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

34.9M

315M

Size (Sq. Kms)

9,984

9,827

No. Of Households

13.9M

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 $69,860 (2010)

US $50,502 

AVG. Time spent commuting

65 minutes (2010)

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%

Outdoor Revenue

$572.5 Million  $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.

  • 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

 

 

TOTAL AD SPENDING - 2012


 

$ CAD

$14.1 Billion

$ 167.5 Billion

S

(2011)

(2012)

Television

24.2%

23%

Radio

10.7% 10%

Newspaper

23.3% 13%

Magazine

4.0% 9%

OOH

3.3%  4%

Direct Mail

8.5% n/a

Internet

17.7% 23%

Other

8.8% 3.2%

  Source: Television & Radio - CRTCDailies - Canadian Newspaper Association, Weeklies - Canadian, Community Newspaper Association, Online - IAB, Magazines - Magazines Canada, Outdoor/Out-of-Home -Nielsen, DM/Direct Mail/Catalogues - Canada Post/estimated Yellow Pages - estimatedMiscellaneous (incl. Trade & Other Print) - estimated, OAAA, MagnaGlobal, Bureau of Labor Statistics, National Bureau of Economic Research


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
  • 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 - 2012


 

  • Bell Canada Enterprises
  • McDonald's Corporation
  • Tim Hortons
  • GM - Chevrolet
  • Molson Coors Brewing Company
  • Rogers Media
  • Shaw Communications
  • RBC Financial Banking Services
  • HSBC Banking Services
  • Fido Solutions


  • McDonalds Corp
  • Verizon Communications Inc
  • JP Morgan Chase & Co
  • Apple
  • Metro PCS Communications Inc
  • Time Warner Inc
  • Coca-Cola Co
  • Berkshire Hathaway Inc
  • Samsung Group
  • Microsoft

  Source: OAAA, Nielsen Media Research

 

THE OOH MARKET - 2012


 

No. of Outdoor Companies

160+

500

No. of Panels Available

94,772

925,836

  • Posters

19,282

198,942

  • Bulletins & Spectaculars
972 162,897
  • Street furniture
21,547 49,082
  • Transit
65,950+ 389,504
  • Airport
920+ 68,560
  • Murals
23 n/a
  • Indoor
36,570 151,489

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

 

CANADA MEDIA MARKET - Out-Of-Home Spend (Net $)

Source: Nielsen


U.S. Media Market - Out-Of-Home Spend


*US BILLIONS

Source: OAAA

 

Canada Media Market - % SPEND BY MEDIUM



Source: TVB

 

U.S. Media Market - % SPEND BY MEDIUM

   Source: OAAA

 
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