Media Planner Overview and Insights

Montreal is the second largest city in Canada with a population of over 4 million residents which represents 11% of Canada’s 35 million people.

Montreal is a vibrant and sociable city with a strong cultural scene and a huge nightlife scene. With their many bars and nightclubs, the Plateau and the Mile-End neighborhoods are widely popular amongst young, socially active crowds looking to have a good time. The old port is an all-time classic area to visit and offers some of the best restaurants in the city. The Downtown area is mostly shared between active students and business workers during the day, but during the night, it is a happy hour, late night restaurants and nightclub mayhem. The St-Laurent Boulevard, also known as The Main, is where the heart of the city lays, with its corky shops, terraces on every street corner and glam dining occasions. The cultural diversity of the city partially explains why Montrealer’s spend more than half their active time outside of their home.

Montreal is also home to several colleges and universities such as the Université de Montréal, a top French speaking school which is now, thanks to its two affiliate schools, HEC Montréal and L’École Polytechnique de Montréal, the largest university in Quebec with its 60,000 students; McGill university an elite school which holds the title of most prestigious school in Canada and which is ranked 24th worldwide according to the QS World University Rankings of 2015;  The Université du Québec à Montréal, a hands-on university with over 43,000 students; and Concordia University, an opened and engaged English-speaking university of over 40,000 students.

Indoor advertising networks in restaurants, bars, fitness clubs, school campuses, shopping malls and stores provide the opportunity to engage Montrealer’s throughout their daily routine.

Montreal is an island (40km long x 15km wide) with a total of 9 highways, including 6 on the island of Montreal, and 15 bridges linking the island to the suburbs. During the business hours, the population on the Island rises from 1.9 million to 2.3 million – a 21% increase, as people converge to their workplace.  Half of Montrealer’s live in the suburbs, whether it is in Laval, on the North Shore or the South Shore. Mirabel, Vaudreuil-Dorion, Blainville and Mascouche are some of the fastest growing suburbs in recent years. 

Pierre Elliott Trudeau International Airport is located 25 min. from the downtown core. Via Rail Canadian train service pulls into Montreal’s Central Station. The station is linked to the Bonaventure Metro station and to 32km of Underground Pedestrian Network (RESO) in a series of tunnels connecting 1,700 downtown shops, restaurants, venues, hotels, museums and other attractions. Over 500,000 people use the underground city every day.

The Metro subway system has 68 stations on four lines serving the north, east, and centre of the Island with connections to Longueuil, via the Yellow Line, and Laval, via the Orangeline.  The Metro serves an average of 1,245,700 daily passengers per weekday (as of Q1 2014).  In 2013, 356.1 million riders (transfers not included) used the Metro.

Montrealer’s spend an average of 60 minutes commuting to and from work by car. Public transit users spend an average of 78 minutes commuting to and from work. (Stats Can 2011) Commuters can be reached en route to work with ads on public transit and outdoor/street level ads as well as through an indoor advertising parking network and in the elevators of office towers.

While French is the official language of Quebec, English is widely spoken in Montreal.  Commercial advertising displayed on billboards or signs must be in French. For more information click here

There are several OOH operators in Montreal but not every operator is a member of COMB, which sets the industry standard for measurement of OOH advertising audiences. Astral Out-of-Home, Branded Cities, OUTFRONT Media, PATTISON Outdoor Advertising and Quebecor Media Out-of-Home are members of the Canadian Out-of-Home Measurement Bureau which ensures that the audience information you are being provided with is accurate. For more information on COMB, click here.

Click here to view a summary of operators and their products/networks in Montreal. 

Click here to create and download a map that shows the coverage of operator’s products and networks in Montreal.