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This presentation represents Borrell Associates' analysis of Canadian advertising and marketing expenditures in 2011 with forecasts to 2012. It highlights the results of surveys and research conducted from November 2011 to April 2012 to assess the size, trending and forecasts in each Canadian market.
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Ad-Spending Analysis and Forecasts for Canadian MarketsMay 7, 2012
Special presentation:Canadian Ad Spending
About this Presentation
The following presentation was made during a Webinar on May 7, 2012,by Gordon Borrell, Kip Cassino, Greg Harmon and Andrew Martin from Borrell
Associates. It represents Borrell’s initiation of coverage of the CanadianAdvertising marketplace and the offering of Borrell’s Local Ad Spending Report(LA$R™) for any local Canadian market. For more information, see the contact
information contained on the final slide.
Our Foundation: Research
Determining how much local advertisers actually spend is extremelydifficult but incredibly important in this time of shifting ad dollars.
We do it better than anyone else.
Research Components Advertisers
Spending: Database of 25 million companies Receipts: Database of 5,700 online media companies Verification & Forecasting: Panel of 6,000+ businesses
Consumers Scarborough, Claritas Ongoing surveys of web users
The Real SecretWe employ a disruptive model
The Disruptive Model Old Method of Ad-Tracking
Most employ the traditional “top down” approach Offers accurate view of what can be counted
Certain media companies Certain advertisers
New Method of Ad-Tracking Bottom-up approach tracks every businessMatches it with known media company receipts Verifies online estimates against our database of 5,700 companies
Market Advertising Data
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$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012F 2013F 2014F 2015F 2016F
$ in
000s
Canadian Marketing Expenditures Trend & Forecast
Advertising
Non-Ad Marketing
Forecast
Traditional Advertising Down,
Non-Ad Marketing Up
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Canadian Ad Spending: 2011
2011 Estimate, as of R4 Data All Estimates in Canadian $ Millions
National Local Total
Media /Regional Share Share Available Share
Newspapers $441.380 4.6% $2,615.053 38.3% $3,056.433 18.5%
Other Print $597.490 6.2% $171.793 2.5% $769.283 4.7%
Directories $555.212 5.7% $603.894 8.8% $1,159.106 7.0%
Broadcast TV $2,190.544 22.6% $424.055 6.2% $2,614.599 15.8%
Cable TV $1,051.407 10.9% $318.576 4.7% $1,369.984 8.3%
Radio $408.701 4.2% $1,073.719 15.7% $1,482.420 9.0%
Out of Home $490.417 5.1% $73.763 1.1% $564.180 3.4%
Cinema $685.703 7.1% $19.964 0.3% $705.667 4.3%
Direct Mail $1,390.330 14.4% $755.519 11.1% $2,145.849 13.0%
Online $1,736.466 17.9% $686.019 10.0% $2,422.484 14.7%
Telemarketing $139.652 1.4% $90.428 1.3% $230.080 1.4%
2011 Estimate $9,687.302 100% $6,832.783 100% $16,520.085 100%
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Canadian Ad Spending: 2016
2016 Forecast All Estimates in Canadian $ Millions
National Local Total
Media /Regional Share Share Available Share
Newspapers $348.104 4.1% $2,051.143 33.2% $2,399.247 16.4%
Other Print* $436.817 5.2% $146.128 2.4% $582.945 4.0%
Directories $325.445 3.9% $482.112 7.8% $807.557 5.5%
Broadcast TV $1,540.178 18.3% $230.432 3.7% $1,770.610 12.1%
Cable TV $1,076.893 12.8% $309.068 5.0% $1,385.961 9.5%
Radio $402.728 4.8% $933.767 15.1% $1,336.495 9.1%
Out of Home $523.484 6.2% $83.215 1.3% $606.699 4.1%
Cinema $696.905 8.3% $20.705 0.3% $717.610 4.9%
Direct Mail $1,294.830 15.3% $756.129 12.2% $2,050.959 14.0%
Online $1,653.904 19.6% $1,079.195 17.4% $2,733.099 18.7%
Telemarketing $139.466 1.7% $95.456 1.5% $234.922 1.6%
2016 Forecast $8,438.754 100% $6,187.350 100% $14,626.104 100%
* Includes Alternative/Business Newspapers and "Other Publications."
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Canadian Ad Spending: Change by 2016
National Local Total Forecast
/Regional Percent Percent Percent Share Pt
Media Change Change Change Change Change Shift
Newspapers ($93.276) (21.1) ($563.910) (21.6) (21.5) (2.1)
Other Print* ($160.673) (26.9) ($25.665) (14.9) (24.2) (0.7)
Directories ($229.767) (41.4) ($121.782) (20.2) (30.3) (1.5)
Broadcast TV ($650.366) (29.7) ($193.623) (45.7) (32.3) (3.7)
Cable TV $25.486 2.4 ($9.508) (3.0) 1.2 1.2
Radio ($5.973) (1.5) ($139.952) (13.0) (9.8) 0.2
Out of Home $33.067 6.7 $9.452 12.8 7.5 0.7
Cinema $11.202 1.6 $0.741 3.7 1.7 0.6
Direct Mail ($95.500) (6.9) $0.610 0.1 (4.4) 1.0
Online ($82.562) (4.8) $393.176 57.3 12.8 4.0
Telemarketing ($0.186) (0.1) $5.028 5.6 2.1 0.2
Market Total ($1,248.548) (12.9) ($645.433) (9.4) (11.5)
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Canadian Non-Ad Marketing, 2011
2011 Estimate, as of R4 data All Estimates in Canadian $ Millions
National Local Total
Spending Category /Regional Share Share Available Share
Promotions $23,628.464 80.1% $11,470.816 89.2% $35,099.280 82.8%
Online Promotions & PR $2,313.200 7.8% $127.612 1.0% $2,440.811 5.8%
Event Marketing $3.950 0.0% $1.191 0.0% $5.141 0.0%
Ad Production $3,287.497 11.1% $1,151.231 9.0% $4,438.728 10.5%
Sales Force Materials $169.820 0.6% $23.965 0.2% $193.785 0.5%
Public Relations $88.098 0.3% $65.891 0.5% $153.989 0.4%
Market Research $25.910 0.1% $12.462 0.1% $38.372 0.1%
2011 Estimate, "Non Ad" Spending $29,516.938 100.0% $12,853.169 100.0% $42,370.107 100.0%
Share 69.7% 30.3% 100%
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$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
$50,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012F 2013F 2014F 2015F 2016F
$ in
000s
Canadian Marketing Expenditures Trend & Forecast
Advertising
Non-Ad Marketing
Forecast
Online Advertising
Online Advertising
Flattens Out and Remains
a Small Share.
Individual Market Analyses
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Snapshot: Vancouver CMA
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Snapshot: Victoria CMA, 2011
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Snapshot: Victoria CMA
SMB Print Advertiser Survey
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
Change in Spending from 2011 to 2012
Question 4
13%12%
3%
9% 9%
14%
10%
2%
26%
57%
4%
14%
58%
43%
52%
16% 16%
39%
34%
7%
40%
30%
15%
26%
Grow
Stay the Same
247Total Respondents
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
Online Adv. Expected to Use in 2012
Question 38 202Total Respondents
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
Local Online Buying: From What Media?
Question 6
4% 5%
13%15%
20%
13%
25%21%
45%
22%
242Total Respondents
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
Maintain Social Network?
Questions 13 & 14
Yes63%
No35%
Don't Know2%
143
Total Mean Median
599,019 5,076 175
How many Friends, Fans, Followers, or other users
does your business Social Network have?
Total Respondents
228Total Respondents
Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011
Been Pitched By Advertiser for Mobile
Question 22
Yes
No
Don't
know
38%
45%
17%
210Total Respondents
Contact Information
Andrew MartinDirector of Corporate DevelopmentPhone: 1-416-463-0007Email: [email protected]