Adease Media Intelligence presents an overview of Black Friday  advertising across Radio and Television in Canada


As expected, the retail category tops the charts with Black Friday themed advertising on radio and television. Furniture & Home Furnishings Stores takes the top spot with an incredible 30% share, Apparel & Accessory Stores take the second spot with 11.7% share and Sporting Goods Stores follows closely in third place with 10.5% share.

Black Friday Radio Advertisers

..And they’re off

Let the race begin! Black Friday advertising makes its radio debut on November 2nd with Sleep Country Canada celebrating Black Friday early. Next to enter the race is Toys R Us Stores on November 3rd, who are celebrating Black Friday every weekend. 

Sleep Country Canada takes an advertising hiatus from November 9th to November 13th. This gives room to Mark’s Work Wearhouse Pre-Black Friday sale to take the top spot from November 10th to 12th. 


Hudson’s Bay starts their Black Friday campaign on November 12th. The fifth advertiser to start their Black Friday radio campaign is Fido Smartphone & Mobile Services, who starts strong on November 15th and takes the top Black Friday advertiser for 6 days straight.


Top Radio Categories

Smartphone & Mobile services take the top subcategory spot in Black Friday advertising for the first 3 weeks of November with a 11.8% share. This lead is thanks to Fido Smartphone & Mobile Services ‘Black Fri Deals’ campaign. Outerwear Stores follows closely at 11.1% share, with Mark’s Work Wearhouse Pre-Black Friday and Black Friday sale massively pushing this subcategory to the top. 


Third place is for Sporting Good Stores which shows to be a very competitive space with Sport Chek Sporting Goods, Sail Sporting Goods and Bass Pro Shops taking 41%, 29% and 28% of the subcategory share respectively. 


Black Friday Television Advertisers


Top Categories

The subcategory share on television is much less divided in comparison to radio. Mattress Stores take the top spot with 26.4% share, thanks to Sleep Country Canada’s strong start. 



Second spot goes to Furniture Stores taking a 24.5% share of the pie. Leon’s takes top place within the Furniture Store subcategory followed by Wayfair and La-Z-Boy.


Electronic Stores comes in at third place with a 17.6% share; Best Buy and Visions Electronics are the big contributors in this subcategory. 


Black Friday Countdown on Television

The Black Friday race started 1 day earlier on Television in comparison to Radio.  Best Buy started their Black Friday campaign on November 1st. 

Similarly to radio, Sleep Country Canada’s TV campaign started on November 2nd.  Staples Office Supply Store’s campaign also started on November 2nd. 

The second week of November brings the next new Black Friday advertiser. The Brick Furniture Stores started their Black Friday campaign on November 7th and claimed the top spot for the rest of the week. 

Amazon’s campaign also started on November 7th with their Early Black Friday deals. 


 How will the race to Black Friday end?

The winner is yet to be determined. With 3 days left to the official day, the winner of this retail race is yet to be determined. 

Check back next week to find out the final line-up of Black Friday advertisers and don’t forget about Cyber Monday! 



This  Advertising Intelligence is published by Adease Media Intelligence. The data used in this document is collected using the Adease Media Monitoring Technology, Methodology and Market Coverage.

We can keep you informed of TV & Radio Advertising trends, and the changes in the Share of Ad Activity in the Advertising arena, as and when they happen, in real-time.

Contact us to receive up to date reports, charts and actual creatives on Advertising during this or any other time. 


Published by:

Adease Media Intelligence