Canadian Cancer Society jumps to the top: Media Monitors

Many brands continued recent radio pushes in both Toronto and Montreal.

The Canadian Cancer Society upped its presence in a largely uneventful week among Toronto radio advertisers, according to Media Monitors data for the week of Jan. 10 to 16.

The charity has 1,124 radio spots in Toronto last week, going from fifth to first in the list of most active advertisers amid a winter fundraising push.

The remainder of Toronto’s top ten was very similar to the previous week, with Loblaws being the only new entry at sixth and very small moves among the rest. The Government of Ontario made a strong radio buy behind pandemic safety and vaccination messaging to dip only one spot to second, while Peloton dropped from second to fifth.

There was a bit more movement in Montreal, where Loblaws was also one of the only brands, along with Desjardins Insurance, to begin a new radio push in the top ten. With the Government of Quebec, Bell Let’s Talk, Subway and Elna Sexual Wellness clinic maintaining strong presences at the top of the list, brands like Crave, The Brick and Shopico increased their buys to enter the top ten.

Categorically, public service, government and financial ads had the biggest presence on Toronto radio, with government, public service and insurance the most active in Montreal.

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