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Canada and U.S. out-of-home (OOH) advertising expenditures and market stats and facts. CANADA VS. USA: THE MARKETPLACE
General |
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Population |
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Size (Sq. Kms) |
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No. Of Households |
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Top 3 Markets |
Toronto
Montréal
Vancouver |
New York
Los Angeles
Chicago |
Top 3 % of Total Pop’n |
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Median family
H.H. income (CAD$) |
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AVG. Time spent commuting |
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Official Languages |
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TOP 3 Languages
Spoken At Home |
ENGLISH – 62%
French – 19%
Chinese– 2% |
ENGLISH – 73%
Spanish – 11%
indo-european – 1% |
Outdoor Revenue ’07 (CAD $) |
$498 Million |
$7.4 Billion |
Coverage |
80% |
80% |
Client split (Nat./Ret.) |
73/27 |
28/72 |
Planning Tools |
R/F model, BBM/RTS, Mapping
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R/F model, BBM/RTS, Mapping |
Industry Organizations |
OMAC, COMB |
OAAA, TAB |
CAMPAIGN PERFORMANCE |
COMB Random &
Campaign specific audits |
N/A |
Source: FP Markets, Nielsen USA, StatsCan, U.S. Census Bureau, COMB, OAAA, CMDC Digest, FP Markets, SRDS, Nielsen USA, StatsCan (2001), U.S. Census Bureau (2006)
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- Only 12% of landmass is suitable for habitation hence the majority
of Canadians live within a few hundred Km of the border
- Canada shares a 8,891 km border with the USA
- Windsor Ontario is on the same latitude as northern California
- The population of California equals the total population of Canada
- US is Canada’s largest trading partner with 76% of exports to that country
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$ CAD |
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S |
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Television |
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Radio |
11% |
7% |
Newspaper |
14% |
15% |
Magazine |
5% |
5% |
OOH |
3% |
3% |
Direct Mail |
13% |
22% |
Internet |
8% |
4% |
Other |
21% |
18% | Source: CMDC Media Digest, TVB
| TOP 10 OOH CATEGORIES - 2008 |
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- Telecommunications
- Retail
- Financial Services & Insurance Services
- Restaurants; Catering Serv. Nightclubs
- Food
- Media : TV, Radio, OOH, Station Promo
- Entertainment
- Alcohol & Related Beverages
- Travel & Transportation
- Automotive: Cars, Mini Vans, Trucks,
- Vans, Dealer
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- Misc. Services & Amusements
- Pub. Trans. / Hotels & Resorts
- Retail
- Media & Advertising
- Insurance & Real Estate
- Communications
- Restaurants
- Financial
- Auto Dealers / Services
- Government, Politics & Orgs.
| Source: OAAA, Nielsen Media Research
| TOP 10 OOH ADVERTISERS - 2008 |
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- Telus Corporation
- BCE Corporation
- Rogers Communications Inc.
- Gov't of Canada
- McDonald's Corporation
- Molson Coors Brewing Co.
- Tim Horton's Inc.
- Gov't of Ontario
- Astral Media Inc.
- Labatt Breweries of Canada
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- Verizon
- McDonald's Restaurant
- AT&T
- Sprint
- State Farm
- Apple
- Geico
- Coors
- Anheuser-Busch Var. Beers
- Warner Bros Pictures
| Source: OAAA, Nielsen Media Research
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No. of Outdoor Companies |
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No. of Panels Available |
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715 |
164,990 |
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10,339 |
37,205 |
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1,744 |
23,814 |
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500+ |
34,612 |
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47 |
769 |
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21887 |
36,704 |
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50,567 |
34,00 | Source: COMB (2008), OAAA (2008), CARD
| CANADA'S MEDIA MARKET - Steady Growth For Out-Of-Home |
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Source: CMDC Media Digest
US BILLIONS Source: OAAA
| Canada's Media Market - % SPEND BY MEDIUM |
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Source: CMDC Digest
| U.S. Media Market - % SPEND BY MEDIUM |
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Source: TVB
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