These are horizontal or vertical posters with rotating blades that allow three advertising faces to be shown on the same structure. These blades rotate at a set speed, allowing each side to be shown for a set period of time. BACKLIT OUTDOOR Backlit units are, as their name suggests, lit from behind. The standard size is 10 x 20 feet. Backlits are printed on a single sheet of vinyl attached at the edges to the unit. STREET-LEVEL OUTDOOR These rear-illuminated units consist of two- or four-sided advertising faces. Street-level advertising includes transit shelters and blocks or columns with advertising faces. The standard size is 4 x 6 feet. They are primarily available in urban centres. ELECTRONIC MESSAGE This signage comes in varying video and digital formats ranging from still to full motion: the units usually display ads on a rotational basis (typically 10 to 15 seconds in length). The size of the units can vary from small to large. Most units are available only in major urban centres. INDOOR POSTERS Indoor posters come in a few different sizes and are made of paper. They can also be backlit or digital. This format can be targeted to specific environments (e.g. resto/bar, movie theatre, fitness facility, stadium, etc.). MALL POSTERS Mall posters are rear-illuminated and are available in major shopping centres across Canada. Audience calculations are based on pedestrian traffic passing the advertising face. PERMANENTS/BULLETINS These are large-format advertising displays. Each location is oversized and unique in dimension. Materials vary from paint to vinyl, and the locations can be customized to suit the advertiser s specifications. Media Digest 2012/13 79

80 OOH & TRANSIT Out-of-Home Distribution Top 20 Markets By Population Airport Calgary AB CBS, CX, P, ZO, NE Edmonton AB, CC CX, ZO, NE Outdoor Digital AB, AM, G, P, CX, CA, ZO AB, AM, G, P, CX, CA, ZO Indoor Mall Murals Parking Lot AM, CA, CX, MC, NE, ONE, ZO AM, CA, CX, MC, NE, ONE, ZO Greater Sudbury CX AM, CX, ONE Halifax AB, CC, MM CX, ZO, NE AB, AM, P, CX, ZO Hamilton, Ont. CC, MM CX, ZO AB, AM, CX, ZO AM, CX, NE, ONE, ZO AM, CX, NE, ONE, ZO Kitchener, Ont. CX, ZO AM, P, CX, ZO AM, CX, NE, ONE, ZO London, Ont. Montreal AB, AO, MM CX, ZO, NE AM, CBS, CX, ZO, NE AB, AM, MC, CX, ZO AO, G, ONE, P, T, CX, CA, ZO AM, CX, NE, ONE, ZO AM, CA, CX, G, MC, NE, ONE, ZO CC, CX, G, NT, P, ZO CC, CX, G, NT, P, ZO CC Posters Street Level P AB, ZO CBS, G, P AM, CBS, G, P AB CBS, G, P AM, CBS, G, P AM, CBS, P CBS CC, NT, P AB CBS, G AM, CBS, G CC, NT, P, ZO AB CBS AM, CBS, G CC, P, ZO AB CBS, P G, P CC, NT, P, ZO CC, NT, P, ZO AB AM, CBS AM, CBS, G AO, NT AB, ZO AO, CBS, G, P AM, AO, CBS, G, PS, P P Backlight Superboard T, P CBS CBS AO, CBS, CC, IMA, P Oshawa, Ont. Ottawa-Gatineau AB, CC, MM CX, ZO, NE CX, ZO, NE Quebec City AB, AO CBS, CX, ZO G, CX, ZO AM, CX, NE, ZO AB, G, P, CX, ZO AB, G, P, CX, ZO AM, CX, NE, ONE, ZO AM, CX, NE, ONE, ZO Regina AB, CC CX AM, P, CX AM, CX, NE CC, P, ZO AB CBS, P G, P CX, NT, P, ZO CC, NT, P, ZO AB AB AO, CBS, G, P AO, CBS, G, P AM, CC, G, P AO, G, PS, P AO, CBS, CC, IMA AO, CBS CC, P AB CBS, P AM, P CBS, P Saguenay, Que. CX, ZO CX CX, NE ZO CBS CBS Saskatoon CC CX AB, AM, P, CX, ZO AM, CX, NE, ZO Sherbrooke, Que. CX, ZO CX AM, CX, NE St. Catharines, Ont. CX, ZO, NE AM, P, CX, ZO AM, CX, NE, ONE, ZO CC, P AB CBS, P AM, P CBS, P NT CBS, P CBS NT, P, ZO CBS AM, G, P 80 Media Digest 2012/13

81 OOH & TRANSIT Out-of-Home Distribution Top 20 Markets By Population Toronto Vancouver Airport AB, CC, MM AB, CC, MM AM, AO, CBS, CX, IMA, MO, P, RCC, ZO, NE AM, CBS, CX, IMA, ZO, NE AB, AM, AO, CC, G, M, MC, ONE, P, T, CX, CA, ZO AB, AM, AO, G, MC, P, T, CX, CA, ZO Windsor, Ont. AB CX, ZO AB, AM, CX, ZO Winnipeg AB, MM CX, NE AB, AM, G, P, CX, ZO Source: COMB Market Data Report April 2012, CARDonline Outdoor Digital Indoor Mall Murals Parking Lot AM, CA, CX, G, IMA, MC, MO, NE, ONE, T, ZO AM, CA, CX, G, LA, MC, NE, ONE, ZO AM, CX, ZO AM, CX, NE CC, CX, G, IMA, MO, NT, P, ZO CC, CX, G, NT, P, ZO AO, CBS, IMA, P, RCC, T AB, IMA, T, ZO LA AB, P, ZO Posters AO, CBS, G, RCC, P CBS, G, P AM, AO, CBS, G, MO, T, P NT, P AB CBS, P CBS Street Level AM, CBS, G, P CC, NT, P AB CBS, G, P AM, CBS, G, P AO, CBS, CC, IMA, P, MC, RCC, T P Backlight Superboard CBS, P Legend AB Abcon Media MC Media City AM Adapt Media MM Mango Moose Media AO Astral Outdoor NE NewAd CA Captivate NT neotraffic CBS CBS Outdoor ONE PattisonOnestop CC Clear Channel P Pattison CX Cineplex PS Publicite Sauvage Inc. G Grassroots Advertising RCC RCC IMA IMA Outdoor T Titan LA Lamar Zo Zoom Media MO Maxximum Outdoor Distribution Total inventory of COMB measured outdoor (faces) 41,824 Total inventory of COMB measured indoor (faces) 36,570 Consumption (5+) 1 week reach 96% Kilometers driven average per week 136 Sources: COMB Market Data Report April 2012, BBM RTS Spring 2012 Media Digest 2012/13 81

82 OOH & TRANSIT Because of their size, unique shape and/or degree of impact, these units are typically located in hightraffic areas. SUPERBOARDS AND SPECTACULARS These large display units may be expanded from a rectangular format to include space extensions, flashing neon lights, laser beams, electronic messaging, etc. They can be tailored to an advertiser s specifications and are typically located in high-traffic areas. There are two standard sizes, Series 10 (10 x 40 feet) and Series 14 (14 x 48 feet). MURALS These are typically large-format displays on sides of buildings in downtown cores. Each location is unique and may utilize all or part of a wall; customization is common. They are typically printed on vinyl, but may be hand-painted. AIRPORT Airport advertising encompasses all advertising found in airport terminals (indoor) and on the airport grounds (outdoor). Most indoor units are backlit, but can also be kiosks, pillar wraps and displays. Outdoor units are typically large-format backlits and superboards. ELEVATOR This category entails both the small digital screens in the upper portion of elevators as well as the paper posters that are mounted on elevator walls. There are no standard sizes for these units. Typically, digital screens sell advertising based on a portion of the screen carrying ads, while the remainder shows news content. PARKING LOT This is an all-encompassing category that includes all advertising found in parking lots, including boom-arm, flat posters and pillar wraps. There are no standard sizes, however individual suppliers have their own specifications. MOBILE This includes all advertising that is not in a specific location. It entails everything from people walking with sandwich boards to 16-wheelers on the highway. DIGITAL This can be any of the above formats that have the static face replaced with a digital screen. Out-of-Home Data Sources OUT-OF-HOME MARKETING ASSOCIATION OF CANADA 111 Peter Street Suite 500 Toronto, ON M5V 2H1 Phone: (416) Fax: (416) [email protected] The main goal of OMAC is to provide advertisers, agencies and media management companies with relevant industry information and research to plan and buy outof-home advertising. CANADIAN OUT-OF-HOME DIGITAL ASSOCIATION Spadina Avenue Toronto, ON M5S 2T9 Phone: (416) Fax: (416) [email protected] CODA s mission is to provide the out-of-home industry with leadership and establish best practices for association members to improve the effectiveness of the industry as a whole. CANADIAN OUT-OF-HOME MEASUREMENT BUREAU 111 Peter Street, Suite 500 Toronto, Ontario M5V 2H1 Phone: (416) Fax: (416) [email protected] The Canadian Out-of-Home Measurement Bureau (COMB) is a media measurement organization that fulfills two services on behalf of the out-of-home industry: measurement and auditing. COMB is charged with the verification of circulation for the benefit of the industry and its users. COMB is a national, non-profit organization independently operated by representatives from agencies, advertisers and the Canadian out-of-home advertising industry. 82 Media Digest 2012/13

83 OOH & TRANSIT Transit Transit advertising covers all advertising found in and on transit vehicles in Canada. The category runs the gamut from taxi headrests to subway stations/ platforms to interior cards to wrapped commuter trains. Unlike traditional out-of-home, there is no industry body that audits circulations and develops reach/frequency models for transit, although there are circulation and reach/frequency models available. In a broad sense, there are two areas of transit advertising interior and exterior. As the name suggests, interior is advertising that is inside a transit location bus, subway car, subway platform, commuter train and exterior is anything on the outside of vehicles. Exposure models for the two types are very different. Interior transit circulations are generally determined by passenger counts provided by the transit authority. These counts tend to be system-wide, rather than specific to a particular route, line or station. Using these counts and a factor of likelihood of exposure, a model has been developed to determine GRPs. Space is generally sold on a GRP basis or by showing (percentage of transit vehicles in which the advertising unit appears). However, specific sites, stations and cars can also be purchased. Exterior transit is also sold on a GRP basis using estimated impressions. These are calculated using a model that incorporates, among other variables, traffic counts and distance travelled by the vehicle. Transit has a number of different formats available that have, for the most part, been standardized across the country. Digital advertising has not made huge in-roads in transit like it has in other outdoor. The exception to this is station platform units. Toronto and Vancouver have digital units on platforms that are used to disseminate information to commuters as well as carry advertising and news content. Also, some station posters are modified to accommodate digital display advertising for multiple executions using the same unit face. In addition, Montreal has added a network on digital boards in several main stations. EXTERIOR Seventy Posters are 21" x 70" posters in aluminum frames attached to the sides and rears of buses. These are the most widely available units. King Posters are 30" x 139" posters in aluminum frames attached to the sides of buses. There are some variations of this format available in select markets. Full Wraps/Bus Murals/Bus Backs are vinyl coverings of all or part of transit buses. The vinyl covering can be applied to all sides of the vehicle with the exception of the front. The minimum campaign length varies by market, with smaller markets requiring a larger commitment. Full wraps, as the name suggests, cover both sides and the back of the vehicle; bus backs cover only the back of the vehicle; and bus murals cover only the driver s side. In some cases, interior cards are included in the purchase. INTERIOR Transit Posters are a horizontal format found inside transit vehicles above the windows. These are widely available with the exception of Montreal subway cars. Cards come in two sizes; standard which are 35" x 11"; and super 70" x 11." Door Cards/Vertical Posters are a vertical format usually found beside the doors of cars. They are available on both subway and commuter trains. Media Digest 2012/13 83

84 OOH & TRANSIT A standard 20 x 28 size unit can also be found on station walls in some markets. Advertisers have flexibility in utilizing interior formats. Any combination of units, including all units within a vehicle, can be purchased by one advertiser. In addition, take-away items like coupons or take-one pads can be added to the units. Station Posters are located on platform waiting areas and in high-traffic areas of transit and commuter stations. They come in various sizes with the most common being 47-1/4" x 68-1/4". Larger format backlits and murals are also available at selected stations. Digital content on LCD is available in Toronto, Vancouver and Montreal subway systems. Both television and flash animation creative can be used. Messaging can be delivered in real time, or sponsorship of relevant content can be purchased to increase relevance to viewers. Station Domination is available in the subway/ LRT systems of Toronto, Montreal and Vancouver. One advertiser purchases 100% of all available station inventory and can include murals, turnstiles, stairs and floors where advertising is generally not available. Taxi media are also available with varying formats. Both interior and exterior formats are available on taxis in some markets. These run the gamut from cards on the back of headrests, to full vinyl wraps and full-motion digital screens. Other available locations for transit advertising include school bus seatbacks and airplane trays. Transit Media Suppliers in Top 20 Markets Top 20 Markets by Population Exterior Interior Platform Commuter Calgary P P P P, MA Edmonton P P P P, MA Greater Sudbury P, SM P, SM Halifax P P Hamilton, Ont. SM SM EX Kitchener, Ont. SM SM EX London, Ont. LA LA Montreal P, MA P, MA P, MA, ONE Oshawa, Ont. P P Ottawa-Gatineau P P Quebec City P, MA P, MA Regina P P Saguenay, Que. P, MA P, MA Saskatoon P P Sherbrooke, Que. P, MA P, MA St. Catharines, Ont. SM SM EX Toronto P, SM, CBS P, SM, IMA, CBS P, ONE, IMA Vancouver LA LA LA LA Windsor, Ont. SM SM Winnipeg P P Source: CARDonline P, A P, EX, SM Legend A EX IMA LA MA ONE P SM CBS Source: CARDonline Astral Exclusive Advertising IMA Outdoor Lamar Metromedia Onestop Network Pattison Streetseen Media CBS Outdoor Average Minutes Spent Daily Commuting by Transit (One Way) Age 18+ years Age 18 to 24 years Toronto Vancouver Montreal Source: BBM-RTS Major Market-Spring 2012 Study Age 25 to 49 years 84 Media Digest 2012/13

85 DIRECT MARKETING TELEVISION Direct Marketing Direct-response marketing is designed to solicit a consumer response and encourage the customer to contact a company directly. It can be used to acquire new customers or generate repeat business with established ones. Results can be tracked and measured daily, providing a daily and weekly ROI. As well, the live schedule can be continuously optimized. There are six key elements that need to be taken into consideration when planning a direct-response campaign. 1. THE OFFER: A direct-response advertisement is comprised of three main components: product information, sales proposition and a response mechanism. The most important component is the response mechanism. One must tell people what to do and how they will benefit. Time-sensitive special offers tend to generate an immediate response. Once the consumer is intrigued with the initial offer, one can up-sell them when they respond to additional products or services. 2. THE CREATIVE: There are special techniques that go into producing a direct-response commercial that will ensure it will generate a response. It is not as simple as adding a toll-free number to a commercial or ad. The cost of developing or editing a DRTV shortform or long-form commercial is wide-ranging and can be anywhere from $25,000 to $750,000, depending on the quality, length, actors and the experience of the company producing it. 3. THE MEDIA: Almost any media platform used for traditional marketing can be used for direct response. However, depending on the advertising objectives, the cost per response can vary widely. Print: Print includes major daily and community newspapers, consumer and trade magazines and freestanding inserts (FSIs). Utilizing an existing subscriber base of a magazine or newspaper to reach a potential audience can be an efficient method of finding a DM target. A standout print ad diverts someone s attention from the editorial to the ad. Make the opening statement or headline powerful and valuable. Use interesting graphics and visuals that arrest the senses with a call to action. Direct Mail: DM includes addressed and unaddressed mail, flyers, door hangers, polybags and coupon envelopes. A successful mailing must reach the right person, be read by that person and persuade that person to buy something or at least respond for more information. The mailing list must be as targeted, accurate and current as possible. Lists can be rented or purchased from companies that specialize in address data management. Access lists can sometimes be provided by magazine publishers, membership directories, local organizations, public records and telephone directories. Unaddressed mail can be used to target postal codes available through Canada Post. Distribution companies can narrow down the target audience by city, neighbourhood, postal code, FSA and even postal walk. Television: DRTV is different than a brand buy, focusing less on GRPs and more on cost per minute. The purpose is to get an effective ROI from the TV (low cost per call, cost per lead) versus creating an impression. DRTV can be bought in a number of ways: Remnant Time: the most popular, it is unsold inventory and can be purchased at a lower cost. Blended Buy: a mixture of remnant time and prime time. Per-Inquiry Basis: stations are compensated based on the number of responses (calls) driven by the DRTV spot. This is not that common. Custom: DRTV commercials can play on almost any station, any time of day it depends on the objectives and the budget. Short-form DRTV can be 15, 30, 60, 90 and 120 seconds in length. Long-form DRTV, also known as infomercials or paid programming, are usually 30 to 60 minutes in length. Most TV stations have allocated certain times of the day for paid programming, primarily late night and early morning. DRTV is typically bought on a 52-week basis and is available on most stations. Radio commercial lengths are usually 15, 30 and 60 seconds in length, but longer commercial time is available. 4. RESPONSE & MEDIA TRACKING: The major benefit with direct-response advertising is the ability to continuously measure and optimize the ROI of a campaign. Toll-free numbers, promotional codes and unique URLs are used as markers for measurement. Success metrics include the number of calls, leads, applications and sales that are completed versus what it cost to generate the actions. The Broadcast Verification System (BVS) is a third-party tracking tool for television that detects and delivers commercial activity data overnight. The commercial must have a veil-encoded strip embedded by a production house prior to shipping spots to stations. The resulting reporting on clearance levels outlines Media Digest 2012/13 85

86 DIRECT MARKETING when, where and if the broadcast commercials aired. It is a resource to agencies and advertisers, networks and syndicators. Production houses in Canada equipped to handle the encoding are CFA Communications and Mijo. Eloda is another third-party tracking tool for television, using direct-from-satellite and other source monitoring coupled with patented AdDNA, technology for ad recognition, indexing and valuation for occurrence validation. 5. CUSTOMER CALL SERVICE: There are many third-party call centres (telemarketers) in Canada that will handle the response by taking calls, orders, upselling other products or services, reporting and providing customer service. Some advertisers prefer to set up a call centre in-house but consideration must be given to the ability to handle a high volume of calls coming in 24 hours a day. Many potential customers will spend no more than one to three minutes on hold and will tend not to call back if the lines are busy. It is just as important to provide an immediate response for customers when they call as it is to develop creative to elicit an immediate response from them. 6. PRIVACY: The knowledge and consent of the individual is required for the collection, use, or disclosure of personal information, except where inappropriate. Consent is defined as a customer s agreement for the future use of his or her personal information for marketing purposes, subject to the following industry definitions of types or degrees of consent: Implied Consent is used to communicate with one s own customers, such as sending out a magazine subscription renewal notice or a solicitation for a further donation. Opt-out Consent is used to grant permission for use of the customer s information to send future marketing offers or solicitations not directly related to the original transaction, as well as to grant permission for the transfer of the customer s personal (non-sensitive) information to a third party. (Example: a list rental of newspaper subscribers names and addresses for marketing purposes.) Positive or Opt-in Consent is required for the transfer of information a reasonable person would consider sensitive, to a third party. (Example: financial or health information, or magazine subscriptions.) The Personal Information Protection and Electronic Documents Act, also known as PIPEDA, came into effect in stages. Phase One: the act applied to personal information about customers or employees in the federally regulated sector-such as banks and telecommunications companies. Phase Two: PIPEDA was extended to cover personal health information collected, used or disclosed by these organizations. Phase Three: Covers all personal information of customers that is collected, used, or disclosed in the course of commercial activities by private sector organizations, except in provinces that have enacted legislation deemed to be substantially similar to the federal law. One of the biggest examples of the increased challenge facing direct marketers is the National Do Not Call registry set up in Bill C-28 The Government of Canada passed the Fighting Internet and Wireless Spam bill, Bill C-28, in December Now known as Canada s Anti-Spam Legislation, it covers many types of electronic commerce. The legislation addresses commercial electronic messages (CEMs), including and text messages. Built primarily around an opt-in system, C-28 requires that, in most cases, marketers that send a CEM must have consent from the recipient to receive it before it is even sent. Senders that violate the law face fierce fines: up to $10 million for an organization and up to $1 million for an individual. The penalties will be imposed per violation and sometimes will even be treated separately for each day the law is violated. The Canadian Radio-television and Telecommunications Commission, the Competition Bureau and the Office of the Privacy Commissioner are jointly handling enforcement. DIRECT MARKETING SUPPLIERS There are several agencies and consultants that offer complete project management, while others specialize in one or more specific areas: MEDIA MANAGEMENT AGENCIES assist with the strategy, including targeting, planning, execution, data analysis and reconciliation. CREATIVE AGENCIES assist with concept strategy, copy and design of print and broadcast production. LIST BROKERS/MANAGERS provide mailing list services including identification and segmentation. DIRECT MAIL PRODUCTION COMPANIES handle printing, distribution, database/ list rental management, printing and Canada Post regulations. FULFILLMENT CENTRES store, process and ship inventory, as well as track movement and expenditures. CALL CENTRES/TELEMARKETING SERVICES offer inbound and/or out-bound telephone and/or Internet CSRs for customer service, sales, surveys, call-data reporting and support. 86 Media Digest 2012/13

87 DIRECT MARKETING Flyers Flyers/Inserts/ Preprints There are more than 10 billion flyers distributed annually in Canada at a cost of more than $1.5 billion. The media is approximately 30% of the cost with the balance made up by pre- press, print production and transportation to the media. The largest sample variable is print production where the stock and number of pages can make a huge difference in the CPM. Flyers largely rely on the customer s interest in the product category to gain readership. Consequently, the best return on investment can be achieved by targeting households with the highest propensity to purchase the category at a given location. Media distributors have created a very flexible selection process that lets advertisers choose relatively small geographic areas and the type of dwelling desired. Flyer Media The media principally falls into two categories: subscriber with (or without) extended market coverage and total market coverage. Subscriber Newspapers: Paid publications published five to seven days a week. Papers are distributed to subscribers (subs) or through single copy sales (SCS). House and apartments are generally not separable. EMC (Extended Market Coverage): Flyers distributed to non-subscribers of daily newspapers. Deliver is houses and/ or apartments and one day a week, usually Friday or Saturday. TMC (Total Market Coverage): Flyers distributed to all deliverable households within specified geography. Delivery is houses and/or apartments. Canada Post and some distributors also provide coverage to businesses. TMC Distributors Community Papers: A newspaper that is published one to three times per week and distributed at no cost in specific coverage areas (TMC). Shoppers: Like a community newspaper, except there is little or no editorial content; one day per week. Truck & Crew Delivery: (with or without a bag) Non-publishing distributors that are in business to distribute flyers and community papers door to door. One to three days per week, sometimes with a two-day delivery window Unaddressed AdMail: Canada Post delivery to houses and/or apartments and/ or businesses. Five days a week but with a three-day delivery window. Flyer Geography Each distributor can provide targeting to one or more of the following geographic units. Generally, subscriber papers provide FSA or Zones (sometimes CTs or DAs for EMC coverage). Most TMC distributors provide CTs, DAs and/or routes. *Zones: Multiple FSAs *FSA (Forward Sortation Area): The first three digits of the postal code (e.g. L6H) comprising of 4,000 to 20,000+ households. Urban codes A1 to A9, Rural codes A0. LDU (Local Delivery Unit): The last three digits of the postal code used to locate communities within a rural FSA or city block or apartments within an urban postal walk. Urban LDUss are 10 to 200 households, rural are 50 to 4,000. Postal Walk: The local geographic area within an urban FSA with multiple LDUss or approximately 300 to 600 households. *CT (Census Tract): Stats Canada geographic area approximately 1,000-3,000 households. *DA (Dissemination Area): Stats Canada s smallest unit of geography, approximately 400 to 700 households. (Prior to EA Enumeration Area.) Distributor Route: Non-standard geography of approximately 100 to 500 households. * indicates standard geographic boundaries. Targeting Methods Targeting refers to ranking geography so that a selection process can choose the areas that meet the budget or predetermined cutoff. Attributes can be assigned based on one or a combination of two or more of the following: 1. Average sales/postal code (collected by retailer) 2. Demographics (average household income, family size, etc.) 3. Psychographics (consumer lifestyle clusters) 4. CSP (consumer spending potential by category), also known as FAMEX (family expenditure) 5. Distance or drive time (from store) E-FLYERS An e-flyer is typically an online version of a retailer s printed advertising flyer and offers the printed experience online. E-flyers can be viewed as a complement or extension to printed flyers. The format of an e-flyer may range from a static reproduction of the flyer to an interactive experience for the consumer. Versioning, location-based deals and robust item descriptions may available with online flyers. E-flyers may be housed on retailer websites or on aggregated flyer websites that offer digital versions or links to multiple retailers for comparative shopping. Flyer Distribution Standards Association (FDSA) The Flyer Distribution Standards Association addresses issues shared by retailers, distributors, printers, binderies, transportation companies and media agencies. Its mandate is to establish standards for the retail flyer process, from technical specifications to processes and terminology, to increase efficiency for the entire industry. FDSA c/o Retail Council of Canada 1255 Bay St., Suite 800 Toronto, ON M5R 2A9 Phone: (416) Fax: (416) Media Digest 2012/13 87

88 TELEVISION ETHNIC MEDIA & CULTURAL DIVERSITY Ethnic Media and Cultural Diversity For decades, Canada has been a top destination for immigrants from around the world. New immigrants contribute significantly to Canada s population growth and it is predicted that one day they may become the sole source of that population growth. With the media landscape constantly evolving and demographics becoming more diverse, it is important that messages are communicated effectively. Ethnic media in Canada provide coverage to more than 93 cultures in more than 358 different media outlets. Across Canada there are at least 100 different languages spoken in the home. The vast majority seek community-specific information that connects them to their heritage and is often written and spoken in their native tongue. CARDonline provides a partial listing of Canada s ethnic media, consisting of: 1 television network 7 specialty cable channels 8 conventional television stations 5 radio networks 70 radio stations 2 radio syndicators 25 ethnic newspapers 240 ethnic publications While CARD is a comprehensive source, not all ethnic media will be captured, so you need to do your homework when selecting the appropriate media to serve a specific ethnic community, as not all will be listed. As an example, we ve pulled the key ethnic media offered in CARDonline for the South Asian Punjabi language: Print Canadian Punjabi Post Akal Guardian Punjabi Weekly Newspaper Drishti Magazine Hindustan Post The Indo-Canadian Awaaz Indo-Canadian Times Khabarnama Punjabi Weekly Panj Pani Punjab Di Awaaz Punjab Star The Weekly Punjabi Awaaz Newspaper TV Asian Television Network CHNM-TV, television stations, Vancouver/Vancouver Island CJCO-TV, television stations, Calgary CJEO-TV, television stations, Edmonton CJMT-TV, television stations, Toronto/ London/Ottawa OMNI 2, television networks, Toronto/ London/Ottawa The Ten Rays Production Ltd., television networks, Surrey Vision TV, specialty cable channels Radio CHIN-FM, Toronto CHKG-FM, Vancouver CHKT-AM, Toronto CHRB-AM, High River CHUO-FM, Ottawa CIAO-AM, Toronto CINA-AM, Toronto CJRJ-AM, Vancouver/Fraser Valley CKER-FM, Edmonton CHKF-FM, Calgary CKJS-AM, Winnipeg Source: Each ethnic group will have its own unique set of media offering language and/or culturally relevant content that speaks to their unique interests. All Media Data Sources CARDonline is an online-only directory of all media in Canada. These media, which supply the necessary information to CARD, are listed by category and show details of rates, circulation, booking rules and mechanical data. CARDonline also includes details of advertising agency, rep house and media organization personnel. 88 Media Digest 2012/13

89 CULTURAL DIVERSITY Cultural Diversity 100,000+ Markets Percentage of Population Home Language St. John s Halifax Cape Breton Moncton Saint John Saguenay Montreal Ottawa-Gatineau Quebec Sherbrooke Trois Rivieres Berrie Guelph Hamilton Kingston Kitchener English French Akan (Twi) Amharic Arabic Atikamekw Armenian Bengali Bisayan Blackfoot Bosnian Bulgarian Cantonese Chinese, n.i.e Cree Creoles Croatian Czech Dene Dutch Estonian Finnish German Greek Gujarati Hebrew Hindi Hungarian Ilocano Inuktitut Italian Japanese Khmer (Cambodian) Korean Kurdish Lao Latvian Lithuanian Macedonian Malay Malayalam Media Digest 2012/13 89

90 CULTURAL DIVERSITY Home Language St. John s Halifax Cape Breton Moncton Saint John Saguenay Montreal Ottawa-Gatineau Quebec Sherbrooke Trois Rivieres Berrie Guelph Hamilton Kingston Kitchener Mandarin Mi'kmag Montagnais - Naskapi Ojibway Oji-Cree Panjabi (Punjabi) Pashto Persian (Farsi) Polish Portuguese Romanian Russian Sindhi Sinhala Serbian Siouan Languages Serbo-Croation Slovak Slovenian Somali Spanish Swahili Tagalog (Filipino) Tamil Telugu Tigrigna Turkish Ukrainian Urdu Vietnamese Yiddish Multiple Responses Other Source: FPmarkets Canadian Demographics 2012 CMA = Census Metropolitan Area; CA=Census Agglomeration 90 Media Digest 2012/13

91 CULTURAL DIVERSITY Cultural Diversity 100,000+ Markets Percentage of Population (Cont'd) Home Language London Oshawa Peterborough St. Catharines- Niagara Greater Sudbury Thunder Bay Toronto Windsor Winnipeg Regina Saskatoon Calgary Edmonton Kelowna Abbotsford- Mission Vancouver Victoria English French Akan (Twi) Amharic Arabic Atikamekw Armenian Bengali Bisayan Blackfoot Bosnian Bulgarian Cantonese Chinese, n.i.e Cree Creoles Croatian Czech Dene Dutch Estonian Finnish German Greek Gujarati Hebrew Hindi Hungarian Ilocano Inuktitut Italian Japanese Khmer (Cambodian) Korean Kurdish Lao Latvian Lithuanian Macedonian Malay Malayalam Media Digest 2012/13 91

92 CULTURAL DIVERSITY Home Language London Oshawa Peterborough St. Catharines- Niagara Greater Sudbury Thunder Bay Toronto Windsor Winnipeg Regina Saskatoon Calgary Edmonton Kelowna Abbotsford- Mission Vancouver Victoria Mandarin Mi'kmag Montagnais - Naskapi Ojibway Oji-Cree Panjabi (Punjabi) Pashto Persian (Farsi) Polish Portuguese Romanian Russian Sindhi Sinhala Serbian Siouan Languages Serbo-Croation Slovak Slovenian Somali Spanish Swahili Tagalog (Filipino) Tamil Telugu Tigrigna Turkish Ukrainian Urdu Vietnamese Yiddish Multiple Responses Other Source: FPmarkets Canadian Demographics Media Digest 2012/13

93 CULTURAL DIVERSITY Cultural Diversity 100,000+ Markets Percentage of Population (Cont'd) Home Language Brantford Lethbridge Chatham-Kent Kamloops National Home Language Brantford Lethbridge Chatham-Kent Kamloops National English French Akan (Twi) Amharic Arabic Atikamekw Armenian Bengali Bisayan Blackfoot Bosnian Bulgarian Cantonese Chinese, n.i.e Cree Creoles Croatian Czech Dene Dutch Estonian Finnish German Greek Gujarati Hebrew Hindi Hungarian Ilocano Inuktitut Italian Japanese Khmer (Cambodian) Korean Kurdish Lao Latvian Lithuanian Macedonian Malay Malayalam Mandarin Mi'kmag Montagnais - Naskapi Ojibway Oji-Cree Panjabi (Punjabi) Pashto Persian (Farsi) Polish Portuguese Romanian Russian Sindhi Sinhala Siouan Languages Serbian Serbo-Croation Slovak Slovenian Somali Spanish Swahili Tagalog (Filipino) Tamil Telugu Tigrigna Turkish Ukrainian Urdu Vietnamese Yiddish Multiple Responses Other Source: FPmarkets Canadian Demographics 2012 Media Digest 2012/13 93

94 TELEVISION CARF: Canadian Advertising Research Foundation Research: The Power of Data and Systems As industry professionals, we ve all heard about the power of data. The digitization of our world by both industry and consumers has provided all of us with an incredible opportunity. In Canada, this opportunity is magnified by world-class media measurement methodologies and best-in-class systems to mine data. Media measurement in Canada has been recognized as leading the world. We have electronic measurement of three powerful consumer touch points: TV, radio and digital. All three channels are measured throughout the year to provide meaningful insights on how Canadians use electronic media. We have large samples measuring magazines and newspaper readership and multiple tools available to measure competitive in-market activity. There s also the exciting prospect of new data streams, as out-of-home media digitize their assets. Location-based services and our growing dependency on mobile devices will only add to this data set. So much data, so little time. Our challenge is to ensure we mine all the information to provide actionable insights to our clients and stakeholders. As you can see from the resources listed here, we have ample choice and services available to do this. It s important to stay on top of new services as they are launched. Our industry is powerful and resourceful, but small. We need to support data and software suppliers in order to stay abreast of new developments and improvements in data access. As an organization, CARF is here to help you train your staff, combing the world for new research best practices and methodologies. Participate in our events, inquire about our education programs and become an active voice in the Canadian research industry Media Digest 2012/13

95 MEDIA SOFTWARE & DATA SERVICES Media Software & Data Services 24/7 REAL MEDIA 2 Bloor Street East, Suite 800 Toronto, ON M4W 1A8 Phone: (416) Toll Free: Fax: (416) canada.com 24/7 provides web analytics and search engine marketing software and solutions AC NIELSEN COMPANY OF CANADA 160 McNabb St. Markham, ON L3R 4B8 Phone: (905) Fax: (905) nielsen.ca AC Nielsen provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. ADTRAQ/CO HARRIS SOFTWARE SYSTEMS/ LES SYSTEMS INFORMATIQUES HARRIS Toronto: 25 Dyas Rd. Toronto, ON M3B 1V7 Phone: (416) Fax: (416) Montreal: 390 Rue Lemoyne Montreal, QC H2Y 1Y3 Phone: (514) Fax: (514) Adtraq provides a tracking system for media purchase administration BBM Analytics offers a portfolio of software solutions providing critical insights into the impacts of broadcast content and consumer behaviors CANADIAN OUTDOOR MEASUREMENT BUREAU (COMB) 111 Peter Street, Suite 500 Toronto, ON M5V 2B8 Phone: (416) Fax: (416) comb.org COMSCORE 90 Sheppard Avenue East Suite 100 Toronto ON M2N 3A1 Phone: (416) Fax: (416) comscore.com comscore is a provider of digital market intelligence and measurement service. CORE DIRECT 695 Route 46 W., Suite 403 Fairfield, NJ Phone: (973) Fax: (973) coremedia-systems.com Core Direct provides syndicated software solutions for DRTV. DOUBLECLICK (DART) A DIVISION OF GOOGLE 76 Ninth Ave. 4th Floor New York, NY Phone (212) doubleclick.com Management Systems 80 Kingsmount Park Rd, Toronto, ON M4L 3L4 Phone & Fax: (416) [email protected] fuimus.com MARKETRON 5075 Yonge St., Suite 404 North York ON M2N 6C6 Phone: (416) canadasupport@ marketron.com Marketron.com Marketron offers TC software to track broadcast sales and inventory data MEDIAOCEAN 2 St Clair Ave W., Suite 1500 Toronto ON M4V 1L5 Phone: (416) Toll-free: (Support) Toll-free: Fax: (416) ddscanada.com MediaOcean provides an online information system tracking media buying processes and administration. MIJO 635 Queen St. E. Toronto, ON M4M 1G4 Phone: (416) Fax: (416) mijo.ca Mijo provides a full range of broadcast, audio/visual, print and post production services. Montreal Phone: (514) nielsen.com Nielsen IMS provides a media planning and analysis software for both industry and proprietary research. NIELSEN LNA (a division of Nielsen IMS) 20 Toronto Street, Suite 860 Toronto, ON M5C 2B8 Phone: (416) Fax: (416) Nielsen LNA collects and classifies advertising expenditure information for the magazine and newspaper industry. NIELSEN MEDIA RESEARCH CANADA 160 McNabb St. Markham, ON L3R 4B8 Phone: (905) Fax: (905) nielsenmedia.ca Nielsen Media Research is a provider of media intelligence services in Canada. SCALA CANADA 49 The Donway West, Suite 405 Toronto, ON M3C 3M9 Phone: (416) Fax: (416) [email protected] Scala.com Scala provides media campaign data for the outdoor advertising industry. BBM ANALYTICS 1500 Don Mills Road, 3rd Floor Toronto, ON M3B 3L7 Telephone: Fax: Doubleclick (DART) provides ad management and tracking for online advertising. FUIMUS CORPORATION Advertising Agency NIELSEN IMS 20 Toronto Street, Suite 860 Toronto, ON M5C 2B8 Phone: (416) Fax: (416) TELMAR HMS 90 Eglinton Ave E., Suite 410 Toronto, ON M4P 2Y3 Phone: (416) Fax: (416) telmar.ca Media Digest 2012/13 95

96 MEDIA TERMINOLOGY Media Terminology GENERAL INFORMATION ACCUMULATION: Counting a person once who is exposed to a message only once over a specific time period (one week, four weeks, etc.). They are not counted each time they are exposed to the message. ACHIEVEMENT: Actualized delivery of audience, ratings, etc. of a media campaign, usually compared to planned/estimated objectives. AIDED AWARENESS: Percent of an audience aware of a brand or advertising message once prompted with visual or aural cues. AUDIENCE COMPOSITION: Analysis of audience in terms of selected sub-groups based on demographics, lifestyle, etc., usually expressed as percentages. BLOCKING CHART: The graphic presentation on a calendar of planned advertising activity. BRAND DEVELOPMENT INDEX (BDI): A market s propensity to use a specific brand, compared to the population in general; calculated by dividing the per cent of a product s total sales by the percent of the total population in a specific market/region. BUDGET CONTROL REPORT (BCR): Monthly, quarterly or annual document detailing actual versus projected expenditures to date. BURST & BLACK: A TV flighting method where an advertiser has several high-weight flights, but is otherwise dark. BUY REQUEST: A form outlining specific requirements (target group, flight dates, etc.) of a broadcast campaign to be purchased. CALL TO ACTION: Copy that encourages the reader to respond and provides clear details on how (e.g. by mail, toll-free number, website or fax) and expiry date for response. CONVERGENCE: A multi-platform campaign employing many or all properties owned by one major media owner. COST PER RATING (CPR): The cost of delivering a message to 1% of a pre-determined target group. COST PER THOUSAND (CPM): Cost to deliver a message to 1,000 individuals. These individuals may be limited to those who meet specified demographic, psychographic or product consumption criteria. CROSSTAB (X-TAB): Cross-referencing of data to identify habits/characteristics of a defined subset of the population. CUMULATIVE AUDIENCE (CUME): Total unduplicated number of homes/individuals reached by a schedule of commercials/programs/ issues within a given time. CUMULATIVE REACH: Percentage of the target reached by a schedule in a given time period. DECAY: The decline in top-of-mind awareness as the result of a hiatus period, commercial wearout or competitive action. DUPLICATION: The extent to which two media vehicles have a common audience. EFFECTIVE FREQUENCY: Exposures to an advertising message required to achieve effective communication. Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage. EFFECTIVE REACH: Percentage of target reached at the stated effective frequency level. EFFICIENCY: Cost-effectiveness of a media buy based on CPMs/CPRs. FLIGHTING: Periodic waves of advertising, separated by periods of total inactivity (as opposed to continuous advertising). FREQUENCY: The number of times an advertising message has been exposed to a target audience. FREQUENCY DISTRIBUTION: Average frequency, broken down to indicate the percentage of the audience that has been exposed to the message once, twice, etc. GROSS RATING POINTS (GRPS): The sum of all ratings delivered by a given schedule, against a pre-determined target group. GRPs = reach x frequency. HEAVY-UP: Increase in media weight for a short span of time. HIATUS: Period of time between advertising flights. IMPRESSIONS/MESSAGES: The total number of commercial occasions or advertisements scheduled, multiplied by the total target audience potentially exposed to each occasion. A media plan s impressions are usually referred to as gross impressions. MARKET DEVELOPMENT INDEX (MDI): A market s propensity to use a product category; calculated by dividing the percent of a product category s total sales by the percent of the total population in a specific market/region. OPTIMIZATION: A process of adding media elements in order to achieve maximum results at each step. POST- BUY ANALYSIS: An analysis of actual media deliveries calculated after a specific spot or schedule of advertising has run. PRE-BUY ANALYSIS: A report of estimated deliveries of a broadcast media spot or schedule purchased. PULSING: A flighting technique that calls for either a continuous base of support, augmented by intermittent bursts of heavy weight, or an on-off, on-off pattern. QUINTILES: Grouping of survey results into equally sized groups, arranged by order of magnitude of activity. Each quintile represents one-fifth of the total population (quartiles by quarters, etc.). REACH: A measurement of the cumulative unduplicated target audience potentially exposed once or more to a particular program, station or publication in a given time frame. Reach is usually expressed as a percentage of the target population in a geographically defined area. 96 Media Digest 2012/13

97 MEDIA TERMINOLOGY RECENCY: A campaign s ability to reach its target audience as close as possible to the time of purchase, in order to maximize recent exposure to the message. SHARE-OF-MARKET (SOM): A company s total sales volume expressed as a percentage of total category sales. SHARE-OF-VOICE (SOV): A company s total advertising spend expressed as a percentage of total spending by the category. SHORT RATE: Charge incurred when an advertiser fails to meet the previously contracted volume of media time or space. SPONSORSHIP: Positioning an advertiser as a co-presenter of a specific program, publication or event. STANDARD BROADCAST CALENDAR: Division of a year into specified weeks commencing Mondays, and months comprised of stated full weeks only commencing the Monday of the week containing the first day of a calendar month. For costing/billing/scheduling purposes. TALENT CYCLE: A 13-week time period on which residual payments to an advertisement s performers are based. Each time the advertising runs in a new talent cycle, an additional payment is required. TEASER: Advertisements preceding a major campaign that do not state the full commercial message, but are intended to build interest in a product/service prior to its launch. TEST MARKET (TEST CELL): Process of conducting a small-scale promotion or introduction of goods to gather information useful in a broader promotion or product introduction. TRAFFIC: The person or department within an advertising agency responsible for the progress of creative through all stages of production and shipment of material to the media. UNAIDED AWARENESS: Percentage of target group aware of brand/advertising without prompting. WASTE COVERAGE: When media purchased reaches the wrong audience. WEAR-OUT: A level of frequency or point in time when an advertising message loses its ability to effectively communicate. WEIGHTED AUDIENCE: Audience to which adjustment factors have been applied. For example, a secondary target group may be discounted by 50% to reflect a lesser degree of importance. WEIGHTED MEASURE: Measure to which adjustment factors have been applied to one of the variables. broadcast ADJACENCY: A commercial time slot immediately before or after a specific program. AFFIDAVIT: Written legal proof-of-performance from a radio or television station that a commercial ran at the time indicated. AVAILABILITIES (OR AVAILS): Programs or time periods a station offers for sale. AVERAGE MINUTE AUDIENCE/RATING: The average number of persons, or percent of a demographic, listening to a station during an average minute. BACK-TO-BACK SCHEDULING: Two or more commercials that run one immediately following the other. BILLBOARD: Sponsoring announcement/identification at the beginning, end or in a break of a radio or television program. BLANKET COVERAGE: Refers to the complete coverage that a broadcast station has in a particular area. BLOCK PROGRAMMING: Programming of shows with a common demographic appeal, one after another. BOOKEND: Spots airing at the beginning and end of a commercial cluster. BREAKFAST/DAY/DRIVE/EVENING: In radio, basic dayparts sold. Time blocks are usually 6 a.m. to 10 a.m., 10 a.m. to 3 p.m., 3 p.m. to 7 p.m. and 7 p.m. to midnight, respectively. CABLE SUBSTITUTION: As regulated by the CRTC, any Canadian television station airing U.S. programming has to remove the U.S. advertisements and replace them with Canadian advertisements. CENSUS AGGLOMERATION (CA): Geographical area, defined by Statistics Canada, with a population of 10,000 to 99,999. CENSUS METROPOLITAN AREA (CMA): Geographical area, defined by Statistics Canada, with a population in excess of 100,000. CENTRAL MARKET AREA (CMA): Geographical area, defined by BBM, usually centred around one urban centre. CHURN: Turnover in subscribers. Primarily refers to pay TV. CLUSTER: The set of different commercials within a commercial break, usually two to three minutes in total. COMMUNITY ANTENNA TELEVISION (CATV): Antenna arrangement that receives distant signals and retransmits via cable to subscribers. COVERAGE: Percentage of homes or individuals in a specific area that receive a broadcast and/or cable signal. CRAWL: An intrusive ad unit that literally crawls across the bottom of the viewing screen. CUMULATIVE AUDIENCE (CUME)/PERCENT CUME: The number of different people who tune, for at least one-quarter hour, to a station within a specified time block. Often expressed as a percent. CUT-IN: Regional or station insertion of an alternative commercial replacing a spot carried nationally or provincially on a network. DESIGNATED MARKET AREA (DMA): Geographical area comprised of a market and adjacent counties or census divisions, as defined by Nielsen Media Research. DIRECT BROADCAST SATELLITE (DBS): Satellite that broadcasts directly to a subscriber s home dish antenna. EXTENDED MARKET AREA (EMA): Geographical area comprised of a market and adjacent counties or census divisions, as defined by BBM. FULL COVERAGE: Audience that encompasses a station s total geographic reach. Media Digest 2012/13 97

98 MEDIA TERMINOLOGY GRID CARD: Rate card that reflects audience delivery and demand at different times, resulting in a variety of rates for that program. HOMES USING TELEVISION (HUT): Percent of households with one or more sets tuned in at a given time. HOURS TUNED: Usually expressed as the average amount of time spent per person with a given station in a weekly period. It is an indication of the loyalty that an audience has to a station. INTERSTITIAL: Mini information segment, usually 30 or 60 seconds in length. LOCAL PROGRAM: Non-network program airing on a station. MAKE-GOOD: Commercial announcement offered to an advertiser as compensation for a pre-empted spot or one that ran incorrectly. NARROWCASTING: Programming designed to reach specific vertical targets. NET (UNDUPLICATED) AUDIENCE: Number of households or people reached by a particular broadcast schedule or program. ONE TIME ONLY (OTO): A spot that is available only once. PRE/POST RELEASE: A pre-released program airs before the U.S. episode and post-release airs after. PRIME/FRINGE/DAY: In television, the basic dayparts sold. Prime runs 6 p.m.-11 p.m., fringe 4:30 p.m.-6 p.m. and 11 p.m. until sign-off, and daytime sign-on until 4:30 p.m. PROGRAM SUBSTITUTION: Substitution, by the cable company, of one program for another on a given channel. PERSONAL VIDEO RECORDER (PVR): A set-top box that stores video information in digital form. QUARTER- HOUR AUDIENCE: Same as Average Minute Audience but information is measured in 15-minute blocks. Viewers/listeners must tune in for five or more minutes to be counted. RATING: The average percentage of target group population within a defined geographic area tuned to a particular program at a specific time period. ROADBLOCK: Scheduling of commercial time, on all available stations, at a fixed time. RUN OF SCHEDULE (ROS): Scheduling of a commercial in variable timeblocks, days or programs. SETS-IN-USE (SIU): Total number of sets viewed at a specific time. SHARE: The percentage of the total television-viewing or radio-listening audience tuned to a particular program or station at a specific time, expressed as a per cent of average people viewing or listening during that time period. SHARE OF AUDIENCE: The percentage of all households watching a particular program. The household, rather than each person, is counted as a whole. SIMULTANEOUS PROGRAM SUBSTITUTION: Cable replacement of American identification and commercials with Canadian where the U.S. and Canadian stations are telecasting the same episode of a program at the same time. SPILL-IN: Broadcast signal from one market received in another. SPLIT COMMERCIAL: A commercial from the same advertiser devoting part of its time to one product, part to another, each being able to stand alone. Sometimes referred to as a piggy-back commercial. SPOT TV: Purchase of broadcast time on a station-bystation basis, i.e., non-network time. Sometimes referred to as Selective. SQUEEZE-BACKS: When an ad shares the television screen with a program s credits. Hence the credits are squeezed. STRIP PROGRAMMING: A program scheduled at the same time (usually during fringe or daytime) on successive days (usually Monday-Friday). SUPERSTATION: Station whose signal is available to cable systems across the country via satellite transmission. TIERING: Optional packages of pay-cable or basic cable services available to subscribers. PRINT ADNORM: A term used by Starch Research to indicate readership averages by publication, space size and colour, and type of product. The norm is used to provide a standard of comparison for individual ads. ADVERTORIAL: A type of advertising that is placed in a print publication. The ad appears like an editorial article. AGATE LINE: A unit of space measurement, equal to one column wide and 1/14 inch deep. AUDIT REPORT: The annual ABC Circulation Report, usually covering a 12-month period, details circulation by province, county/census divisions, cities, towns and villages. BANNER: Advertisement that runs horizontally on the bottom of a page of a publication. BELLY BAND: Ads that wrap around the paper. onsumers must remove the wrap before they can read the paper. BLEED: Printing to the edge of a page so there is no margin. CENTRE SPREAD: In the centre of a publication, an advertisement appearing on two facing pages printed as a single sheet. CONTROLLED CIRCULATION: Publications distributed free, or mainly free, to individuals within a specific demographic segment, geographic area or job function. COST RANK (CRANK): Ranking of publications by their coverage, cost per thousand, audience composition, etc., against a defined target group. COVERAGE: Percentage of individuals in a specific target group/geographic area reached by a publication/combination of publications. EARLUG: Space on either side of the masthead, or the top corners of the front page of a newspaper section, that is sold for advertising. EARNED RATE: Discounted advertising rate based on lineage/space committed. FLEXFORM: Advertisement not conforming to a standard shape. 98 Media Digest 2012/13

99 MEDIA TERMINOLOGY FP4C: A full-page, four-colour advertisement in a publication. FREE-STANDING INSERT (FSI): A loose advertisement that is inserted into a newspaper. GATEFOLD ADVERTISEMENT: A continuous piece of paper folded to conform to a publication s page size. Often an extension of a magazine s cover. GEOGRAPHIC SPLIT RUN: Advertisements are created that have a specific message for a particular region, while the rest of the country receives one generic message. GUTTER (TRUCK): Blank space on the inside page margins where a publication is bound or folded. HALFTONE: Reproduction made from an original photograph by transforming the different tones into a series of dots. HOOKER (TAG): In newspaper advertising, local dealers names appended to national advertising. HORIZONTAL PUBLICATION: A publication with editorial content of interest to a wide variety of readers. IBC (INSIDE BACK COVER): Position of an ad on the inside back cover of a publication. IFC (INSIDE FRONT COVER): Position of an ad on the inside front cover of a publication. INCUMBENCY POSITION: Premium positions in a specific issue for which right of first refusal is given to an advertiser who has historically held that position. INFO PATCH: Ad that is glued on the front of a newspaper. It unfolds to display the message. ISLAND POSITION: An ad in the centre of the page, surrounded by editorial. JUNIOR PAGE: Usually a 7-inch wide x 10-inch high ad in a tabloid or broadsheet format. MECHANICAL REQUIREMENTS: Information and instructions regarding the physical aspects of preparing advertising material. OBC (OUTSIDE BACK COVER): Position of an ad on the outside back cover of a publication. OFF-REGISTER: Blurred printing caused by out-ofposition printing plates. OFFSET PRINTING: Process that prints by transferring ink from a cylinder to a rubber blanket, then to the printing surface. OTC (OPPOSITE TABLE OF CONTENTS): Position of an advertisement on the page opposite the table of contents of a publication. POSITION CHARGE: The surcharge to ensure placement of an ad in a specific position in the publication. RETAIL TRADING ZONE (RTZ): Area beyond and including the City Zone in which the residents regularly trade with the merchants located within the City Zone. Boundaries are defined by ABC. RUN OF PAPER OR RUN OF PRESS (ROP): Ads placed anywhere within the regular printed pages of a newspaper. ROP COLOUR: Process colour that is printed in a newspaper during the regular press run for that edition. SATELLITE PAPER: Publication whose typesetting signal is sent to distant printing facilities via satellite for regional or national distribution. SPECTACOLOUR: Pre-printed advertisement in rollform that has two fixed dimensions: the width and depth of the newspaper page. TABLOID PRINT: Format of approximately 13 x 10 inches. TAG-ONS: Elastics that wrap around the paper with an advertisement brochure. TEARSHEET: Page of a publication supplied to agency/ advertiser for checking purposes. VERTICAL PUBLICATION: Publications whose editorial content deals with interests of a specific industry. VOLUME DISCOUNT: A discount given by a publication based upon the number of times one advertises in it. WRAP ADVERTISING: A single advertiser s message printed on the front cover, IFC, OBC and back cover of a publication. OUT-OF-HOME BACKLIT POSTER: A luminous sign containing advertising graphics printed on translucent polyvinyl material. BANNER: Large-format vinyl ad unit affixed to the side of a building. ELECTROLUMINESCENT PAPER (EL): An OOH enhancement, where light pulses (built into the advertisement) can be utilized to highlight specific elements of an ad. The pulsing light can be synced to a rhythm or voice- or motion-activation. FACE: An individual, OOH advertising unit. FLAGGING: Peeling, ripping and other damage to OOH paper posters. KING DISPLAYS: Poster located on the exterior sides of a transit vehicle. MINIBOARD: Poster of dimensions of 13 x 17 inches presented in a stainless steel frame. Found in resto-bars, colleges and universities and health and fitness centres. MOBILE SIGNAGE: Moving billboards; truck-side advertising using specialized and dedicated vehicles. SEVENTIES: Poster located on the rear exterior of a transit vehicle. SPECTACULAR: A very large billboard ranging in sizes from 10 x 24 feet to 10 x 60 feet. SUPERBOARD: A billboard that has extensions added onto it that extend further than the traditional size. TALL WALL/VERTICAL POSTER: A vertical billboard affixed to buildings. TRI-VISION: A mechanical advertising display with three or more separate faces that can be programmed to move in several ways at different time intervals. VIDEO DISPLAYS LED: Screens offering TV-quality displays that are positioned at outdoor locations. WRAP: Ad painted on the entire exterior surface of a vehicle. DIRECT MARKETING ABANDONMENT: As in the phrase call abandonment. This refers to people who, being placed on hold in an incoming call, elect to hang up. Call centres monitor closely the abandonment rate as a measure of their inefficiency. ACD AUTOMATIC CALL DISTRIBUTOR: A machine used in modern call centres for incoming calls. It routes Media Digest 2012/13 99

100 MEDIA TERMINOLOGY calls to available agents, holds overflow calls, gives and takes messages, and provides reports. ACQUISITION COST: The cost of signing up a new customer. LIFETIME VALUE: Often used to compute the maximum allowable acquisition cost. AFFINITY ANALYSIS: A process of finding relationships between customer purchases, e.g. people who buy skis also buy snow tires. AFFINITY MATRIX: A cross-tab showing cross-buying patterns by customers who did or did not buy products A, B, C and D. ATTRITION MODEL: A model that predicts which customers are most likely to leave. Usually expressed as a percentage of likelihood. BACK END: The measurement of a buyer s performance after he/she has ordered the first item in a series offering. Sometimes used to refer to the activities necessary to complete a mail-order transaction once an order has been received. COST PER INQUIRY (CPI): A simple arithmetical formula derived by dividing the total cost of a mailing or an advertisement by the number of inquiries received. COST PER ORDER (CPO): As with CPI., except based on actual orders rather than inquiries. CHURNING: The practice of customers switching to another supplier based on special discount offers. Used particularly in the mobile phone or credit card industries. COMPUTATION PERIOD: The number of years from now that you can safely project customer lifetime value. The period is short for products that soon become obsolete. CONVERSION RATE: The percentage of responders who become customers. DATABASE MARKETING: The systematic collection and manipulation of data to achieve marketing goals. Databases can include customers, prospects and dealers/distributors. DE-DUPE: Identifying and consolidating duplicate names; usually done in a merge/purge operation. FORWARD SORTATION AREA (FSA): The alphanumeric, three-digit prefix of Canadian postal codes. Used widely in list selection due to its precision and demographic indicators. FRONT END: Refers to the initial level of response from the target audience, especially where two-step selling is used. GEOCODING: The process of appending latitude and longitude coordinates to a database record so it can be properly placed on a geographical map. HOUSE LIST: Direct marketer s own list of customers, inquiries and hot prospects, past and current. IN-BOUND: A telephone sales term relating to a program reliant on buyers phoning in as a result of other media, e.g. mail, space, TV or radio. LIST BROKER: A specialist who makes all necessary arrangements for one company to use the list(s) of another company. A broker s services may include most, or all, of the following: research, selection, recommendation and subsequent evaluation. LIST MANAGERS: Data-processing firms and related businesses that house list maintenance facilities capable of adding, deleting, outputting and analyzing lists and responses. MODELING: A statistical technique that determines which pieces of data in a customer database explains the customer s behaviour. The output of a model is a series of weights that can be multiplied by customer data (e.g. income, age, length of residence) to create a score that predicts likelihood to respond to an offer. NATIONAL DISTRIBUTION GUIDE (NDG): The instruction manual released by Canada Post outlining rules and schema for using the postal service for commercial mailings. NDG is an acronym for a mailing list properly sorted to obtain bulk postage rates. R.F.M. RECENCY, FREQUENCY, MONETARY VALUE: The three factors reviewed in evaluating a past buyer s profile. SELF-MAILER: A common mail package built from one piece of paper stock that does not require an envelope but does provide a response device within its folds. SHORT FORM DRTV: 60- or 120-second television commercials that include a request for the viewer to place an order for product, service or information. STANDARD INDUSTRIAL CLASSIFICATION (SIC) CODE: A three- and four-digit code used to classify businesses by vocation. WINDOW ENVELOPE (WOE): A mailing envelope with a transparent panel for the address. LINE WIDE AREA TELEPHONE SERVICES LINE: Discounted long-distance lines offered by the phone companies to bulk users. INTERNET ABOVE THE FOLD: Part of an message or web page that is visible without scrolling. AD ACTIVITY: User interaction with an ad unit not necessarily resulting in a click-through. AD IMPRESSION: Ad that is served to a user s browser. Ads can be requested by the user s browser (referred to as pulled ads) or they can be pushed, such as ed ads. AD REQUEST: Request for an advertisement as a direct result of a user s action, as recorded by the ad server. AD SERVING: Delivery of ads by a server to an end user s computer on which the ads are then displayed by a browser and/or cached. AD STREAM: Series of ads displayed by the user during a single visit to a site (also impression stream). ADVERTISING NETWORK: Online aggregator or broker of advertising inventory for many sites. AUGMENTED REALITY 3D: enhancement of an ad via specific computer software, the trigger of which is built into a traditional ad and then activated by proximity to a computer or cell phone AUTO BIDDING: Opposite of fixed bidding in paid search campaigns in which an advertiser sets a maximum bid for a specific keyword, but may pay less for each click-through of that keyword. BANDWIDTH: The transmission rate of a communications line or system. 100 Media Digest 2012/13

101 MEDIA TERMINOLOGY BANNER: A horizontal, graphic advertising image displayed on a web page. BEHAVIORAL TARGETING: Displaying ads to users based on their past browsing behaviour within an ad network. BID (KEYWORD BID): Maximum amount of money that an advertiser is willing to pay each time a web searcher clicks on an ad. BIG BOX: One of three standard creative ad units: 300 x 250 pixels. (See also Leaderboard and Skyscraper) BUTTON: Clickable graphic, potentially an ad, that contains certain functionality, such as taking one to another site or executing a program. CACHE: Memory used to temporarily store the most frequently requested online content/files/pages to speed its delivery to the user. CAPPING: To voluntarily prevent ads from repeatedly displaying, often referred as frequency capping. CLICK-THROUGH RATE (CTR): The rate (expressed as a percentage) at which users click on an ad. This is calculated by dividing the total number of clicks by the total number of ad impressions. CONTENT INTEGRATION: Advertising woven into online editorial content or placed in a contextual envelope. Also known as web advertorial. CONTENT NETWORK: Group of websites that agree to show ads on their sites, collectively served by a third-party ad network, in exchange for a share of the revenue generated by those ads. CONTEXTUAL ADVERTISING: Advertising targeted to a non-search web page based on the page s content, keywords or category. COOKIE: A very small text file (i.e., program code) that is stored on a user s browser for the purpose of uniquely identifying that browser. COST-PER-ACTION (CPA): Performance-based advertising model where payment is dependent upon an action that a user performs as a result of the ad. COST-PER-CLICK (CPA): Cost of advertising based on the number of clicks received. COST-PER-LEAD (CPL): Performance-based advertising model where the cost of advertising is determined based on the number of database files (leads) received. DYNAMIC AD INSERTION: Process by which an online ad is inserted into a web page in response to a user s request. Allows for multiple ads to be rotated through one or more spaces or placed based on demographic data or usage history for the current user. EXPANDABLE BANNERS: Banner ads that can expand beyond the confines of the traditional banner, to reveal more advertising information triggered by a click, roll-over or auto-initiation. FIXED BIDDING: Keyword bidding in paid search campaigns wherein payment exactly matches the original bid for each click-through. FLOATING ADS: Online ad or ads that appear within the main browser window, on top of the web page s normal content, thereby appearing to float over the top of the page. GEO-TARGETING: Geo-targeting allows advertisers to specify where ads will or will not be shown based on user location. HYBRID PRICING: Pricing model based on a combination of a CPM pricing model and a performance-based pricing model. HYPERLINK HTML: Programming that redirects the user to a new URL when the individual clicks on hypertext. INTERSTITIAL ADS: Ads that appear between two content pages. Also known as transition ads, intermercial ads, splash pages and Flash pages. JUMP PAGE AD: Microsite that is reached via clickthrough from a button or banner ad. LANDING PAGE: Web page viewed after clicking on a link within an or an ad. Also may be called a microsite, splash page, bounce page or click page. LEADERBOARD: One of three standard creative ad units horizontal format: 728 x 90 pixels. (See also Big Box and Skyscraper) MICROSITES: Multi-page ads accessed via click-through from initial ad. User stays on the publisher s website, but has access to more information from the advertiser than a standard ad format allows. MINIMUM BID: The lowest amount of money that a pay-per-click search engine allows advertisers to bid for a certain keyword. MOUSE-OVER: The process by which a user places his/her mouse over a media object, without clicking. The mouse may need to remain still for a specified amount of time to initiate some actions like an expanding ad. ORGANIC SEARCH RESULTS: Unpaid search engine listings, as distinct from paid search engine placements or pay-per-click ads. PAGE REQUEST: The opportunity for an HTML document to appear on a browser window as a direct result of a user s interaction with a website. PAY-PER-CLICK: Also called cost-per-click. A performance-based online advertising pricing model in which advertisers pay according to the number of visitors that click on an online ad as opposed to payment based on exposure (CPM model). PAY-PER-CLICK SEARCH ENGINE (PPCSE): A type of search engine in which search results are determined by advertiser bids. Generally speaking, the advertiser that bids the highest amount on a specific keyword will appear as the No. 1 search result for that specific keyword. PAY-PER-LEAD: A performance-based advertising pricing model in which advertisers pay for each sales lead generated. PAY-PER-SALE: A performance-based advertising pricing model in which advertisers pay based on how many sales transactions were generated as a direct result of the ad. PIXEL PICTURE: Element (single illuminated dot) on a computer monitor. The metric used to indicate the size of internet ads. POP-UNDER AD: Ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimized. Media Digest 2012/13 101

102 MEDIA TERMINOLOGY POP-UP TRANSITIONAL: Initiates play in a separate ad window during the transition between content pages. POST-CLICK: Actions performed by a user on an advertiser site after being redirected there from clicking an ad. POST-ROLL: Form of online video ad placement where the ad is played after the content video plays. PRE-ROLL: Form of online video ad placement where the ad is played before the content video plays. QUALITY SCORE: A score assigned by search engines that is calculated by measuring an ad s click-through rate, analyzing the relevance of the landing page, and other factors like historical keyword performance, to determine the quality of a site, rewarding those of higher quality with top placement and lower bid requirements. PUSHDOWN: An ad unit that literally pushes down the content to reveal a rich-media advertisement RUN-OF-NETWORK (RON): Scheduling of internet advertising whereby an ad network positions ads across the sites it represents at its own discretion, according to available inventory. RUN-OF-SITE (ROS): Scheduling of internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections. SESSION: Also called a visit. A single, continuous set of activity attributable to a cookied browser or user resulting in one or more pulled text and/or graphics downloads from a site. SKYSCRAPER: One of three standard creative ad units vertical format: 160 x 600 pixels. (See also Big Box and Leaderboard) SPLASH PAGE: A preliminary page that precedes the user-requested page of a website; usually promotes a particular site feature or provides advertising. TEXTUAL AD IMPRESSIONS: The delivery of a text-based ad to a browser. To compensate for slow internet connections, visitors may disable auto load images in their graphical browser. When they arrive at a page that contains an ad, they see a marker and the advertiser s message in text format in place of the graphical ad. THIRD-PARTY AD SERVER: Independent, outsourced companies that specialize in managing, maintaining, serving, tracking and analyzing the results of online ad campaigns. Total visits should filter robotic activity, but can include visits. UNIQUE COOKIE: A count of unique identifiers that represents unduplicated instances of internet activity (generally visits) to internet content or advertising during a measurement period. UNIQUE DEVICE: An unduplicated computing device that is used to access internet content or advertising during a measurement period. USER CENTRIC MEASUREMENT: Web audience measurement based on the behaviour of a sample (panel) of web users. WIDGET: The key difference between a widget and a web application is portability. Widgets are applications that can function on any site that accepts external content, including social networks, blog platforms or personal web pages. WIKI: A collection of web pages designed to enable anyone to contribute or modify content, using a simplified markup language. MOBILE APP: A software application downloaded onto mobile devices; designed to educate, entertain or assist consumers. CELL: Physical area in which coverage is provided. DIGITAL: Describes a method of storing, processing and transmitting information through the use of distinct electronic or optical pulses that represent the binary digits 0 and 1. MOBILE COVERAGE: The geographic area in which a given service provider provides connectivity using a given wireless protocol. Mobile coverage may be provided in one of two ways either as an on-net service using the network managed by the service provider, or as a roaming service using a network managed by another service provider. MOBILE VIRTUAL NETWORK OPERATOR (MVNO): A mobile service provider that establishes arrangements with existing mobile service operator(s) to resell pre-packaged or repacked mobile wireless service plans. The MVNO handles its own customer care, billing, marketing and branding. QR CODE: A two-dimensional barcode that, when scanned by a smartphone, delivers information, links or coupons to the user. SMS (SHORT MESSAGING SERVICE): A wireless messaging service that permits the transmission of a short text message from and/or to a digital mobile telephone terminal. VOIP (VOICE OVER INTERNET PROTOCOL): A service or capability utilizing both hardware and software that enables users to employ IP networks, such as the internet, as the transmission medium for voice communication. WAP (WIRELESS APPLICATION PROTOCOL): A transaction-oriented specification for sending and receiving information, content and service-specific data over wireless networks. WAP DEVICE: Any device (e.g., mobile phone, tablet) that allows access to wireless content. 102 Media Digest 2012/13

103 ASSOCIATIONS Associations Name Phone Web Address Advertising Agency Association of BC (604) Advertising Association of Winnipeg (204) (ASC) Advertising Standards Canada (416) Association de la Presse Francophone (613) Association des Médias Écrits Communautaires du Québec (514) (ACA) Association of Canadian Advertisers (416) Association des Agences de Publicité du Québec (514) (ABC) Audit Bureau of Circulations/ABC Interactive (416) BBM Analytics (416) (BBM) Bureau of Broadcast Measurement (416) Broadcast Research Council of Canada (BRC) (416) Broadcast Executives Society (BES) (416) Bureau de Commercialisation de la Radio du Québec (514) (CARF) Canadian Advertising Research Foundation (416) Canadian Association of Broadcast Representatives (416) Canadian Association of Ethnic Radio Broadcasters (416) Canadian Business Press (905) (CCAB) Canadian Circulation Audit Board (416) (CMA) Canadian Marketing Association (416) (CMDC) Canadian Media Directors Council (416) Canadian Newspaper Association (CNA) and Canadian Community Newspapers Association (CCNA) (416) (COMB) Canadian Out-of-Home Measurement Bureau (416) ComBase (416) (CDMQ) Le Conseil des Directeurs Médias du Québec (514) Independent Publishers Association of Ontario (416) (ICA) Institute of Communication Agencies (416) (IAB) Interactive Advertising Bureau of Canada (416) Magazines Canada (416) NADbank (416) (NABS) National Advertising Benevolent Society of Canada (416) Office de la Distribution Cerifiée (514) (OMAC) Out-of-Home Marketing Association of Canada (416) ext Ontario Association of Broadcasters (905) (PMB) Print Measurement Bureau (416) (TVB) Television Bureau of Canada (416) (T-CAAN) Trans-Canada Advertising Agency Network (416) Western Association of Broadcasters Media Digest 2012/13 103

104 TELEVISION Address Book INTERNET AOL Advertising Canada 99 Spadina Ave., Suite 200 Toronto, ON M5V 3P8 Tel: Fax: Contact: Dana Toering Website: Cue Digital Media Inc. 250 The Esplanade, Suite 127 Toronto, ON M5A 1J2 Tel: Fax: Contact: David U.K. Website: Marketing magazine 1 Mount Pleasant Rd., 7th Floor Toronto, ON M4Y 2Y5 Tel: Fax: Contact: Lucy Collin, Publisher Website: Website: [email protected] Canadian Marketing Association 1 Concorde Gate, Suite 607 Toronto, ON M3C 3N6 Tel: Fax: Contact: Rob Tallis Website: [email protected] Canoe.ca - Division of Quebecor Media Inc. 333 King St. E. Toronto, ON M5A 3X5 Tel: Fax: Contact: Perry Di Iorio Website: [email protected] Casale Media 74 Wingold Ave. Toronto, ON M6B 1P5 Tel: Fax: Contact: Milyda Scott Website: [email protected] Kijiji Canada 21 St. Clair Ave., Suite 203 Toronto, ON M4T 1L9 Tel: Contact: Jodi Kasten Website: [email protected] Rogers Media Inc. One Mount Pleasant Rd., 12th floor Toronto, ON M4Y 2Y5 Tel: Fax: [email protected] Suite Adelaide St. W., Suite 600 Toronto, ON M5V 1R9 Tel: Fax: Contact: Steve Macfarlane Website: [email protected] TC Media 25 Sheppard Ave. W., Suite 100 Toronto, ON M2N 6S7 Tel: Contact: Andrea Fernandes, Vice President 360 Solutions and Digital Sales Website: [email protected] TC Media 25 Sheppard Ave. W., Suite 100 Toronto, ON M2N 6S7 Tel: Contact: Kori Kobzina, General Sales Manager Website: [email protected] TVA Publications Division of Quebecor Media Inc. 333 King St. E. Toronto, ON M5A 3X5 Tel: Fax: Contact: Bryan Hamberg Website: [email protected] Rogers Media Inc. One Mount Pleasant Rd., 8th Floor Toronto, ON M4Y 2Y5 Tel: Fax: [email protected] MOBILE Rogers Media Inc. One Mount Pleasant Rd., 12th Floor Toronto, ON M4Y 2Y5 Tel: Fax: [email protected] 104 Media Digest 2012/13

105 Address Book TELEVISION TC Media 90 Eglinton Ave. E., 3rd Floor Toronto, ON M4P 2Y3 Tel: Contact: Ross Noble, Vice President Client Engagement Website: NEWSPAPERS Sun Media - Division of Quebecor Media Inc. 333 King St. E. Toronto, ON M5A 3X5 Tel: Fax: Contact: Tom Evans Website: [email protected] TC Media 1100 Rene Levesque Blvd. W., 24th Floor Montreal, QC H3B 4X9 Tel: Contact: Marc Ouellette, Senior Vice President, Local Solutions, [email protected] Denis Hénault, Senior Vice President, Local Solutions Quebec & Ontario, [email protected] Website: The Globe and Mail 444 Front Street Toronto, ON M5V 2S9 Tel: Fax: Contact: Jo-Anne Visconti Website: [email protected] Toronto Star One Yonge Street Toronto, ON M5E 1E6 Tel: Contact: Norman Laing Website: [email protected] Postmedia Network Inc Don Mills Road Toronto, ON M3B 2X7 Tel: Fax: Contact: Shelley Middlebrook ([email protected]), Kim Campbell ([email protected]) Website: [email protected] OUT-OF-HOME Adapt Media Inc. 667 King St. W., 3F Toronto, ON M5V 1M9 Tel: Fax: Contact: Jamie Thompson Website: [email protected] Lamar Advertising Don Mills Rd. Toronto, ON M3B 3N7 Tel: Fax: Contact: Paul Drohan Website: [email protected] Media City 69 Yorkville Ave., Suite 304 Toronto, ON M5R 1B8 Tel: Fax: Contact: Sam Campbell, Director of Sales Website: [email protected] CORPORATE HEAD OFFICE 2700 Matheson Blvd. E. Suite 500, West Tower Mississauga, ON L4W 4V9 Telephone: Fax: Website: Contact: Randy Otto, President ([email protected]) Contact: Bob Leroux, VP/GM, Central Region ([email protected]) Contact: Rick Borthwick, Sales Manager, National Outdoor ([email protected] Contact: Sandy D Amico, Sales Manager, Mall and Office Media ([email protected]) Contact: Paul Mason, Sales Manager, Toronto Retail ([email protected]) Contact: Dan Borg, Sales Manager, Ontario Regional ([email protected]) Contact: Sam Bevacqua, Sales Manager, Transit ([email protected]) SALES OFFICES St John s St John s, NL Telephone: Fax: Contact: Craig Huxter, Senior Account Executive ([email protected]) Contact: Sherry Kirwin, General Manager, Atlantic ([email protected]) Halifax 240 Jennett Ave., Suite 100 Dartmouth, NS B3B 0G9 Telephone: Fax: Contact: Sherry Kirwin, General Manager, Atlantic ([email protected]) Moncton 500 St. George St. Moncton, NB E1C 1Y3 Telephone: Fax: Contact: Scott Wallace, Senior Account Executive, ([email protected]) Contact: Sherry Kirwin, General Manager, Atlantic ([email protected]) Saint John 107 Charlotte Street Saint John, NB E2L 2J2 Telephone: Fax: Contact: Nadia Foster, Account Executive, ([email protected]) Contact: Sherry Kirwin, General Manager, Atlantic ([email protected]) Media Digest 2012/13 105

106 TELEVISION Address Book Québec 5300, boul des Galeries, bureau 210 Québec, QC G2K 2A2 Telephone: Fax: Contact: Normand Turcotte, Account Executive Montréal 359 Place Royale Montréal, QC H2Y 2V3 Telephone: Fax: Contact: Dominic Loporcaro, Vice President - General Manager, Eastern Region ([email protected]) Contact: Denis Dion, Sales Manager, Quebec ([email protected]) Ottawa Unit 5, 6 Antares Dr. Phase 1 Ottawa, ON K2E 8A9 Telephone: Fax: Contact: Frank Wilson, Sales Manager ([email protected]) Kingston/Cornwall/Belleville Kingston, ON Telephone: Mobile: Fax: Contact: Tim Cunningham, Account Executive ([email protected]) Pembroke Pembroke, ON Telephone: Fax: Contact: Myles McFadyen, Account Executive ([email protected]) Barrie/Owen Sound/Collingwood/Wasaga Beach/Orillia/North Bay Collingwood, ON Telephone: Fax: Contact: Kelly Hambly, Account Executive ([email protected]) Hamilton/Burlington/Brantford/Paris /Simcoe/Tillsonburg Telephone: Fax: Contact: Brad Beale, Account Executive ([email protected]) Contact: Samantha Kilburn, Account Executive ([email protected]) Hamilton/Burlington Telephone: Fax: Contact: Samantha Kilburn, Account Executive ([email protected]) London Suite 258, 759 Hyde Park Rd. London, ON N6H 3S2 Telephone: Fax: Contact: Kristin Arntfield, Account Executive ([email protected]) Contact: Jennifer Williamson, Account Executive ( [email protected]) St. Catharines/Niagara Falls Welland, ON Telephone: Fax: Contact: David Dobsi, Account Executive ([email protected]) Windsor Suite 105, 1361 Ouellette Avenue Windsor, ON N8X 1J6 Telephone: Fax: Contact: Tom Lister, Account Executive ([email protected]) Winnipeg Unit 4, 999 King Edward St. Winnipeg, MB R3H 0R1 Telephone: Fax: Contact: Joanne Koop, Director of Sales ( [email protected]) Regina Suite 300, 845 Broad St. Regina, SK S4R 8G9 Telephone: Fax: Contact: Terry Morgan, Account Executive ([email protected]) Saskatoon Suite 703, 601 Spadina Cr. E. Saskatoon, SK S7K 3G8 Telephone: Fax: Contact: Christine Driedger, Account Executive ([email protected]) Lethbridge P.O. Box 1483 Lethbridge, AB T1J 4K1 Telephone: Fax: Contact: Andy Kolasko, Account Executive ([email protected]) Calgary th Ave. SE Calgary, AB T2G 0H7 Telephone: Fax: Contact: Brian de Ruiter, VP/GM Prairie Region ([email protected]) Contact: Nicoletta McDonald, Director of Sales, Calgary & Southern Alberta (nmcdonald@ pattisonoutdoor.com) Edmonton St. Edmonton, AB T5S 1J6 Telephone: Fax: Contact: Brian de Ruiter, VP/GM Prairie Region ([email protected]) Kamloops Telephone: Fax: Contact: Neil Rachynski, Account Executive ([email protected]) Kelowna Suite 208, 1460 Pandosy St. Kelowna, BC V1Y 1P3 Telephone: Fax: Contact: Tera Pemberton, Account Executive ([email protected]) Contact: Dean Keast, Account Executive ([email protected]) Vancouver Suite 200, 4180 Lougheed Hwy. Burnaby, BC V5C 6A7 Telephone: Fax: Contact: Rob Hunt, VP/GM Pacific Region ([email protected]) Contact: Mark Dowell, Sales Manager Regional Markets ([email protected]) Victoria / Nanaimo Suite 111, 1027 Pandora Ave. Victoria, BC V8V 3P6 Telephone: Fax: Contact: Lyle Moffat, Account Executive ([email protected]) Contact: Patrick Beihse, Account Executive ([email protected]) Prince George Prince George, BC Telephone: Fax: Contact: Darlene Lee, Account Executive ([email protected]) King St. W. Toronto, ON M5V 1H8 Telephone: Fax: Website: Contact: Michael Girgis, President and CEO ([email protected]) Contact: Francesco Chimienti, Advertising and Media Sales ([email protected]) 106 Media Digest 2012/13

107 Address Book TELEVISION TELEVISION Zoom Media Inc. 227 Front St. E., Suite 100 Toronto, ON M5A 1E8 Tel: Ext. 225 Fax: Contact: Chris Corvetti, Sales Director Ontario and Western Canada Website: Astral Media Inc McGill College Montreal, QC H3A 3J6 Tel: Website: TVA - Division of Quebecor Media Inc. 333 King St. E. Toronto, ON M5A 3X5 Tel: Fax: Contact: Deborah Boudreau Website: [email protected] RADIO Rogers Media Inc. One Ted Rogers Way, 5th floor Toronto, ON M4Y 3B7 Tel: Fax: [email protected] Rogers Media Inc. One Mount Pleasant Rd., 7th floor Toronto, ON M4Y 2Y5 Tel: Fax: [email protected] Shaw Media 121 Bloor St. E. Toronto, ON M4W 3M5 Tel: Contact: Errol Da-Ré Website: [email protected] TVO 2180 Yonge St., Box 200 Toronto, ON M4T 2T1 Tel: Fax: Contact: Amit Kumaria, Michael Malone Website: [email protected], [email protected] NEW Tickets $125 +HST 2012 SYMPOSIUM UNDERSTANDING Media December 4, 2012, Velma Rogers Theatre, 1:30pm 5:30pm presenting Sponsor Save the Date Please join us on Dec 4 th A special afternoon networking and learning event focused on reviewing the best work from the 2012 Media Innovation Awards, discussing how the winners produced their successful campaigns and how the industry will define media innovation in the months and years ahead. Media Digest 2012/13 107

108 2012 Media Innovation Awards Media innovation is the spark that sets advertising campaigns ablaze. Tickets On sale now Awards Gala: November 15 th at the Liberty Grand, Toronto Tickets: $325 +HST, contact Aldo Russo at or marketingmag.ca/mia2012 Platinum Sponsor Gold Sponsors Green Carpet Sponsor Silver Sponsors Bronze Sponsor Produced by For sponsorship opportunities, contact Lucy Collin at or