Earlier this week, we had an internal discussion on media metrics and on the fundamental question whether the GRP as the central media measurement unit should also be applied to digital media. While there are several tempting reasons to do so (we’ll finally understand each other, clients will find it so much easier to understand the web, imagine how easy we could embed it into our excel charts…) it simply does not make sense in the long run.

Whatever is digital is measurable. Ultimately, everything can be broken down into ones and zeros and allows therefore an unprecedented precision of measurement. While this huge advantage of digital media almost became a disadvantage in the early days of internet advertising (paralyzed by analysis and over promising 24/7 stats…) it is (finally) more and more spilling on traditional media now entering into the brick and mortar environment.

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24 heures et Métro ont connu des hausses respectives de 18% et 11% de leur lectorat sur cinq jours l’an dernier, alors que les quotidiens payants poursuivent leur déclin, selon les résultats pour 2007 dévoilés hier par NADbank.

La Presse montre une perte de 4% de ses lecteurs sur cinq jours et de 3% sur une semaine complète. Le Journal de Montréal, lui, accuse un recul de 5% dans les deux catégories.

De façon globale, dans la région montréalaise, 50% des adultes ont lu un quotidien hier, 69% au moins un entre lundi et vendredi, 74% au moins une édition imprimée entre lundi et dimanche, et 76% soit une édition imprimée ou une édition Internet durant la semaine.

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Jean-François Bourdeau, directeur recherche média, Touché ! PHD

Aujourd’hui, s’assurer que notre groupe-cible ait été exposé à notre campagne publicitaire ne suffit plus. La portée et la fréquence de nos campagnes sont assez facilement mesurables et vérifiables. Par contre, le niveau d’attention du consommateur demeure  encore difficile à cerner bien qu’au cœur de nos préoccupations. Un pas dans cette direction est peut-être franchi. En effet, une firme danoise vient de lancer iMotions, un logiciel qui enregistre en direct les mouvements de notre pupille. 

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Karine Courtemanche
Vice-Présidente média, Touché ! PHD

Suite à l’annulation le mois passé du gala des Golden Globes, craignant sans doute que les Oscars subissent le même sort le mois prochain, les producteurs de Hollywood ont accepté de donner aux scénaristes en grève une partie des profits que leur travail pourrait rapporter dans l’Internet.

Cette entente met donc un terme à cette grève, qui a joué avec l’économie de Los Angeles et privé la télévision de séries télévisées pendant plus de trois mois.

L’entente entre les scénaristes hollywoodiens et les producteurs est imminente.

According to today’s Media in Canada, we might be able to assist to an Oscar ceremony on February 24. It is said that the Writers Guild of America (WGA) & Television Producers have been talking informally with the hope of repairing the almost three month battle in sight of a key ceremony that could limit the financial catastrophe that has started with the cancelation of the Golden Globes, earlier this month. Time to cross our fingers, since TV landscape for Winter (and even Fall) 2008  could be quite different from what was originally expected on an English perspective. Also, box office situation has been affected with enormous projects (such as The Da Vinci Code sequel, Angels & Demons) put on ice temporarily. 

Over the next few weeks the Internet medium will pull up beside the Radio medium, wave goodbye, and then accelerate away down Canada’s ad revenue expressway. The moment of eclipse, the point in time when Radio and Internet media capture comparable rolling 12 month ad revenue levels, will probably happen sometime in February ‘08. By the end of this year, Radio will become a spec in Internet’s rearview mirror as the medium grabs $1.7 billion, well ahead of Radio’s $1.5 billion in annual ad revenue (2008).

These projections are contained in the Canadian Marketing Association’s recently released data book entitled “Marketing’s Contribution to the Canadian Economy 2007”. The chart below plots past, present and future (to 2011) ad revenue by medium and extrapolates further out to 2014 (phd Canada).

It has been fascinating to watch the Internet move so dramatically from media upstart to media usurper in the space of just a few short years. Out-of-Home and Magazine media were the first to bit Internet’s dust in 2004 and 2006. But the Radio medium is a longstanding member of the billion dollar club. It has held a number three mass media revenue rank position as far back as any of us can remember. Radio’s drop to the number four rank position today is a testament to the Internet’s relentless, ever increasing absorption of hours of consumer media attention. Just how far the Internet has come, in the battle for the hearts and minds of Canadian consumers, is carefully charted in the Internet Advertising Bureau of Canada’s newly released Annual Canadian Media Usage Trends Report. The study isolates trends in media usage over the last seven years and shows the Internet currently neck and neck with TV in the fight for youthful hours of media usage.