As anticipation for the upcoming Vancouver Olympics builds, both in sports and broadcast circles, other sports and media events are hoping to gain or maintain visibility during the almost month-long event.
Although ad sales continue for Olympic broadcasts, spots during the Super Bowl's Canadian telecast have been sold out for some time, broadcaster CTV has reported.. Last year, a 30 second spot sold for around $120,000 in Canada. This year, new ads will screen from major national players including Pepsi, Ford and Subway.
Ranking right up there with the Olympics and the Super Bowl, as a broadcast friendly sports event, is soccer's World Cup. The 2010 FIFA World Cup will be held in South Africa.
The games begin in early June and will be broadcast in Canada live in HD on CBC Television; matches will also be aired on Radio-Canada in French.
In order to attract international advertisers to support the coverage, sales rep firm Canadian Television Sales (CTS) is ramping up its global efforts.
"Soccer is the number one participatory sport in Canada, and the World Cup has an engaged, loyal Canadian audience," said Michael Custardo, president of CTS. "And as the exclusive U.S. representative of CBC/Radio-Canada's television and online properties, we're excited to bring this opportunity to U.S. advertisers who are looking to reach this audience."
Recently, CTS created a new division, dubbed ripe (for reliable Internet planning and execution) as audiences continued there shift to online news and entertainment. Ripe works to place strategic, customized ad buys on the 40+ Canadian websites owned by CTS media partners.
CTS represents Astral Media, Canwest, CBC/Radio Canada and The Score media properties.
In addition to airing the games in live HD, one game will repeat each day in prime time (7 p.m. in all regions), and another will repeat during late night (11 p.m. in all regions). All games will be streamed live on CBCSports.ca and will be available online after the game has ended (On Demand).
"This is the first time that all games of the FIFA World Cup will be available on conventional broadcast television, the first time they're fully available in French, and the first time any of the games will be available online to Canadians," added Custardo. "It's a tremendous opportunity for advertisers."
Canadian Television Sales (CTS) provides American advertising agencies with the knowledge, resources and ability to place advertising on Canadian television, radio stations and online properties. CTS was created over 12 years ago to provide television stations in Canada with a dedicated sales force and respond to the increasing number of requests from advertising agencies in the United States seeking to incorporate Canada into their upcoming media campaigns.
CTS was started by Custardo in 1997, giving the CBC a dedicated sales force in the U.S., in order to respond to what was an increasing number of requests from ad agencies there about incorporating Canada into their upcoming media campaigns.
In 1998, CTS began representing Showcase Television and History Television for Alliance Communications, which later merged with Atlantis Communications. After the merger, CTS picked up Atlantis' Life Network (since renamed Slice) and HGTV Canada. CTS continued to rep Alliance Atlantis properties after they were acquired by Canwest Global Communications in 2007, and now represents all of their specialty television networks such as Food Network, Discovery Health, BBC Canada, BBC Kids and more.
CTS also began representing Astral Media in 1998, expanding into the French-language market with their specialty stations Canal Vie and Canal D. Soon after, Standard Radio hired CTS to represent its 82 radio stations in English Canada. Astral Media acquired Standard Radio in 2007 and CTS continues to represent their extensive list of radio stations.
In 2001, CTS began representing The Score Television Network, a Canadian English-language cable television specialty channel. The next year, CTS further expanded into French Canada by picking up Société Radio-Canada (SRC), the French arm of CBC.