OMAC : Research : Facts and Stats : Canada vs. US : ECCO

Canada and U.S. out-of-home (OOH) advertising expenditures and market stats and facts

 

CANADA VS. USA: THE MARKETPLACE

 

MARKET FACTS

 


General

Population

35.3M

317M

Size (Sq. Kms)

9,984

9,827

No. Of Households

13.3M

114.2M

Top 3 Markets

Toronto    
Montréal
Vancouver

New York
Los Angeles
Chicago

Top 3 % of Total Pop’n

35%

15.5%

Median total family
H.H. income

CAD $76,000

US $51,371

AVG. Time spent commuting

65 minutes 

51 minutes 

Official Languages

English/French

English/Spanish

TOP 3 Languages
Spoken At Home

ENGLISH – 57.8%
French – 21.7%
Other – 20.6%

ENGLISH – 82%
Spanish – 11%
indo-european – 4%

OOH Revenue


* $604.3 Million (2013)

$6.9 Billion (2013)
OOH's Share of Ad Revenue 4.2% (2012) 5% (2013)

Coverage

80% 80%

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.

* Based on Nielsen data - does not include all OOH operators

  • 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

 

TOP 10 OOH CATEGORIES - 2012 / 2013


 

 2012

• Retail
• Telecommunications
• Media: TV, Radio, OOH, Station Promo
• Restaurants, Catering Services, Night Clubs
• Entertainment
• Automotive: Cars, Minivans, Trucks
• Travel & Transportation
• Alcohol & Related Beverages
• Food
• Real Estate

 2013

• Misc Services & Amusements 
• Media & Advertising 
• Retail 
• Restaurants 
• Public Trans., Hotels & Resorts 
• Financial 
• Communications 
• Insurance & Real Estate 
• Government, Politics & Orgs 
• Schools, Camps, Seminars

  Source: OAAA, Nielsen Media Research

 

TOP 10 OOH ADVERTISERS - 2013

BCE Corp
• Rogers Communications Inc
• Mcdonalds Corporation
• Tim Hortons Inc
• Bank of Nova Scotia
• GM Corp
• RBC Financial Group
• Government of Canada
• Apple Inc
• HSBC Holdings Plc

McDonalds Corp
Comcast Corp
Apple Computer Inc
Time Warner Inc
Deutsche Telekom AG

21st Century Fox Inc
Verizon Communications Inc
Diageo PLC

Sabmiller PLC 
AT&T INC


  Source: OAAA, Nielsen Media Research

 

THE OOH MARKET - 2013 / 2014


 
   2014  2014

No. of Outdoor Companies

160+

500+

No. of Panels Available

141,900

1,077,260

  • Posters

18,841

198,942

  • Bulletins & Spectaculars

781

162,897
  • Street furniture

22,599

49,082
  • Transit

65,000+

446,290
  • Airport

920+

68,560
  • Murals

52

n/a
  • Indoor

33,759

151,489

  Source: COMB (Winter 2014), Transit Reach and Frequency Model (2011), *Astral Out-of-Home, *Pattison Outdoor, OAAA (2013), CARD

 

CANADA MEDIA MARKET - Out-Of-Home Spend


Source: Nielsen


U.S. Media Market - Out-Of-Home Spend



Source: OAAA

 

Canada Media Market - % SPEND BY MEDIUM

 

 

U.S. Media Market - % SPEND BY MEDIUM


   Source: OAAA

 
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