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 Media Mix Changing For Canadian Marketers
 Print, Radio and TV Continue to Be Big Casualties as Marketers, AgenciesShift Spending to New Frontiers
Public Release Date: Wednesday, November 11, 2009, 11:30 AM EDT
© Ipsos Reid
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New York
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Seattle
San FranciscoVancouver 
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 Ipsos Reid is Canada's market intelligence leader and the country’s leading provider of publicopinion research. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephonecall centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos Reid’s Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada—including the Ipsos Trend Report, the leading source of publicopinion in the country—all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learnmore, visit www.ipsos.ca 
 For copies of other news releases, please visit
http://www.ipsos-na.com/news/ 
 
 
© Ipsos Reid- 1 -
 Washington
New York
Chicago
Minneapolis
Seattle
San FranciscoVancouver 
Edmonton
Calgary
Winnipeg 
Toronto
Ottawa
Montreal
Media Mix Changing For Canadian Marketers
 Print, Radio and TV Continue to Be Big Casualties as Marketers, Agencies Shift Spending to New Frontiers
Toronto, ON
 
–
The change in media spending patterns among Canada's marketing andadvertising industries continues according to a new Ipsos Reid poll released today. In fact,when asked to assess the pace of change in the media mix over the past two years, 92% ofrespondent Marketers (36% a lot/56% a little) and 88% of respondent Agency leaders (36% alot/52% a little) indicate that virtually nothing has gone untouched.The study shows that increases in Mobile, E-mail and Online at the expense of traditionalmedia such as print, radio and TV are partly due to the impact of the recession which hascreated new spending patterns using scarcer media dollars, a belief that customerrelationships can be built online, continued interest from senior management (marketers) andthe rapid concurrent development and proliferation of digital technologies.
So, who are the losers in the battle over digital dollars?
In fact, assuming that their total marketing budget remains basically the same for 2010,responses from marketing and agency directors alike suggest that adjustments in ‘spend’across different media will result in the continued downward trend for print, radio andtelevision, with stagnant growth on out of Home Digital and direct mail categories:
 
 
© Ipsos Reid- 2 -
 Washington
New York
Chicago
Minneapolis
Seattle
San FranciscoVancouver 
Edmonton
Calgary
Winnipeg 
Toronto
Ottawa
Montreal
Increase
 
Stay the Same Decrease Net ChangePrint
9% 49% 41%
-32
 
Radio
11% 63% 26%
-15TV
10% 67% 22%
-12Out of HomeDigital
12% 73% 14%
-2Direct Mail
23% 55% 23%
0
And it would appear that ad revenue losses experienced by television networks may notrebound even after confidence and spending returns to consumers. Since 2007 an increasingproportion of marketers have indicated that their spend on television will decrease over thenext two years; this has moved from 27% of marketers in 2007 to 42% this year --up awhopping 15 points in just three – this is clearly a function of much more than an economicrecession:
Agree Disagree Neutral2009
42% 41% 19%
2008
39% 45% 16%
2007 
27% 47% 26%
2006
27% 50% 23%
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