Canada and U.S. out-of-home (OOH) advertising expenditures and market stats and facts.
CANADA VS. USA: THE MARKETPLACE
General |
 |
 |
Population |
|
|
Size (Sq. Kms) |
|
|
No. Of Households |
|
|
Top 3 Markets |
Toronto
Montréal
Vancouver |
New York
Los Angeles
Chicago |
Top 3 % of Total Pop’n |
|
|
Median family
H.H. income |
|
|
AVG. Time spent commuting |
|
|
Official Languages |
|
|
TOP 3 Languages
Spoken At Home |
ENGLISH – 66%
French – 21%
Chinese– 1% |
ENGLISH – 80%
Spanish – 12%
indo-european – 4% |
Outdoor Revenue |
$463 Million (2008) |
$5.9 Billion (2008) |
Coverage |
80% |
80% |
Client split (Nat./Ret.) |
73/27 |
28/72 |
Planning Tools |
R/F model, BBM/RTS, Mapping
|
R/F model, BBM/RTS, Mapping |
Industry Organizations |
OMAC, COMB |
OAAA, TAB |
CAMPAIGN PERFORMANCE |
COMB Random &
Campaign specific audits |
N/A |
Sources: FP Markets-Canadian Demographics, StatsCan, CMDC Digest, Nielsen Canada, Television Bureau of Canada Inc., COMB, Nielsen USA, U.S. Census Bureau, OAAA, SRDS.
|
- Only 12% of landmass is suitable for habitation hence the majority
of Canadians live within a few hundred Km of the border
- Canada shares a 8,891 km border with the USA
- Windsor Ontario is on the same latitude as northern California
- The population of California equals the total population of Canada
- US is Canada’s largest trading partner with 76% of exports to that country
|
| |
|
|
$ CAD |
|
|
S |
------------------------------ |
------------------------------ |
Television |
|
|
Radio |
11% |
9% |
Newspaper |
17% |
18% |
Magazine |
5% |
10% |
OOH |
3% |
4% |
Direct Mail |
11% |
11% |
Internet |
11% |
12% |
Other |
19% |
6% |
Source: CMDC Media Digest, Television Bureau of Canada Inc.
| TOP 10 OOH CATEGORIES - 2009 |
|
|
|
|
Telecommunications - Financial Services & Insurance Services
- Retail
- Restaurants; Catering Serv. Nightclubs
- Entertainment
- Travel & Transportation
- Food
- Alcohol & Related Beverages
- Media : TV, Radio, OOH, Station Promo
- Automotive: Cars, Mini Vans, Trucks,
|
|
Source: OAAA, Nielsen Media Research
| TOP 10 OOH ADVERTISERS - 2009 |
|
|
|
|
- Telus Corporation
- BCE Corporation
- McDonald's Corporation
- Molson Coors Brewing Co.
- Tim Hortons Inc.
- Rogers Communications Inc.
- Government of Canada
- Provincial Government Lotteries
- Labatt Breweries of Canada
- Astral Media Inc.
|
- Verizon
- McDonald's Restaurant
- AT&T
- Geico
- Warner Bros Pictures
- Coca-Cola
- Pepsi
- State Farm
- Apple
- Metro PCS
|
Source: OAAA, Nielsen Media Research
| |
|
|
No. of Outdoor Companies |
|
|
No. of Panels Available |
|
|
|
|
|
|
819 |
162,682 |
|
21,759 |
43,995 |
|
41,272 |
619,630 |
|
*1,000+ |
61,690 |
|
38 |
n/a |
|
38,735 |
40,734 |
Source: COMB (2009), Transit Reach and Frequency Model (2009), *Astral Out-of-Home, *Pattison Outdoor, OAAA (2009), CARD
| CANADA MEDIA MARKET - Out-Of-Home Spend |
|
|
-Rev%20May2010.JPG)
Source: CMDC Media Digest
| U.S. Media Market - Out-Of-Home Spend |
|
|
.JPG)
US BILLIONS
Source: OAAA
| Canada Media Market - % SPEND BY MEDIUM |
|
|
-REV%20June%2010%202010.JPG)
Source: CMDC Digest
| U.S. Media Market - % SPEND BY MEDIUM |
|
|
-June%2010%202010.JPG)
Source: TVB