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Media Plan Bud Beer

Brinda Mathew - February 4, 2016

BEER MEDIA PLAN �1

Table of ContentsMarket Overview (Summary) 3

Purchase behaviour and Consumption chart 4

Demographics

Summary 5

Sex 6

Age 7

Language 8

Income 9

Education 10

Employment Status 11

Vocation 12

Marital Status 13

Children 14

Market Size 15

BDI/MDI - Implications 16

Seasonality/ Timing 17

Reach/ Frequency/ Continuity/ Recency 18

Creative 19

Media Strategy: Media Selection 20

Media Execution 22

Budget Summary 25

Regional Breakdown 26

Quarterly Breakdown 27

Blocking Chart 28

Cost Details 29


Market Overview

This is the second year since the launch of Canada’s first marijuana infused beer. This beer is likely to be distributed through controlled outlets such as the LCBO. Brand loyalty is strong in the beer category however, drinkers do seek the occasional novelty. Bud Beer wants to achieve high brand awareness this year along with generating social media buzz. The brand has to be very careful to target consumers of the legal drinking age. The brand sales in Montreal are the highest at 35% followed by Toronto at 30 % and then Vancouver at 20 %. The remaining 15 % of sales are from all other Canadian cities.

The objectives for the second year of Bud Beer are to continue to achieve high brand awareness of the name among beer drinkers LDA – 34 yrs and to continue to generate social media buzz. To accomplish this objective, Bud Beer will continue to advertise with a large media blitz, welcome any legal action about the name and promote responsible use of the product through social media.


Purchase behaviour and Consumption chartRationale: To target heavy users of beer

Recommendation:It is recommended that Bud Beer target medium and heavy users as they

constitute the majority of all users by a substantial amount of 90.38%. They are likely to purchase the most quantity of products and ideally become repeat consumers. These consumers would be highly aware of the different options of beer and by targeting them, Bud Beer will be able to increase brand awareness and consequently increase sales and brand loyalty from this group.

Category of purchases

% of Population % Purchasers Individual Purchases

Total # of purchases

% Purchases of Total

Any 33.9 100 - - 100%

Light 16.54 48.66% 2 9,382 9.6%

Medium 7.93 23.33% 5 11,245 11.52%

Heavy 9.52 28% 28.5 24,300 78.86%


78.88%

11.52%

9.60%

Light Medium Heavy

Demographics Summary

Based on the information below, Bud Beer will be target medium and heavy consumers of beer who drink 4+ glasses per week. According to Vividata, they are men, between the ages of the legal drinking age (LDA)- 49 years. They are predominately English speaking Canadians with a household income of $75,000-$100,000+. They are educated with secondary/High School graduates and University/ other non - University Certificate. it is recommended to target full time employment status individuals amongst all vocational groups. Targeting individuals who are married or living together and with a household composition including the presence of children under 18. The market size would be targeting Montreal/ Toronto/ Vancouver and Community sizes <99,999.


Demographics - Sex Recommendation: Target Men

Rationale:

Target Men as they constitute 75.21 % of total users in the category which is three-fourth of the total population. Men also have a higher index of 153 as compared to 44 for women which means they are most likely to drink beer than the Canadian population

Total (000)

% of Total User group (000)

% of User group Index

Male 13,941 49.16% 3722 75.21% 153

Female 14,420 50.84% 1226 24.77% 49


25%

75%

Male Female

AgeRecommendation: Target LDA 25-49 age group

Rationale: It is recommended to target adults between the ages of 25-64 as they form 73.39 of the population as they represent the largest group of medium/heavy consumers of beer in the past 7 days. This category of age group is broad as the age category of 25- 34 and 35-49, has a high index of 120 and 103 which means they are 20% and 3 % more likely than the Canadian population to consumer beer.

Total (000)


% of user group Index

18- 24 3386 11.94 698 14.1 118

25-34 4865 17.15 1019 20.59 120

35-49 7299 25.74 1312 26.51 103

50-64 7401 26.01 1301 26.29 101

65+ 5410 19.08 619 12.51 66


13%

26%

27%

21%

14%

18- 24 25-34 35-49 50-64 65+

LanguageRecommendation: Target English Canada

Rationale: From the data, it is evident that the population of English speaking Canadians is substantially higher than the French speaking Canadians. For this reason, its recommended to target English Canadians as they represent a much larger proportion of both the total population and of the user group.


Total (000)



French Canada 5674 20.01% 1242 25.1% 125

English Canada 22687 79.99% 3706 74.88% 94

74.63%

25.37%

French Canada English Canada

IncomeRecommendation: Target HHI of 75,000- 100,000+

Rationale: According to Vividata, individuals with a household income of $75,000- 100,000+ are most likely to be medium/heavy consumers of beer. They form 52.6% which is more than half in this category. Moreover, it is evident in the index as individuals in the category of $75,000- $99,999 are 6% more likely to purchase beer and individuals in the $100,000 + category are 4 % more to purchase beer making it significantly stronger than the other income categories. By targeting individuals with higher household income, we know that they spend on high quality and tend to be loyal which is ideal to target for Bud Beer.


Total (000)



HHI Under $25,000

3535 12.46% 480 9.7% 78

HHI $25,000-‐$39,000

3436 12.12% 524 10.59% 87

HHI $40,000-‐$59,000

4478 15.79% 810 16.37% 104

HHI $60,000-‐$74,999

3059 10.79% 532 10.75% 100

HHI $75,000-‐$99,999

4560 16.08% 920 18.59% 116

HHI $100,000+ 9293 32.77% 1683 34.01% 104

34.01%

18.59% 11%

16.37%

10.59%

9.70% HHI Under $25,000HHI $25,000-$39,000HHI $40,000-$59,000HHI $60,000-$74,999HHI $75,000-$99,999HHI $100,000+

EducationRecommendation: Target Secondary/High School graduates and University/ other non - University Certificate

Rationale: Together the Secondary/High School graduates and University/ other non - University Certificate individuals represent the larges proportion of the total population being 50.63%. Both categories are most likely to purchase beer by 1% and 6 % respectively.


Total (000)



No Cer'ficate Or Diploma

3772 13.3% 593 11.98% 90

Secondary/High School Graduate

7261 25.6% 1283 25.92% 101

Trade Cer'ficate/Diploma

3362 11.85% 754 15.24% 129

University/Other Non-‐University Cert.

6594 23.25% 1223 24.71% 106

Bachelors Degree

4732 16.68% 703 14.2% 85

Post Graduate+ Degree

2639 9.31% 393 7.94% 85

8%

14%

25%

15%

26%

12%No Certificate Or DiplomaSecondary/High School GraduateTrade Certificate/DiplomaUniversity/Other Non-University Cert.Bachelors DegreePost Graduate+ Degree

Employment StatusRecommendation: Target full time employment status individuals

Rationale: It is recommended to target individuals with full time employment status. This group represents 53.27 % of the total population and 62.52% of the user group. They are 17% more likely than the Canadian population to purchase beer. Moreover, individuals in this category are more likely to have higher disposable income to purchase products.


Total (000)



Full Time 15109 53.27% 3085 62.34% 117

Part Time 2369 8.35% 373 7.54% 90

Not Employed 10882 38.37% 1490 30.11% 78

30%

8% 63%

Full Time Part Time Not Employed

Vocation Recommendation:Target all vocational groups

Rationale: It is recommended to target all vocational group because all the categories are too small to target specifically to get a good share for beer drinkers. Groups that will have a higher weightage are Other managers, skilled workers and other. Skilled workers also have a higher index of 41% which reflects that they are more likely to purchase beer.


29%

1%12%

14%6.04%12%

15%

5.33%5.22%

Professionals Senior Managers/OwnersOther Managers Technical/Sales/Teaching/Other White CollarClerical/Secretarial SkilledUnskilled PrimaryOther

Total (000)



Professionals 1750 6.17 230 4.65 75

Senior Managers/Owners

1187 4.19 272 55 131

Other Managers

3588 12.65% 736 14.87% 118

Technical/Sales/Teaching/Other White

Collar

3205 11.3% 627 12.67% 112

Clerical/Secretarial

2114 7.45% 317 6.41% 86

Skilled 2790 9.84% 687 13.88% 141

Unskilled 2632 9.28% 542 10.95% 118

Primary 360 1.27% 60 1.3% 96

Other 10,735 37.85% 1478 29.86% 79

Marital StatusRecommendation: To target singles, individuals who are married or living together

Rationale:It is recommended to target singles, individuals who are married or living together because they represent the largest percentage of the user group being 91.16%. This is presumably because there are more people living under one roof who purchase alcohol.


Total (000)



Single 6702 23.63% 1413 28.5% 121

Married Or Living Together

18122 63.9% 3101 62.66% 98

Widowed 1583 5.58% 152 3.07% 55

Separated 528 1.86% 86 1.76% 93

Divorced1293 4,56% 178 3.6% 79

3.61%1.77%3.08%

62.92%

28.62%

Single Married Or Living TogetherWidowed SeparatedDivorced

Children RecommendationTo target household composition - Presence of children under 18

Rationale: As no information is provided for the other category, it is recommended to target the household composition with the presence of children over 18 as we know that the user group represents 66.02% of beer consumers.

Total (000)



HH Composition - Presence of Children under 18

9636 33.98% 1692 34.19% 101

HH Composition - Presence of Children over 18

18725 66.02% 3257 65.81% 100


67%

33%

HH Composition - Presence of Children under 18 Other

Market sizeRecommendation: To target Montreal/ Toronto/ Vancouver and Community sizes <99,999

Rationale: It is recommended to target Montreal/ Toronto/ Vancouver markets and Community sizes <99,99. This is because a high percentage of medium/heavy users reside in these communities and they form 63% of the total user group. Moreover, according to the briefing document, 85% of brand sales by city comes from Toronto, Montreal and Vancouver.


Total (000)



Community Size 500,000+ (exc. Tor/Van/Mtl)

5165 18.21% 888 17.94% 99

Community Size -‐

100,000-‐499,999

4854 17.12% 854 17.96% 101

Community Size < 99,999

8264 29.14% 1541 31.14% 107

Montreal/ Toronto/

Vanvcouver

10078 35.53% 1665 33.64% 95

33%

30.93%

17.84%

17.82%

Community Size 500,000+ (exc. Tor/Van/Mtl)Community Size - 100,000-499,999Community Size < 99,999Montreal/ Toronto/ Vanvcouver

Brand Development Index /Market Development Index

Implication Atlantic: The brand is doing extremely well compared to the market, the brand should spend enough to keep the brand high at that level and allocate a portion of that budget to another market that isn't doing as well such as Quebec.

Quebec: The brand is doing significantly worse than the market which means that the brand should increase their advertising budget in this region. The low BDI in the region demonstrates that the brand is underdeveloped and there is room for the brand to grow potentially to reach the MDI in the future.

Ontario: The brand is doing relatively well as compared to the market, but its recommended to increase the advertising spend to bring the brand on par with the market.

Prairies: The brand is doing better than than the market significantly which indicates that the brand can maintain or even reduce their advertising expenditure.

British Columbia: The brand and the market are doing well which indicates that the brand should maintain their current levels of advertising expenditure.

RecommendationOverall the brand is doing well in comparison with the market. Ontario and Quebec are the markets which require additional expenditure to bring the brand up to and overtake the market. It is recommended that some budget from Atlantic and the Prairies be moved towards Ontario and Quebec to increase brand development. It is essential to maintain the budget for British Colombia.

Region Population % Brand Sales % Market Sales % BDI MDI

Atlantic 6.84 7.8 6.13 114 89

Quebec 23.5 25.1 28.01 106 119

Ontario 38.46 35 36.91 91 96

Prairies 17.87 19.3 16.09 108 90

British Colombia

13.32 12.8 12.85 96 96


Seasonality/Timing

Recommendation :It is recommended to begin with a 20 % of the total budget during the first quarter of the year as sales as the lowest at 19.7% and then increase it to 35 % as that would be spring leading into summer season. People consume a lot more beer in the summer and by promotion Bud Beer heavily at that time, it will increase sales. As sales are the highest in Q3, the budget can be decreased to 20 % as sales are projected to be high from Q2 carrying forward to Q3. For the last quarter, increase in budget to 25% is recommended as sales in the past have dropped by 4% and increased advertising expenditure could potentially increase sales.

Quarter % of Brand and Market Sales

Q1 19.7%

Q2 27.5%

Q3 28.5%

Q4 24.3%

Quarter Revised % Allocation of Media Budget

Q1 15

Q2 30

Q3 35

Q4 20


Reach/ Frequency/ Continuity/ Recency

Recommendation:It is recommended to begin with recency in Q1 as sales as the lowest and its important to be prominent in the minds of consumers so they choose Bud Beer while making a purchase decision. in Q2, its recommended to use a reach approach as its an effective way to reach as many consumers as possible, to generate awareness and influence purchase decision. More consumers will be eager to make a trial purchase at this stage. Following that in Q3, a frequency focus will be pivotal as Bud Beer should be on top of mind and my targeting consumers multiple times would help achieve the goal. In Q4, a continuity approach will be effective to maintain brand presence in the marketplace especially around the holiday time.

Quarter Strategy

Q1 Recency

Q2 Reach

Q3 Frequency

Q4 Contunity


CreativeThe main objective for the creative plan is to continue to achieve high brand awareness among beer drinkers LDA- 34 years and to continue to generate social media buzz. It is important to promote responsible use of the product as well.

Creative recommendation :

Central theme: People enjoying Bud Beer.

Tone and Style: Persuasive, warm colours with the sun and background and the colour of the beer.

Appeal: Lifestyle appeal as Bud Beer wants people to associate their lifestyle with this brand to incorporate it.

Visual impact is extremely important

Evoke sight and sound to increase the impact of the ad.


Media Selection

Recommendation : To target using television as the primary medium

Rationale:

Television was chosen as the primary medium because of the advantages that it has due to the consumption habits of the user group. The medium heavy user falls within the Medium Heavy, Medium and Medium light television viewership quintiles. The three quintiles represent 61.74% of the user group with indices of 98, 111 and 99. The Medium group have a significantly higher index demonstrating that they are 11% higher than the target market to be reached by television.

Television was selected because of its advantages of selective reach, mass reach, creative flexibility and targeted reach through channels/genres as well as geographic flexibility. The engagement in television is high through its appeal to sight, sound, motion and emotional and experience engagement which is ideal for Bud Beer. The product can be explained and demonstrated through TV ads as it is critical to provide the right information for this type of beer so that there are no misconceptions and there is zero encouragement to consumer Bud Beer by the people under the Legal Drinking Age. Television can also be manipulated to meet reach, frequency, continuity and recent objectives which are essential for this media plan


Total (000)

% of Total User group (000) Medium/Heavy users


Heavy 5675 20.01% 980 19.8% 99

Medium Heavy 5850 20.63% 996 20.13% 98

Medium 5483 19.33% 1059 21.4% 111

Medium Light5814 20.5% 1000 20.21% 99

Light 5539 19.53% 915 18.9% 95

Other Media Considered Radio

Radio was not selected due to lack of visual impact. As it is the second year of the product launch, it is essential for brand recognition to have a visual component that both television and outdoor provide. Moreover, radio is more of a local medium which wouldn’t fulfil the needs for a national campaign of Bud Beer.

Newspapers

Newspapers was not considered due to the declining readership and lack of reproduction quality and to launch a national campaign would have been cost prohibitive. Although newspapers does have a high level of engagement, the impact provided by Television is much higher.

Magazines

Magazines were not selected due to multiple factors such as budget restrictions as well as the target market being predominately male, did not read many magazines as compared to women which would defeat the objective of increasing brand awareness for this campaign.

Outdoor MediaAlthough this would have been a very complimentary medium to television, there is not enough budget for a national outdoor campaign but it would have been selected as the secondary medium if there was due to the advantages of mass reach, local reach and creative flexibility due to short lead time.


Media Execution

Rationale:As determined through PMB Data, the Medium Heavy user group watches many different programs, but numbers are the highest for the shows mentioned above. They have high percentage of user group viewership, high indices and represent the largest percentage of users watching television.The index is the highest at 131 and 139 for nature Tv shoes and Sports TV program respectively which shows that of our beer drinkers, viewers of these genera’s are 31% and 39% more likely to watch than the rest of the Canadian population.

Program Medium/Heavy users % Index

Family Dramas TV 33.72% 96

Suspense/Crime TV 47.57% 108

Instructional shows- Home Improvement TV

34.45% 112

Movies TV 72.7% 115

Nature Show TV 40.76% 131

News/Current affairs 56.58% 112

Sports TV Program 55.22% 139


Scheduling, Market List and Advertisement DurationA 30 second television commercial will run nationally at specific weekly rating points and weekly flights for each quarter. Beginning in the first quitter on week of February 1st for 4 weeks in Quebec, Ontario and British Colombia at 100 GRP and in Atlantic and Prairies at 80 GRP. The reason fro the different GRP’s are because the BDI are the lowest in Ontario and Quebec so a higher GRP can possible increase the brand in relation to the market and occupation. The spending at British Colombia is maintained at a 100 GRP and reduced to 80 GRP in Atlantic and Prairies as the BDI is high in comparison to the market.

Reach becomes the major objective in Q2 which is the reason for the campaign becoming more aggressive. Tv ads will run or 8 weeks in Q2 during the months of April and May across all Atlantic, Quebec, Ontario and British Colombia at a 120 weekly rating points and run at 120 GRP for 7 weeks in Prairies as brand is doing extremely well in the market. This will run continuously for the first 7- 8 weeks of Q2 which is when demand should start increasing as per last years sales numbers due to brand awareness.

In Q3, As frequency is the objective, TV ads will run for higher frequencies from July to August which are the peak summer months at lower GRP of 90 weekly rating points across all regions for a longer period of 9 weeks. This advertising is expected to bring the the BDI numbers on par or even better than the MDI which will demonstrate that the brand is doing well.

In Q4, Quebec, Ontario and British Colombia, TV ads will run for 6 weeks to increase brand awareness which marks the introduction to the holiday period. The reason that only those markets were selected and not the others is because they require the additional advertising the most and budget has been moved from regions doing better to the ones that need it the most. The GRP will be 90 which is slightly lower so as to have continuity pattern. It is hoped that this will ensure Bud beer remains on top of consumers mind.


Achievement of Reach, Frequency, Continuity and Recency

The first quarter is characterized by a recency schedule whereby the goal is to be prominent in the minds of consumers and to intercept their next beer purchase with Bud Beer message. Recency will be achieved through TV ads in Quebec, Ontario and British Colombia at 100 GRP and in Atlantic and Prairies at 80 GRP. GRP’s are reduced to 80 GRP in Atlantic and Prairies as the BDI is high in comparison to the market.

The second quarter is characterized by reach as it is the goal is to bring about brand awareness and trial purchase. Sales are the second highest in this quarter which can be higher for the second year of Bud Beer. TV ads will run for 8 weeks in Q2 during the months of April and May across all regions at a 120 weekly rating points which is to gain higher reach.

The third quarter is characterized by frequency in order to encourage repeat purchases and preference purchases. GRP of 90 weekly rating points across all regions for a longer period of 9 weeks will be implanted to ensure frequency at lower GRP’s.

The fourth quarter is characterized by continuity with lower GRP of 90 points. for Ontario, Quebec and Vancouver, the flight will run for a total of 6 weeks as those regions need the highest spend to increase sales.

Quarter Strategy

Q1 Recency

Q2 Reach

Q3 Frequency

Q4 Contunity


Budget Summary

Rationale:It is recommended to use the entire budget of 4.25MM for this campaign as it meets the reach/frequency/ continuity and recency goals as well as it meets the user group media habits and awareness objectives.

Due to the limitations of the budget and the high cost of this medium, there is no budget leftover to use for additional media. Had there been additional budget, outdoor and magazines would have been recommended.

PMB data suggests the genera’s as listed above, that the target market watch are appropriate for the product which will ensure that men are successfully targeted.

Television is an effective medium because of the high level of awareness and the fact that it can be nationally places which will make it ideal for the second year of the Bud Beer.

Medum Amount $ Percentage

Television 4,250,000 100

Television (Actual amount) 4,251,152 100


Regional Breakdown

Through this expenditure analysis it can be concluded that the regional objectives of this campaign have been met. The low index of 47 for Atlantic is due to the fact that some of the budget has been transferred to Ontario and Quebec because of their lower BDI’s. Moreover, the cost per rating point in the Atlantic is a lot lesser than other regions, making it a cost effective purchase of rating points.

Quebec and Ontario have a higher index of 103 and 128 respectively which demonstrates that the budgets were successfully allocated in order to increase the BDI of these regions. The largest portion of sales at 35% in Ontario followed by Quebec at 25.1%

Prairies has a low index of 65 for the same reason the Atlantic region as the budget has been transferred to regions that require it the most.

Lastly, British Colombia has a spending of 102 because its recommended to maintain spending here as the BDI and MDI are consistent.


Quarterly Expenditure

The first quarter of the advertising plan follows the schedule to bring about consumer awareness of Bud beer to new consumers and to bring about trial for the product . Therefore, the index is only 86 as a portion of the budget has been moved to Q2

The second quarter has 35% of the budget allocated due to the objective being reach which is demonstrated with high GRP’s of 1202.

The third quarter is distinguished by its frequency objective in order to meet the high level of sales that occur at that time period. Hence, the GRP are low at 90 but the campaign duration is the longest at 9 weeks. In order to ensure that sales quota is met and that this is summer which is a peak period, this quarter has the highest media budget allocation

The fourth quarter is marked by a continuity schedule which is that the campaign goes at a lower GRP only in regions that need it the most so as to keep Bud Beer as top of mind for consumers


Television Cost Per Rating Point

Q1 Adults MenMarkets CPRP (unmod.) CPRP mod. Weekly Ratings Weekly Cost # Weeks Total Cost

Halifax 27.00$ 29.70$ 80 2,376.00$ 4 9,504.00$ Saint John/Moncton 22.00$ 24.20$ 80 1,936.00$ 4 7,744.00$ St. John's 14.00$ 15.40$ 80 1,232.00$ 4 4,928.00$

Total Atlantic 63.00$ -$ 22,176.00$ -$ -$

Montreal French 156.00$ 172$ 100 17,160.00$ 4 68,640$ Montreal English 104.00$ 114$ 100 11,440.00$ 4 45,760$ Quebec City 40.00$ 44$ 100 4,400.00$ 4 17,600$ Sherbrooke 24.00$ 26$ 100 2,640.00$ 4 10,560$ Trois Rivieres 14.00$ 15$ 100 1,540.00$ 4 6,160$ Chicoutimi/Jonquiere 10.00$ 11$ 100 1,100.00$ 4 4,400$

Total Quebec 348.00$ -$ 153,120$ -$ -$

Toronto/Hamilton 320.00$ 352$ 100 35,200.00$ 4 140,800.00$ Ottawa English 95.00$ 105$ 100 10,450.00$ 4 41,800.00$ Ottawa French 12.00$ 13$ 100 1,320.00$ 4 5,280.00$ Kitchener/London 120.00$ 132$ 100 13,200.00$ 4 52,800.00$ Sudbury/Timmins/North Bay 24.00$ 26$ 100 2,640.00$ 4 10,560.00$ Peterborough/Kingston 24.00$ 26$ 100 2,640.00$ 4 10,560.00$ Barrie 9.00$ 10$ 100 990.00$ 4 3,960.00$

Total Ontario 604.00$ -$ 265,760.00$ -$ -$

Winnipeg 48.00$ 53$ 80 4,224.00$ 4 16,896.00$ Regina 19.00$ 21$ 80 1,672.00$ 4 6,688.00$ Saskatoon 25.00$ 28$ 80 2,200.00$ 4 8,800.00$

Total Man/Sask 92.00$ 101$ -$ 32,384.00$ -$ -$

Calgary 80.00$ - - - - - - Edmonton 80.00$

Total Alberta 160.00$ -$ -$

Vancouver/Victoria 175.00$ 193$ 100 19,250.00$ 4 77,000.00$ Total British Columbia 175.00$ -$

Total 1,442.00$ -$ 550,440.00$

Conditions: Women - subtract 10%Men add 10%Summer - add 20%




Total Atlantic 63.00$ -$ 66,528.00$ -$ -$

Montreal French 156.00$ 172$ 120 20,592.00$ 8 164,736$ Montreal English 104.00$ 114$ 120 13,728.00$ 8 109,824$ Quebec City 40.00$ 44$ 120 5,280.00$ 8 42,240$ Sherbrooke 24.00$ 26$ 120 3,168.00$ 8 25,344$ Trois Rivieres 14.00$ 15$ 120 1,848.00$ 8 14,784$ Chicoutimi/Jonquiere 10.00$ 11$ 120 1,320.00$ 8 10,560$

Total Quebec 348.00$ -$ 367,488$ -$ 120 -$

Toronto/Hamilton 320.00$ 352$ 120 42,240.00$ 8 337,920.00$ Ottawa English 95.00$ 105$ 120 12,540.00$ 8 100,320.00$ Ottawa French 12.00$ 13$ 120 1,584.00$ 8 12,672.00$ Kitchener/London 120.00$ 132$ 120 15,840.00$ 8 126,720.00$ Sudbury/Timmins/North Bay 24.00$ 26$ 120 3,168.00$ 8 25,344.00$ Peterborough/Kingston 24.00$ 26$ 120 3,168.00$ 8 25,344.00$ Barrie 9.00$ 10$ 120 1,188.00$ 8 9,504.00$

Total Ontario 604.00$ -$ 637,824.00$ -$

Winnipeg 48.00$ 53$ 120 6,336.00$ 7 44,352.00$ Regina 19.00$ 21$ 120 2,508.00$ 7 17,556.00$ Saskatoon 25.00$ 28$ 120 3,300.00$ 7 23,100.00$

Total Man/Sask 92.00$ 101$ -$ 85,008.00$ -$

Calgary 80.00$ 88$ 120 10,560.00$ 7 73,920.00$ Edmonton 80.00$ 88$ 120 10,560.00$ 7 73,920.00$

Total Alberta 160.00$ -$ 147,840.00$ -$

Vancouver/Victoria 175.00$ 193$ 120 23,100.00$ 8 184,800.00$ Total British Columbia 175.00$ -$

Total 1,442.00$ -$ 1,489,488.00$





Total Atlantic 63.00$ 67,359.60$ -$

Montreal French 156.00$ 205.92$ 90 18,532.80$ 9 166,795.20$ Montreal English 104.00$ 137.28$ 90 12,355.20$ 9 111,196.80$ Quebec City 40.00$ 52.80$ 90 4,752.00$ 9 42,768.00$ Sherbrooke 24.00$ 31.68$ 90 2,851.20$ 9 25,660.80$ Trois Rivieres 14.00$ 18.48$ 90 1,663.20$ 9 14,968.80$ Chicoutimi/Jonquiere 10.00$ 13.20$ 90 1,188.00$ 9 10,692.00$

Total Quebec 348.00$ 372,081.60$ -$

Toronto/Hamilton 320.00$ 422.40$ 90 38,016.00$ 9 342,144.00$ Ottawa English 95.00$ 125.40$ 90 11,286.00$ 9 101,574.00$ Ottawa French 12.00$ 15.84$ 90 1,425.60$ 9 12,830.40$ Kitchener/London 120.00$ 158.40$ 90 14,256.00$ 9 128,304.00$ Sudbury/Timmins/North Bay 24.00$ 31.68$ 90 2,851.20$ 9 25,660.80$ Peterborough/Kingston 24.00$ 31.68$ 90 2,851.20$ 9 25,660.80$ Barrie 9.00$ 11.88$ 90 1,069.20$ 9 9,622.80$

Total Ontario 604.00$ 645,796.80$ -$

Winnipeg 48.00$ 63.36$ 90 5,702.40$ 9 51,321.60$ Regina 19.00$ 25.08$ 90 2,257.20$ 9 20,314.80$ Saskatoon 25.00$ 33.00$ 90 2,970.00$ 9 26,730.00$

Total Man/Sask 92.00$ 98,366.40$ -$

Calgary 80.00$ 105.60$ 90 9,504.00$ 9 85,536.00$ Edmonton 80.00$ 105.60$ 90 9,504.00$ 9 85,536.00$

Total Alberta 160.00$ 171,072.00$ -$

Vancouver/Victoria 175.00$ 231.00$ 90 20,790.00$ 9 187,110.00$ Total British Columbia 175.00$ -$

-$ Total 1,442.00$ -$ 1,541,786.40$




Halifax - - - - - -Saint John/Moncton - - - - - -St. John's - - - - - -

Total Atlantic-$ -$

Montreal French 156.00$ 171.60$ 90 15,444.00$ 6 92,664.00$ Montreal English 104.00$ 114.40$ 90 10,296.00$ 6 61,776.00$ Quebec City 40.00$ 44.00$ 90 3,960.00$ 6 23,760.00$ Sherbrooke 24.00$ 26.40$ 90 2,376.00$ 6 14,256.00$ Trois Rivieres 14.00$ 15.40$ 90 1,386.00$ 6 8,316.00$

Chicoutimi/Jonquiere 10.00$ 11.00$ 90 990.00$ 6 5,940.00$ Total Quebec 348.00$ -$ 206,712.00$

-$ -$ Toronto/Hamilton 320.00$ 352.00$ 90 31,680.00$ 6 190,080.00$ Ottawa English 95.00$ 104.50$ 90 9,405.00$ 6 56,430.00$ Ottawa French 12.00$ 13.20$ 90 1,188.00$ 6 7,128.00$ Kitchener/London 120.00$ 132.00$ 90 11,880.00$ 6 71,280.00$ Sudbury/Timmins/North Bay 24.00$ 26.40$ 90 2,376.00$ 6 14,256.00$ Peterborough/Kingston 24.00$ 26.40$ 90 2,376.00$ 6 14,256.00$ Barrie 9.00$ 9.90$ 90 891.00$ 6 5,346.00$

Total Ontario 604.00$ -$ 358,776.00$ -$ -$

Winnipeg - - - - - -Regina - - - - - -Saskatoon - - - - - -

Total Man/Sask

Calgary - - - - - -Edmonton - - - - - -

Total Alberta-$ -$

Vancouver/Victoria 175.00$ 192.50$ 90 17,325.00$ 6 103,950.00$ Total British Columbia 175.00$ -$

Total 1,127.00$ -$ 669,438.00$


2016 MayWeek starting Monday 28 4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26

Quebec 100 GRP 90 GRP 90 GRP

Ontario 100 GRP 90 GRP

Atlantic 100 GRP 90 GRP

Prariers 100 GRP 90 GRP

BC 100 GRP 100 GRP 90 GRP

Q3 Q4Q! Q2April JuneMarchFebruary January August July NovemberOctober DecemberSeptember

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

100 GRP

90 GRP

100 GRP

100 GRP

100 GRP

100 GRP

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