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TV
- most expensive
- often tuned out or muted
- reaches people in their homes thus no immediate results
- fragmented audiences with the advent of more and more specialty channels
- $600 is an average rate card price for a premium 30 second commercial (not including production costs)
- average # of viewers fluctuates greatly from station to station
Print
- static, does not attract attention
- hard to differentiate yourself from other advertisers on page
- low circulation
- Globe and Mail / Toronto Star - local clients pay for national distribution
Billboards
- static, does not attract attention
- often grouped together in clusters
- expensive - up to $30,000 per month on major metropolitan highways
Aerial Advertising
- dynamic and eye catching
- high recall
- immediate results - targets consumers that are outside and active
- the public's fascination with aircraft grabs their attention and forces people to read the message
- cost effective!
- Caribana Parade - 1.5 million potential viewers, Santa Claus Parade - 1.3 million
- target a very specific audience - Molson Indy Toronto
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