Adease Media Intelligence presents:

A final overview of Black Friday

advertising across

Radio and Television in Canada

November 21st-27th 2022

 

The week running up to the official day of Black Friday is the ultimate fight for the top spot. This proves to be true for Furniture & Home Furniture Stores as their share fell by 10% this past week, now representing 20% share. The first spot is closely followed by Telecom Consumer Services taking second place with 19% share. Department Stores manage to earn third place with only 11% total share.

 

Top 10 Black Friday Advertisers on Radio

 

Telecom dominates this year's Black Friday Radio advertisement

Bell Smartphone & Mobile Services starts their Black Friday campaign strong on November 21st, 2022 and takes the top Black Friday radio advertiser spot for the week leading up to Black Friday. Fido Smartphone & Mobile Services gets knocked off the first place spot by Bell and lands in third place. Virgin Plus starts their campaign on Friday, November 18th and secures fifth place in the top 10. Rogers Smartphone & Mobile Services start their Black Friday campaign on the same day as Bell Smartphone & Mobile and claim sixth place overall. 

 

Let’s see the winners on Radio at the city level

 

Top 5 Categories on Radio

 

It’s no surprise that the Black Friday battle of the Telecom Giants keeps the Smartphone & Mobile Services category at the top spot for a second week in a row with an overall share of 22%, this is up from 13% year previous.

General Department Stores moves up 2 places from last week and holds second place with 9% share. This category is dominated by Amazon.ca and Hudson’s Bay Company. 

Outerwear Stores moved up to third place with 6% share and Sporting Goods Store fell 2 spots into fourth place with 6% share. Pharmacies & Drug Stores had the highest jump this week, moving up 9 spots into fifth place with 6% share.

 

Top 10 Black Friday Advertisers on TV

 

Furniture Retailers take top spots on TV

The Brick Furniture Stores made a strong push this past week moving 4 spots and claiming first place with 18% share.Leon’s Furniture Store is pushed out of first place and takes second place with a 15% share. Sleep Country Canada trails behind at third place with a considerably smaller share compared to first and second place with 8%. Amazon.ca is pushed down one spot and takes fourth place with 6%. Today’s Shopping Choice sees the biggest jump in position this week, successfully jumping 14 places and taking the fifth spot with a 6% share. 

A Sneak Peek into Cyber Monday Advertising on Radio and TV in Canada 

Amazon.ca is leading in first place with 34.4% share. Sephora is closely following in second place with 33% share. Today’s Shopping Choice sits comfortably at third place with 24%. Leon’s and The Brick are trailing considerably behind in fourth and fifth place with 2% and 2% share respectively. 

Check back next week as we dive into the web of Cyber Monday advertising on radio and television in Canada.

 

ABOUT THE INFORMATION

This  Advertising Intelligence is published by Adease Media Intelligence. The data used in this document is collected using the Adease Media Monitoring Technology, Methodology and Market Coverage.

We can keep you informed of TV & Radio Advertising trends, and the changes in the Share of Ad Activity in the Advertising arena, as and when they happen, in real-time.

Contact us to receive up to date reports, charts and actual creatives on Advertising during this or any other time. 

 

Published by:

Adease Media Intelligence

www.adeasemediaresearch.com

email: info@adeasemediaresearch.com