WORLD PRESS TRENDS - World Association of Newspapers

CANADA
Top ten advertising categories (2001) Top ten publishing companies (2002) Top ten advertisers (2001)
Advertising sector % of display ad revenue (ranked by total circulation) Advertiser Newspaper expenditure C$ (million)
Retail 21.8 Southam General Motors Car Dealerships 77.3
Auto 21.3 Quebecor Chrysler Dodge Jeep Dealers Assoc. 67.6
Local car dealers 12.1 Torstar Chrysler Car Dealerships 64.1
Entertainment 6.9 Power Pontiac Buick Dealers Assoc. 54.7
Travel & transport 6.7 Bell/Globemedia Hudson Bay 52.9
Financial & insurance services 5.1 Osprey Chevrolet Oldsmobile Dealers Assoc. 52.0
Telecommunications 4.2 Transcontinental BCE 50.0
Computers 3.9 FP Cdn. Newps. Ford Consolidated Local Car Dealers 45.5
Media 3.3 Halifax-Herald CanWest Capital Group 43.8
Internet related sites 1.8 Brunswick News Sears Canada 43.5
Source: Nielsen Media expenditures, 2001 Source: CAN Source: Nielsen Media Expenditures, 2001
Daily newspaper formats
1998 1999 2000 2001 2002
Broadsheets 88 88 87 87 85
Tabloids 17 18 17 17 17
Source: CAN
Average cover prices (weekday)
C$
Single copy 0.75
Subscription * 2.50
Source: CAN
* Mon-Fri C$0.50 daily
Contribution of classified and display
advertising to total advertising income (%)
2002
Display 67
Classified 33
Source: CAN
ADVERTISING EXPENDITURE & ECONOMIC DATA
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 1.55 C$ at 2001 rate
Gross Domestic Product (C$ billion)
at current prices 812 839 885 916 975 1,065 1,092
% change 5.9 3.3 5.5 3.5 6.5 9.2 2.6
at 2001 prices 908 922 958 982 1,028 1,092 1,092
% change 6.3 1.6 3.8 2.5 4.7 6.3 0.0
Gross Domestic Product per capita (C$ 000)
at current prices 27.7 28.3 29.5 30.3 32.0 34.7 35.1
at 2001 prices 30.9 31.1 31.9 32.5 33.7 35.6 35.1
Population
Millions 29.4 29.7 30.0 30.3 30.5 30.7 31.1
Consumer Price Index
2001=100 89.5 91.0 92.4 93.3 94.9 97.5 100.0
% change 2.1 1.6 1.6 1.0 1.7 2.7 2.6
Ad.spend as a % of GDP
0.69 0.70 0.73 0.77 0.75 0.72 0.72
Advertising Expenditure Growth (%)
at current prices 3.6 5.2 10.7 8.7 3.4 5.9 2.3
at 2001 prices 1.5 3.5 9.0 7.7 1.6 3.1 -0.3
Source: IFS, ZenithOptimedia
Advertising expenditure
(C$ millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 2,479 2,557 2,938 3,143 3,215 3,401 3,296 3,361 3,426 3,492 3,558
Magazines 316 318 347 381 389 434 541 560 575 585 600
Television 1,850 1,982 2,103 2,312 2,387 2,456 2,560
Radio 748 792 856 930 964 1,014 1,062
Cinema 8 8 8 8 9 11 12
Outdoor 167 200 220 250 269 293 310
Total 5,568 5,857 6,482 7,049 7,289 7,719 7,897 8,222 8,544 8,805 9,006
Source: 1995-98 Statistics Canada, TVB, RMB, Magazines Canada, 1999-2001 Nielsen, ZenithOptimedia,
2002-2005 ZenithOptimedia
Notes: Includes classified advertising, excludes production costs and agency commission, after discounts,
magazines includes Yellow Pages from 1996
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 75