J
Joseph_Gallant
Guest
Today (November 29th), a national election was called for Monday, January 23rd.
This CBC News story indicates that the election campaign, although 56 days long, is actually the longest in about 25 years. I feel it's length is in large part due to the upcoming Christmas and Boxing Day holidays.
I in fact am surprised they didn't call the elections just before Christmas with the vote itself occuring on February 6th, which would have prevented political spots from bumping most already-paid-for Christmas ads by major Canadian retail advertisers. But now, I suspect that some commercial spots on Canadian TV from retailers may get bumped to show what will no doubt be the nastiest political commercials ever seen in Canada (thanks to fallout from the "Sponsorgate" scandal); spots that may even be nastier than anything seen here in the 'States.
The election will affect Canada's TV networks, and not just that CBC, CTV and Global will each present several hours of live election-night coverage on the evening of January 23rd. These networks will have to present a number of reports on the election campaigns on their newscasts and will organize or carry debates between the leaders of the major political parties.
The Canadian election may prove an advertising bonanza for TV stations in U.S. border areas that have over-the-air or cable penetration into major Canadian cities (i.e. Burlington, VT with Montreal; Buffalo with Toronto; Detroit with Windsor and Seattle/Bellingham with Vancouver). Canadian advertisers whose spots might be bumped from Canadian stations may buy spots in these border areas. And I wonder if the major Canadian political parties might also buy spots on U.S. border stations.
If I were the sales manager of a U.S. "border station", I would agressively pursue Canadian advertisers whose regular spots in December and January might be bumped for political spots, and I'd also (if legal) pursue the major Canadian political parties to buy airtime as well. Either or both might help boost the bottom line of these border stations, especially in January when advertising demand is usually at it's lowest.
One other comment: If the last national election (2004) is any indication, at least Canadian TV stations won't have to wait until the polls close in their own province to start broadcasting election results coverage. But on the other hand, I believe most of the polls closed at 9:30 P.M. ET. Exceptions were in the Maritimes (where I think they closed around 8 P.M. ET) and in both British Columbia and the Yukon (I think it was 10 P.M. ET).
Hopefully on the evening of January 23rd, CBC, CTV and Global will all offer free high-quality streaming video of their election-night coverage. In 2004, CTV offered a free video stream of their coverage, and until Prime Minister Martin's acceptance speech at the end of the evening (probably due to many people trying to access the stream at once), it was of exceptionally high video and audio quality.
P.S.: At least Prime Minister Paul Martin had the good sense not to hold the election on a Saturday. Could you imagine a national election on a Saturday during hockey season?? And CBC's "Hockey Night In Canada" getting pre-empted for election-night coverage?? Faster than you can say "Coach's Corner", phone lines to the CBC, local newspapers, and even MP's would have rung-off the hook with nasty compliants about Peter Mansbridge replacing Don Cherry! Hopefully, televised pre-election debates will also be steered clear of Saturdays for the same reason.
This CBC News story indicates that the election campaign, although 56 days long, is actually the longest in about 25 years. I feel it's length is in large part due to the upcoming Christmas and Boxing Day holidays.
I in fact am surprised they didn't call the elections just before Christmas with the vote itself occuring on February 6th, which would have prevented political spots from bumping most already-paid-for Christmas ads by major Canadian retail advertisers. But now, I suspect that some commercial spots on Canadian TV from retailers may get bumped to show what will no doubt be the nastiest political commercials ever seen in Canada (thanks to fallout from the "Sponsorgate" scandal); spots that may even be nastier than anything seen here in the 'States.
The election will affect Canada's TV networks, and not just that CBC, CTV and Global will each present several hours of live election-night coverage on the evening of January 23rd. These networks will have to present a number of reports on the election campaigns on their newscasts and will organize or carry debates between the leaders of the major political parties.
The Canadian election may prove an advertising bonanza for TV stations in U.S. border areas that have over-the-air or cable penetration into major Canadian cities (i.e. Burlington, VT with Montreal; Buffalo with Toronto; Detroit with Windsor and Seattle/Bellingham with Vancouver). Canadian advertisers whose spots might be bumped from Canadian stations may buy spots in these border areas. And I wonder if the major Canadian political parties might also buy spots on U.S. border stations.
If I were the sales manager of a U.S. "border station", I would agressively pursue Canadian advertisers whose regular spots in December and January might be bumped for political spots, and I'd also (if legal) pursue the major Canadian political parties to buy airtime as well. Either or both might help boost the bottom line of these border stations, especially in January when advertising demand is usually at it's lowest.
One other comment: If the last national election (2004) is any indication, at least Canadian TV stations won't have to wait until the polls close in their own province to start broadcasting election results coverage. But on the other hand, I believe most of the polls closed at 9:30 P.M. ET. Exceptions were in the Maritimes (where I think they closed around 8 P.M. ET) and in both British Columbia and the Yukon (I think it was 10 P.M. ET).
Hopefully on the evening of January 23rd, CBC, CTV and Global will all offer free high-quality streaming video of their election-night coverage. In 2004, CTV offered a free video stream of their coverage, and until Prime Minister Martin's acceptance speech at the end of the evening (probably due to many people trying to access the stream at once), it was of exceptionally high video and audio quality.
P.S.: At least Prime Minister Paul Martin had the good sense not to hold the election on a Saturday. Could you imagine a national election on a Saturday during hockey season?? And CBC's "Hockey Night In Canada" getting pre-empted for election-night coverage?? Faster than you can say "Coach's Corner", phone lines to the CBC, local newspapers, and even MP's would have rung-off the hook with nasty compliants about Peter Mansbridge replacing Don Cherry! Hopefully, televised pre-election debates will also be steered clear of Saturdays for the same reason.
