Media placement continues to play an important role in branding that may never fully be achieved by newer marketing channels. As the landscape is constantly changing, we’re seeing a major shift with regards to attention in other geographic locales. We’ve been particularly impressed with the Canadian market.
Our neighbor to the north enjoys a stable economy, a rising population and untapped marketing potential. Let’s have a look into what’s happening in Canada today.
POPULATION
Current estimates put the population of Canada at 35 million. Canada is one of the world’s fastest growing countries due mostly from immigration, especially to British Columbia, from the Far East, Middle East, India and Iran. Since 9/11, the United States has practically closed its doors to new immigrants. As a result the third world’s best, brightest and richest have been making their way to Canada. These new immigrants have contributed to a resurgent baby boom.
The Canadian population is 11% the size of that of the U.S. If Canada were a U.S. state, it would almost be as large as our most populous state, California. If the Toronto-Hamilton Metro Area were a U.S. market, it would rank fifth behind Philadelphia and before Dallas-Ft. Worth.
Geographically, Canada is the second largest country in the world, but 80% of its population lives within 100 miles of the American border. This is because Canadians are dependent on imports and exports across the border; shipping costs rise the farther goods are moved north or south.
The top 10 markets represent 71% of the population. And 44% of the population is concentrated in three major markets – Toronto-Hamilton, Montreal and Vancouver.
In terms of language, 66% of Canadians classify themselves as English speaking and 21% as French speaking.
ECONOMY
Although in many ways Canada is tied to the U.S. economy, Canada did not suffer the recent recession that plagued the U.S. as severely. According to Moody’s, Canada ranked #1 in the world for financial strength. Forbes said that Canada is the best country for business in the G-20.
On average Canadians are wealthier, more likely to be employed and have better healthcare and social safety nets than their neighbors to the south. The 2013 Social Progress Index, which assesses 50 nations in terms well-being benchmarks such as nutrition, medical care, shelter, access to higher education and environmental sustainability, ranked Canada #4 in the world. The U.S. was ranked #6.
MEDIA
Canadians have access to the same media choices that are available to us in the States. These include TV, cable, radio, billboards, newspaper, magazines, internet, social media and mobile. However there is more government regulation, and media choices are divided into English and French languages. Despite government regulations, much American media spills into Canada. About 60% of media revenues are controlled by five large multi-media companies.
Due to the vast geography, the multiple languages and the many ethnicities, it is hard to find national media that “covers everyone.”
TELEVISION
Canadians watch about 20% less TV than their U.S. counterparts. There are three national (English) networks, two French networks, and many regional and local channels. There is limited availability of television time, and it can be costly to buy.
RADIO
Of the 1200+ over-the air stations, 75% are broadcast in English, 22% in French and 3% in other languages. Other than the non-commercial CBC radio network, all stations are local. Listening is split evenly between in the home and in the car.
DIGITAL
Canadians have a higher internet usage penetration at 83% than the U.S (78%). Online and social media come the closest to providing a national media presence.
NEWSPAPERS
Unlike the U.S., newspaper readership continues to grow in Canada. Much newspaper readership is done online or through mobile devices.
There are 121 daily newspapers in Canada, 89% of which are in English. Only the “Globe and Mail” and the “National Press,” both published in Toronto, can be considered national in any sense. As in the U.S., newspaper publishers have diversified with free dailies (Metro), alternative, community and college papers.
MAGAZINES
There are over 2000 Canadian consumer and business magazines. Some of the largest include Chatelaine (women’s), Macleans (news) and Canadian Living (lifestyle).
Interested in learning more about media placement in Canada, or anywhere else in the world? Contact the Posner media placement team by phone 212-867-3900 or email [email protected]
