The second season of Canada’s Next Top Model is performing well out of the gate for CHUM Television, drawing a 2+ audience of 184,800 in Toronto and 134,400 in Vancouver for its first episode on Wednesday, May 30, according to BBM Nielsen. Those numbers are good enough for a number 10 ranking in Vancouver for the week of May 28, and 26th place in Toronto.

The reality show, made by Temple Street Productions from the America’s Next Top Model template, is pulling in a 5.7 rating in Toronto in its key demographic of women 18-49, and a 7.8 in the same demo in Vancouver. One media buyer indicates that these numbers will likely improve as contestants on the show are voted off and the stakes are higher.

CHUM Television SVP Roma Khanna tells Playback Daily the broadcaster is ‘absolutely thrilled’ with the second season, and has given the show a marketing and production lift.

‘It goes to show that we can make product that is as good, if not better than our neighbors to the south,’ Khanna says.

Toronto-born fashion guru Jay Manuel serves as executive producer and host on season two, taking over the latter duty from Tricia Helfer. Manuel also inspired the show’s billboard campaign, according to CHUM senior creative director David Johnson, who says it was important to exploit his level of popularity.

‘Jay had an idea of himself as the fashion angel hovering over the flock… but I suggested to him that we add more of a dark angel, superhero quality,’ Johnson explains, pointing out that the campaign hit the streets at the same time as summer superhero movies including Spider-Man 3.

CHUM significantly upped its spend on the off-air campaign, which includes billboards in subway stations in Vancouver and Toronto of the 10 finalists, who are crossed off as they get eliminated from the show.

‘We had just one location last year, but the billboard proved to be so popular that we decided to make it a big part of our media campaign,’ Johnson says. The marketing initiative also includes radio and television spots, and ads in Hello! magazine and daily commuter papers such as Metro.

Khanna says there are no plans for a third season as of yet, noting CHUM wants to give the show a couple of weeks before it makes a final decision.