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

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

 

CANADA VS. USA: THE MARKETPLACE

 

MARKET FACTS

 


General

Population

36M

323M

Size (Sq. Kms)

9,984

9,827

No. Of Households

13.3M

117.5M

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 $76,550

US $51,939

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


* $768 Million (2015)

$7 Billion (2014)
OOH's Share of Ad Revenue 4.2% (2013) 5.1% (2014)

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.

Estimate includes OOH operators that do not provide data to Nielsen

  • 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

• 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

 2014

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

  Source: OAAA, Nielsen Media Research

 

TOP 10 OOH ADVERTISERS

  2015

Restaurant Brands Intl
• McDonalds Corp.
• BCE Corp.
• Molson Coors Brewing Co
• HSBC Holdings PLC
• Provincial Government Lotteries
• Apple Inc
• Government of Canada
• Re Max Int Inc
• Labatt Breweries of Canada

2014

Comcast Corp

McDonalds Corp
Time Warner Inc 
Deutsche Telekom AG
Apple Computer Inc
21st Century Fox Inc
• Walt Disney Co.  
Berkshire Hathaway Inc.
 
Verizon Communications Inc
Sabmiller PLC 


  Source: OAAA, Nielsen Media Research

 

THE OOH MARKET -  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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