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| Digital Out-of-Home Study |
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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 |
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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 – 66%
French – 21%
Chinese– 1% |
ENGLISH – 80%
Spanish – 12%
indo-european – 4% |
Outdoor Revenue |
$463 Million (2008) |
$5.9 Billion (2008) |
Coverage |
80% |
80% |
Client split (Nat./Ret.) |
73/27 |
28/72 |
Planning Tools |
R/F model, BBM/RTS, Mapping
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R/F model, BBM/RTS, Mapping |
Industry Organizations |
OMAC, COMB |
OAAA, TAB |
CAMPAIGN PERFORMANCE |
COMB Random &
Campaign specific audits |
N/A |
Sources: FP Markets-Canadian Demographics, StatsCan, CMDC Digest, Nielsen Canada, Television Bureau of Canada Inc., COMB, Nielsen USA, U.S. Census Bureau, OAAA, SRDS.
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- Only 12% of landmass is suitable for habitation hence the majority
of Canadians live within a few hundred Km of the border
- Canada shares a 8,891 km border with the USA
- Windsor Ontario is on the same latitude as northern California
- The population of California equals the total population of Canada
- US is Canada’s largest trading partner with 76% of exports to that country
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$ CAD |
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S |
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Television |
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Radio |
10.9% |
6.3% |
Newspaper |
23.7% |
11.0% |
Magazine |
4.4% |
4.5% |
OOH |
3.1% |
2.6% |
Direct Mail |
11.0% |
22.0% |
Internet |
13.5% |
5.5% |
Other |
10.3% |
19.7% | Source: CMDC Media Digest, Television Bureau of Canada Inc, OAAA.
| TOP 10 OOH CATEGORIES - 2009 |
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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,
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| Source: OAAA, Nielsen Media Research
| TOP 10 OOH ADVERTISERS - 2009 |
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- 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.
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- Verizon
- McDonald's Restaurant
- AT&T
- Geico
- Warner Bros Pictures
- Coca-Cola
- Pepsi
- State Farm
- Apple
- Metro PCS
| 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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819 |
162,982 |
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21,759 |
43,995 |
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41,272 |
621,303 |
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*1,000+ |
68,560 |
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38 |
n/a |
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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 |
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Source: Nielsen Canada
| U.S. Media Market - Out-Of-Home Spend |
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US BILLIONS Source: MAGNA Insights
| Canada Media Market - % SPEND BY MEDIUM |
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Source: TVB
| U.S. Media Market - % SPEND BY MEDIUM |
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Source: TVB
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