QSRs jump to the top in Toronto and Montreal: Media Monitors

McDonald's managed to knock the Government of Quebec out of the number one spot in Montreal.

Canada’s restaurant chains are putting a big, big investment behind their radio buys, according to Media Monitors data for Nov. 29 to Dec. 5.

McDonald’s was the most active radio advertiser in Toronto, increasing its buy from last week to make the leap from fourth. It was followed by Tim Hortons, which is in the midst of a push behind its “Timbiebs” collection, and The Bay, which is continuing its holiday campaign. Desjardins had a slight bump to fourth, while GoDaddy kicked off a new campaign with enough spots to land in fifth.

In a rarity over the last year, McDonald’s actually displaced the Government of Quebec as the most active radio advertiser in Montreal, thanks to an increase in spots from the former and slight dip from the latter. The government still managed to hold on to the number two spot, followed by Tims and Virgin Plus both jumping up in the list. Sunwing rounded out the top five amid a push to reach those beginning to consider winter travel.

In both markets, QSRs and restaurants were the most active category on the radio, followed by wireless carriers and public service ads.

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