Member of TIAC since: January 2025

Free TV Airtime? How NG Media is Helping Canadian Tourism Organizations Reach Millions

The CRTC mandates free Canadian TV airtime for DMOs, PSOs and any nonprofit or charity organization. The free TV airtime is on some of the most watched channels in Canada, such as CNN, MSNBC, TLC, A&E, and NFL Network, to name a few. We can work directly with our clients or their AORs and provide all the necessary services to execute a campaign for free TV airtime in Canada. Since the Canadian PSA campaigns have been so successful, our clients have been asking if we can help them with international media buys. We now have the contacts and have booked media in the USA, Korea, Germany, France and the UK for our clients.

What sets your business/organization apart in the tourism industry?

When contacting Canadian tourism organizations, nonprofits, charities, and government agencies, they usually do not know that there is an opportunity to access CNN, TLC, A&E, and other similar channels for free. We believe we might be the only organization in Canada that focuses on creating free TV airtime campaigns.

How has your business adapted to the challenges posed in today's new business climate?

The only drawback for most of our clients is the fact we can only give them a post report with the total number of airings their campaign received. We guarantee at least 1000 or 2000, depending on the scope of the campaign. We hear that Canadians are "cord-cutting" and not watching traditional TV anymore. We ask our clients if they are doing their campaign stats, and the following is a provincial survey done by Caregivers Alberta after an 8-week Albert campaign:

The exact survey results are: 29.3% of Albertans polled recall seeing our PSA on TV, making that our best-performing marketing channel compared to sponsored and organic social media (20% recall), HUTV screens in medical/hospital waiting rooms (21.8% recall), digital sponsored content in online newspapers (17.8% recall) and print newspaper ads (23%).

This is a volume buy for our clients, and the above gives some real numbers as to why these campaigns are successful.

What are some notable success stories or achievements your business has had in recent years?

Our success stories are when a client has a successful campaign and returns to do others. If you go to our website, www.NGmedia.ca, or our YouTube channel (NG Media Canada), you will see numerous examples of PSAs in tourism, health, festivals/events, and sports governing organizations.

We want to let all Canadian organizations qualifying for the free TV airtime know about the opportunity.

How has your membership with the Tourism Industry Association of Canada benefited your business? We believe that most TIAC members qualify for free Canadian TV airtime.