Special presentation:                  Canadian Ad SpendingMay 7, 2012   Ad-Spending Analysis and Forecasts for Canadian M...
About this Presentation   The following presentation was made during a Webinar on May 7, 2012,by Gordon Borrell, Kip Cassi...
Our Foundation: ResearchDetermining how much local advertisers actually spend is extremely difficult but incredibly import...
Research Components Advertisers    Spending: Database of 25 million companies    Receipts: Database of 5,700 online med...
The Disruptive Model Old Method of Ad-Tracking    Most employ the traditional “top down” approach    Offers accurate vi...
Market Advertising Data
Canadian Marketing Expenditures Trend & Forecast                                        $50,000                           ...
Canadian Ad Spending: 2011www.borrellassociates.com                            2011 Estim ate, as of R4 Data              ...
Canadian Ad Spending: 2016                            2016 Forecast                                                       ...
Canadian Ad Spending: Change by 2016                                                     National                Local    ...
Canadian Non-Ad Marketing, 2011www.borrellassociates.com                            2011 Estim ate, as of R4 data         ...
Canadian Marketing Expenditures Trend & Forecast                                        $50,000                           ...
Individual Market Analyses
Snapshot: Vancouver CMA                                Market Advertising Datawww.borrellassociates.com
Snapshot: Victoria CMA, 2011www.borrellassociates.com
www.borrellassociates.com                            Snapshot: Victoria CMA
SMB Print Advertiser Survey
Change in Spending from 2011 to 2012                           58%                                                        ...
Online Adv. Expected to Use in 2012                                                                Total Respondents 202So...
Local Online Buying: From What Media?                                                                                     ...
Maintain Social Network?                                                                           Dont Know              ...
Been Pitched By Advertiser for Mobile                                                                         17%         ...
Contact InformationAndrew MartinDirector of Corporate DevelopmentPhone: 1-416-463-0007Email: amartin@borrellassociates.com
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Canadian Ad Spending Assessment from Borrell Associates

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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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Canadian Ad Spending Assessment from Borrell Associates

  1. 1. Special presentation: Canadian Ad SpendingMay 7, 2012 Ad-Spending Analysis and Forecasts for Canadian Markets
  2. 2. 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.
  3. 3. Our Foundation: ResearchDetermining how much local advertisers actually spend is extremely difficult but incredibly important in this time of shifting ad dollars. We do it better than anyone else.
  4. 4. 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 Secret  We employ a disruptive model
  5. 5. 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 business  Matches it with known media company receipts  Verifies online estimates against our database of 5,700 companies
  6. 6. Market Advertising Data
  7. 7. Canadian Marketing Expenditures Trend & Forecast $50,000 $45,000 $40,000www.borrellassociates.com Non-Ad Marketing $35,000 Forecast $30,000 Traditional Advertising Down, $ in 000s Non-Ad Marketing Up $25,000 $20,000 Advertising $15,000 $10,000 $5,000 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012F 2013F 2014F 2015F 2016F
  8. 8. Canadian Ad Spending: 2011www.borrellassociates.com 2011 Estim ate, as of R4 Data All Estim ates 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%
  9. 9. Canadian Ad Spending: 2016 2016 Forecast All Estim ates in Canadian $ Millions National Local Totalwww.borrellassociates.com 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 New spapers and "Other Publications."
  10. 10. Canadian Ad Spending: Change by 2016 National Local Total Forecastwww.borrellassociates.com /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)
  11. 11. Canadian Non-Ad Marketing, 2011www.borrellassociates.com 2011 Estim ate, as of R4 data All Estim ates 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%
  12. 12. Canadian Marketing Expenditures Trend & Forecast $50,000 Forecast $45,000 $40,000www.borrellassociates.com Non-Ad Marketing $35,000 $30,000 $ in 000s $25,000 $20,000 $15,000 Advertising Online Advertising $10,000 Flattens Out and Remains a Small Share. $5,000 Online Advertising $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012F 2013F 2014F 2015F 2016F
  13. 13. Individual Market Analyses
  14. 14. Snapshot: Vancouver CMA Market Advertising Datawww.borrellassociates.com
  15. 15. Snapshot: Victoria CMA, 2011www.borrellassociates.com
  16. 16. www.borrellassociates.com Snapshot: Victoria CMA
  17. 17. SMB Print Advertiser Survey
  18. 18. Change in Spending from 2011 to 2012 58% 57% 52% Grow 43% Stay the Same 40% 39% 34% 30% 26% 26% 16% 16% 15% 14% 14% 13% 12% 9% 10% 9% 7% 3% 4% 2%Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Total Respondents 247 Question 4
  19. 19. Online Adv. Expected to Use in 2012 Total Respondents 202Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Question 38
  20. 20. Local Online Buying: From What Media? 45% 25% 20% 21% 22% 15% 13% 13% 4% 5% Total Respondents 242Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Question 6
  21. 21. Maintain Social Network? Dont Know 2% No 35% Yes 63% Total Respondents 228 How many Friends, Fans, Followers, or other users does your business Social Network have? Total Respondents 143 Total Mean Median 599,019 5,076 175Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Questions 13 & 14
  22. 22. Been Pitched By Advertiser for Mobile 17% Dont know 45% No 38% Yes Total Respondents 210Source: © Borrell Associates, Inc. SMB Survey Wave 6, Q4 2011 Question 22
  23. 23. Contact InformationAndrew MartinDirector of Corporate DevelopmentPhone: 1-416-463-0007Email: amartin@borrellassociates.com

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