CBC Radio 2 fall 2008 ad campaign was huge
CBC spent a huge amount of money advertising their “New 2″ in early fall 2008. Anecdotal observations by members of the Stand On Guard for CBC Coalition would suggest that a budget of 2 million dollars might be a LOW (conservative) estimate of the cost of these ads. Members have observed advertisements in the following media and locations:
TELEVISION
- Comedy Network – ads seen 4 times per hour
- TSN
- Vision
- History
- CTV
- CNN – Before the rerun of the Thursday evening Obama-McCain debate on CNN (which appeared just after midnight in Vancouver), there was a fairly short ad for Radio 2. CNN routinély runs ads for Canadian companies such as Shaw.
- BRAVO
- Business News Network
- Slice TV – a cable channel devoted to reality TV shows
INTERNET
- Front page of the New York Times, online; reported September 24
- Hotmail sidebar, reported by Julia Mah, October 2
- BBC website, two days in a row on different pages of the site; reported September 29
- Hotmail
- NY Times Online
- The Globe and Mail
Early 2008: A full-page ad listing music industry companies and individuals who favoured the planned changes.
In the following months: A series of “My Radio 2 includes….” ads expressing support from individual musicians from different genres.
May 17: “My radio 2 beats with…”; Phil Dwyer and Leela Gilday; almost 1/2 page, black and white
August 30: Huge number 2; about 1/3 page, colour
September 1: Huge number 2, about 1/3 page, colour
September 2: Small number 2s, full page, colour
September 2: Listing of the new programs, over 1/2 page, colour
September 4: Tempo (Julie Nesrallah); over 1/4 page, black and white
September 5: Drive (Rich Terfry); over 1/4 page, black and white
Early September: Drive (Rich Terfry) again, this time with dial numbers; almost 1/2 page, black and white
October 4: Tempo (Julie Nesrallah) again, with dial numbers; almost 1/2 page, black and white
October 11: Morning (Molly Johnson); almost 1/2 page, black and white - The Toronto Star
September 2: Small 2s, full page, colour
September 2: Listing of new programs, over 1/2 page, colour
September 3: Morning (Tom Allen); over 1/4 page, colour
September 4, Tempo (Julie Nesrallah); over 1/4 page, colour - Georgia Straight, Vancouver: full page; reported on September 19
PUBLIC TRANSIT
- Toronto Subway system “subway car completely plastered with Radio 2 ads — at least 16 overhead panels and at least four poster-sized ads– except for one TTC information ad, nothing else in the car.”
- Toronto streetcars completely wrapped in ads.
- A Jane bus, similarly filled with Radio 2 ads, reported on October 4
- Vancouver bus stop shelters (quite large)
STREET SIGNS
- Large back-illuminated sign at 17th Avenue West and Dunbar, Vancouver; reported by Paul Ohannesian, September 25; photo available
- Posters on construction site hoardings, Adelaide west of Jarvis, Toronto; reported by Marina Pinto Miller, October 3
OTHER
- Business News on TD Canada Trust headquarters elevator screen
- On the streets of Toronto
This following ad was captured as a screenshot while checking email at hotmail dot com.
