Calgary

Media Planner Overview & Insights

Calgary is the 4th largest city in Canada, with over 1.4 million residents.  After Toronto, Calgary CMA has the second largest concentration of head offices per capita in the country.  In the 2015 census, the City of Calgary had a population of 1,230,915  and a metropolitan population of 1,406,721 making it the largest city in Alberta, and the 3rd largest municipality and fourth-largest census metropolitan area (CMA) in Canada

The economy of Calgary includes activity in the energy, financial services, film and television, transportation and logistics, technology, manufacturing, aerospace, health and wellness, retail, and tourism sectors.

Calgary has a youthful demographic, with a median age of 36.  While the city is the center for the Canadian oil and gas industries, it is also growing as a financial centre. With low unemployment and plenty of space to grow, the city continues to expand. Calgary is home to international renowned festivals including the Calgary Stampede which welcomes over a million guests each year alone.

The Southern Alberta Institute of Technology and the University of Calgary are both centrally located and have a combined number of approximately 45,000 enrolled students.

The downtown core is highly concentrated and is comprised of 12 square blocks so access routes leading into and out of the downtown are essential. The Beltline is an area located immediately to the south of Calgary’s downtown (south of 9th Avenue and the Canadian Pacific Railway tracks). The Beltline area is home to lots of restaurants, bars and boutique shopping. Kensington, Bridgeland and Inglewood are all trendy neighborhoods offering a great nightlife, and the Mission and 4th street area is home to some of Calgary’s newest top restaurants. Indoor networks and street level ads can provide a strong presence to reach shoppers, diners, students and business people.

As an alternative to the over 260 km (160 mi) of shared bikeways on streets, the city has a network of multi-use (bicycle, walking, rollerblading, etc.) paths spanning over 635 km (395 mi) The Peace Bridge provides pedestrians and cyclists, access to the downtown core from the north side of the Bow river. The bridge ranked among the top 10 architectural projects in 2012 and among the top 10 public spaces of 2012.

In the 1960s, Calgary started to develop a series of pedestrian bridges, connecting many downtown buildings. To connect many of the downtown office buildings, the city also boasts the world’s most extensive skyway network (elevated indoor pedestrian bridges), officially called the +15. The name derives from the fact that the bridges are usually 15 ft. (4.6 m) above grade.

Calgarians spend an average of 54 minutes commuting to and from work (Stats Can 2011).  Calgary’s Light Rail Transit Line, known as the C Train, runs on 58 km of track and serves 44 stations throughout the city.  Trains will cross through the centre of the core about every 40 minutes. The Calgary LRT is one of the continent’s busiest carrying 270,000 passengers per weekday and approximately half of Calgary downtown workers take the transit to work. While billboards are prohibited in the residential suburbs of Calgary, there is coverage on routes and intersections that lead drivers into these areas.  Transit and indoor networks can provide strong coverage within the suburban neighborhoods.

The Calgary International Airport is the third largest airport in Canada, with over 15 million passengers annually. Calgary International Airport has both the longest runway and the tallest free-standing control tower (and second tallest overall) in Canada. The airport as of today is going under a major expansion project with its new International Facilities Project (IFP) which is scheduled to open in Fall of 2016. This project will essentially double the size of the airport terminal with an additional 22 passenger gates. The Calgary airport is a 20-minute drive from the city centre.

 

There are several OOH operators in Calgary but not every operator is a member of the Canadian Out-of-Home Measurement Bureau (COMB), which sets the industry standard for measurement of OOH advertising audiences. Astral Out-Of-Home, Clear Channel Canada, OUTFRONT Media, PATTISON Outdoor Advertising and Quebecor Media Out-of-Home are members of the Canadian Out-of-Home Measurement Bureau which ensures that the audience information you are being provided with is accurate.

For more information on COMB, click here.

Click here to view a summary of operators and their products/networks in Calgary.

Click here to create and download a map that shows the coverage of operator products and networks in Calgary.