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Competition

Competition Comparison

Date Company SONY TV CANADA STAR PLUS CANADA ZEE TV CANADA Grand Total Min /mth Min /day
Sep RBC ROYAL BANK 5035 7460 1230 13725 228.75 7.63
SCOTIA BANK 1790 1790 29.83 0.99
Sep Total 5035 9250 1230 15515 258.58 8.62
Oct, 1-20 RBC ROYAL BANK 3750 5960 1320 11030 183.83 6.13
SCOTIA BANK 1200 1200 20.00 0.67
Oct, 1-20 Total 3750 7160 1320 12230 203.83 6.8
Grand Total (Sec) 8785 16410 2550 27745
Grand Total (Min) 146.42 273.50 42.50 462.42
Advertising - Minutes per Day
Months RBC ROYAL BANK SCOTIA BANK
Sep 7.63 0.99
Oct, 1-20 6.13 0.67

Time Slot Break-up

RBC ROYAL BANK
Channel Time Sep Oct
Minutes Min per day Minutes Min per day
SONY TV CANADA 0000 - 0200 18.50 0.62 13.00 0.65
0900 - 1800 20.00 0.67 14.50 0.73
1900 - 2400 45.42 1.51 35.00 1.75
STAR PLUS CANADA 0000 - 0200 12.00 0.40 9.33 0.47
0900 - 1800 69.67 2.32 52.00 2.60
1800 - 2400 41.67 1.39 38.00 1.90
ZEE TV CANADA 1400 - 1700 2.00 0.07 4.00 0.20
1900 - 2300 18.50 0.62 18.00 0.90
SCOTIA BANK
Channel Time Sep Oct TOTAL
Minutes Min per day Spots Minutes Min per day Spots Total Minutes Total Spots
STAR PLUS CANADA 1300 - 1500 11.83 0.39 24 8.00 0.40 16 19.83 40
2200 - 2300 18.00 0.60 36 12.00 0.60 24 30 60

Further Break-Down Scotia Bank

SCOTIA BANK
Advertised 20 Days (1st September - 20th October)
Channel Time 7 - Thursdays 7 - Friday 2 - Saturday 4 - Sunday
STAR PLUS CANADA 1300 - 1500 0 0 230 0
2200 - 2300 840 840 120 960

Mid-Break Spot Positioning

Scotia Bank
Channel September
STAR PLUS CANADA First Position 30 spots
Last Position 30 spots
Total 60 spots
All spots aired at First or Last Position
Scotia Bank
Channel October
STAR PLUS CANADA First Position 20 spots
Last Position 20 spots
Total 40 spots
All spots aired at First or Last Position
Royal Bank of Canada
Channel September
STAR PLUS CANADA First Position 78 spots
2nd Position 39 spots
2nd Last Position 15 spots
Last Position 27 spots
Total Spots Aired 252 spots
All spots aired at First or Last Position
Royal Bank of Canada
Channel October
STAR PLUS CANADA First Position 44 spots
2nd Position 32 spots
2nd Last Position 15 spots
Last Position 27 spots
Total Spots Aired 199 spots
All spots aired at First or Last Position

Prime vs. Non-Prime Spot Positioning

Insights

  • Competition Advertising very low
  • RBC advertising on only 3 channels
  • Per day advertising per channel very low. Great possibility that commercial gets lost in the clutter.
  • No advertising on Urdu canvas either client.
  • For RBC at ATN Star – 65% advertising at prime positioning

Type of Case Study

Case Study – Banking Sector

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