Are you an experience digital media sales person? Are you very knowledgeable about your online media platform and possibilities, as well as those of your competition? Do you know your offline media competition as well as your online one? You should! Because despite the fact that everyone knows digital is the future, and every day we see that future more and more clearly, we are NOT THERE YET. Here are a few quick facts to put digital platforms into perspective against offline or traditional media platforms. Keep in mind that while these numbers may look different from others you may have seen recently, they have all be converted against the same universe whereas whenever any one media presents their latest numbers, they always show what looks best from their perspective (be it smartphone owners against cell phone users, newspaper readership against 18+, or against adults 25-54…) Canadian population media reach / penetration (adults 18+):
- Television: 98% (2013)
- Out of home: 98% (2013)
- Radio: 90% (2013)
- Desktop web: 78% (2013)
- Printed Magazines: 56%
- Printed Newspapers: 69%
- Mobile web (smartphones): 50% (2013)
- Tablets: 24% (2013)
- Sources are: BBM, NADbank, PMB, comScore MediaMetrix, CBC Media Monitor
- Note: magazines and newspapers prefer reporting time spent with their properties in both print and digital formats (desktop and mobile) however that time spent would not be comparable to TV or radio which do not report that way, nor can you easily separate out newspapers and magazines from all other digital properties in comScore…
Media time spent weekly per media by Canadians 18+ in 2013:
- Television: 47% or 1,728 minutes
- Radio: 29% or 1,065 min
- Internet: 20% or 701 min
- Printed newspapers: 4% or 189 min
- Printed magazines: 1% or 34 min
- Sources are: BBM, NADbank, PMB, comScore MediaMetrix
- Note 1: Mobile, out of home and community weeklies are not measured in time spent.
- Note 2: Once Mobile media time spent becomes available, the total will grow and affect each media’s share of the pie.
- Note 3: Desktop web includes time spent AM/FM radio through digital platforms.
- Note 4: Television includes live and post-viewing up to 5 days
- Note 5: Desktop web includes all time spent with Netflix and other such Smart TV and connected TV features and applications.
Ad spend per media in Canada in 2013 (estimates):
- Television: $3.4B or 20.7%
- Desktop web: $3.1B or 18.4%
- Printed newspapers: $1.9B or 11.2%
- Radio: $1.6B or 9.6%
- Direct marketing: $1.4B or 7.9%
- Community weeklies: $1.3B or 7.5%
- Yellow pages: $908,000 or 5.5%
- Magazines: $565,000 or 3.3%
- Out of Home: $492,000 or 2.9%
- Mobile web: $240,000 or 1.4%
- Sources: CRTC, NewspapersCanada, Zenith Optimedia, IAB Canada, eMarketer, or estimates based on the trend of the last 5 years’ growth
- Note 1: tablets counted within desktop and mobile web
- Note 2: yellow pages includes both digital and print revenues, yp digital is also counted in desktop and mobile web
To know more about digital media sales, I teach a Digital Media Sales course through IAB Canada which is a great preparation before taking the Digital Media Sales Certification exam through IAB (US) which IAB Canada fully endorses. It is a two day program which you can attend in-public once a year (see calendar for dates) or have organized as a custom session within our company. Contact me to set up training with your organization, be it in English of French, national, regional or local – I will adapt for your organization’s needs.