Up Fronts 101

Active @ The Shaw Up Front Watching LL Cool J on Stage

Some of our readers do not work

in the media industry, so we wanted to take a moment to shed some light on a term you may or may not have heard buzzing about over the past few weeks – Fall Up Fronts.  You may also have noticed our Media team contributing to some of this activity on our Twitter feed (@ActiveIntlCA). Early June is a time where all of the big media companies in Canada (CTV, Shaw, Astral, CHCH, and CBC etc.) hold their annual up-fronts. Up Fronts are events in which broadcast stations present their new lineup of TV shows and programming to the industry, in hopes of seeking interest from media buyers, agencies and clients.  The more popular or sought after the show, the greater the demand for advertising space. These events are typically held in hip venues, offer gourmet food and showcase celebrities from new and current programing. It’s the first opportunity for people to see the new lineup of programming available in the coming months, and although not all of the shows will get to make another season, it’s exciting to see what these stations have to offer and which shows will last.  And even more interesting for us Canucks – which otherwise popular Canadian programs could be cancelled due to lack of US uptake. We will be weighing in with our observations on this in greater detail later this month.

Radio Ad Revenues on the Rise

In a world where there are so many ways to reach your audience and where new technologies seem to push older ones into extinction, one medium has stayed strong. The CRTC (Canadian Radio-Television and Telecommunications Commission) recently released reports stating that revenues increased approximately 4% and are now back to pre-recession levels. Thirteen more stations have been added, 400 more people are employed proving once again that radio is still very much alive and well. These are stats that marketers should take note of since it’s showing once again that radio is still an effective way to reach their audience –  people are still listening!  If you’re looking to add radio to the mix but don’t have the incremental funding to do so, consider Corporate Trade – a model that helps many of Canada’s leading businesses stretch their advertising dollars.

Canadians #1 in online video use

Just as Canadians hold the # 1 spot in per capita time spent on the internet, we recently learned that we are the highest consumers of online video in the world too. Google Canada recently conducted a survey which stated that 9 out of 10 Canadians watch videos online with the average Canadian watching 300 videos per month. As consumers continue to go online our ways to connect to these consumers have to continue to change as well. Marketers should take notice of this trend because as people start watching more videos online it allows for a more effective way for them to reach their audience.  Our digital media buyers continue to see companies apply the use of trade credits on digital platforms to work along and complement their ads in traditional media.