Adease Media Intelligence presents:
An overview of holiday advertising on
Radio and Television in Canada
November 28th- December 4th 2022
With Black Friday behind us, holiday-themed advertising is out in full force on radio and television. Radio had a 130% increase in holiday advertising compared to the previous week. This is up from last year, which only had a 78% jump for the same period.
Television saw a much smaller jump in holiday advertising in comparison to the previous week, with only a 24% increase. This is up slightly from last year, which had a 23% increase for the same period.
Holiday Advertising Landscape on Radio
Grocery Stores & Supermarkets are leading the holiday train with a 9% share on the radio. Loblaws Group of Companies takes over this category with a 64% share featuring the following stores: Real Canadian Superstores, Provigo Stores, Loblaws Grocery Stores, and Your Independent Grocer Stores; Whole Foods Market takes the subsequent most prominent presence in the Grocery Stores category with a 19% share.
The second place category is Pharmacies & Drug Stores, with a 6% share. This category is also dominated by Loblaws Group of Companies thanks to Shoppers Drug Mart taking a 64% share.
Smartphone & Mobile Services take third place with a 5% share. Bell Smartphone & Mobile Services represents 93% of this category.
New Holiday Themed Advertising on
Radio by City
Quebec City and Vancouver share the top spot, with 43% of new advertising having a holiday theme. Sensations Plus takes up 6% of the new holiday advertising in Quebec City, whereas VGH & UBC Hospital Foundation Millionaire Lottery takes up 8% in Vancouver.
Calgary and Edmonton follow closely, with 42% and 39%, respectively.
Cross Iron Mills Outlet Mall represents a 4% share in Calgary, and Loblaws Group of Companies takes a 4% share in Edmonton.
Montreal and Ottawa are close together with 37% and 36% each. Montreal’s top spot is for Matelas Bonheur; Ottawa’s first spot is for Sensations Plus.
Toronto takes last place, with 32% of new advertising having a holiday theme. The City of Toronto is the top holiday advertiser with a 6% share.
Holiday Advertising Landscape on Television
The Holiday Train on TV is led by Quick Serve Restaurants taking 16% share overall. This category’s top advertiser is Tim Hortons Restaurants, with a 48% share. Mcdonald’s Restaurants takes second place with a 35% share, and Subway Restaurants in third place with an 11% share.
The second-place category is Department Stores, with a 12% share. Walmart Stores takes first place with a 42% share, followed by Amazon.ca at 31% and Giant Tiger Stores at 14%.
Smartphone & Mobile Services come in at the third spot with a 4% share. Rogers Smartphone & Mobile Services leads this category with an 89% share, and Freedom Mobile takes the remaining share.
ABOUT THE INFORMATION
This Advertising Intelligence is published by Adease Media Intelligence. The data used in this document is collected using the Adease Media Monitoring Technology, Methodology, and Market Coverage.
We can keep you informed of TV & Radio Advertising trends and the Share of Ad Activity changes in the Advertising arena, as and when they happen, in real-time.
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Adease Media Intelligence