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 – 82%
Spanish – 11%
indo-european – 4% |
Outdoor Revenue |
$567 Million (2010) |
$6.1 Billion (2010) |
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, Eyes On |
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 is slightly larger than the total population of Canada
- US is Canada’s largest trading partner with 74% of exports to that country
|
| |
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|
$ CAD |
|
|
S |
------------------------------ |
------------------------------ |
Television |
|
|
Radio |
10.8% |
6.4% |
Newspaper |
24.7% |
9.7% |
Magazine |
4.3% |
4.3% |
OOH |
4.2% |
2.6% |
Direct Mail |
9.3% |
21.9% |
Internet |
15.9% |
6.0% |
Other |
9.1% |
18.7% |
Source: Television Bureau of Canada Inc, OAAA.
| TOP 10 OOH CATEGORIES - 2010 |
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|
|
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Telecommunications - Financial Services & Insurance Services
- Retail
- Entertainment
- Media
- Restaurants, Catering Services, Night Clubs
- Travel & Transportation
- Food
- Automotive
- Alcohol & Related Beverages
|
- Misc. Services & Amusements
Media & Advertising Retail Public Trans., Hotels & Resorts Restaurants Communications Financial Insurance & Real Estate Government, Politics & Orgs Automotive Dealers & Services
|
Source: OAAA, Nielsen Media Research
| TOP 10 OOH ADVERTISERS - 2010 |
|
|
|
|
- IOC/International Olympic Committee
- Bell Services
- Koodo Mobile
- McDonald's Corporation
- Telus Mobility
- Molson Coors
- Tim Hortons
- Shaw Communications
- Rogers Wireless
- Fido Solutions
|
- McDonald's Restaurant
- Verizon
- AT &T
- Warner Bros Pictures
- Apple
- Coca-Cola
- Geico
- Chase
- Metro PCS
- Sony Pictures
|
Source: OAAA, Nielsen Media Research
| |
|
|
No. of Outdoor Companies |
|
|
No. of Panels Available |
|
|
|
|
|
|
818 |
162,901 |
|
21,776 |
49,082 |
|
65,958 |
446,291 |
|
926 |
68,560 |
|
37 |
n/a |
|
37,733 |
133,689 |
Source: COMB (2010), Transit Reach and Frequency Model (2010), *Astral Out-of-Home, *Pattison Outdoor, OAAA (2010), CARD
| CANADA MEDIA MARKET - Out-Of-Home Spend (Net $) |
|
|
Source: Nielsen Canada
| U.S. Media Market - Out-Of-Home Spend |
|
|
US BILLIONS
Source: MAGNA Insights
| Canada Media Market - % SPEND BY MEDIUM |
|
|
Source: TVB
| U.S. Media Market - % SPEND BY MEDIUM |
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Source: TVB