Student Information Client Name: 3L1J Company Product/Brand: Swiss Chalet Group members: (Kay)Wing Man Liu, Joshua Jafri, Junseo Lee & Linh Nguyen Instructor’s name: Colin Robey Television - Write Up ● Expenditure The overall cost of this media is $2,785.0M in Net and $3,276.4M in Gross. ● Markets The agency recommends the Ontario and BC regions for Television. These markets were chosen because they match the geographic/regional priorities based on the media brief. The weight level for the television campaign is set to 200 GRPs weekly, and the timing is set for the w/o Apr 27 x 8wk and w/o Oct 26 x8wk. With television, the agency recommends advertising in the Ontario and BC Markets to address the regional priorities. ● Spot Length The agency recommends a commercial length of 30 seconds. Based on the media brief, the client focuses on ingredients for their dishes. A 30-second commercial allows for more detailed information and demonstrations of the food products. ● Timing The flight dates for the campaign are w/o Apr 27 x 8 wks (200 weekly GRPs) and w/o Oct 26 x 8 wks (200 GRPs). This timing was chosen to match the seasonal priorities based on the media brief. Mother’s Day and Father’s Day are in May and June respectively, while Christmas and Swiss Chalet’s Festive Features are in November and December. The scheduling strategy is massed. ● Prime/Fringe Ratio The agency recommends the industry standard of Prime 60% / Fringe 40%. ● Conventional/Specialty Ratio The agency recommends the standard of Conventional 70% / Specialty 30%.
● Potential Programs/Program Types The agency will purchase specific genres and programs. The chosen genres and programs are listed below. Genres: Suspense/Crime Drama (60.1%, 113) News/Current Affairs (70.4%, 116) Programs: CTV News Channel (55.1%, 121) CBCNews Network/Newsworld (45.6%, 116) Criminal Minds (32.2%, 123) NCIS (27.5%, 131). Per Week Week
GRPs Reach % Frequency
w/o Apr 27 x 8wk
200
73.3%
2.7
w/o Oct 26 x8wk
200
73.3%
2.7
The agency does not have different weight levels in different weeks. Magazines - Write Up ● Expenditure The overall cost of the medium is $2,562.5M in Net and $3,014.7M in Gross. ● Markets The agency recommends advertising nationally as Swiss Chalet is a Canadian casual dining restaurant chain located across Canada. Magazines are largely national and will fill the geographic and regional priorities of Ontario and BC. The weight level is consistent through the chosen months, which are May, June, November, and December. The magazine campaign will cover the regional priorities of Ontario and BC as it will be national. ● Ad Size/Colour The agency recommends DPS for the ad size. This is recommended because it will allow the client to focus on showcasing visuals of their food and ingredients, as well as detailed
information, which is all important for the food industry. Special positioning is also recommended so that ads can be positioned next to food or health articles, which is when the consumer will be more receptive to the ad. ● Timing The ads will appear in the months of May, June, November, and December to address the regional priorities. The agency recommends this timing because it will match the seasonality priorities mentioned in the brief. The scheduling strategy is massed. ● Publications The following publications are included in the magazine campaign. They were chosen due to the high composition % and a good coverage %. Coverage% Comp% Chatelaine
22.6
33.0
Canadian Living
21.7
30.1
Style at Home
11.0
28.7
CAA Magazine
19.4
27.1
FOOD & DRINK
12.0
25.9
Canadian House & home
11.3
29.8
8.3
29.3
10.5
19.9
7.9
19.6
Reader's Digest
18.5
18.6
Live Better
16.6
17.5
Maclean’s
9.9
15.2
Hello! Canada
5.0
30.1
Zoomer Magazine People Air Canada enroute
Chatelaine has both the highest Coverage% (22.6%) and Composition% (33.0%). Canadian Living has the second highest of both Coverage% (21.7%) and Composition% (30.1%)
● Monthly Reach/Frequency/GRP Levels Per Month Month GRPs Reach% Frequency May-June/Nov-Dec 174 65.0 2.7 OOH - Measurement ● Expenditure The overall cost of this media is $1,203.7M in Net and $1,416.1M in Gross. ● Markets The agency recommends the Ontario and BC regions for OOH. These markets were chosen because they match the geographic/regional priorities based on the media brief. For all Horizontal Posters, the weight level is set to 25 GRPs daily. For Digital Horizontal Posters, different markets have a different number of faces provided, so the agency will purchase a different amount of faces per market. The timing of the OOH campaign will run for 52 weeks for the Digital Horizontal Posters in the Ontario market (St. Catharines-Niagara, Toronto, Kitchener, Ottawa, and Kingston), and will run 18 weeks for Horizontal Posters in Toronto CMA, Hamilton CMA, Oshawa CMA market, Vancouver CMA market. This strategy helps Swiss Chalet advertise throughout the whole year to deliver the message and focus on the specific months that match with the seasonality priorities (May, June, November, and December). The agency would be advertising in the Ontario and BC markets for OOH to address the regional priorities. ● OOH Type The agency recommends Horizontal Posters and Digital Horizontal Posters. These are recommended because they can more easily show images of food or dishes (which are often horizontal). Digital Horizontal Posters have the advantage of being able to show ads at relevant times, such as at lunch or dinner time, which is when the consumer will be more receptive to the message. Digital Horizontal Posters allow Swiss Chalet to better demonstrate their dishes. As a result, these OOH types can satisfy brand attributes. ● Timing
The flight dates for Digital Horizontal Posters: w/o December 30, 2019 x 52 wks. The flight dates for Horizontal Posters: w/o April 27, 2020 x 9 wks; w/o October 26, 2020 x 9 wks (25 daily GRPs). The agency recommends this timing as this strategy helps Swiss Chalet advertise throughout the whole year to deliver the message, as well as focus on specific months which match with the seasonality priorities (May, June, November, and December). The scheduling strategy uses continuous and massed scheduling strategies. The agency continues advertising for the entire year, but also strengthens advertisements in May, June, November, and December, as these months match with the seasonal priorities. ● Weekly Reach/Frequency/GRP Levels Per Week Week
GRPs Reach % Frequency
w/o April 27, 2020 x 9 wks ; w/o October 26, 2020 x 9 wks
142
33.0
4.2
Online - Measurement ● Expenditure The overall cost of this media is $1,097.3M in Net and $1,290.9M in Gross. ● Websites The agency recommends the following websites: o o o o
Mediavine Food TASTEOFHOME.COM YUMMLY.COM DELISH.COM
The chosen types of website are Food/ Recipes websites. The target audience are females over 50 years old. 51.6% of the target have visited a Food/Recipes Website in the past 30 days using a computer, and they are 26.0% more likely to do that. 90.7% of the target has 90 accessed a website relating to Food/Recipes in the past month, and they are 14.0% more likely to do so.
Those websites have a very high % Composition Unique Visitors and % Reach. If the % of the Composition Unique Visitors is high, it means that ads that appear on those websites will have less “wastage” than other websites on the list. A high % Reach means those websites provide good coverage. The selected websites do provide ad space. The agency selected these websites for the above reasons. Website
Gross impression
Mediavine Food
21,580,000
TASTEOFHOME.COM
11,804,000
YUMMLY.COM
7,020,000
DELISH.COM
2,756,000
● Markets The agency recommends advertising nationally for the online campaign as Swiss Chalet is a Canadian casual dining restaurant chain located across Canada. As it covers the whole of Canada, it fills the geographic and regional priorities of Ontario and BC. The weight level is set to 415,000 impressions for Contextual: lifestyle (food&drink, entertainment, style) and Video: Audience segments. The online campaign will run for 52 weeks. ● Ad Type The agency recommends Billboard 970x250 and Pre-roll (30s). These are recommended because the Billboard 970x250 will more easily show images of food (which is often horizontal). A 30 seconds video allows Swiss Chalet to show more detailed information about the ingredients and is better to demonstrate the food products as Swiss Chalet focuses on ingredients and meals. As a result, these ad types can satisfy brand attributes. Billboard 970x250 ad type is available on Mediavine Food. Pre-roll (30s) ad types are available on TASTEOFHOME.COM, YUMMLY.COM, and DELISH.COM. The agency used different ad types for the online campaign as it can better satisfy brand attributes and better achieve the goal of message delivery.
● Timing The flight dates are: w/o Dec 30, 2019 x 52 wks (830.0M weekly Gross Impressions) The agency recommends this timing as it matches with the brand attributes. Restaurants are a year-round service. This strategy helps Swiss Chalet advertise throughout the year to deliver the message as well as focus on the specific months that match with the seasonality priorities (May, Jun, November and December). The scheduling strategy is continuous. ● Premiums The agency recommends targeting premiums as they will allow for stronger and more efficient targeting. ● Weekly Reach/Frequency/GRP Levels Website Mediavine Food, TASTEOFHOME.COM, YUMMLY.COM, DELISH.COM
GRPs Reach% Frequency% 16
5.3
3.1
Spending Summary
Spend by Month Swiss Chalet Media Plan – Spend By Month (Net $)
All Media
Month
J
F
Sales %
5.0
4.0
%
1.4
A
M
J
A
S
4.0
4.0
11.0
9.0
8.0
8.0
7.0
1.4
1.7
1.4
25.0
18.9
1.4
1.7
106.4
106.4
133.0
106.4
1910.7
1442.8
106.4
%
0.0
0.0
0.0
0.0
31.7
17.7
$(M)
0.0
0.0
0.0
0.0
882.2
%
0.0
0.0
0.0
0.0
$(M)
0.0
0.0
0.0
%
1.8
1.8
22.0
$(M) TV
Magazine
OOH
$(M) Online
% $(M)
M
J
O
N
D
Year
10.0
15.0
15.0
100.0
1.4
1.4
25.0
19.4
133.0
106.4
106.4
1910.4
1480.1
0.0
0.0
0.0
0.0
31.7
19.0
491.9
0.0
0.0
0.0
0.0
881.8
529.1
25.0
25.0
0.0
0.0
0.0
0.0
25.0
25.0
0.0
640.6
640.0
0.0
0.0
0.0
0.0
640.6
640.6
2.3
1.8
23.5
18.8
1.8
2.3
1.8
1.8
23.5
18.8
22.0
27.5
22.0
282.4
225.9
22.0
27.5
22.0
22.0
282.4
225.9
7.7
7.7
9.6
7.7
9.6
7.7
7.7
9.6
7.7
7.7
9.6
7.7
84.4
84.4
105.5
84.4
105.5
84.4
84.4
105.5
84.4
84.4
105.5
84.4
7648.4
2785.0
2562.4
1203.7
1097.3
● May has the most spending for the agency at $1910.7M. ● Television has substantially more spending than other media during the months of May, June, November, and December. ● Based on the media brief, 50.8% of the target are medium to heavy/heavy television users, and the highest spend by medium overall is on television. As Swiss Chalet is a restaurant and focuses on ingredients and food, television is the best choice to provide visual demonstration, so television is the first priority in these mediums. ● The agency spends the most in May, June, November, and December. These months exactly match with the seasonal priorities listed in the media brief.
Spend by Region Region
CND Brand POP% Users %
All media %
Atlantic
6.7
Quebec
16.2
$ (M)
TV %
Magazine
$ (M)
%
$ (M)
OOH %
Online
$ (M)
%
$ (M)
3.2
245.2
0.0
-
6.7
171.7
0.0
-
6.7
73.5
23.2
0.0 11.1
849.1
0.0
- 23.2
594.5
0.0
- 23.2
254.6
Ontario
38.7
74.1 57.4
4,393.3 72.6
2,021.5 38.7
991.7 79.4
955.5 38.7
424.7
Prairies
18.1
7.6
0.0
- 18.1
198.6
B. C.
13.3
2.0 19.6
340.8 20.6
248.2 13.3
145.9
Canada
100.0
8.7
100.0
662.4
0.0
- 18.1
1,498.5 27.4
763.5 13.3
7,648.5
2,785.0
463.8
2,562.5
1,203.7
1,097.3
● Ontario and B.C. have the most spending as the percentage of all medium spending in Ontario and B.C. are higher than the CDN pop%. Agency spends 57.4% for the campaign while the CDN Pop at 38.7% in Ontario; and agency spends 19.6% for the campaign while the CDN Pop at 13.3% in B.C. ● On TV, 72.6% of the budget is spent in Ontario. Ontario has the highest POP% at 38.7%. ● The spending is focused on Ontario and B.C., the priorities presented by the media briefs to all mediums, except for magazines as they are distributed nationally.
Cost by Medium Medium
Media Execution %
$ (000) Net
Television 36.4
2785.0
Magazine 33.5
2562.5
OOH
15.7
1203.7
Online
14.3
1097.3
● Television is the primary medium, as it used 36.4% of the budget.
● Television is the major medium in this campaign and can be purchased regionally. It can satisfy the regional objectives by running the campaign in the key regional priorities, Ontario and B.C. Television can also be purchased seasonally and is capable of a massed scheduling strategy. It can help to satisfy the seasonal objectives by running the campaign in the key seasonal priorities, May, June, November and December. ● Television can be purchased at a certain time. Swiss Chalet is a restaurant, so if advertising is displayed when food is needed by the audience, such as at lunch or dinner time, the campaign would be more effective. Television can show visuals, allowing it to visually display the products sold at Swiss Chalet. It can help to satisfy the needs of customers that want to see the food imagery. ● The planned expenditure of the campaign totals is $7,648.5M in Net and $8,998.2M in Gross. As the campaign budget is $7,650.0M in Net and $9,000M in Gross, so the variance is $1.5M is Net, and $1.8M is Gross. Reach/Frequency Achievements Media
1 week Average Frequency Weekly GRPs Reach %
Source
TV 200 GRPs
73.3
2.7
200 Infosys+
OOH
33.0
4.2
142 COMBNavigator
5.3
3.1
Online
16 ComScore
Swiss Chalet 2020 Broadcast Calendar
Target: F50+, HHI $50,000+ January
Week Beginning Monday 30
February
6 13 20 27
3 10 17 24
March 2
April
9 16 23 30
May
9 13 20 27
4 11 18 25
1
June
July
August
September
8 15 22 29
6 13 20 27
3 10 17 24 31
7 14 21 28
October
November
5 12 19 26
2
December
9 16 23 30
7 14 21
Television Total GRPs NET Cost ($M) 400
400
400
400
400
400
Prime 60% / Fringe 40%
400
400
400
400
$2,785.0
400
6,400
400
:30 sec
400
Total Ontario / Total B.C
400
Prime 60% / Fringe 40%
400
Length
400
Markets
Weekly R/F (200): 73.3%/2.7 Total
$2,785.0
$0.0
$0.0
$0.0
$0.0
$882.2
$491.9
$0.0
$0.0
$0.0
$0.0
$881.8
$529.1
Magazine Publications Chatelaine Canadian Living Style at Home CAA Magazine FOOD & DRINK Canadian House & home Zoomer Magazine People Air Canada enroute Reader's Digest Live Better Maclean's Hello! Canada
Size
Insertions
DPS DPS DPS DPS DPS DPS DPS DPS DPS DPS DPS DPS DPS
4 4 4 4 4 4 4 4 4 4 4 4 4
Monthly R/F: 65.0%/2.7
NET Cost ($M) $ $ $ $ $ $ $ $ $ $ $ $ $
196.7 397.8 142.9 219.4 128.7 144.1 116.8 243.4 137.6 269.2 292.8 150.2 122.8
1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1
Monthly GRPs: 174
Positioning Guaranteed Total
$2,562.5
$0.0
$0.0
$0.0
$0.0
$640.6
$640.6
$0.0
$0.0
$0.0
$0.0
$640.6
$640.6
OOH Type/Market Horizontal Posters
Wks
GRPs 18
3,150
NET Cost ($M) 25 Daily GRPs
$917.7
25 Daily GRPs
Toronto CMA/Hamilton CMA/Oshawa CMA, Vancouver CMA Total Reach / Frequency 65% / 48.8 (ex/ Digital Horizontal Posters) 17 Locations
Digital Horizontal Posters 52 N/A $286.0 ONTARIO (St. Catharines-Niagara x 2, Toronto x 6, Kitchener x 4, Ottawa x 3, Kingston x 2) Totals $1,203.7 Total
$1,203.7
$22.0
$22.0
$27.5
$22.0
$282.4
$225.9
$22.0
$27.5
$22.0
$22.0
$282.4
$225.9
Online Total Impression NET Cost ($M) (M)
Type
Billboard 970x250
21,580
$551.4
415.0M weekly Gross Impressions
$546.0
415.0M weekly Gross Impressions
Mediavine Food Demographic Targeting / Geographic Targeting / Frequency Capping
Pre-roll (30s) CPM or vCPM
21,580
TASTEOFHOME.COM; YUMMLY.COM; DELISH.COM Geographic Targeting Weekly R/F (830M): 5.3%/3.1 Total
$1,097.3
$84.4
$84.4
$105.5
$84.4
$105.5
$84.4
$84.4
$105.5
$84.4
$84.4
$105.5
$84.4
Total Campaign Total Campaign NET Cost ($M) Budget ($M) Variance ($M)
January $7,648.5 $7,650.0 $1.5
$106.4
February $106.4
March $133.0
April $106.4
May $1,910.7
June $1,442.8
July $106.4
August $133.0
September $106.4
October $106.4
November $1,910.4
December $1,480.1
Television Costing Market
Weight Level Timing (Weekly GRPs) (Weeks)
Length
Season*
CPP
Gross/Net
Prime
Day Part
Premium
New CPP
Cost of 1 Week
Campaign Cost (Gross)
Campaign Cost (Net)
Total Ontario
200
8
:30s
Fall
$
753.00
Gross
60%
Standard
0% $
753.00
$
150,600.00
$
1,024,080.00
$
1,204,800.00
Total Ontario
200
5
:30s
Spring
$
753.45
Gross
60%
Standard
0% $
753.45
$
150,690.00
$
640,432.50
$
753,450.00
Total Ontario
200
3
:30s
Summer $
699.90
Gross
60%
Standard
0% $
699.90
$
139,980.00
$
356,949.00
$
419,940.00
Total B.C
200
8
:30s
Fall
$
284.44
Gross
60%
Standard
0% $
284.44 $
56,888.00
$
386,838.40
$
455,104.00
Total B.C
200
5
:30s
Spring
$
284.44
Gross
60%
Standard
0% $
284.44 $
56,888.00
$
241,774.00
$
284,440.00
Total B.C
200
3
:30s
Summer $
264.52
Gross
60%
Standard
0% $
264.52 $
52,904.00
$
134,905.20
$
158,712.00
Total Costing for TV: $
2,784,979.10
$
3,276,446.00
*FALL: Sept - Dec ; *Spring: Mar-May ; * SUMMER: Jun - Aug
All Respondents Totals Totals Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Movies] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [News/Current Affairs] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Family Dramas/Serial Dramas] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Documentaries/Biographies] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Suspense/Crime Dramas] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Cooking Shows] TV Channels [TV Channel-CTV News Channel] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Home Improvement (Gardening/Home Décor)] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [News/Current Affairs] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Family Dramas/Serial Dramas] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Sitcoms (Situation Comedies)] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Nature/Animal Shows] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Movies] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Game Shows] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Entertainment News] TV Channels [TV Channel-CBCNews Network/Newsworld] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Sports] TV Events [TV Event-Olympics-Winter] TV Channels [TV Channel-HGTV] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [DIY] TV Channels [TV Channel-The Weather Network] TV Programs-Weekly [Weekly-Big Bang Theory] TV Channels [TV Channel-Discovery] TV Channels [TV Channel-History Television] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Suspense/Crime Dramas] TV Events [TV Event-Olympics-Summer] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Reality TV] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Variety/Specials] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Business News]
F50-99, HHI$ 50+K 100
Vert%
100
Index
100
100
Vert%
79.86
83.52
Index
100
105
Vert%
60.47
70.42
Index
100
116
Vert%
58.59
70.22
Index
100
120
Vert%
56.74
60.09
Index
100
106
Vert%
53.34
60.06
Index
100
113
Vert%
50.58
58.15
Index
100
115
Vert%
45.79
54.84
Index
100
120
Vert%
46.03
54.2
Index
100
118
Vert%
40.73
54.08
Index
100
133
Vert%
38.25
52.58
Index
100
137
Vert%
48.64
51.44
Index
100
106
Vert%
45.08
48.63
Index
100
108
Vert%
50.75
48.59
Index
100
96
Vert%
42.99
47.01
Index
100
109
Vert%
39.84
46.07
Index
100
116
Vert%
39.94
46.05
Index
100
115
Vert%
51.24
45.32
Index
100
88
Vert%
37.23
44.87
Index
100
121
Vert%
34.16
44.84
Index
100
131
Vert%
41.19
43.72
Index
100
106
Vert%
36.54
43.38
Index
100
119
Vert%
38.04
43.04
Index
100
113
Vert%
41.09
41.49
Index
100
101
Vert%
39.43
41.4
Index
100
105
Vert%
32.79
39.59
Index
100
121
Vert%
33.42
39.5
Index
100
118
Vert%
38.1
39.25
Index
100
103
Vert%
31.76
38.54
Index
100
121
Vert%
40.38
38.32
Index
100
95
TV Channels [TV Channel-Bravo] TV Events [TV Event-Academy Awards] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Cooking Shows] TV Channels [TV Channel-Showcase] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Documentaries/Biographies] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Travel and Tourism] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Soap Operas] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Movies] TV Channels [TV Channel-Food Network Canada] TV Channels [TV Channel-National Geographic] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Stand-Up/Sketch Comedy] TV Programs-Daily [Daily-Ellen Degeneres] TV Programs-Weekly [Weekly-Criminal Minds] TV Channels [TV Channel-Cooking Channel(NEW)] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Talk Shows-Daytime] TV Events [TV Event-Stanley Cup-Finals] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Science Fiction/Fantasy Dramas] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Talk Shows-Late Night] TV Weekly News/Sports [News-60 Minutes] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Entertainment News] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Game Shows] TV Programs-Weekly [Weekly-Love It Or List It Series] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Home Improvement (Gardening/Home Décor)] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Nature/Animal Shows] TV News/Sports/Current Affairs [Early Evening-CTV Early Evening] TV Weekly News/Sports [News-The Fifth Estate] TV Channels [TV Channel-W Network] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Variety/Specials] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Sitcoms (Situation Comedies)] TV Programs-Weekly [Weekly-NCIS] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [DIY]
Vert%
31.64
Index
100
37.93 120
Vert%
27.45
36.99
Index
100
135
Vert%
33.02
36.31
Index
100
110
Vert%
31.89
35.6
Index
100
112
Vert%
34.82
35.53
Index
100
102
Vert%
31.79
35.42
Index
100
111
Vert%
29.32
35.08
Index
100
120
Vert%
29.11
34.94
Index
100
120
Vert%
30.85
34.82
Index
100
113
Vert%
33.16
34.69
Index
100
105
Vert%
35.43
32.63
Index
100
92
Vert%
22.82
32.31
Index
100
142
Vert%
26.18
32.2
Index
100
123
Vert%
27.02
32.18
Index
100
119
Vert%
25.72
31.86
Index
100
124
Vert%
31.69
31.4
Index
100
99
Vert%
41.84
31.08
Index
100
74
Vert%
29.93
30.92
Index
100
103
Vert%
20.7
30.9
Index
100
149
Vert%
27.49
30.65
Index
100
111
Vert%
29.36
30.6
Index
100
104
Vert%
19.3
30.42
Index
100
158
Vert%
28.28
30.37
Index
100
107
Vert%
28.56
29.69
Index
100
104
Vert%
21.48
29.6
Index
100
138
Vert%
19.02
28.91
Index
100
152
Vert%
20.88
28.73
Index
100
138
Vert%
23.8
28.3
Index
100
119
Vert%
24.5
27.66
Index
100
113
Vert%
21.01
27.5
Index
100
131
Vert%
27.03
27.02
Index
100
100
Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Travel and Tourism] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Factual Entertainment] TV Programs-Weekly [Weekly-Property Brothers Series] TV Channels [TV Channel-Sportsnet] TV Channels [TV Channel-BBC Canada] TV Channels [TV Channel-TSN] TV Weekly News/Sports [News-W5] TV Programs-Weekly [Weekly-Law & Order: SVU] TV Weekly News/Sports [Sports-Hockey Night in Canada] TV Channels [TV Channel-Comedy Network] TV Programs-Weekly [Weekly-Dragons' Den] TV Programs-Weekly [Weekly-The Voice] TV Events [TV Event-Figure Skating Major Events (e.g. World's)] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Stand-Up/Sketch Comedy] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Documentaries/Biographies] TV Weekly News/Sports [News-Marketplace] TV Programs-Weekly [Weekly-Rick Mercer Report] TV Programs-Weekly [Weekly-Grey's Anatomy] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Home Improvement (Gardening/Home Décor)] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Sitcoms (Situation Comedies)] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Animated Series for Adults] TV Events [TV Event-Grey Cup] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Business News] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Children's Cartoons] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Reality TV] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Sports] TV Channels [TV Channel-CI Crime + Investigation] TV Channels [TV Channel-SLICE] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Soap Operas] TV Weekly News/Sports [News-20/20] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Sports]
Vert%
24.57
27
Index
100
110
Vert%
28.78
26.91
Index
100
93
Vert%
17.24
26.88
Index
100
156
Vert%
33.66
26.86
Index
100
80
Vert%
26.39
26.63
Index
100
101
Vert%
29.63
26.4
Index
100
89
Vert%
15.34
25.67
Index
100
167
Vert%
19.44
25.51
Index
100
131
Vert%
25.04
25.29
Index
100
101
Vert%
28.71
25.26
Index
100
88
Vert%
23.1
25.15
Index
100
109
Vert%
17.77
25.01
Index
100
141
Vert%
12.46
24.76
Index
100
199
Vert%
25.62
24.65
Index
100
96
Vert%
21.93
24.55
Index
100
112
Vert%
16.41
24.49
Index
100
149
Vert%
16.81
24.19
Index
100
144
Vert%
16.63
23.89
Index
100
144
Vert%
17.75
23.85
Index
100
134
Vert%
24.14
23.8
Index
100
99
Vert%
34.64
23.21
Index
100
67
Vert%
21.48
23.19
Index
100
108
Vert%
24.63
23.19
Index
100
94
Vert%
32.78
23.05
Index
100
70
Vert%
23.14
23.03
Index
100
99
Vert%
28.56
22.98
Index
100
80
Vert%
21.22
22.75
Index
100
107
Vert%
20.41
22.71
Index
100
111
Vert%
14.95
22.66
Index
100
152
Vert%
13.32
22.64
Index
100
170
Vert%
22.68
22.34
Index
100
99
TV Channels [TV Channel-Animal Planet] TV Events [TV Event-Grammy Awards] TV Programs-Weekly [Weekly-Blue Bloods] TV Programs-Weekly [Weekly-Dancing with the Stars] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Cooking Shows] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Paranormal] TV Programs-Weekly [Weekly-MasterChef Canada] TV Channels [TV Channel-DIY] TV Events [TV Event-Emmy Awards] TV Events [TV Event-Super Bowl] TV Programs-Weekly [Weekly-Saturday Night Live] TV Channels [TV Channel-OWN Oprah Winfrey Network] TV Programs-Weekly [Weekly-Murdoch Mysteries] TV Programs-Weekly [Weekly-Bull] TV News/Sports/Current Affairs [Early Evening-Global National] TV Channels [TV Channel-CP24] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Talk Shows-Daytime] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Suspense/Crime Dramas] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Talk Shows-Late Night] TV Programs-Daily [Daily-Dr. Phil] TV Weekly News/Sports [News-The Nature Of Things] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Music Video] TV Programs-Weekly [Weekly-This Hour Has 22 Minutes] TV Events [TV Event-Baseball World Series] TV Channels [TV Channel-English-Other on TV] TV Channels [TV Channel-Space] TV Channels [TV Channel-Movie Time] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Sportsnews/Talk] TV Programs-Weekly [Weekly-Amazing Race Canada] TV News/Sports/Current Affairs [Late Night-CTV National News] TV Programs-Weekly [Weekly-Hawaii Five-0]
Vert%
24.07
Index
100
22.3 93
Vert%
16.36
22.2
Index
100
136
Vert%
15.21
22.09
Index
100
145
Vert%
13.41
22.09
Index
100
165
Vert%
17.56
21.84
Index
100
124
Vert%
25.83
21.77
Index
100
84
Vert%
18.71
21.66
Index
100
116
Vert%
18.63
21.34
Index
100
115
Vert%
14.08
21.27
Index
100
151
Vert%
24.92
21.06
Index
100
85
Vert%
19.82
20.9
Index
100
105
Vert%
13.93
20.88
Index
100
150
Vert%
14.8
20.88
Index
100
141
Vert%
13.41
20.81
Index
100
155
Vert%
15.54
20.72
Index
100
133
Vert%
20.22
20.58
Index
100
102
Vert%
18.36
20.49
Index
100
112
Vert%
20.55
20.47
Index
100
100
Vert%
20.98
20.38
Index
100
97
Vert%
13.95
20.36
Index
100
146
Vert%
13.99
20.29
Index
100
145
Vert%
28.32
20.26
Index
100
72
Vert%
15.09
20.2
Index
100
134
Vert%
19.64
20.17
Index
100
103
Vert%
17.58
20.08
Index
100
114
Vert%
24.18
19.9
Index
100
82
Vert%
20.94
19.83
Index
100
95
Vert%
25.22
19.67
Index
100
78
Vert%
15.04
19.53
Index
100
130
Vert%
14.67
19.51
Index
100
133
Vert%
15.06
19.44
Index
100
129
TV Programs-Weekly [Weekly-NCIS: LA] TV Programs-Weekly [Weekly-NCIS: New Orleans] TV Programs-Daily [Daily-Entertainment Tonight] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Nature/Animal Shows] TV News/Sports/Current Affairs [Late Night-CBC NEWS: The National] TV News/Sports/Current Affairs [Early Evening-Global News Hour] TV Channels [TV Channel-E!] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Science Fiction/Fantasy Dramas] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Family Dramas/Serial Dramas] TV Events [TV Event-The Golden Globe Awards] TV Programs-Weekly [Weekly-Modern Family] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Animated Series for Adults] TV Programs-Weekly [Weekly-Shark Tank] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Children's Cartoons] TV Channels [TV Channel-Lifetime] TV Programs-Daily [Daily-Entertainment Tonight: Canada] TV Programs-Weekly [Weekly-Masters of Flip] TV Programs-Weekly [Weekly-Chicago Fire] TV Channels [TV Channel-Vision TV] TV Programs-Weekly [Weekly-Mike Holmes] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Factual Entertainment] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [DIY] TV Programs-Weekly [Weekly-Amazing Race] TV Programs-Weekly [Weekly-Chicago Med] TV Programs-Weekly [Weekly-Madam Secretary] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Music Video] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Game Shows] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [News/Current Affairs] TV Channels [TV Channel-Nat Geo Wild] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Reality TV] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Religion]
Vert%
14.84
Index
100
19.42 131
Vert%
14.54
19.06
Index
100
131
Vert%
12.02
19.01
Index
100
158
Vert%
16.52
18.92
Index
100
115
Vert%
15.4
18.32
Index
100
119
Vert%
13.89
18.3
Index
100
132
Vert%
16.71
17.89
Index
100
107
Vert%
21.46
17.71
Index
100
83
Vert%
20.34
17.64
Index
100
87
Vert%
12.08
17.62
Index
100
146
Vert%
15.17
17.53
Index
100
116
Vert%
22.75
17.48
Index
100
77
Vert%
15.55
17.43
Index
100
112
Vert%
20.83
17.34
Index
100
83
Vert%
15.67
17.09 109
Index
100
Vert%
10.85
17
Index
100
157
Vert%
12.03
16.98
Index
100
141
Vert%
12.07
16.93
Index
100
140
Vert%
13.77
16.82
Index
100
122
Vert%
14.16
16.68
Index
100
118
Vert%
19.06
16.68
Index
100
88
Vert%
14.17
16.68
Index
100
118
Vert%
12.51
16.66
Index
100
133
Vert%
11.06
16.66
Index
100
151
Vert%
10.26
16.54
Index
100
161
Vert%
19.83
16.5
Index
100
83
Vert%
13.63
16.39
Index
100
120
Vert%
19.74
16.34
Index
100
83
Vert%
17.93
16.32
Index
100
91
Vert%
14.96
16.25
Index
100
109
Vert%
18.33
16.2
Index
100
88
TV Channels [TV Channel-CMT] TV Programs-Weekly [Weekly-Survivor] TV Events [TV Event-American Music Awards] TV Channels [TV Channel-Action] TV Channels [TV Channel-TVO TVOntario] TV Programs-Weekly [Weekly-Chopped/Chopped Canada] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Entertainment News] TV Channels [TV Channel-Family Channel] TV Channels [TV Channel-Investigation Discovery] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Business News] TV Programs-Weekly [Weekly-Leave/House of Bryan] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Paranormal] TV Programs-Weekly [Weekly-Chicago P.D.] TV News/Sports/Current Affairs [Morning-Breakfast Television] TV Programs-Daily [Daily-Marilyn Denis Show] TV Programs-Daily [Daily-Dr. Oz] TV Channels [TV Channel-Discovery Science] TV Programs-Weekly [Weekly-The Blacklist] TV Events [TV Event-People's Choice Awards] TV Programs-Weekly [Weekly-How to Get Away with Murder] TV Weekly News/Sports [Sports-Sportsnet: Blue Jays Baseball] TV News/Sports/Current Affairs [Late Night-CTV Late Local News] TV Programs-Daily [Daily-Price Is Right] TV Programs-Daily [Daily-The Late Show with Stephen Colbert] TV Channels [TV Channel-Cottage Life Television] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Teen Dramas] TV Programs-Weekly [Weekly-MasterChef/MasterChef Junior] TV Programs-Daily [Daily-The View] TV Channels [TV Channel-ABC Spark] TV Programs-Daily [Daily-Jimmy Kimmel Live] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Religion]
Vert%
15.93
Index
100
16.02 101
Vert%
13.11
15.93
Index
100
121
Vert%
11.8
15.88
Index
100
135
Vert%
20.59
15.7
Index
100
76
Vert%
14.07
15.63
Index
100
111
Vert%
14.22
15.47
Index
100
109
Vert%
12.35
15.43
Index
100
125
Vert%
16.69
15.18
Index
100
91
Vert%
15.18
15.15
Index
100
100
Vert%
15.74
15.13
Index
100
96
Vert%
10.75
15.11
Index
100
141
Vert%
18.06
15.11
Index
100
84
Vert%
11.01
15.08
Index
100
137
Vert%
12.25
14.95
Index
100
122
Vert%
7.3
14.92
Index
100
204
Vert%
9.28
14.88
Index
100
160
Vert%
20.09
14.86
Index
100
74
Vert%
11.79
14.83
Index
100
126
Vert%
8.65
14.54
Index
100
168
Vert%
11.9
14.24
Index
100
120
Vert%
14.25
14.19
Index
100
100
Vert%
11.04
14.17
Index
100
128
Vert%
12.41
14.08
Index
100
113
Vert%
12.87
13.72
Index
100
107
Vert%
13
13.69
Index
100
105
Vert%
20.32
13.6
Index
100
67
Vert%
12.34
13.58
Index
100
110
Vert%
7.75
13.58
Index
100
175
Vert%
16.65
13.56
Index
100
81
Vert%
14.04
13.53
Index
100
96
Vert%
15.17
13.42
Index
100
88
TV Channels [TV Channel-Disney Channel] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Science Fiction/Fantasy Dramas] TV Programs-Daily [Daily-The Tonight Show with Jimmy Fallon] TV Events [TV Event-The Academy of Country Music Awards] TV Programs-Weekly [Weekly-Hell's Kitchen] TV Programs-Weekly [Weekly-The Bachelor/Bachelorette] TV Channels [TV Channel-FX] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Sportsnews/Talk] TV News/Sports/Current Affairs [Sports-TSN SportsCentre] TV Events [TV Event-Juno Awards] TV Programs-Weekly [Weekly-Outlander] TV Programs-Weekly [Weekly-Schitt's Creek] TV Programs-Daily [Daily-Etalk] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Soap Operas] TV Programs-Daily [Daily-CityLine] TV Events [TV Event-Masters Golf] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Teen Dramas] TV Events [TV Event-World Junior Hockey Championship] TV Channels [TV Channel-DejaView] TV Channels [TV Channel-YTV] TV Programs-Weekly [Weekly-Canada's Worst Driver] TV Events [TV Event-The Brier/Tournament of Hearts] TV Channels [TV Channel-BNN Business News Network] TV Channels [TV Channel-Sportsnet One] TV News/Sports/Current Affairs [Morning-CTV Morning Live] TV Programs-Daily [Daily-The Social] TV News/Sports/Current Affairs [Morning-Global Morning Show/News] TV Channels [TV Channel-Gusto] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Talk Shows-Daytime] TV Programs-Weekly [Weekly-Lucifer] TV Programs-Weekly [Weekly-Scorpion]
Vert%
16.73
Index
100
13.37 80
Vert%
20.37
13.37
Index
100
66
Vert%
12.48
13.3
Index
100
107
Vert%
7.56
13.28
Index
100
176
Vert%
13.76
13.05
Index
100
95
Vert%
9.59
12.89
Index
100
134
Vert%
15.93
12.78
Index
100
80
Vert%
15.57
12.73
Index
100
82
Vert%
17.98
12.71
Index
100
71
Vert%
9.3
12.67
Index
100
136
Vert%
9.11
12.62
Index
100
139
Vert%
11.11
12.48
Index
100
112
Vert%
7.88
12.44
Index
100
158
Vert%
14.37
12.39
Index
100
86
Vert%
6.72
12.25
Index
100
182
Vert%
11.26
12.23
Index
100
109
Vert%
14.83
12.05
Index
100
81
Vert%
14.45
11.98
Index
100
83
Vert%
12.5
11.94
Index
100
95
Vert%
14.37
11.91
Index
100
83
Vert%
12.87
11.68
Index
100
91
Vert%
9.27
11.68
Index
100
126
Vert%
14.71
11.64
Index
100
79
Vert%
18.05
11.62
Index
100
64
Vert%
9.51
11.62
Index
100
122
Vert%
7.12
11.62
Index
100
163
Vert%
9.08
11.5
Index
100
127
Vert%
10.99
11.36
Index
100
103
Vert%
7.36
11.36
Index
100
154
Vert%
9.69
11.2
Index
100
116
Vert%
8.76
11.11
Index
100
127
TV Events [TV Event-Red Carpet Pre-Award Shows] TV News/Sports/Current Affairs [Morning-CTV Noon News] TV News/Sports/Current Affairs [Morning-CBC Noon News] TV Programs-Weekly [Weekly-2 Broke Girls] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Talk Shows-Late Night] TV News/Sports/Current Affairs [Sports-Sportsnet Central] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Variety/Specials] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Factual Entertainment] TV Programs-Daily [Daily-LIVE! With Kelly and Ryan] TV Channels [TV Channel-Sportsnet 360] TV Programs-Weekly [Weekly-Highway thru Hell] TV Events [TV Event-Canadian Country Music Awards] TV Programs-Weekly [Weekly-The Good Witch] TV Programs-Weekly [Weekly-Once Upon A Time] TV Programs-Weekly [Weekly-English-Other on TV] TV Channels [TV Channel-DTOUR] TV News/Sports/Current Affairs [Early Evening-CityNews @ 6] TV News/Sports/Current Affairs [Late Night-Global News Final] TV Channels [TV Channel-MTV Canada] TV Programs-Weekly [Weekly-Heartland] TV Programs-Weekly [Weekly-Timber Kings] TV Channels [TV Channel-Treehouse] TV Channels [TV Channel-OLN] TV Programs-Daily [Daily-Young & Restless] TV Programs-Daily [Daily-The Daily Show With Trevor Noah] TV Programs-Weekly [Weekly-Scandal] TV Channels [TV Channel-T&E Travel & Escape] TV Programs-Daily [Daily-Late Late Show With James Corden] TV Channels [TV Channel-English-Other Online] TV Weekly News/Sports [Sports-TSN That's Hockey] TV Programs-Daily [Daily-The Talk]
Vert%
6.11
11
Index
100
180
Vert%
8.45
10.84
Index
100
128
Vert%
10.37
10.59
Index
100
102
Vert%
12.65
10.57
Index
100
84
Vert%
8.95
10.52
Index
100
118
Vert%
14.55
10.29
Index
100
71
Vert%
7.96
10.25
Index
100
129
Vert%
9.72
10.22
Index
100
105
Vert%
6.76
10.13
Index
100
150
Vert%
18.21
10.11
Index
100
56
Vert%
12.05
10.06
Index
100
84
Vert%
6.54
10.02
Index
100
153
Vert%
6.16
9.95 162
Index
100
Vert%
9.52
9.9
Index
100
104
Vert%
9.04
9.9
Index
100
110
Vert%
11.89
9.88
Index
100
83
Vert%
8.37
9.72
Index
100
116
Vert%
7.91
9.61
Index
100
122
Vert%
14.07
9.54
Index
100
68
Vert%
7.3
9.42 129
Index
100
Vert%
8.73
9.4
Index
100
108
Vert%
11.62
9.38
Index
100
81
Vert%
12.56
9.33
Index
100
74
Vert%
5.78
9.31
Index
100
161
Vert%
8.7
9.29
Index
100
107
Vert%
7.41
9.22
Index
100
124
Vert%
9.92
9.17
Index
100
92
Vert%
8.99
9.04
Index
100
101
Vert%
14.01
8.97
Index
100
64
Vert%
11.63
8.9
Index
100
77
Vert%
5.65
8.9
Index
100
158
TV Programs-Weekly [Weekly-Blindspot] TV Programs-Weekly [Weekly-Wonderful World Of Disney] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [None of the above] TV Programs-Weekly [Weekly-Big Brother / Big Brother Canada] TV Programs-Daily [Daily-Coronation Street] TV News/Sports/Current Affairs [Early Evening-CBC Supper Hour News] TV Programs-Weekly [Weekly-Vikings] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Travel and Tourism] TV Programs-Weekly [Weekly-The Goldbergs] TV Channels [TV Channel-TELETOON] TV Events [TV Event-Calgary Stampede] TV Channels [TV Channel-Much] TV Channels [TV Channel-Cosmo TV] TV Events [TV Event-Soccer Major Events (World Cup, Euro)] TV Events [TV Event-Tennis Major Event (e.g. Wimbledon)] TV Channels [TV Channel-Disney Junior] TV Programs-Weekly [Weekly-Blackish] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Stand-Up/Sketch Comedy] TV Channels [TV Channel-OMNI] TV News/Sports/Current Affairs [Morning-CP24 Breakfast] TV Weekly News/Sports [Weekly News/Sports-English-Other on TV] TV Programs-Weekly [Weekly-Home to Win] TV Programs-Weekly [Weekly-Forged in Fire] TV Programs-Weekly [Weekly-Quantico] TV Programs-Weekly [Weekly-Marvel's Agents of S.H.I.E.L.D] TV Events [TV Event-Other Major Golf Events] TV Programs-Weekly [Weekly-Gold Rush] TV News/Sports/Current Affairs [News/Sports/Current Affairs-English-Other on TV] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Sportsnews/Talk] TV Programs-Daily [Daily-Daily Planet] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Paranormal]
Vert%
7.9
Index
100
8.88 112
Vert%
7.34
8.76
Index
100
119
Vert%
11.54
8.69
Index
100
75
Vert%
9.2
8.65
Index
100
94
Vert%
6.36
8.56
Index
100
135
Vert%
7.58
8.49
Index
100
112
Vert%
9.82
8.44
Index
100
86
Vert%
7.23
8.44
Index
100
117
Vert%
7.69
8.33
Index
100
108
Vert%
14.64
8.31
Index
100
57
Vert%
6.85
8.24
Index
100
120
Vert%
13.18
8.19
Index
100
62
Vert%
10.05
8.17
Index
100
81
Vert%
11.63
8.17
Index
100
70
Vert%
8.21
8.17
Index
100
100
Vert%
12.2
8.15
Index
100
67
Vert%
7.16
8.12
Index
100
113
Vert%
9.82
7.99
Index
100
81
Vert%
9.86
7.9
Index
100
80
Vert%
7.8
7.87
Index
100
101
Vert%
6.25
7.83
Index
100
125
Vert%
5.7
7.58
Index
100
133
Vert%
9.51
7.55
Index
100
79
Vert%
7.91
7.55
Index
100
96
Vert%
10.84
7.49
Index
100
69
Vert%
7.15
7.37
Index
100
103
Vert%
9.77
7.03
Index
100
72
Vert%
5.68
6.94
Index
100
122
Vert%
9.65
6.94
Index
100
72
Vert%
8.09
6.75
Index
100
83
Vert%
7.78
6.66
Index
100
86
TV Channels [TV Channel-Nickelodeon] TV Programs-Weekly [Weekly-Family Guy] TV Channels [TV Channel-Family Jr.] TV Programs-Weekly [Weekly-The Flash] TV Channels [TV Channel-H2] TV Programs-Weekly [Weekly-Hello Goodbye] TV Channels [TV Channel-Discovery Velocity] TV Programs-Weekly [Weekly-Doctor Who] TV Weekly News/Sports [Sports-CBC Sports Weekend] TV News/Sports/Current Affairs [Late Night-CBC NEWS @ 11] TV Programs-Daily [Daily-TMZ] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Animated Series for Adults] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Children's Cartoons] TV Programs-Weekly [Weekly-Arrow] TV Programs-Weekly [Weekly-Real Housewives Series] TV Programs-Weekly [Weekly-Gotham] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [None of the above] TV Programs-Weekly [Weekly-Supergirl] TV Programs-Daily [Daily-English-Other on TV] TV Programs-Daily [Daily-English-Other Online] TV Events [TV Event-MLB-All Star Game/Home Run Derby] TV Events [TV Event-Shark Week] TV Events [TV Event-Tour de France] TV Events [TV Event-English-Other on TV] TV Programs-Daily [Daily-Days Of Our Lives] TV Programs-Weekly [Weekly-Mr. D] TV News/Sports/Current Affairs [Late Night-CityNews Tonight] TV Events [TV Event-Billboard Awards] TV Programs-Weekly [Weekly-Keeping Up With The Kardashians] TV Programs-Weekly [Weekly-English-Other Online] TV Weekly News/Sports [News-16 x 9]
Vert%
11.29
Index
100
6.64 59
Vert%
13.72
6.64
Index
100
48
Vert%
9.32
6.44
Index
100
69
Vert%
9.81
6.34
Index
100
65
Vert%
9.46
6.14
Index
100
65
Vert%
4.11
6.14 149
Index
100
Vert%
9.61
6
Index
100
62
Vert%
8.29
5.96
Index
100
72
Vert%
7.4
5.91
Index
100
80
Vert%
5.66
5.89
Index
100
104
Vert%
6.99
5.82
Index
100
83
Vert%
11.89
5.73
Index
100
48
Vert%
11.95
5.71
Index
100
48
Vert%
8.17
5.59
Index
100
68
Vert%
4.95
5.59
Index
100
113
Vert%
7.98
5.55
Index
100
69
Vert%
7.55
5.27
Index
100
70
Vert%
8.33
5.18
Index
100
62
Vert%
5.13
4.91
Index
100
96
Vert%
5.13
4.91
Index
100
96
Vert%
6.8
4.72
Index
100
69
Vert%
6.31
4.7
Index
100
75
Vert%
4.49
4.63
Index
100
103
Vert%
4.26
4.38
Index
100
103
Vert%
3.61
4.31
Index
100
119
Vert%
5.11
4.29
Index
100
84
Vert%
4.07
4.24
Index
100
104
Vert%
5.17
4.22
Index
100
82
Vert%
5.29
4.13
Index
100
78
Vert%
8.09
4.11
Index
100
51
Vert%
3.13
3.99
Index
100
128
TV Weekly News/Sports [News-Question Period] TV Programs-Weekly [Weekly-19-2] TV Events [TV Event-MTV Video Music Awards] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Music Video] TV Programs-Daily [Daily-General Hospital] TV Channels [TV Channel-TeleLatino] TV Programs-Daily [Daily-The Goods] TV News/Sports/Current Affairs [Business News-Market Call] TV News/Sports/Current Affairs [Morning-CHCH Morning Live] TV Programs-Weekly [Weekly-Colony] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [None of the above] TV News/Sports/Current Affairs [Sports-Prime Time Sports/Tim & Sid] TV Events [TV Event-iHeart Radio Much Music Video Awards] TV Programs-Weekly [Weekly-New Girl] TV News/Sports/Current Affairs [News/Sports/Current Affairs-English-Other Online] TV Programs-Daily [Daily-Your Morning] TV Events [TV Event-NBA All-Star Game] TV Events [TV Event-Canadian Screen Awards] TV Events [TV Event-March Madness] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Religion] TV Programs-Weekly [Weekly-My House, Your Money] TV Events [TV Event-The Giller Prize] TV Weekly News/Sports [News-The West Block] TV Weekly News/Sports [Weekly News/Sports-English-Other Online] TV Events [TV Event-Canada Reads] TV Events [TV Event-Teen Choice Awards] TV Programs-Daily [Daily-InnerSpace] TV Programs-Weekly [Weekly-The Ultimate Fighter] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Teen Dramas] Program Types-Watch/Past Mo(Any Scrn/Dev)-Any [Not stated] Prgrm Types-Watch/Pst Mo(Any Scrn/Dev)-Once in a While [Not stated]
Vert%
4.17
Index
100
3.81 91
Vert%
4.3
3.81
Index
100
89
Vert%
5.11
3.77
Index
100
74
Vert%
8.49
3.77
Index
100
44
Vert%
3.04
3.63
Index
100
119
Vert%
6.23
3.61
Index
100
58
Vert%
2.5
3.61
Index
100
144
Vert%
4.25
3.56
Index
100
84
Vert%
2.84
3.47
Index
100
122
Vert%
4.21
3.45
Index
100
82
Vert%
4
3.42
Index
100
86
Vert%
5.28
3.4
Index
100
64
Vert%
4.23
3.35
Index
100
79
Vert%
5.79
3.24
Index
100
56
Vert%
5.58
3.1
Index
100
56
Vert%
2.76
3.06
Index
100
111
Vert%
5.81
2.92
Index
100
50
Vert%
2.26
2.81
Index
100
124
Vert%
5.48
2.78
Index
100
51
Vert%
3.16
2.78
Index
100
88
Vert%
2.96
2.74
Index
100
92
Vert%
1.1
2.67 243
Index
100
Vert%
1.76
2.6
Index
100
147
Vert%
4.74
2.24
Index
100
47
Vert%
1.39
2.24
Index
100
161
Vert%
3.65
2.15
Index
100
59
Vert%
2.63
1.6
Index
100
61
Vert%
4.27
1.55
Index
100
36
Vert%
5.5
1.55
Index
100
28
Vert%
1.78
1.48
Index
100
83
Vert%
1.78
1.48
Index
100
83
TV Events [TV Event-English-Other Online] TV Programs-Weekly [Weekly-Total Divas] TV Programs-Daily [Daily-@ Midnight] TV Weekly News/Sports [News-First Hand] Program Types-Watch/Past Mo(Any Scrn/Dev)-Frequently [Not stated]
# Proj too small for reliability-shown for consistency only. Source: Vividata Fall 2018 Study Weighted by: Population Vividata All Rights Reserved Wednesday, March 11, 2020 / 8:28 PM
Vert%
3.11
Index
100
1.41 46
Vert%
3.03
1.32
Index
100
44
Vert%
2.54
1.28
Index
100
50
Vert%
0.59
0.39
Index
100
66
Vert%
-#
-#
Index
-
-
[PLANNING] (F50+|Total Canada|2017-05-01-2017-05-28 |All Locations|Consolidated) Plans
Title
Rtg%
TOTAL CDN CONV, M-Su 7p-11p Plan 1
CDN SPEC, M-Su 7p-11p CDN CONV, MTWTFSS18:00-19:00 MTWTFSS23:00-24:00 CDN SPEC, MTWTFSS18:0019:00 MTWTFSS23:0024:00
GRP
Occasions
Freq
Rch_RF% [Ac]
Rch_RF(000) [Ac]
Imp(000)
15
200
14
73.3
2.7
5261
14353
21
73.1
3
44.4
1.6
3189
5244
11.3
39.3
3
58.9
1.9
4226
2818
17.3
60.1
3
69.4
2.5
4980
4314
7.9
27.6
3
73.3
2.7
5261
1977
[REACH GUIDE] (F50+|Total Canada|Plan 1|All Locations|Consolidated) GRPs
1+ (%)
2+ (%)
3+ (%)
4+ (%)
5+ (%)
6+ (%)
7+ (%)
8+ (%)
9+ (%)
10+ (%)
50
37.5
8.2
0.8
0
0
0
0
0
0
0
100
56.2
25.5
8.8
2.2
0.3
0
0
0
0
0
150
66.7
39.8
20.3
8.7
3
0.8
0.2
0
0
0
200
73.3
50.4
31.2
17.3
8.5
3.6
1.3
0.4
0.1
0
250
77.7
58.2
40.4
26
15.4
8.3
4
1.7
0.6
0.2
300
80.8
64.1
48
33.9
22.5
14
8.1
4.3
2.1
0.9
350
83
68.6
54.1
40.8
29.3
20
13
7.9
4.5
2.4
400
84.7
72
59.1
46.6
35.4
25.9
18.2
12.2
7.8
4.7
450
86
74.7
63.1
51.6
40.9
31.4
23.3
16.8
11.6
7.7
500
87.1
77
66.5
55.9
45.7
36.4
28.3
21.3
15.7
11.2
550
88
78.8
69.3
59.5
50
41
32.9
25.8
19.8
14.8
600
88.7
80.3
71.6
62.6
53.7
45.1
37.2
30
23.8
18.5
650
89.3
81.6
73.6
65.3
57
48.8
41.1
34
27.7
22.1
700
89.9
82.7
75.3
67.7
59.8
52.1
44.7
37.7
31.4
25.7
750
90.3
83.6
76.8
69.7
62.4
55
47.9
41.2
34.9
29.2
800
90.8
84.4
78.1
71.5
64.6
57.7
50.9
44.3
38.2
32.5
850
91.1
85.2
79.2
73.1
66.6
60
53.5
47.2
41.2
35.6
900
91.4
85.8
80.2
74.4
68.4
62.2
55.9
49.9
44
38.5
950
91.7
86.4
81.1
75.7
70
64.1
58.2
52.3
46.6
41.2
1000
92
86.9
81.9
76.8
71.4
65.8
60.2
54.6
49.1
43.8
Technical card NLogic Time zones:
Station time
Dates Audiences Areas Locations Activities
2017-05-01 to 2017-05-28 F50+ Total Canada All Locations Consolidated
F50+
Total Canada Univ(000) Sample 7176 2710
Universe estimate and sample are based on the last day of the date range
All Respondents
Totals Cover% Totals Air Canada enRoute
AMA Insider Magazine Best Health
Comp%
F50+, HH Income $50,000+ Index
100
100
100
57
100
100
34
100
100
18
100
100
Cover%
Comp%
Index
100
14 13
100
79
19 6
139
52
21 8
154
27
21 1
149
CAA Alberta/Manitoba/Saskatchewan
51
100
100
8
22 4
159
CAA Magazine
10 1
100
100
19 4
27 1
192
CAA Manitoba CAA Saskatchewan
1
100
100
16
23 5
166
07
100
100
12
23 9
169
Canada's History
28
100
100
18
9
Canadian Geographic
10 1
100
100
96
13 4
63 95
CANADIAN HOUSE & HOME
54
100
100
11 3
29 8
211
Canadian Living
10 2
100
100
21 7
30 1
213 234
Chatelaine
97
100
100
22 6
33
Cineplex Magazine
12 7
100
100
10 8
12
85
Cottage Life
47
100
100
6
17 8
126
ELLE CANADA
45
100
100
61
19 1
135 127
FASHION Magazine
44
100
100
56
17 9
Financial Post Magazine
25
100
100
23
12 9
91
FOOD & DRINK
66
100
100
12
25 9
183
Good Times
19
100
100
37
27 4
194
Hello! Canada
23
100
Live Better
100
5
30 1
213
100
16 6
17 5
124
Maclean's
92
100
100
99
15 2
108
NOW
13 4 12
100 100
100
1
11 6
Ontario OUT OF DOORS
17
100
100
Our Canada
35
100
100
Outdoor Canada
56
100
82
1
83
59
42
17 1
121
100
36
People
75
100
100
10 5
19 9
141
Professionally Speaking
18
100
100
19
15 1
107
100
18 5
18 6
132
100
34
15 3
108 203
Reader's Digest
14
100
Report On Business Magazine
31
100
89
Style at Home
54
100
100
11
28 7
The Hockey News
24
100
100
09
51
63
36
Today's Parent
51
100
100
36
10
71
Toronto Life
27
100
100
35
18 2
128
100
08
14 9
105
2
25 4
179
Vancouver Magazine
08
100
Westcoast Homes & Design
11
100
100
Western Living
07
100
100
14
29 2
206
4
100
100
83
29 3
207
Zoomer Magazine
Source: Vividata Fall 2018 Study Weighted by: Population Vividata All Rights Reserved Wednesday, March 11, 2020 / 5:01 PM
Magazine Costing Publication
Market
Page size*
Colour
Insertions
Cost/Insertion
Premium
Positioning (Guaranteed)
Gross/Net
Cost/Insertion + Premium
Campaign Cost (Net)
Campaign Cost (Gross)
Chatelaine
National
DPS
4C
4 $
57,866.00
0%
YES
Gross
$
57,866.00
$
196,744.40
$
231,464.00
Canadian Living
National
DPS
4C
4 $
97,505.00
20%
YES
Gross
$
117,006.00
$
397,820.40
$
468,024.00
Style at Home
National
DPS
4C
4 $
36,540.00
15%
YES
Gross
$
42,021.00
$
142,871.40
$
168,084.00
CAA Magazine
National
DPS
4C
4 $
54,841.00
0%
YES
Net
$
54,841.00
$
219,364.00
$
258,075.29
FOOD & DRINK
National
DPS
4C
4 $
37,856.00
0%
YES
Gross
$
37,856.00
$
128,710.40
$
151,424.00
Canadian House & home
National
DPS
4C
4 $
42,386.00
0%
YES
Gross
$
42,386.00
$
144,112.40
$
169,544.00
Zoomer Magazine
National
DPS
4C
4 $
25,400.00
15%
YES
Net
$
29,210.00
$
116,840.00
$
137,458.82
People
National
DPS
4C
4 $
71,600.00
0%
YES
Gross
$
71,600.00
$
243,440.00
$
286,400.00
Aircanada enroute
National
DPS
4C
4 $
35,180.00
15%
YES
Gross
$
40,457.00
$
137,553.80
$
161,828.00
Reader's Digest
National
DPS
4C
4 $
79,191.00
0%
YES
Gross
$
79,191.00
$
269,249.40
$
316,764.00
Live Better
National
DPS
4C
4 $
58,550.00
25%
YES
Net
$
73,187.50
$
292,750.00
$
344,411.76
Macleans
National
DPS
4C
4 $
40,150.00
10%
YES
Gross
$
44,165.00
$
150,161.00
$
176,660.00
Hello! Canada
National
DPS
4C
4 $
36,132.00
0%
YES
Gross
$
36,132.00
$
122,848.80
$
144,528.00
2,562,466.00 $
3,014,665.88
Total Costing for Magazine: $ *DPS = Double Page Spread
Vertical Summary Report 3/14/2020 Base: All Respondents, (000): 31004, Unw: 43014 Target: F 50+, HHI [$50,000+, (000): 4382, Unw: 9738 Media Title
1
Air Canada enRoute
1
CAA Magazine
1
CANADIAN HOUSE & HOME
1
Canadian Living
1
Chatelaine
1
FOOD & DRINK
1
Hello! Canada
1
People
1
Reader's Digest
1
Zoomer Magazine
1
Live Better
1
Maclean's
1
Style at Home
1
Total Inserts
13
Total Cost Net Reach (000)
2849
Net Reach (%)
65.03
CPM Reach Average Frequency
2.68
Gross Impressions (000)
7625
Median Frequency
3.07
Gross Rating Points
174.02
CPM Gross Impressions (000) Eff. Reach 4+ (000) Eff. Reach (%) 4+ CPM Eff. Reach 4+
776 17.70
OOH Costings Supplier Pattison Pattison Pattison Pattison Pattison
Ad type Digital Horizontal Posters Digital Horizontal Posters Digital Horizontal Posters Horizontal Posters Horizontal Posters
Market ONTARIO (St. Catharines-Niagara x 1, Toronto x 4) ONTARIO (St. Catharines-Niagara x 1,Kitchener x 4, Ottawa x 3) ONTARIO (Toronto x 2, Kingston x 2) Toronto CMA/Hamilton CMA/Oshawa CMA Vancouver CMA/Abbotsford CMA/Chilliwack CA
No. of Faces Approx. 5 8 4 84-90 27-29
Weight Level (Daily GRPs) (Spot Buy) 25 25
4 Week Rate
Timing (Weeks) 5 8 4 -
52 52 52 18 18
$ $ $ $ $
1,200.00 1,500.00 1,000.00 148,770.00 55,160.00
Gross/Net Net Net Net Net Net
Cost of 1 Week $ $ $ $ $
300.00 375.00 250.00 37,192.50 13,790.00
Campaign Cost (Net)
Campaign Cost (Gross)
$ $ $ $ $
78,000.00 156,000.00 52,000.00 669,465.00 248,220.00
$ $ $ $ $
91,764.71 183,529.41 61,176.47 787,605.88 292,023.53
Total Costing for OOH: $
1,203,685.00
$
1,416,100.00
all dif week Target Sort By
F55+ Market Size, OOH Company, Product
Market
Mkt Pop Tgt Pop OOH Company (000s) (000s) 6,283.8 965.1 Pattison
Toronto Plan #1
Average Daily Circ 32,200 23,600 24,200
# of Faces 6 72 78
# of Weeks 52 18 52
Daily Tgt GRPs 2 20 23
Daily Mkt GRPs 3 25 28
Weekly Tgt GRPs 16 143 159
Weekly Mkt GRPs 20 174 194
24,200
78
52
23
28
159
Horizontal Posters Pattison Mix
29,300 29,300
24 24
18 18
24 24
25 25
Vancouver Mix
29,300
24
18
24
19,000 19,000
3 3
52 52
4 4
19,000
3
52
4
5
19,300 19,300
15 15
18 18
23 23
25 25
19,300
15
18
23
25
27,700 27,700
4 4
52 52
14 14
16 16
27,700
4
52
14
13,800 13,800
2 2
52 52
5 5
13,800
2
52
5
6
14,100 14,100
12 12
18 18
22 22
26 26
14,100
12
18
22
26
14,400 14,400
2 2
52 52
12 12
14 14
14,400
2
52
12
23,400
140
52
20
Product Digital Horizontal Poster Horizontal Posters Pattison Mix Toronto Mix
Vancouver Plan #1
Ottawa-Gatineau (Ontario) Plan #1
2,558.7
413.5
Pattison
1,034.8
150.7
Pattison
Digital Horizontal Poster Pattison Mix
Hamilton Plan #1
773.2
138.2
Pattison
Horizontal Posters Pattison Mix
Kitchener-Cambridge-Waterloo Plan #1
534.3
81.4
Pattison
Digital Horizontal Poster Pattison Mix
St. Catharines-Niagara Plan #1
402.9
85.9
Pattison
Digital Horizontal Poster Pattison Mix
Oshawa Plan #1
397.0
58.3
Pattison
Horizontal Posters Pattison Mix
Kingston Plan #1
168.0
31.6
Pattison
Digital Horizontal Poster Pattison Mix
Ottawa-Gatineau (Ontario) Mix
Hamilton Mix
Kitchener-Cambridge-Waterloo Mix
St. Catharines-Niagara Mix
Oshawa Mix
Kingston Mix 12,152.7
1,924.7
Plan #1 Total Mix
Source: COMMB Winter 2020 (January) and Numeris-RTS Fall 2019 Created on March 24, 2020 R/F and GRP calculations for digital inventory are based on full circulations by face, not by advertisement.
10 34 35
F
1.7 4.2 4.5
Tgt GRPs
194
35
4.5
170 170
175 175
38 38
25
170
175
5 5
31 31
R
16 143 159
1 Week Target Mkt Imp (000s) GRPs
1,353 11,886 13,239
R 46 63 65
F 18.5 40.8 52.4
Tgt GRPs 846 2,573 3,419
Total Imp (000s)
Total Target Mkt GRPs Imp (000s) 1,030 8,877 3,132 26,992 4,163 35,870
Total Imp (000s) 70,364 213,945 284,309
20 174 194
171 1,500 1,670
159
194
1,670
13,239
65
52.4
3,419 4,163
35,870
284,309
4.5 4.5
170 170
175 175
771 771
4,929 4,929
68 68
44.8 44.8
3,054 3,155 3,054 3,155
13,875 13,875
88,715 88,715
38
4.5
170
175
771
4,929
68
44.8
3,054 3,155
13,875
88,715
33 33
15 15
2.1 2.1
31 31
33 33
55 55
400 400
47 47
34.0 34.0
1,606 1,708 1,606 1,708
2,846 2,846
20,794 20,794
31
33
15
2.1
31
33
55
400
47
34.0
1,606 1,708
2,846
20,794
159 159
178 178
39 39
4.1 4.1
159 159
178 178
323 323
2,027 2,027
74 74
39.0 39.0
2,864 3,208 2,864 3,208
5,819 5,819
36,477 36,477
159
178
39
4.1
159
178
323
2,027
74
39.0
2,864 3,208
5,819
36,477
98 98
109 109
31 31
3.2 3.2
98 98
109 109
106 106
776 776
67 67
76.2 76.2
5,085 5,665 5,085 5,665
5,522 5,522
40,356 40,356
16
98
109
31
3.2
98
109
106
776
67
76.2
5,085 5,665
5,522
40,356
6 6
34 34
39 39
17 17
2.1 2.1
34 34
39 39
36 36
193 193
51 51
34.8 34.8
1,780 2,016 1,780 2,016
1,888 1,888
10,028 10,028
34
39
17
2.1
34
39
36
193
51
34.8
1,780 2,016
1,888
10,028
155 155
183 183
39 39
4.0 4.0
155 155
183 183
148 148
1,188 1,188
70 70
39.5 39.5
2,783 3,286 2,783 3,286
2,659 2,659
21,389 21,389
155
183
39
4.0
155
183
148
1,188
70
39.5
2,783 3,286
2,659
21,389
86 86
97 97
29 29
2.9 2.9
86 86
97 97
34 34
202 202
65 65
68.6 68.6
4,474 5,061 4,474 5,061
1,746 1,746
10,498 10,498
14
86
97
29
2.9
86
97
34
202
65
68.6
4,474 5,061
1,746
10,498
24
142
165
33
4.2
142
165
3,143
22,953
65
48.8
3,154 3,659
70,225
512,566
Digital Costings Weight Level (Weekly Gross Impressions)
Length (Weeks)
Layer(s)
Location
Size/Display Type
Websites
Contextual: lifestyle (food&drink, entertainment, style)
Billboard 970x250
Mediavine Food
415,000
Demographic Targeting / Geographic Targeting / Frequency Capping
3
52 $ 18.25
Net
40% $
25.55
Video: Audience segments
Pre-roll (30s) CPM or vCPM
TASTEOFHOME.COM; YUMMLY.COM;DELISH.COM
415,000
Geographic Target
1
52 $ 23.00
Net
10% $
25.30
CPM
Gross/Net
Premium
New CPM
Cost of 1 Week
Campaign Cost (Net)
Campaign Cost (Gross)
$ 10,603.25
$
551,369.00
$
648,669.41
$ 10,499.50
$
545,974.00
$
642,322.35
Total Costing for Digital: $ 1,097,343.00
$ 1,290,991.76
All Respondents Totals
Totals
Vert%
F50+ $HH Income $50,000+ 100
100
Index
100
100
Website-Types by Device/Past 30 Days-Computer [Adult entertainment]
Vert%
22 99
11 27
Index
100
49
Website-Types by Device/Past 30 Days-Computer [Auction]
Vert%
16 62
14 22
Index
100
86
Website-Types by Device/Past 30 Days-Computer [Automotive]
Vert%
24 83
15 43
Index
100
62
Website-Types by Device/Past 30 Days-Computer [Beauty/Fashion]
Vert%
20 67
26 84
Index
100
130
Website-Types by Device/Past 30 Days-Computer [Entertainment (Books, Movies, Music)]
Vert%
43 23
39 07
Index
100
90
Website-Types by Device/Past 30 Days-Computer [Finance]
Vert%
30 13
27 66
Index
100
92
Website-Types by Device/Past 30 Days-Computer [Food/Recipes]
Vert%
41 07
51 62
Index
100
126
Website-Types by Device/Past 30 Days-Computer [Health]
Vert%
34 81
41 19
Index
100
118
Website-Types by Device/Past 30 Days-Computer [Home Improvements/Décor]
Vert%
29 79
34 21
Index
100
115
Website-Types by Device/Past 30 Days-Computer [Investments]
Vert%
24 98
21 95
Index
100
88
Website-Types by Device/Past 30 Days-Computer [Maps/Map Directions]
Vert%
39 32
42 86
Website-Types by Device/Past 30 Days-Computer [News]
Index
100
109
Vert%
50 33
49 45
Index
100
98
Website-Types by Device/Past 30 Days-Computer [Online Classifieds]
Vert%
28 24
25 33
Index
100
90
Website-Types by Device/Past 30 Days-Computer [Online Dating]
Vert%
9 91
6 64
Index
100
67
Website-Types by Device/Past 30 Days-Computer [Real Estate]
Vert%
23 93
24 67
Index
100
103
Website-Types by Device/Past 30 Days-Computer [Sports]
Vert%
29 03
20 2
Index
100
70
Website-Types by Device/Past 30 Days-Computer [Travel/Tourism]
Vert%
32 81
38 54
Index
100
117
Website-Types by Device/Past 30 Days-Computer [Weather]
Vert%
41 57
42 51
Index
100
102
Website-Types by Device/Past 30 Days-Computer [Other]
Vert%
21 94
19 72
Index
100
90
Website-Types by Device/Past 30 Days-Mobile Phone [Adult entertainment]
Vert%
14 62
3 35
Website-Types by Device/Past 30 Days-Mobile Phone [Auction]
Vert% Index
100
Website-Types by Device/Past 30 Days-Mobile Phone [Automotive]
Vert%
12 73
Index
100
25
Website-Types by Device/Past 30 Days-Mobile Phone [Beauty/Fashion]
Vert%
15 77
10 91
Index
100
69
Website-Types by Device/Past 30 Days-Mobile Phone [Entertainment (Books, Movies, Music)]
Vert%
29 22
15 91
Index
100
54
Website-Types by Device/Past 30 Days-Mobile Phone [Finance]
Vert%
17 09
8 22
Index
100
48
Website-Types by Device/Past 30 Days-Mobile Phone [Food/Recipes]
Vert%
26 79
19 49
Index
100
73
Website-Types by Device/Past 30 Days-Mobile Phone [Health]
Vert%
21 34
15 08
Index
100
71
Website-Types by Device/Past 30 Days-Mobile Phone [Home Improvements/Décor]
Vert%
15 84
8 95
Index
100
56
Website-Types by Device/Past 30 Days-Mobile Phone [Investments]
Vert%
13 05
5 23
Index
100
40
Website-Types by Device/Past 30 Days-Mobile Phone [Maps/Map Directions]
Vert%
44 77
40 44
Index
100
90
Website-Types by Device/Past 30 Days-Mobile Phone [News]
Vert%
35 62
25 31
Index
100
71
Website-Types by Device/Past 30 Days-Mobile Phone [Online Classifieds]
Vert%
18 13
9 52
Index
100
52
Website-Types by Device/Past 30 Days-Mobile Phone [Online Dating]
Vert%
8 95
2 42
Index
100
27
Website-Types by Device/Past 30 Days-Mobile Phone [Real Estate]
Vert%
12 66
58
Index
100
46
Website-Types by Device/Past 30 Days-Mobile Phone [Sports]
Vert%
20 99
8 47
Index
100
40
Website-Types by Device/Past 30 Days-Mobile Phone [Travel/Tourism]
Vert%
17 68
10 63
Index
100
60
Website-Types by Device/Past 30 Days-Mobile Phone [Weather]
Vert%
48 15
41 9
Index
100
87
Website-Types by Device/Past 30 Days-Mobile Phone [Other]
Vert%
15 59
8 33
Index
100
53
Website-Types by Device/Past 30 Days-Tablet [Adult entertainment]
Vert%
8 89
6 12
Index
100
69
Vert%
6 25
6 82
Index
100
109
Website-Types by Device/Past 30 Days-Tablet [Automotive]
Vert%
8 12
7 85
Index
100
97
Website-Types by Device/Past 30 Days-Tablet [Beauty/Fashion]
Vert%
9 23
15 22
Index
100
165
19 26
24 24
Website-Types by Device/Past 30 Days-Tablet [Auction]
Index
100 9 39
23 3 06 33 3 22
Website-Types by Device/Past 30 Days-Tablet [Entertainment (Books, Movies, Music)]
Vert% Index
100
126
Website-Types by Device/Past 30 Days-Tablet [Finance]
Vert%
9 97
11 94
Index
100
120
Website-Types by Device/Past 30 Days-Tablet [Food/Recipes]
Vert%
19 46
32 11
Website-Types by Device/Past 30 Days-Tablet [Health]
Index
100
165
Vert%
13 58
21 63
Index
100
159
Website-Types by Device/Past 30 Days-Tablet [Home Improvements/Décor]
Vert%
12 1
18 83
Index
100
Website-Types by Device/Past 30 Days-Tablet [Investments]
Vert%
7 82
Index
100
114
Website-Types by Device/Past 30 Days-Tablet [Maps/Map Directions]
Vert%
14 29
21 45
Index
100
150
Website-Types by Device/Past 30 Days-Tablet [News]
Vert%
20 47
29 39
Index
100
144
Website-Types by Device/Past 30 Days-Tablet [Online Classifieds]
Vert%
10 49
13 6
Index
100
130
Website-Types by Device/Past 30 Days-Tablet [Online Dating]
Vert% Index
4 65
156 89
4 59
100
99
93
13 58
Website-Types by Device/Past 30 Days-Tablet [Real Estate]
Vert% Index
100
146
Website-Types by Device/Past 30 Days-Tablet [Sports]
Vert%
12 41
12 69
Index
100
102
Website-Types by Device/Past 30 Days-Tablet [Travel/Tourism]
Vert%
13 03
20 33
Index
100
156
Website-Types by Device/Past 30 Days-Tablet [Weather]
Vert%
19 62
30 12
Index
100
154
Website-Types by Device/Past 30 Days-Tablet [Other]
Vert%
9 31
10 29
Index
100
111
Website-Types by Device/Past 30 Days-Not Stated [Adult entertainment]
Vert%
6 73
4 38
Index
100
65
Website-Types by Device/Past 30 Days-Not Stated [Auction]
Vert%
6 68
6 55
Index
100
98
Website-Types by Device/Past 30 Days-Not Stated [Automotive]
Vert%
10 79
8 81
Index
100
82
Website-Types by Device/Past 30 Days-Not Stated [Beauty/Fashion]
Vert%
11 46
15 5
Index
100
135
Website-Types by Device/Past 30 Days-Not Stated [Entertainment (Books, Movies, Music)]
Vert%
13 16
14 29
Index
100
109
Website-Types by Device/Past 30 Days-Not Stated [Finance]
Vert%
10 83
11 39
Index
100
105
Website-Types by Device/Past 30 Days-Not Stated [Food/Recipes]
Vert%
11 19
9 65
Index
100
86
15 8
14 81
Website-Types by Device/Past 30 Days-Not Stated [Health]
Vert% Index
100
94
Website-Types by Device/Past 30 Days-Not Stated [Home Improvements/Décor]
Vert%
14 97
15 34
Index
100
102
Website-Types by Device/Past 30 Days-Not Stated [Investments]
Vert%
10 34
9 52
Index
100
92
Website-Types by Device/Past 30 Days-Not Stated [Maps/Map Directions]
Vert%
12 09
10 7
Index
100
89
Website-Types by Device/Past 30 Days-Not Stated [News]
Vert%
10 55
10 7
Index
100
101
Website-Types by Device/Past 30 Days-Not Stated [Online Classifieds]
Vert%
12 22
12 85
Index
100
105
Website-Types by Device/Past 30 Days-Not Stated [Online Dating]
Vert%
3 17
1 51
Index
100
48
Website-Types by Device/Past 30 Days-Not Stated [Real Estate]
Vert%
12 6
12 73
Website-Types by Device/Past 30 Days-Not Stated [Sports]
Vert% Index
100
120
Website-Types by Device/Past 30 Days-Not Stated [Travel/Tourism]
Vert%
15 92
15 43
Index
100
97
Website-Types by Device/Past 30 Days-Not Stated [Weather]
Vert%
9 24
8 33
Index
100
90
Website-Types by Device/Past 30 Days-Not Stated [Other]
Vert%
13 49
15 54
Index
100
101
9 48
11 36
Index
100
115
Website Types/Activities Accessed Past Month [Access/Read Magazine/Newspaper]
Vert%
77 97
74 35
Index
100
95
Website Types/Activities Accessed Past Month [Access News Websites]
Vert%
86 4
82 43
Index
100
95
Website Types/Activities Accessed Past Month [Adult Entertainment]
Vert%
44 03
24 1
Website Types/Activities Accessed Past Month [Auction]
Index
100
55
Vert%
35 82
29 07
Index
100
81
Website Types/Activities Accessed Past Month [Automotive]
Vert%
57 66
41 49
Index
100
72
Website Types/Activities Accessed Past Month [Beauty/Fashion]
Vert%
50 57
60 68
Index
100
120
Website Types/Activities Accessed Past Month [Career/Job Search]
Vert%
56 86
43 25
Index
100
76
Website Types/Activities Accessed Past Month [Clip Mobile Coupons]
Vert%
55 12
53 56
Index
100
97
Website Types/Activities Accessed Past Month [Download Apps]
Vert%
82 52
77 59
Index
100
94
Vert%
97 61
98 81
Index
100
101
Vert%
91 73
90 85
Index
100
99
Website Types/Activities Accessed Past Month [Finance]
Vert%
72 26
68 62
Index
100
95
Website Types/Activities Accessed Past Month [Food/Recipes]
Vert%
79 53
90 67
Index
100
114
Website Types/Activities Accessed Past Month [Gambling]
Vert%
30 68
26 4
Index
100
86
Vert%
72 81
72 14
Index
100
99 77 36
Website Types/Activities Accessed Past Month [Email] Website Types/Activities Accessed Past Month [Entertainment (Books, Movies, Music)]
Website Types/Activities Accessed Past Month [Games] Website Types/Activities Accessed Past Month [Instant Messaging]
Vert%
80 91
Index
100
96
Website Types/Activities Accessed Past Month [Listen to Radio/Podcast]
Vert%
74
64 9
Index
100
Website Types/Activities Accessed Past Month [Music Streaming]
Vert%
70 13
Index
100
80
Website Types/Activities Accessed Past Month [Online Shopping]
Vert%
93 41
93 88
Index
100
101
Website Types/Activities Accessed Past Month [Read Ebooks/Listened to Audiobooks]
Vert%
50 03
45 6
Index
100
91
Vert%
73 95
79 58
Index
100
108
Website Types/Activities Accessed Past Month [Home Improvements/Décor]
Vert%
64 52
68 14
Index
100
106
Website Types/Activities Accessed Past Month [Investments]
Vert%
48 34
40 83
Index
100
84
85 91
88 91
Website Types/Activities Accessed Past Month [Health]
88 56
Website Types/Activities Accessed Past Month [Maps/Map Directions]
Vert%
Website Types/Activities Accessed Past Month [News]
Vert% Index
100
101
Website Types/Activities Accessed Past Month [Online Classifieds]
Vert%
59 38
54 5
Index
100
92
Website Types/Activities Accessed Past Month [Online Dating]
Vert%
24
14 08
Index
100
59
Website Types/Activities Accessed Past Month [Real Estate]
Vert%
51 92
51 26
Index
100
103
89 6
90 26
Index
100
99
Vert%
97 88
98 38
Index
100
101
Vert%
93 11
93 77
Index
100
101
Vert%
61 96
51 69
Index
100
83
Website Types/Activities Accessed Past Month [Text Messaging]
Vert%
84 54
83 77
Website Types/Activities Accessed Past Month [Search] Website Types/Activities Accessed Past Month [Social Media (Facebook, Twitter, Pinterest, Instagram, etc)] Website Types/Activities Accessed Past Month [Sports]
Index
100
99
Website Types/Activities Accessed Past Month [Travel/Tourism]
Vert%
77 41
82 27
Index
100
106
Website Types/Activities Accessed Past Month [Watched Videos]
Vert%
84
75 95
Index
100
90
Website Types/Activities Accessed Past Month [Watched Long Form Videos]
Vert%
66 98
51 41
Index
100
77
Website Types/Activities Accessed Past Month [Watched Short Form Videos]
Vert%
77 04
68 71
Index
100
89
Website Types/Activities Accessed Past Month [Watched TV]
Vert%
70 41
60 04
Index
100
85
Website Types/Activities Accessed Past Month [Watched YouTube]
Vert%
88 93
83 25
Index
100
94
Website Types/Activities Accessed Past Month [Weather]
Vert%
92 51
94 52
Index
100
102
Source: Vividata Fall 2018 Study Weighted by: Population Vividata All Rights Reserved Friday, March 13, 2020 / 3:58 PM
Data Source : Geography :
Desktop only Canada
Time Period :
December 2019
Key Measures
Target :
INCLUDE Females - Age(45 - 64 OR 65+) AND HH Income (CA)($40K - $59,999 OR $60K - $74,999 OR $75K - $99,999 OR $100K+)
Lifestyles - Food [Undup.]
Media :
Lifestyles - Food [Undup.]
Date :
3/14/2020
©2020 Comscore, Inc Ro Entity w Type
Tagging Status
Media
10 [P]
1 FOOD52.COM
17 [P]
1 INSPIREDTASTE.NET
19 [M]
0 PASSIONRECETTES.COM
5 [P] [M]
Total Unique Visitors (000) 91
% Composition Unique Visitors
% Reach
Composition Index UV
Composition Index PV
1.8
77.9
433
51
1
66.9
372
Average Daily Visitors (000)
Total Minutes (MM)
Total Pages Viewed (MM)
Total Visits (000)
Average Minutes per Visit
Average Visits per Visitor
249
3
0
1
102
3.8
1.1
36
0.7
62.3
347
1 Yummly
141
2.9
62
345
285
14
1
1
446
2.6
3.2
1 YUMMLY.COM
141
2.9
62
345
285
14
1
1
445
2.6
3.2
348
5
0
0
161
2.4
3
453
9
1
2
363
1.8
5.5
234
8
0
0
264
1.8
3.2
15 [P]
0 RECETTEDEMAMAN.COM
54
1.1
61
339
21 [P]
0 SOSCUISINE.COM
35
0.7
60.7
338
23 [P]
1 JUSTAPINCH.COM
26
0.5
59.7
332
14 [M]
1 MAFOURCHETTE.COM
66
1.3
55.9
311
24 [P]
0 RECETTESQUEBECOISES.COM
25
0.5
55.2
307
[G]
1 BlogHer Food
82
1.7
51.8
288
[C]
1 DINNERTHENDESSERT.COM
22
0.5
46.8
260
1 Taste of Home
261
5.3
46.5
259
353
34
16
6
1,124
13.8
4.3
1 TASTEOFHOME.COM
261
5.3
46.5
259
353
34
16
6
1,124
13.8
4.3
1 SHE Media / SMPN - Food
88
1.8
45.9
256
190
8
0
0
258
1.8
2.9
[C]
1 LECREMEDELACRUMB.COM
14
0.3
45.1
251
[G]
1 FOOD.COM
186
3.8
44.4
247
210
13
1
1
416
2.9
2.2
[S]
1 Food.com Sites
186
3.8
44.4
247
210
13
1
1
416
2.9
2.2
[G]
1 MSN Food & Drink - Canada
78
1.6
44.2
246
218
27
1
3
931
1.1
11.9
1 MSN Food & Drink
88
1.8
43.1
240
208
29
1
3
1,041
1.4
11.9
1 COUPDEPOUCE.COM
96
1.9
42.8
238
263
7
0
1
241
0.9
2.5
28 [M]
0 Federated Media Publishing - Food
15
0.3
42.5
237
13 [P]
0 5INGREDIENTS15MINUTES.COM
3 [M] [C] 11 [S]
12 [S] 9 [M]
2 [C]
1 Networks
26 [P]
0 JAMIEOLIVER.COM
16 [G]
1 FRAICHEMENTPRESSE.CA
69
1.4
41.2
229
200
5
0
0
165
1.8
2.4
359
7.3
41.1
229
183
39
3
2
1,239
2.6
3.5
19
0.4
38.9
216
54
1.1
37.5
209
[S]
1 Food Network
222
4.5
37.3
208
161
26
2
1
822
2.2
3.7
[G]
1 FOODNETWORK.COM
222
4.5
37.3
208
160
26
2
1
822
2.2
3.7
1 Mediavine Food
506
10.3
37.1
206
232
45
6
4
1,496
4.2
3
27
0.5
35.2
196
234
1
0
0
46
5.4
1.7
1 [M] [C]
0 ROCKRECIPES.COM
4 [S]
1 DELISH.COM
142
2.9
34.1
190
107
15
2
1
470
3.3
3.3
7 [M]
1 RECETTES.QC.CA
112
2.3
33.3
186
212
9
1
1
381
1.6
3.4
20
0.4
32.5
181
25 [M]
0 TASTY.CO
18 [M]
0 FOODLAVIE.COM
41
0.8
30.5
170
8 [M]
1 THEKITCHN.COM
106
2.1
30.2
168
153
8
0
0
251
1.8
2.4
2,106
42.7
29.8
166
110
321
60
63
12,966
4.6
6.2
34
0.7
29.6
165 103
6
0
0
199
1.8
1.6
100
4,369
8,116
10,457
345,142
23.5
69.9
0 Lifestyles - Food [S]
0 MARMITON.ORG
22 [C]
0 MARMITON.ORG Sites
34
0.7
29.6
165
6 [C]
1 THESPRUCEEATS.COM
126
2.6
27.6
153
20 [M]
1 BBCGOODFOOD.COM
36
0.7
24.1
134
27 [M]
1 CANADIANLIVING.COM
17
0.3
19.5
109
29 [P]
1 NOTEABLEY.COM
9
0.2
18.9
105
4,936
100
18
100
Total Internet : Custom Target 34 [P]
0 SPOONUNIVERSITY.COM
1
0
15.4
86
30 [M]
1 TheDailyMeal Property
6
0.1
14.7
82
31 [C]
1 NDTV Foods
6
0.1
12.3
69
1 SUGARSPUNRUN.COM
5
0.1
11.5
64
33 [P]
0 FINECOOKING.COM
3
0.1
5.7
31
32 [M]
1 EATER.COM
5
0.1
5
28
1 THEDAILYMEAL.COM
0
0
1
5
[C]
[C]
Data Alerts
Data Source : Geography : Time Period : Campaign Reach/Frequency Campaign Duration : TASTEOFHOME.COM,YUMMLY.COM,Mediavine Food,DELISH Target : Media : ©2020 Comscore, Inc Graph type : Reach Option : Effective Reach : Date :
Row
Entity Typeagging Stat
Desktop only Canada December 2019 7 Days INCLUDE Females - Age(45 - 64) TASTEOFHOME.COM,YUMMLY.COM,Mediavine Food,DELISH.C... None Total Population-Based 1 4-3-2020
Media/Target Audience
Reach/Frequency Measures
Avail Page Views (000)pr as % of Avail Page Vie
1 [C]
2 [M]
3 [M]
4 [S]
Total Campaign Total Audience Custom Target TASTEOFHOME.COM Base Audience : Total Audience Custom Target YUMMLY.COM Base Audience : Total Audience Custom Target Mediavine Food Base Audience : Total Audience Custom Target DELISH.COM Base Audience : Total Audience Custom Target
Impressions (000)
UVs (000)
% Reach Total Pop
Average Frequency
5,175 1,018
80.7 81.5
4,174 830
1,064 271
2.93 5.34
3.9 3.1
1,878 227
99.8 99.9
1,875 227
341 66
0.94 1.30
5.5 3.4
319 135
100.0 100.0
319 135
118 62
0.32 1.22
1,980 502
82.7 82.7
1,638 415
513 126
998 155
34.3 34.3
342 53
107 24
Data Alerts
Reach Factor (%)
mposition Impres% Composition UV GRPs Total Pop
Cost
Delivered CPM per 1000 UV Total Pop
100.0 19.9
100.0 25.4
11 16
106,004.24 21,090.78
25.40 127.79
99.59 391.72
100.0 100.0
100.0 12.1
100.0 19.4
5 4
47,437.50 5,743.10
25.30 208.98
139.17 718.45
2.7 2.2
100.0 100.0
100.0 42.2
100.0 52.2
1 3
8,063.24 3,403.53
25.30 59.94
68.34 130.88
1.41 2.48
3.2 3.3
100.0 100.0
100.0 25.3
100.0 24.5
5 8
41,850.90 10,603.25
25.55 100.85
81.63 332.72
0.29 0.47
3.2 2.2
100.0 100.0
100.0 15.5
100.0 22.1
1 1
8,652.60 1,340.90
25.30 163.26
81.13 366.96
Cost of the Total Campaign Media Television Magazine OOH Digital Total Costing
Costing (Net) $2,784,979.10 $2,562,466.00 $1,203,685.00 $1,097,343.00 $7,648,473.10
Budget (Gross) Budget (Net)
$ $
9,000,000.00 7,650,000.00
variance (Gross) variance (Net)
$ $
1,796.35 1,526.90
Costing (Gross) $3,276,446.00 $3,014,665.88 $1,416,100.00 $1,290,991.76 $8,998,203.65
Covert to the thousand: Media Television Magazine OOH Digital Total Costing
Costing (Net) (M) $2,785.0 $2,562.5 $1,203.7 $1,097.3 $7,648.5
Budget (Gross) (M) Budget (Net) (M)
$ $
9,000.0 7,650.0
variance (Gross) (M) variance (Net) (M)
$ $
1.8 1.5
Costing (Gross) (M) $3,276.4 $3,014.7 $1,416.1 $1,291.0 $8,998.2
Spend by medium 36.41% 33.50% 15.74% 14.35% 100.00%
Swiss Chalet Media Plan – Spend By Month (Net $) Month Sales % All Media TV Magazine OOH Online
J 5.0
F 4.0
M 4.0
A 4.0
M 11.0
J 9.0
J 8.0
A 8.0
S 7.0
O 10.0
N 15.0
D 15.0
%
1.4
1.4
1.7
1.4
25.0
18.9
1.4
1.7
1.4
1.4
25.0
19.4
$(M)
106.4
106.4
133.0
106.4
1910.7
1442.8
106.4
133.0
106.4
106.4
1910.4
1480.1
%
0.0
0.0
0.0
0.0
31.7
17.7
0.0
0.0
0.0
0.0
31.7
19.0
$(M)
0.0
0.0
0.0
0.0
882.2
491.9
0.0
0.0
0.0
0.0
881.8
529.1
%
0.0
0.0
0.0
0.0
25.0
25.0
0.0
0.0
0.0
0.0
25.0
25.0
$(M)
0.0
0.0
0.0
0.0
640.6
640.6
0.0
0.0
0.0
0.0
640.6
640.6
%
1.8
1.8
2.3
1.8
23.5
18.8
1.8
2.3
1.8
1.8
23.5
18.8
$(M)
22.0
22.0
27.5
22.0
282.4
225.9
22.0
27.5
22.0
22.0
282.4
225.9
%
7.7
7.7
9.6
7.7
9.6
7.7
7.7
9.6
7.7
7.7
9.6
7.7
$(M)
84.4
84.4
105.5
84.4
105.5
84.4
84.4
105.5
84.4
84.4
105.5
84.4
Year 100.0 7648.5 2785.0 2562.5 1203.7 1097.3
Region Atlantic Quebec Ontario Prairies B. C. Canada
CND POP %
6.7 23.2 38.7 18.1 13.3 100.0
Brand Users% 16.2 0.0 74.1 7.6 2.0 100.0
All Media $ (M) % 3.2 245.2 11.1 849.1 57.4 4,393.3 8.7 662.4 19.6 1,498.5 7,648.5
%
TV 0.0 0.0 72.6 0.0 27.4
$ (M) 2,021.5 763.5 2,785.0
Magazine % $ (M) 6.7 171.7 23.2 594.5 38.7 991.7 18.1 463.8 340.8 13.3 2,562.5
%
OOH 0.0 0.0 79.4 0.0 20.6
$ (M) 955.5 248.2 1,203.7
Online % $ (M) 6.7 73.5 23.2 254.6 38.7 424.7 18.1 198.6 145.9 13.3 1,097.3
Medium Television Magazine OOH Online TOTAL
Media Execution % $ (000) Net 36.4 2785.0 33.5 2562.5 15.7 1203.7 14.3 1097.3 100.0 7648.5
Media TV 200 GRPs OOH Online
1 week Reach % 73.3 33.0 5.3
Average Frequency
Weekly GRPs 2.7 4.2 3.1
200 142 16
Source Infosys+ COMBNavigator ComScore
Cara$Operations$ Swiss$Chalet$
Product(Identification(( $ Product$Category:$Full$Service$Restaurants$$ $ Swiss$Chalet$is$a$Canadian$casual$dining$restaurant$chain$with$over$200$locations$all$over$ the$nation.$It$is$well$known$for$its$signature$quarter$chicken$dish$and$its$quick$in$dining$and$take$ out$delivery$services.$Part$of$Cara$Operations,$Swiss$Chalet$is$run$under$a$well6known$parent$ company$that$also$over$sees$Harvey’s,$Kelsey’s,$East$Side$Mario’s$and$more.$Swiss$Chalet$also$ offers$at$home$versions$of$the$signature$sauces,$available$at$Canadian$grocers.$ (Swisschalet.com)$ ( Category(Issues$$ $ Fast$Food$Alternatives$ Customers$love$convenience,$a$threat$the$full6service$restaurant$industry$has$been$ dealing$with$is$competing$with$fast$food$restaurants.$Customers$with$a$fast6paced$lifestyle$or$ need$for$easy$quick$meals,$often$opt$out$of$dining$in,$and$instead$prefer$picking$up$or$grabbing$ a$convenience$meal$from$a$café$or$fast$food$establishment.$(Danahy,$2016)$ $ Customer$Service$ Servers$are$a$large$part$of$the$casual$dine$in$restaurant$experience.$Especially$with$ chained$restaurants$service$may$not$always$be$consistent$throughout$the$chain.$Customers$are$ looking$for$a$full$service,$positive$customer$service$experience$while$they$are$dining$in$an$ establishment.$Online$platforms$are$so$easy$to$access,$and$reviews$and$consumer$feedback$can$ be$very$important$for$returning$or$new$customers$in$the$future.$(Euromonitor,$2017)$ $ Category(trends( $ Online$Marketing$ More$restaurants$are$joining$the$trend$of$online$marketing,$whether$it$be$through$social$ media,$or$through$owned$web$advertising.$Currently$brands$should$have$a$good$online$platform$ because$almost$everyone$has$a$smart$phone$where$they$can$access$store$directories,$menus,$ prices$and$reviews$right$at$the$click$of$a$button.$Having$more$of$a$presence$online$will$gain$ more$of$the$mind$share$of$your$target.$(Euromonitor,$2017)$ $ $ $ $ $
$ Healthy$Eating$ The$trend$of$healthy$eating$has$been$a$popular$one$for$a$long$time$now,$people$are$ taking$into$consideration$what$they$are$consuming,$and$want$to$go$to$eateries$that$have$ options$for$them$to$choose$a$healthier$dish.$(Powell,$2017)$$ ( Industry(Competitiveness( Swiss$Chalet$offers$an$in6store$pick6up$and$delivery$service$to$its$customers,$although$ Swiss$Chalet$isn’t$recognized$as$a$fast$food$restaurant,$some$locations$also$have$a$drive6thru$ window.$A$concern$customers$may$have$is$that$there$are$fast$food$features,$without$the$fast$ food$benefits.$The$menu$still$takes$much$longer$to$prepare$than$a$normal$fast$food$ establishments$menu$would.$Also$having$these$services$may$cause$the$brand$image$to$be$ portrayed$in$a$different$way,$potentially$not$as$highly$esteemed$or$high$collar.$(Grein,$personal$ communication,$2017)$$ $ Launch(of(New(Products( $ $ In$the$past$5$years$Swiss$Chalet$has$reinvented$its$classic$menu$by$adding$multiple$new$ signature$dishes$for$customers.$ After$the$prolonged$success$of$Swiss$Chalet’s$Holiday$Festive$Special,$Swiss$Chalet$ introduced$the$Summer$Festive$Special$in$2016,$and$has$relaunched$during$the$summer$of$ 2017,$just$in$time$for$Canada’s$150th$Birthday.$Just$like$Swiss$Chalet’s$Holiday$Festive$Special,$ the$summer$version$is$focused$on$seasonal$products$and$ingredients$served$in$the$same$ manner$and$menu$options.$(Canadaify.com,$2017)$ ! Other$Product$Launches$in$the$past$5$years:$ During$Pasta$&$Rice$bowls$6$2011$ Chicken$Parmesan$6$2015$ Sterling$Silver$Canadian$Beef$6$2015$ Baby$Back$Ribs$6$2014$$ (Grein,$personal$communication,$2017)$$ ( Innovations(in(the(industry( $ Produce$Waste$$ Many$restaurants$are$looking$at$what$they$can$do$to$lower$costs$within$the$company,$ and$one$concern$for$a$lot$of$restaurants$is$produce$waste.$Leftover$produce$or$“unfavorable”$ pieces$of$produce$are$left$to$the$garbage,$and$that$equals$to$dollars$lost.$Ways$to$reduce$the$ actual$amount$of$waste$a$restaurant$is$creating$is$finding$new$ways$to$handle$or$use$the$ remaining$produce.$This$is$a$major$way$to$extend$menu$offerings$and$reduce$costs.$ (Euromonitor,$2017)$ $ $ $
At$Home$Delivery$ Uber$eats$is$a$new$operating$app,$that$allows$customers$to$order$food$for$delivery$from$ the$comfort$of$home.$Many$customers$prefer$eating$in,$and$now$with$the$at$home$delivery$ channels$like$Uber$Eats,$dine$in$restaurants$must$ensure$they$are$keeping$up$with$the$trend.$ (Skift.com,$2017)$ $ Promotions(( $ Kids$eat$free$on$birthdays$ Swiss$Chalet$offers$one$free$kids$meal$to$any$child’s$birthday$up$to$the$age$of$ten.$ (Swisschalet.com,$2017)$ $ Gift$Cards$ Swiss$Chalet$apart$of$the$Cara$Operations$company$offers$the$Bon$Appetite$gift$card$ that$can$be$used$at$any$Swiss$Chalet$and$participating$Cara$Operations$franchises.$ (Swisschalet.com,$2017)$ $ Two$Can$Dine$ Direct$mail$and$different$forms$of$media$sent$coupons/advertisements$for$the$two$can$ dine$special$prompting$customers$into$the$restaurant.$(Swisschalet.com,$2017)$ $ ( Prospects(–(Category(Future$ $ Rising$Food$Costs$ $ The$rising$cost$of$ingredients$is$affecting$many$restaurant$establishments.$Since$the$ customer$seeks$value,$food$establishments$are$sourcing$more$quality$products$to$meet$this$ demand.$Food$that$is$less$processed,$has$less$additives$and$less$artificial$flavours,$tends$to$taste$ better$to$the$consumer$and$a$higher$health$benefit.$This$translates$to$a$higher$cost$per$ticket$ for$the$consumer,$to$balance$the$food$costs$for$the$restaurant.$(Euromonitor,$2017)$ $ ( ( ( ( ( ( ( ( ( ( ( ( (
Target(Definition( $ Category$Demographic$Information$ $ Restaurants(used((Med/Heavy)(Past(30(daysF(Eat(In( Age$ CND$POP$%$ Users$%$ Index$ 12F17( 7.5$ 5.9$ 79$ 18F24( 10.9$ 9.5$ 87$ 25F34( 35F49( 50F64( 65+(
16.0$ 23.3$ 24.2$ 18.1$
14.1$ 22.0$ 27.2$ 21.3$
88$ 95$ 112$ 118$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Restaurants$Used$Med/Heavy$Past$30$Days$–$Eat$In$$
$ $
$ People$aged$35+$account$for$70.5%$of$restaurants$users.$$ $ Restaurant$users$aged$65+$are$18%$more$likely$to$be$users,$and$account$for$21.3%$of$
users.$$ $ Restaurants(used((Med/Heavy)(Past(30(daysF(Eat(In( HHI$ CND$POP$%$ Users$%$ Index$%$ <$25K( 12.2$ 9.6$ 79$ $25F34.9K( 7.7$ 6.9$ 90$ $35F49.9K( 13.7$ 14.1$ 103$ $50F74.14K( 20.8$ 20.9$ 100$ $75F99.9K( 15.0$ 15.5$ 104$ $100+K( 30.6$ 33.0$ 108$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Restaurants$Used$Med/Heavy$Past$30$Days$–$Eat$In$$
$ $ 69.4%$of$people$with$a$HHI$of$$50K+,$use$eat6in$restaurants$at$a$medium/$heavy$rate.$ $ $ The$highest$segment$within$the$target$are$people$with$an$HHI$of$$100K+.$These$users$ account$for$33%$of$people$who$have$used$a$restaurant$at$a$medium/heavy$rate$in$the$past$30$ days,$and$are$8%$more$likely$to$use$eat6in$restaurants.$ $ Restaurants(used((Med/Heavy)(Past(30(daysF(Eat(In( Gender$ CDN$POP$%$ Users%$ Index$ Male( 49.3$ 55.2$ 112$ Female( 50.7$ 44.8$ 88$ Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Restaurants$Used$Med/Heavy$Past$30$Days$–$Eat$In$$
$
The$target$users$for$restaurants$at$a$medium/heavy$rate$are$adults,$though$males$are$ 12%$more$likely$to$use$eat6in$restaurants.$$
Swiss$Chalet$Demographic$Information$ $ Swiss(Chalet(used(Past(30(days( Age$ CND$POP$%$ Users$%$ Index$%$ 12F17( 7.5$ 1.4$ 19$ 18F24( 10.9$ 3.8$ 35$ 25F34( 16.0$ 13.7$ 86$ 35F49( 23.3$ 16.5$ 71$ 50F64( 24.2$ 33.6$ 139$ 65+( 18.1$ 30.9$ 171$ Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Swiss$Chalet$
$
People$aged$50+$account$for$64.5%$of$Swiss$Chalet$used$past$30$days,$and$are$at$least$ 39%$more$likely$to$use$the$brand.$$ $ Swiss$Chalet$used$past$30$days,$aged$65+$are$71%$more$likely$to$be$users,$and$account$ for$30.9%$of$users.$$ $ Swiss(Chalet(used(Past(30(days( HHI$ CND$POP$%$ Users$%$ Index$%$ <$25K( 12.2$ 9.8$ 80$ $25F34.9K( 7.7$ 7.7$ 100$ $35F49.9K( 13.7$ 14.2$ 103$ $50F74.14K( 20.8$ 19.3$ 93$ $75F99.9K( 15.0$ 17.0$ 113$ $100+K( 30.6$ 32.1$ 105$ Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Swiss$Chalet$
$ 68.4%$of$people$with$a$HHI$of$$50K+,$have$used$Swiss$Chalet$in$the$past$30$days.$$$ $ $ The$highest$segment$within$the$target$are$people$with$an$HHI$of$$100K+.$These$users$ account$for$32.1%$of$people$who$have$used$Swiss$Chalet$in$the$past$30$days,$and$are$5%$more$ likely$to$use$eat6in$restaurants.$ $ $ $ $ $ $ $ $ $
Gender$ Male( Female(
Swiss(Chalet(used(Past(30(days( CDN$POP$%$ Users%$ 49.3$ 38.8$ 50.7$ 61.2$
Index$ 79$ 121$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Swiss$Chalet$
$
Females$account$for$61.2%$of$people$who$used$Swiss$Chalet$in$the$past$30$days,$and$are$ 21%$more$likely$to$use$Swiss$Chalet.$$ $ Males$account$for$38.8%$of$people$who$used$Swiss$Chalet$in$the$past$30$days.$$ $ $ Current$Users$$ $ $ The$target$for$restaurant$users$is$Adults$aged$35+,$with$a$HHI$of$$50K+.$The$target$for$ Swiss$Chalet$is$Females$aged$50+,$with$a$HHI$of$$50K+.$(Vividata,$2015)$ $ $$ The$trend$in$restaurant$traffic$over$the$past$6$years$has$been$people$aged$55+.$These$ consumers$have$similar$dining$and$leisure$habits$to$the$average$consumer,$they$regular$a$ certain$branded$restaurant$based$on$brand$loyalty.$Consumers$aged$55+$hold$the$most$%$in$ traffic$visits$for$restaurant$visits$in$2017.$(Restobiz.ca,$2017)$$ $ Dining$out$has$become$an$affordable$luxury,$the$target$is$within$the$brackets$of$ concentrated$wealth$with$more$disposable$income.$The$target$cares$about$foodservice,$quality,$ and$atmosphere.$Restaurants$to$the$target$consist$of$regular$purchasing$habits,$discovering$ new$items/tastes,$innovation$in$the$industry$and$most$importantly$community.$Restaurant$ users$are$extremely$loyal,$and$the$industry$continues$to$grow$and$thrive$because$of$this.$$Fast$ Food$and$Full6Service$Restaurants$are$the$4$&$5$ranking$fastest6$growing$modern$retail$ categories$from$201662021.$(Euromonitor,$2017)$ $
Leisure(Habits/(Personal(Characteristics( ( Leisure(Habits/(Personal(Characteristics(for(the(Target( Activity/Statement$ Vertical$%$ Index$ Leisure6$Activities6$Gardening$ 59.1$ 136$ Leisure6$Activities6$Pers.$Attend6$Live$Theater$ 41.2$ 124$ Leisure6$Activities6$Baking$from$Scratch$$ 73.0$ 133$ Household6$Agree6I$love$Spending$Time$Looking$at$HH$Decorating$Ideas$ 44.9$ 141$ Beverages/Alcohol$Agree6$I$am$Prepared$to$Pay$More$for$Quality$Wine$ 40.4$ 117$ Beverages/Alcohol$Agree6$I$Seldom$Experiment$w/$Different$Alch.$ 55.0$ 122$ Brands$ Cosmetic/Beauty6$Agree6$Confidence$Enhanced$When$I$Look$my$Best$ 62.8$ 197$ Groceries/$Food/$Shopping/Cooking/Eating$Agree6$Put$Extra$Effort$into$ 75.4$ 148$ Entertaining/$Preparing6$Family$Celebration$ Source:$VIVIDATA$2015$1$Year$Readership$Study.$Clear$Decisions.$Path:$Leisure$Activities,$Personal$Characteristics$$
( Day$in$the$Life( ( ( Martha$is$a$556year6old$woman,$with$a$HHI$of$$55K+.$Martha$is$an$extremely$active$ older$woman.$She$putts$around$the$garden$(59.1%,$136)$in$the$spring$and$summer$months$and$ has$beautiful$petunias$planted$out6front.$ $ For$social$nights,$Martha$loves$going$out$with$the$girls$to$see$a$play$(41.2%,$124),$the$ latest$one$she’s$seen$is$Bat$Out$of$Hell$the$Musical,$at$the$Mirvish$Theatre.$Once$in$a$while$for$a$ social$occasion,$Martha$throws$a$family$party,$and$puts$in$that$extra$effort$(75.4%,$148)$to$show$ up$her$nasty$mother6in6law.$$ Quiet$nights$in$for$Martha$is$more$about$relaxing$activities.$She$bakes$her$signature$ Lemon$Square$Bars$from$scratch$(73.0%,$133)$with$her$daughter,$or$flips$through$the$latest$ copy$of$House$&$Home$Magazine$(44.9%,$141).$$ Martha$and$her$husband,$Willy,$enjoy$unwinding$with$a$premium$bottle$of$wine$(40.4%,$ 117).$Martha$and$Willy$won’t$go$for$just$any$old$brand$on$the$shelf$(50.0%,$122)$though,$the$ couple’s$main$indulgence$is$Cave$Springs,$Ontario$Riesling.$Martha$makes$sure$for$date$nights$ she$always$spruces$up$for$dear$old$Willy.$Martha$knows$it’s$important$to$keep$up$with$fashion$ and$beauty,$and$feels$her$best$when$she’s$all$dolled$up.$(62.8%,$197)$ ( $
Media(Habits(( (
( %$ Heavy( Med/Heavy( Medium( Med/(Light( Light(
Media(Habits(( Females(50F65+(HHI($50K+(( TV( Radio( News( Magazine( Online( Index$ %$ Index$ %$ Index$ %$ Index$ %$ Index$
21.4$ 29.4$ 15.8$ 20.0$ 13.4$
117$ 116$ 116$ 87$ 68$
21.8$ 18.8$ 20.9$ 28.7$ 9.8$
114$ 103$ 94$ 101$ 81$
30.2$ 19.3$ 16.3$ 4.0$ 30.3$
164$ 88$ 87$ 88$ 84$
33.1$ 25.9$ 19.0$ 13.8$ 8.1$
167$ 131$ 96$ 67$ 41$
10.0$ 14.3$ 17.5$ 31.3$ 25.9$
52$ 80$ 97$ 118$ 151$
Source:$VIVIDATA$2015$1$Year$Readership$Study.$Clear$Decisions.$Path:$Media$Usage$
$
$ The$target$watches$14.8+$hours$of$TV$per$week.$66.6%$of$the$target$are$medium$to$ heavy$TV$users,$and$they$are$at$least$16%$more$likely$to$watch$television$at$this$rate.$$ $ $ The$target$listens$to$9.9+$hours$of$radio$per$week.$40.6%$of$the$target$are$medium/heavy$to$ heavy$radio$users.$21.8%$of$the$target$are$heavy$radio$listeners.$59.1%$of$the$target$listened$to$ radio$yesterday,$and$they$are$5%$more$likely$to$do$so.$ $ The$target$reads$2.5+$Newspaper$issues$per$week.$49.5%$of$the$target$are$ medium/heavy$to$heavy$newspaper$users.$30.2%$of$the$target$are$heavy$news$readers$who$are$ 64%$more$likely$to$consume$this$type$of$media.$42.5%$of$the$target$looked$at/$read$a$ newspaper$yesterday,$and$they$are$32%$more$likely$to$do$so.$$ $ The$target$reads$3.3+$magazine$issues$per$month.$59%$of$the$target$are$medium/heavy$ to$heavy$magazine$users,$and$they$are$at$least$31%$more$likely$to$read$magazines.$36.1%$of$the$ target$read/$looked$into$magazines$yesterday,$and$they$are$55%$more$likely$to$do$so.$$ $ The$target$uses$the$internet$2.7$hours$or$less$per$week.$57.2%$of$the$target$are$light$to$ medium/light$users.$The$target$is$at$least$18%$more$likely$to$use$the$internet$at$this$rate.$82.6%$ of$the$target$accessed$the$internet$yesterday,$and$they$are$2%$more$likely$to$do$so.$$ $ $ The$target$does$not$personally$take$public$transit$during$the$month$(81.4%,$113),$but$ does$often$travel$in$town,$up$to$149km.$(14.7%,$114).$The$target$is$also$a$frequent$visitor$to$the$ shopping$mall,$at$least$7%$more$likely$to$go$between$4$(14.3%,$115)$to$6$(20.0%,$107)$times$per$ month.$ $ $ $
$ Geography( ( Region( Atlantic( Quebec( Ontario( Prairies( BC(
CND$ POP%$ 6.7$ 23.2$ 38.7$ 18.1$ 13.3$
Restaurants(Past(30(days( Category$ Swiss$Chalet$ CDI$ Users$%$ Users%$ 6.3$ 16.2$ 94$ 22.4$ 66$ 97$ 36.7$ 74.1$ 95$ 17.8$ 7.6$ 98$ 16.8$ 2.0$ 126$
BDI$ 242$ 0$ 192$ 42$ 15$
BOI$ 39$ 0$ 50$ 233$ 840$
Source:$VIVIDATA$2015$1$Year$Readership$Study.$IMS.$Path:$Kind(s)$of$Restaurants$personally$used$most$often$$ $ $
CDI$ $ The$region$with$the$highest$CDI$is$B.C.,$at$126.$Swiss$Chalet$has$only$captured$2%$of$ these$heavy$restaurant$users.$ $ BDI$ $ The$region$with$the$highest$BDI$is$Atlantic$Canada,$at$242.$It$can$be$considered$that$ Swiss$Chalet$has$the$highest$market$share$in$this$region,$and$users$are$loyal$to$the$brand.$$The$ region$with$the$second$highest$BDI$is$Ontario$(192),$with$74.1%$of$Swiss$Chalet$users$located$in$ this$province.$$ $ BOI$$ $ The$region$with$the$highest$BOI$is$B.C.,$at$840.$Restaurant$users$are$much$higher$than$ brand$users,$this$means$that$Swiss$Chalet$has$not$yet$met$its$potential$in$this$market.$People$in$ B.C.$like$to$go$out$to$eat,$but$are$not$going$to$Swiss$Chalet.$$ $ Geographic$Priorities( Ranking:(( 1.$$Ontario$ 2.$British$Columbia$ 3.$Prairies$$ 4.$Atlantic$Canada$ 5.$Quebec$ $ Ontario$is$recommended$as$the$first$priority,$as$a$defensive$strategy.$Ontario$has$the$ highest$percentage$of$Swiss$Chalet$users,$at$74.1%,$and$the$most$amount$of$locations$than$any$ other$province,$located$in$more$than$60$towns/cities$with$multiple$locations$in$larger$populated$ areas.$(Swisschalet.com,$2017)$$ $
British$Columbia$is$recommended$to$be$the$second$priority,$although$there$are$only$9$ locations,$they$are$all$in$central,$highly$populated$areas$of$the$province$(Swisschalet.com,$ 2017),$and$the$BOI$is$extremely$high,$at$840.$$Colin&is&O.K.&with&this***! $ Seasonality( ( Most$major$holidays$are$the$busiest$times$for$restaurants$and$food$industry$chains.$One$ of$the$highest$traffic$seasons$for$Swiss$Chalet$would$be$nearing$the$end$of$the$year.$After$all$the$ main$gift$giving$holidays$and$major$prep$work$holidays,$a$lot$of$families$become$sick$of$cooking$ and$want$a$quick,$easy$meal$out.$$During$the$months$of$November$and$December,$Swiss$Chalet$ provides$the$Festive$Special,$the$brandâ&#x20AC;&#x2122;s$most$famous$promotion.$Many$holiday$parties$and$ group$gatherings$are$held$at$Swiss$Chalet$during$the$later$months$of$the$year$as$well.$(Grein,$ personal$communication,$2017)$$ $ Month( Jan( Feb( Mar( Ap( May( Jn( Jl( Aug( Sept( Oct( Nov(( Dec( Sales(%( 5$ 4$ 4$ 4$ 11$ 9$ 8$ 8$ 7$ 10$ 15$ 15$ $$$$$$$$Source:$(Grein,$personal$communication,$2017)$$ ( Priorities( 1.! Christmas$ Many$holiday$parties$and$gatherings$as$groups$attend$Swiss$Chalet.$Festive$Feature$is$a$ highly$popular,$anticipated$menu$feature.$$ $ $ 2.! Motherâ&#x20AC;&#x2122;s/Fatherâ&#x20AC;&#x2122;s$Day$ Families$give$Mom$or$Dad$a$night$off$to$celebrate$them.$Swiss$Chalet$takes$reservations$ for$parties$and$participating$locations$give$promotion$gifts$to$Mom$or$Dad.$communication,$ 2017)$$ $ $ 3.! Summer$Vacation$ During$the$summer$months,$many$people$are$off$work$and$have$more$available$time$to$ go$out$to$do$activities$or$go$to$social$gatherings.$Popular$destinations$are$food$eateries$like$ Swiss$Chalet.$Some$locations$offer$patios$or$out6door$dining$option.$$ (Grein,$personal$communication,$2017)$$ $ $ ( ( ( ( (
Competition( $ $ Two$key$competitors$Swiss$Chalet$faces$are:$Joey$Restaurant$and$Montana’s.$$ $ Joey( $ Joey(Restaurants(–(Past(30(Days( Age$ CND$POP$%$ Users$%$ Index$ 12F17( 7.5$ 1.2$ 16$ 18F24( 10.9$ 0$ 0$ 25F34( 16.0$ 2.9$ 18$ 35F49( 23.3$ 14.1$ 60$ 50F64( 24.2$ 48.7$ 201$ 65+( 18.1$ 33.1$ 183$ Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Joey$Restaurant$
$
$ People$aged$50+$accounts$for$81.8%$of$Joey$Restaurant$users.$ $ Joey(Restaurant(–(Past(30(days( HHI$ CND$POP$%$ Users$%$ Index$%$ <$25K( 12.2$ 8.1$ 67$ $25F34.9K( 7.7$ 1.1$ 15$ $35F49.9K( 13.7$ 3.5$ 26$ $50F74.14K( 20.8$ 22.1$ 106$ $75F99.9K( 15.0$ 25.4$ 170$ $100+K( 30.6$ 39.7$ 130$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Joey$Restaurant$
$ $
People$with$a$HHI$of$$75K+$accounts$for$65.1%$of$Joey$Restaurant$users.$
Gender$ Male( Female(
Joey(Restaurant(–(Past(30(days( CDN$POP$%$ Users%$ 49.3$ 69.5$ 50.7$ 30.5$
Index$ 141$ 60$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Joey$Restaurant$
$ $ Males$account$for$69.5%$of$Joey$Restaurant$users,$and$males$are$41%$more$likely$to$be$ users.$$ $ The$target$for$Joey$Restaurant$is$Males$aged$50+,$with$a$HHI$of$$75K+.$$ $ $
Joey$Restaurants$is$an$mid6high6priced$restaurant$whose$main$priority$is$taking$traveled$ and$true$recipes,$and$creating$them$into$signature$dishes.$Joey$Restaurants$started$in$1992,$and$ quickly$expanded$into$four$provinces$and$two$states.$There$are$7$locations$in$Ontario,$mostly$ adjacent$to$large$shopping$centers,$8$locations$in$Alberta,$6$in$B.C.,$and$2$in$Manitoba.$Menu$ items$similar$to$Swiss$Chalet$offerings$include:$soups,$salads,$wings,$rotisserie$chicken$and$ multiple$rib$options.$Joey$Restaurant$also$offers$a$chicken$and$rib$combo$which$is$considered$ one$of$Swiss$Chalet’s$signature$menu$items.$(Joey,$2017)$ Joey$Restaurants$offers$more$worldly$dishes,$like$sushi,$tandoori,$curries,$etc.$(Joey,$ 2017)$Swiss$Chalet$has$offered$similar$items$in$the$past,$like$butter$chicken$in$2011,$and$Thai$ coconut$curry$in$2013,$but$has$since$dropped$these$menu$items.$(Grein,$personal$ communication,$2017)$$ Joey$Restaurants$has$a$close$connection$with$George$Brown$college.$$Recently$the$ restaurant$donated$$160,000$dollars$to$George$Brown’s$culinary$program.$The$college$is$ located$close$to$two$Joey$Restaurants$and$Joey$offers$paid$internships$to$the$students.$ Currently$over$100$alumni$students$are$employed$with$Joey$restaurant.$(Joey,$2017)$ The$current$promotion$Joey$is$offering,$is$a$5$Day$Trip$for$2$to$Dublin,$by$purchasing$a$ gift$card$or$subscribing$to$mail$list.$(Joey,$2017)$ $ Montana’s( $ Montana’s(Restaurants(–(Past(30(Days( Age$ CND$POP$%$ Users$%$ Index$ 12F17( 7.5$ 11.7$ 156$ 18F24( 10.9$ 8.3$ 76$ 25F34( 16.0$ 9.2$ 58$ 35F49( 23.3$ 18.2$ 78$ 50F64( 24.2$ 29.8$ 123$ 65+( 18.1$ 22.8$ 126$ Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Montana’s$
$
$ People$aged$12664$accounts$for$77.2%$of$Montana’s$users.$ $ Montana’s(Restaurants(–(Past(30(Days( HHI$ CND$POP$%$ Users$%$ Index$%$ <$25K( 12.2$ 5.6$ 46$ $25F34.9K( 7.7$ 7.7$ 101$ $35F49.9K( 13.7$ 16.4$ 120$ $50F74.14K( 20.8$ 24.4$ 117$ $75F99.9K( 15.0$ 18.4$ 123$ $100+K( 30.6$ 27.5$ 90$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Montana’s$
$
People$with$a$HHI$of$$35K+$accounts$for$86.7%$of$Montana’s$users.$
$ Montana’s(Restaurants(–(Past(30(Days( Gender$ CDN$POP$%$ Users%$ Male( 49.3$ 48.9$ Female( 50.7$ 51.1$
Index$ 99$ 101$
Source:$VIVIDATA$2015$16Year$Readership$Study.$IMS.$Path:$Montana’s$
$ $ ( $ $
Users$of$Montana’s$are$adults.$$$ $ The$target$for$Montana’s$is$people$aged$12664,$with$a$HHI$of$$35K+.$$$
Montana’s$is$a$family6$friendly,$fast,$full6$service$BBQ$restaurant$at$a$low6mid$price$ range.$Montana’s$is$a$sister$brand$to$Swiss$Chalet$under$the$parent$company$of$Cara$ Operations.$(CaraFranchising.com,$2017)$ Montana’s$currently$has$over$150$locations$across$Canada,$a$close$amount$to$Swiss$ Chalet.$(Montanas.com,$2017)$
$ $ Source:$Montanas.ca,$Locations,$2017$$ Montana’s$casual$family$friendly$atmosphere$and$menu$item$offerings$are$similar$to$ Swiss$Chalet;$with$BBQ$ribs,$house6made$coleslaw$and$they$also$carry$the$same$beer$brands.$ Montana’s$ribs$are$also$at$the$same$price$point$as$Swiss$Chalet.$(Montanas.com,$2017)$(Swiss$ Chalet,$2017)$$ Montana’s$contribution$to$communities$are$local$school$and$sports$charities,$and$is$a$ part$of$Cara$Operations$commitment$to$promote$and$ensure$food$safety$across$the$country.$ Cara’s$initiative$is$to$contribute$to$the$excess$of$$1$million$to$leading$universities$across$Canada$ to$advance$the$food$industry.$(Cara.com,$2017)$ $Promotions$currently$offered$by$Montana’s$is$10%$off$for$CAA$Members,$collection$of$ Scene$Points$upon$bill$payment,$and$a$free$starter$for$subscribing$to$the$brands$mailing$list.$ Montana’s$also$hosts$an$“All$you$Can$Eat”$rib$event$for$one$week,$bi6$annually.$(Montanas.com,$ 2017)$
Resturant$Chains$in$Canada$ranked$by$gross$sales$in$2016$ (millions$$CAD) Swiss$Chalet The$Keg Wendy's Dairy$Queen KFC Boston$Pizza A&W Starbucks Subway McDonald's Tim$Hortons 0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Sales
(Statista,$2016)$ $ $ This$statistic$shows$the$leading$restaurant$chains$in$Canada,$ranked$by$gross$sales,$in$ 2016.$Swiss$Chalet,$Cara$Operations$Ltd.$had$gross$sales$of$559$million$Canadian$dollars.$ $ $ $
Share(of(Voice( $ Brand( Swiss(Chalet( Joey(( Montana’s((
Total$ 44.7$ 18.2$ 37.1$
Restaurants(–(Share(of(Voice((%)( News$ Magazine$ OOH$ Radio$ 23.4$ 0.0$ 39.8$ 78.8$ 0.0$ 100.0$ 17.2$ 21.2$ 76.6$ 0.0$ 43.0$ 0.0$
TV$ Online$ 39.5$ 71.0$ 0.0$ 29.0$ 60.5$ 0.0$ Robey,$2017$HO_Competitor!Spending!Restaurants!**!Joey!Restaurant!numbers!originally!Baton!Rouge$ $ Swiss$Chalet’s$share$of$voice$in$radio$is$78.8%,$and$71.0%$online,$Swiss$Chalet$has$the$ highest$presence$in$these$mediums$compared$to$competitors.$Montana’s$is$the$dominant$buyer$ in$news$(76.6%),$OOH$(43.0%)$and$television$(60.5%).$Joey$Restaurants$only$high$medium$is$ magazines$(100.0%),$no$other$competitors$invests$in$this$medium.$$ ( ( ( Spend(by(Medium(( ( Restaurants(–(Spend(by(Medium((%)($ Brand( News$ Magazine$ OOH$ Radio$ TV$ Online$ Swiss(Chalet( 4.2( 0.0( 21.6( 33.1( 29.9( 11.2( Joey( 0.0( 44.0( 22.9( 21.8( 0.0( 11.3( Montana’s( 16.6( 0.0( 28.1( 0.0( 55.3( 0.0( Total( 8.0( 8.0( 24.3( 18.8( 33.9( 7.1( Robey,$2017$HO_Competitor!Spending!Restaurants!**!Joey!Restaurant!numbers!originally!Baton!Rouge$ $ All$competitors$spend$approximately$a$quarter$of$their$budget$in$OOH$advertising.$ Montana’s$only$advertises$in$News,$OOH$and$TV.$$Swiss$Chalet$spends$the$highest$amount$of$ the$brands$budget$in$radio$advertising$(33.1%).$Joey$Restaurants$spends$the$highest$amount$of$ the$brands$budget$in$magazines$(44.0%).$The$highest$spend$by$medium$overall$is$in$television$ (33.9%),$Montana’s$spends$more$than$half$the$brands$budget$(55.3%)$on$this$medium.$The$ lower$spends$by$medium$are$for$newspapers$and$online.$( (
TOTAL(MEDIA(SPEND Swiss$Chalet
Joey
Montana's
4,000,000 3,500,000
$(M)
3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0
2012
2013
2014
2015
2016
( ( $ Swiss$Chalet$has$the$steadiest$advertising$spending$compared$to$the$competitors,$ climbing$steadily$from$2012$to$2015,$ending$with$a$slight$dip$up$to$2016.$Montanaâ&#x20AC;&#x2122;s$and$Joeys$ Restaurants$have$erratic$advertising$spending.$Montanaâ&#x20AC;&#x2122;s$had$a$surge$increase$between$2014$ and$2015,$but$falls$at$the$lowest$media$spend$out$of$all$competitors$at$the$end$of$2016.$$ Joey$Restaurants$had$a$surge$of$spending$between$2013$and$2014,$but$opposite$competitors,$ fell$short$of$media$spending$in$2015.$Joey$Restaurants$best$year$for$advertising$spending$was$ between$2015$&$2016,$where$the$brand$matched$top$competitor$Swiss$Chalet$for$advertising$ spending.$$ (( ( (
(
( References(( $ SwissChalet.com.$(2017).!About!Us.$Retrieved$from$https://www.swisschalet.com/about6us$$ $ Danahy,$A.$(2016.)$How!â&#x20AC;&#x153;Fast!Casualâ&#x20AC;?!is!Changing!How!We!Eat.$Retrieved$from$ https://foodandnutrition.org/march6april62016/fast6casual6changing6eat6fast6food/$ $ Euromonitor$International.$(2017,$May).$Full!Service!Restaurants!in!Canada,$Trends.$Retrieved$ from$http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab$$ $ Euromonitor$International.$(2017,$May).$Full!Service!Restaurants!in!Canada,$Competitive! Landscape.$Retrieved$from$ http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab$$ $ C,$Grein,$personal$communication,$December$13,$2017$ $ Powell,$C.$(2017).$Healthy!Eating!Becoming!Increasingly!Important.!Retrieved$from$$ http://www.canadiangrocer.com/research/healthy6eating6becoming6increasingly6important6to6 canadians6study671343$$ $ Canadify.com$(2017).$Launch!of!the!Great!Canadian!Summer!Event.$Retrieved$from$$ https://canadify.com/2017/06/26/swiss6chalet6launches6great6canadian6summer6fest6 promotion/$ ! Hawley,$K.$(2017).$Chefs+Tech:!How!UberEats!Works!with!Restaurants.$Retrieved$from$$ https://skift.com/2017/08/17/chefstech6how6ubereats6works6with6restaurants/$ ! Euromonitor$International.$(2017,$May).$Full!Service!Restaurants!in!Canada,$Prospects.$ Retrieved$from$ http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab$$ $ Restobiz.ca$(2017).$Targeting!Baby!Boomers!to!Drive!Traffic.!Retrieved$from$ https://www.restobiz.ca/targeting6baby6boomers6and6seniors6to6drive6restaurant6traffic/$ $ Euromonitor$International.$(2017,$December).$Why!Food!Service!Matters!to!Every!Industry.$ Retrieved$from$ http://www.portal.euromonitor.com.library.sheridanc.on.ca/portal/analysis/tab$$ $ SwissChalet.com.$(2017).!Locations.$Retrieved$from$https://www.swisschalet.com/locations$ $ Joey.$(2017).$About!Us.$Retrieved$from$http://joeyrestaurants.com/about6us/#!/about6us$$ $
Joey.$(2017).$Food.$Retrieved$from$http://joeyrestaurants.com/menu/#!/restaurant/584/our6 food$ $ Joey.$(2017).$What’s!new.!Retrieved$from$http://joeyrestaurants.com/whats6new/$ $ Cara.$(2017).$Montana’s!Bar!and!Grill.!Retrieved$from$ http://www.carafranchising.com/montanas/home.html$$ $ Montana’s.com.$(2017).$Locations.$Retrieved$from$ https://www.montanas.ca/locations/?province=Alberta$$ $ Cara.$(2017).$Community.$Retrieved$from$https://www.cara.com/community.php$$ $ Foodservice$and$Hospitality.$(n.d.).$Restaurant$chains$in$Canada$ranked$by$gross$sales$in$2016$ (in$million$Canadian$dollars).$In$Statista!T!The!Statistics!Portal.$Retrieved$December$13,$2017,$ from$https://www6statista6com.library.sheridanc.on.ca/statistics/439639/gross6sales6 restaurant6chains6in6canada/$$ $ Robey,$C.$(2017).$HO_Competitor!Spending!Restaurants.$Retrieved$from$SLATE$ $
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