Canada Media Usage Trends

1. Total Canada
June 2011
Online + Offline
Prepared By:
PHD Canada
Commissioned By:
The Interactive Advertising Bureau (IAB) of Canada
www.iabcanada.com
2010 Canadian Media Usage Trends Study

2. Online Offline
Online + Offline – Worlds Apart.

3. Divergent Structure In The 2 Worlds.
Online Offline
Private Tripartite/Co-opMeasurement structures
Digital PopulationUniverse
Daily WeeklyAudience Time Units
Click/Engage/Acquire AwarenessPerformance Metrics
Click/Engage/Acquire Exposure OppsAnalytics
Result BrandMarketing Task Focus
Fast SlowVehicle Cycles
∞ 10Fragmentation
Online OfflineExpertise from
10 4Expert in
Immediate Months outTurnaround Expectation
3rd
party 1st
PartyData Verification
Borderless NationalExecution Border
Borderless National/RegionalKnowledge Border

4. Online Offline
MARKETING
INTEGRATION
Must Become A Closer Part Of The “mix”.

5. Common Ground For Comparison.
Weekly Reach
Weekly Time

6. CMUST Has Changed.
From: Single (NADbank) source
To: Buyer currency sources
Internet: No weekly data from comScore.
NADbank for weekly Internet data.
BBM (TV, Radio)
PMB (Magazine)
NADbank (Newspaper)
Use comScore in PMB fusion data base.

7. Six Buyer Currency Surveys Of Record.
BBM PMT/Mark II Meter/PPM in Quebec
Jan-Dec ‘02/Jan-Aug ’09
TELEVISION
PMB Recent Reading
PMB’01/PMB Fall’10
MAGAZINE
NADbank Telephone Readership study
2001/2009
NEWSPAPER
R A D I O
BBM Diary
Fall’00/Fall’09
INTERNET
NADbank Telephone Readership study
2001/2009
MOBILE
Nielsen Mobile Media Measurement
2nd
Quarter ’09/’10
comScore Mobilens March ‘11
PMB/comScore Fused Data
Spring’10

8. Media Habits, On- + Offline, Over Last 10 Years.
REACH + TIME
IMPERATIVES – 2D and 3D
F U S I O N
M O B I L E

9. Media Habits, On- + Offline, Over Last 10 Years.
IMPERATIVES – 2D and 3D
F U S I O N
M O B I L E
+ TIMEREACH

10. How Have Media Reach Levels Changed Over Last 10 Years?
Source: Total Canada, see Data Source slide
Weekly Reach
Adults 18+
20%
40%
60%
80%
0%
100%
‘00 ‘09

11. 20%
40%
60%
80%
0%
100%
‘00
73%
94%
82%
52%
‘09
R A D I O NEWSPAPER INTERNETMAGAZINE
60%
73%
92%
103
137
82
9198
2000 =100 index
Internet Reach Has Increased By 37%.
Weekly Reach
Adults 18+
71%
96%
TELEVISION
99%
Source: Total Canada, see Data Source slide

12. 20%
40%
60%
80%
0%
100%
TELEVISION R A D I O NEWSPAPERINTERNET MAGAZINE
‘09
71%
60%
73%
92%
99%
Examine Weekly Reach By Demographic Group.
Weekly Reach
Adults 18+
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
2009 Weekly Reach %
18+
Source: Total Canada, see Data Source slide

13. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
2009 Weekly Reach %
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
20%
40%
60%
80%
0%
100%
99% 97% 97% 99%
60%
73%
92%
99%
18+
82%82%
77%
53%
71%
95%
Source: Total Canada, see Data Source slide

14. 18-24 25-34 35-54 55+
20%
40%
60%
80%
0%
100%
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
99% 97% 97% 99%
60%
73%
92%
99%
95%
18+
71%
2009 Weekly Reach %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
82%82%
77%
53%
Internet Is Under 55 Skewed.
Source: Total Canada, see Data Source slide

15. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
2009 Weekly Reach %
M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
20%
40%
60%
80%
0%
100%
99% 97% 97% 99% 99% 99%
60%
73%
92%
99%
18+
82%82%
77%
53%
71% 72% 70%
95%
Source: Total Canada, see Data Source slide

16. M W
20%
40%
60%
80%
0%
100%
18+
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
99% 97% 97% 99% 99% 99%
60%
73%
92%
99%
82%82%
77%
53%
95%
71%
2009 Weekly Reach %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
72% 70%
Internet Is Slightly Male Skewed.
Source: Total Canada, see Data Source slide

17. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
2009 Weekly Reach %
M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
$75 m+
92%
70%
20%
40%
60%
80%
0%
100%
99% 97% 97% 99% 99% 99% 99%
60%
73%
92%
99%
18+
82%82%
77%
53%
71% 72% 70%
77%
81%
95%
Source: Total Canada, see Data Source slide

18. $75 m+
20%
40%
60%
80%
0%
100%
18+
71%
M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
92%
70%
99% 97% 97% 99% 99% 99% 99%
60%
73%
92%
99%
82%82%
77%
53%
72% 70%
95%
77%
2009 Weekly Reach %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet Has Upper Income Skew.
81%
Source: Total Canada, see Data Source slide

19. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
2009 Weekly Reach %
M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
$75 m+
92%
77%
70%
20%
40%
60%
80%
0%
100%
99% 97% 97% 99% 99% 99% 99%
60%
73%
92%
99%
18+
82%82%
77%
53%
71%
Univ+
92%
73%
57%
99%
72% 70%
81% 81%
95%
Source: Total Canada, see Data Source slide

20. 20%
40%
60%
80%
0%
100%
18+
71%
Univ+M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
$75 m+
92%
77%
70%
99% 97% 97% 99% 99% 99% 99%
60%
73%
92%
99%
82%82%
77%
53%
92%
73%
57%
99%
72% 70%
81%
95%
81%
2009 Weekly Reach %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet Has University+ Skew.
Source: Total Canada, see Data Source slide

21. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
2009 Weekly Reach %
M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
$75 m+
92%
77%
70%
20%
40%
60%
80%
0%
100%
99% 97% 97% 99% 99% 99% 99%
60%
73%
92%
99%
Fr
92%
73%
57%
99%
68%
18+
82%82%
77%
53%
71%
Univ+
92%
73%
57%
99%
72% 70%
81% 81%
95%
Source: Total Canada, see Data Source slide

22. 20%
40%
60%
80%
0%
100%
Fr
68%
18+
71%
M W
91%
76%
57%
92%
70%
64%
18-24 25-34 35-54 55+
83%
71%
60%
92%
66%
61%
72%
62%
91%
79%
58%
$75 m+
92%
77%
70%
99% 97% 97% 99% 99% 99% 99%
60%
73%
92%
99%
92%
73%
57%
99%
82%82%
77%
53%
Univ+
92%
73%
57%
99%
72% 70%
81% 81%
95%
2009 Weekly Reach %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet Has Slight French Underdevelopment.
Source: Total Canada, see Data Source slide

23. Internet Reach…
10 YEAR GROWTH Most rapid.
AGE Under 55 skewed.
SEX Slight male skew.
INCOME Upper income skew.
EDUCATION University+ skew.
LANGUAGE Slight French underdevelopment.

24. IMPERATIVES – 2D and 3D
F U S I O N
M O B I L E
+ TIMEREACH
Weekly Time Spent Is A Surrogate For Ad Exposure.

25. 2,000
1,000
500
1,500
‘00 ‘09
Weekly Time (minutes)
Adults 18+
Weekly Time Spent Per Capita Allows For Media
Comparison.
Source: Total Canada, see Data Source slide

26. 2,000
1,000
500
1,500
‘00 ‘09
Weekly Time (minutes)
Adults 18+
1,531
TELEVISION
1,691
Time Spent With Internet Has More Than Doubled Since 2001.
R A D I O NEWSPAPER INTERNETMAGAZINE
110
210
49
78
88
2000 =100 index
1,282
1,122
161 126
77 38
311
654
Source: Total Canada, see Data Source slide

27. 2,000
1,000
500
1,500
‘00 ‘09
Weekly Time (minutes)
Adults 18+
1,531
TELEVISION
1,691
R A D I O NEWSPAPER INTERNETMAGAZINE
1,282
1,122
161 126
77 38
311
654
Share Is A Helpful Way To Look At “Time”.
TELEVISION
R A D I O
INTERNET
NEWSPAPER
MAGAZINE
1,531
1,282
311
161
77
46%
38%
9%
5%
2%
100%
shareminutes
2000
shareminutes
2009
1,691
1,122
654
126
38
47%
31%
18%
3%
1%
100%TOTAL 3,362 3,631
Source: Total Canada, see Data Source slide

28. 2,000
1,000
500
1,500
‘00 ‘09
Weekly Time (minutes)
Adults 18+
TELEVISION
R A D I O
INTERNET
NEWSPAPER
MAGAZINE
1,531
1,282
311
161
77
46%
38%
9%
5%
2%
100%
shareminutes
2000
shareminutes
2009
1,691
1,122
654
126
38
47%
31%
18%
3%
1%
100%TOTAL 3,362 3,631
Total Time Spent With Media Grew By 8%.
Source: Total Canada, see Data Source slide

29. 2,000
1,000
500
1,500
‘00 ‘09
Weekly Time (minutes)
Adults 18+
TELEVISION
R A D I O
INTERNET
NEWSPAPER
MAGAZINE
1,531
1,282
311
161
77
46%
38%
9%
5%
2%
100%
shareminutes
2000
shareminutes
2009
1,691
1,122
654
126
38
47%
31%
18%
3%
1%
100%TOTAL 3,362 3,631
+1 points
- 7 points
+9 points
- 2 points
- 1 point
Internet Doubled Its Share Of Media Time Since 2001.
Source: Total Canada, see Data Source slide

30. 10%
20%
30%
40%
0%
50%
1,531
1,282
311
161
77
3,362
46%
38%
9%
5%
2%
100%
shareminutes
2000
shareminutes
2009
1,691
1,122
654
126
38
3,631
47%
31%
18%
3%
1%
100%
TELEVISION
R A D I O
INTERNET
NEWSPAPER
MAGAZINE
TOTAL
+1 points
- 7 points
+9 points
- 2 points
- 1 point
2009 Share %
of Weekly Minutes Per Capita
47%
1 %
31%
18%
3 %
18+
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
Source: Total Canada, see Data Source slide

31. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
47%
1 %
31%
3 %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18+
Source: Total Canada, see Data Source slide

32. 10%
20%
30%
40%
0%
50%
18%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
47%
1 %
31%
3 %
18+
2009 Share %
of Weekly Minutes Per Capita
INTERNET
39%
27%
18%
8%
The Internet Has A Uniquely Strong Under-55 Skew.
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
Source: Total Canada, see Data Source slide

33. 10%
20%
30%
40%
0%
50%
18%
18-24 25-34 35-54 55+18+
2009 Share %
of Weekly Minutes Per Capita
TELEVISION INTERNET
Internet And TV… Mirror Image Age Profiles.
47%
34%
40%
45%
55%
39%
27%
18%
8%
Source: Total Canada, see Data Source slide

34. 10%
20%
30%
40%
0%
50%
18%
18-2418+
2009 Share %
of Weekly Minutes Per Capita
TELEVISION INTERNET
Internet Is Medium Of Record For 18-24 Year Olds.
47%
34%
39%
25-34 35-54 55+
40%
45%
55%
27%
18%
8%
Source: Total Canada, see Data Source slide

35. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
47%
1 %
31%
3 %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18+
Source: Total Canada, see Data Source slide

36. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
M W18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
44%
49%
31% 31%
4%
3%
1% 1%
47%
1 %
31%
3 %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet Has A Moderate Male Skew.
18+
20%
16%
Source: Total Canada, see Data Source slide

37. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
$75 m+
38%
33%
24%
4%
1%
47%
1 %
31%
3 %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18+
Source: Total Canada, see Data Source slide

38. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
$75 m+
24%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
38%
33%
4%
1%
47%
1 %
31%
3 %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet Has A Strong High Income Skew.
18+
Source: Total Canada, see Data Source slide

39. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
$75 m+
24%
INTERNET
18+
TELEVISION
38%
47%
Internet And TV… Mirror Image Income Profiles.
Source: Total Canada, see Data Source slide

40. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
$75 m+
38%
33%
24%
4%
1%
47%
1 %
31%
3 %
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18+ Univ+
25%
39%
30%
4%
1%
Source: Total Canada, see Data Source slide

41. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet Has A Strong University+ Skew.
18+ Univ+
25%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
$75 m+
38%
33%
24%
4%
1%
47%
1 %
31%
3 %
39%
30%
4%
1%
Source: Total Canada, see Data Source slide

42. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
INTERNET
18+ Univ+
25%
TELEVISION
47%
39%
Internet And TV… Mirror Image Education Profiles.
Source: Total Canada, see Data Source slide

43. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
Fr
16%
18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
$75 m+
38%
33%
24%
4%
1%
47%
1 %
31%
3 %
49%
31%
3%
1%
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18+ Univ+
25%
39%
30%
4%
1%
Source: Total Canada, see Data Source slide

44. 10%
20%
30%
40%
0%
50%
2009 Share %
of Weekly Minutes Per Capita
18%
Fr
16%
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNET
Internet’s Share Slightly Lower In French Canada.
18+ 18-24 25-34 35-54 55+
34%
40%
45%
55%
24%
30%
33%
31%
2% 2% 3% 6%
1% 1% 1% 1%
39%
27%
18%
8%
M W
44%
49%
31% 31%
4%
3%
1% 1%
20%
16%
$75 m+
38%
33%
24%
4%
1%
47%
1 %
31%
3 %
49%
31%
3%
1%
Univ+
25%
39%
30%
4%
1%
Source: Total Canada, see Data Source slide

45. Internet Time Spent…
10 YEAR GROWTH Most rapid… doubled +.
AGE #1 for 18-24. Uniquely under 55.
SEX Moderate male skew.
INCOME Strong high income skew.
EDUCATION Strong university+ skew.
LANGUAGE Slightly lower in French Canada.

46. and 3DIMPERATIVES – 2D
REACH + TIME
F U S I O N
M O B I L E

47. IMPERATIVES
Product users gravitate towards different media.

48. Internet Imperative Coding Available In PMB ‘10.
Internet/TV
Internet/Magazine
Internet/Newspaper
Internet/Radio
IAB-Commisioned Custom Coding Available.

49. Imperatives created through media usage segmentation.
LIGHTER
INTERNET
HEAVIER
INTERNET
HEAVIER TVLIGHTER TV
PMB Fall ‘10, Total 18+ Base

50. 4 Imperative segments of roughly equal size.
LIGHTER
INTERNET
HEAVIER
INTERNET
HEAVIER TVLIGHTER TV
INTERNET IMPERATIVE
TV IMPERATIVE
DUAL
LIGHT
PMB Fall ‘10, Total 18+ Base

51. A radar chart helps to explain “propensity” indices.
Internet Imperative
Dual
TV Imperative
Light

52. Propensity index increases away from centre.
Internet Imperative
Dual
TV Imperative
Light

53. Average consumption propensity = 100.
Internet Imperative
Dual
TV Imperative
Light

54. Internet Imperative
Dual
TV Imperative
Light
For example - a new, $50,000+ car.
133
70
10096
PMB Fall ‘10, Total 18+ Base

55. Internet Imperative
Dual
TV Imperative
Light
33% More $50m+ Car Buyers In Internet Imperative Group.
133
70
10096
PMB Fall ‘10, Total 18+ Base

56. INTERNET
IMPERATIVE
TV
IMPERATIVE
DUAL LIGHT
133New $50,000+ car 70100 96
$2,000+ in Jewelry 132 51121 79
128 61107 104Home worth $500,000+
Internet/TV… Targets Upscale Product Purchasers
121 66112$1,500+ on credit card 94
161 45 91$500,000+ Life Insurance 105
149 53$50,000+ home improvements 12490
123 48119$750+ past year on Sports Clothing 110
$1 million+ in Securities/Savings 150 4997 112
Premium Beer 149 45 90110
PMB Fall ‘10, Total 18+ Base
Upscale product purchasers…

57. 128Computers 59141 36
127Business Travel 64138 35
Business decision makers for…
Internet/Newspaper… Targets Decision-Makers.
INTERNET
IMPERATIVE
NEWSPAPER
IMPERATIVEDUAL LIGHT
122Banking and Finance 63 58130
122Telecommunications 62 46137
127Office Equipment 62 49132
Shipping and Distribution 52149 42117
140Involved in $500m+ Expenditures 64 27133
PMB Fall ‘10, Total 18+ Base

58. 129Have a Home Office 67126 57
139Have 3+ Personal Computers in home 60128 50
126Purchased a Personal Computer in the year 81114 69
140Have VOIP telephone service at home 68116 63
Internet/Magazine… Targets Tech-Literate & Travelers.
INTERNET
IMPERATIVE
MAGAZINE
IMPERATIVE
DUAL LIGHT
133Heavy Business Traveler 62119 54128
167Play video games 7+ times/week 70 7297
PMB Fall ‘10, Total 18+ Base
Tech-literate & Travelers…

59. 123Attended at least one event past year 74116 72
128Attended at least one attraction past year 73115 69
113Attended 10+ concerts past year 92107 82
147Attended Night Clubs/Bars 10+ times past year 70122 35
135Ate at sub-sandwich restaurant 5+ times/month 70121 51
117Ate at high quality restaurant 4+
times/month
79118 68
128Used health/fitness club 10+ times past year 65121 67
160Visited Art Gallery 10+ times past year 36136 36
156Went to Movies 6+ times past 3 months 61109 61
Internet/Radio… Targets Entertainment Goers.
INTERNET
IMPERATIVE
RADIO
IMPERATIVE
DUAL LIGHT
PMB Fall ‘10, Total 18+ Base
Entertainment goers …

60. Internet Imperative…
INTERNET / TV Upscale product purchasers.
INTERNET / NEWSPAPER Decision-makers.
INTERNET / MAGAZINE Tech-Literates/Travellers.
INTERNET / RADIO Entertainment-goers.

61. REACH + TIME
F U S I O N
M O B I L E
IMPERATIVES – 2D and 3DIMPERATIVES 3D

62. PMB created coding for 3D Imperatives.
Internet
Magazine
Television

63. NewspaperMagazine
IAB-Commissioned Coding For 3D Internet/Newspaper/TV.
Internet
Television

64. Think of 3D Imperatives as a 3 X 3 X 3 Rubik’s Cube.

65. 3 slices describe heavy, medium and light Magazine
Light Magazine
Heavy Magazine
Medium Magazine
In the case of Internet, Magazine and TV…

66. 3 horizontal slices describe heavy, medium, light Internet.
Light Internet
Heavy Internet
Medium Internet

67. Final 3 slices describe heavy, medium, light TV.
Light TV
Heavy TV
Medium TV

68. Singles are heavy users of one… medium/light of other two.

69. Singles include… the Internet Imperative,
IH

70. … the Magazine Imperative,
IH
MH

71. … and the TV Imperative.
IH
MH
TH

72. Duals are segments that are heavy users of 2 media.
IH
MH
TH

73. Duals include… heavy Internet/Magazine,
IH
MH
TH
IMD

74. … heavy Internet/TV,
IH
MH
TH
IMD
ITD

75. … and heavy TV/Magazine.
IH
MH
TH
IMD
ITD
TMD

76. Triples… Triple H are heavy users of all 3 media.
IH
MH
TH
IMD
ITD
TMD
ITMH

77. And Lite3
are triple-lite users of all three media.
IH
MH
TH
IMD
ITD
TMD
ITMH
Lite3

78. The Third Dimension Adds Clarity.
PMB Fall ‘10, Total 18+ Base

79. PMB Fall ‘10, Total 18+ Base
INTERNET
IMPERATIVE
MAGAZINE
IMPERATIVE
DUAL LIGHT
Personal computer purchaser
In A 2 Dimensional Internet/Magazine World…

80. 126 114 81 69
PC Buyers Are Heavy Internet And Internet/Magazine Users.
PMB Fall ‘10, Total 18+ Base
INTERNET
IMPERATIVE
MAGAZINE
IMPERATIVE
DUAL LIGHT
Personal computer purchaser

81. In 3D Imperative, a third, TV dimension, is added.
Triple
Lite3ITMH
Dual
MTDITDIMD
Single
IH MH TH
PMB Fall ‘10, Total 18+ Base
Personal computer purchaser

82. 139
Single
IH MH TH
Dual
MTD
Triple
ITMH Lite3ITDIMD
PMB Fall ‘10, Total 18+ Base
Personal computer purchaser
PC Buyers Are Heavy Internet Users,

83. 139 103 60 128
Single
IH MH TH
Dual
MTD
Triple
ITMH Lite3ITDIMD
PMB Fall ‘10, Total 18+ Base
Personal computer purchaser
… And Heavy Internet/Magazine Users,

84. 139 103 60 128
Single
IH MH TH
Dual
MTD
Triple
ITMH Lite3ITDIMD
PMB Fall ‘10, Total 18+ Base
Personal computer purchaser
BUT… Also Heavy Internet/Magazine/TV Users.
109 82 120 88

85. PMB Fall ‘10, Total 18+ Base
Re-examining Upscale Product Purchasers in 3D…
Single
IH
121
110
162
145
106
105
111
163
149
MH
102
112
129
154
126
129
117
111
125
TH
62
62
40
48
58
45
43
68
55
Dual
IMD
138
140
163
136
157
121
118
230
162
ITD
101
119
80
68
81
75
128
61
73
MTD
107
79
68
57
68
40
83
23
49
Triple
ITMH
66
102
79
99
121
136
107
56
122
Lite3
102
97
85
89
98
129
113
76
83
New $50,000+ car
$1,500+ on credit card
$500,000+ Life Insurance
$2,000+ in Jewelry
$1 million+ in Securities/Savings
$50,000+ home improvements
Home worth $500,000+
$750+ past year on Sports Clothing
Premium Beer
Upscale product purchasers…

86. Single
IH
121
110
162
145
106
105
111
163
149
MH
102
112
129
154
126
129
117
111
125
TH
62
62
40
48
58
45
43
68
55
Dual
IMD
138
140
163
136
157
121
118
230
162
ITD
101
119
80
68
81
75
128
61
73
MTD
107
79
68
57
68
40
83
23
49
Triple
ITMH
66
102
79
99
121
136
107
56
122
Lite3
102
97
85
89
98
129
113
76
83
New $50,000+ car
$1,500+ on credit card
$500,000+ Life Insurance
$2,000+ in Jewelry
$1 million+ in Securities/Savings
$50,000+ home improvements
Home worth $500,000+
$750+ past year on Sports Clothing
Premium Beer
PMB Fall ‘10, Total 18+ Base
Use Internet With Magazine And With TV In Some Cases.
Upscale product purchasers…

87. PMB Fall ‘10, Total 18+ Base
Single
IH
166
159
139
148
163
117
NH
113
99
106
110
97
114
TH
37
44
57
42
56
62
Dual
IND
175
214
192
256
207
198
ITD
84
93
89
66
67
104
NTD
49
43
43
35
42
26
Triple
ITNH
86
125
144
106
121
88
Lite3
91
70
78
70
75
98
Banking and Finance
Computers
Office Equipment
Business Travel
Shipping and Distribution
Involved in $500m+ Expenditures
Business decision makers for…
Re-examining Decision-Makers in 3D…

88. Single
IH
166
159
139
148
163
117
NH
113
99
106
110
97
114
TH
37
44
57
42
56
62
Dual
IND
175
214
192
256
207
198
ITD
84
93
89
66
67
104
NTD
49
43
43
35
42
26
Triple
ITNH
86
125
144
106
121
88
Lite3
91
70
78
70
75
98
Banking and Finance
Computers
Office Equipment
Business Travel
Shipping and Distribution
Involved in $500m+ Expenditures
PMB Fall ‘10, Total 18+ Base
Business decision makers for…
Use Internet With Newspaper And With TV In Some Cases.

89. PMB Fall ‘10, Total 18+ Base
Re-examining the Tech-literate/Traveler in 3D...
Single Dual Triple
Play video games 7+ times/week
Heavy Business Traveler
Have a Home Office
3+ Personal Computers in home
Purchased a Personal Computer past year
Have VOIP telephone service at home
IH
152
152
157
139
154
138
MH
92
92
85
103
74
68
TH
48
48
38
60
40
61
IMD
182
182
160
128
160
120
ITD
62
62
120
109
129
189
MTD
70
70
59
82
69
62
ITMH
143
143
147
120
145
105
Lite3
83
83
86
88
85
100
Tech-literate & Traveler…

90. Single Dual Triple
PMB Fall ‘10, Total 18+ Base
Play video games 7+ times/week
Heavy Business Traveler
Have a Home Office
3+ Personal Computers in home
Purchased a Personal Computer past year
Have VOIP telephone service at home
IH
152
152
157
139
154
138
MH
92
92
85
103
74
68
TH
48
48
38
60
40
61
IMD
182
182
160
128
160
120
ITD
62
62
120
109
129
189
MTD
70
70
59
82
69
62
ITMH
143
143
147
120
145
105
Lite3
83
83
86
88
85
100
Use Internet With Magazine With TV In All Cases.
Tech-literate & Traveler…

91. 3D Imperatives Help To Clarify Complex Media
Relationships.
INTERNET Often a “driver” medium.
INTERNET ALONE Captures a large segment of target.
INTERNET DUALS Combinations with Print is key.
INTERNET TRIPLE Heavy users of 3 media often key.

92. REACH + TIME
IMPERATIVES – 2D and 3D
F U S I O N
M O B I L E

93. PMB comScoreF U S E D

94. Can Examine comScore Websites Through A PMB Lens.
1,000+ web sites.
27 site “types”.
29 magazine sites.

95. A Rank Of Website “Types” By PMB Adults 18+.
60%
20%
30%
40%
50%
70%
18+ Monthly Reach
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.

96. Site “Types” In Higher 18+ Reach Realm.
Corporate Presence 75% ex. MSN.ca Homepage
Services 74% ex. Windows Live Hotmail
Entertainment 72% ex. YouTube
Directories/Resources 68% ex. Google Maps
Retail 66% ex. Future Shop
Business/Finance 66% ex. Globe Investor
Conversational 74% ex. Word Press
News/Information 74% ex. CBC.ca
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.

97. Site “Types” Generating 40% Monthly Reach.
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+
Corporate Presence 75% ex. MSN.ca Homepage
Services 74% ex. Windows Live Hotmail
Entertainment 72% ex. YouTube
Directories/Resources 68% ex. Google Maps
Retail 66% ex. Future Shop
Business/Finance 66% ex. Globe Investor
Sports 47% ex. Yahoo Sports
Travel 48% ex. Expedia
Games 45% ex. Wild Tangent
Auctions 45% ex. eBay Canada
Health 40% ex. Canoe Health
Conversational 74% ex. Word Press
News/Information 74% ex. CBC.ca
Education 43% ex About.com
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.

98. Site “Types” In The 20%/30% Monthly Reach Range.
Corporate Presence 75% ex. MSN.ca Homepage
Services 74% ex. Windows Live Hotmail
Entertainment 72% ex. YouTube
Directories/Resources 68% ex. Google Maps
Retail 66% ex. Future Shop
Business/Finance 66% ex. Globe Investor
Automobile 39% ex. kiJiJi
Career 28% ex WORKOPOLIS
Real Estate 27% ex MICASA.ca
Conversational 74% ex. Word Press
News/Information 74% ex. CBC.ca
Sports 47% ex. Yahoo Sports
Travel 48% ex. Expedia
Games 45% ex. Wild Tangent
Auctions 45% ex. eBay Canada
Health 40% ex. Canoe Health
Education 43% ex About.com
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.

99. Can Website “Types” Target By Demo And Segments?
Age, sex, income.
PMB Life-style segments.

100. 18-24.
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
132
146
133
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
Target Page
Viewer Index
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.

101. 25-34.
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
147
138
150
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

102. 35-54
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
111
128
151
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

103. Men 18+.
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
149
137Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

104. Women 18+.
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
120
127
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

105. $125,000+ Personal Income
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
262
200
160
148
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

106. “I Love My Wheels”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
Infatuated with all things auto.
A car tells a lot about the owner.
133
132
124
152
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

107. Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
Pushed to physical limits.
Keep fit.
Tough competitors.
Not “health nuts”.
“Sports-minded Jocks”
128
119
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

108. “Label Queens”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
Keep abreast on fashion.
Wear latest styles.
Enjoy shopping for clothes.
171
125
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

109. “The Get Set”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
126
Innovators.
Leading edge for tech gadgets.
Interior design fans.
Computer literate.
110
115
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

110. “Relaxed Nibblers”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
No guilt about eating “junk food”.
Buy for whole household.
Enjoy variety.
115
170
130
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

111. “Cultured + Active”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
Travelers to exotic destinations.
Enjoy planning the trip.
Have a cultured lifestyle.
129
116
117
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

112. “Eat Hard, Play Hard”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74% 126
Non-nutritional food intake but…
Exercise hard.
130
120
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

113. “Liberal Materialists”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
Enjoy being extravagant.
Great pleasure in new purchase.
Support same sex relationships.
134
124
138
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

114. “Shaken Not Stirred”
Corporate Presence 75%
Services 74%
Entertainment 72%
Directories/Resources 68%
Retail 66%
Business/Finance 66%
Sports 47%
Travel 48%
Games 45%
Auctions 45%
Conversational 74%
News/Information 74%
Consume wide variety of BA.
Very sociable.
Premium wine buyers.
119
135
138
Automobile 39%
Career 28%
Real Estate 27%
Health 40%
Education 43%
18+ UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+: monthly reach developed from monthly UV: Indices developed from monthly page views.
Target Page
Viewer Index

115. According To FUSION, Website “Types” Can Target!
CAN TARGET Age, sex, income.
CAN TARGET Lifestyle segments.

116. REACH + TIME
IMPERATIVES – 2D and 3D
F U S I O N
M O B I L E

117. How Is Mobile Access Of The Internet Changing?
Nielsen Mobile Media Measurement
2nd
Quarter 2010

118. Mobile usage over two points in time.
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
50%
10%
20%
30%
40%
60%
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10

119. Cell Phone Monthly Usage Approaching 70%.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Any Cell Phone 64%
67%
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

120. Additional Mobile usage data recently made available...
comScore MobiLens
March 2011

121. Mobilens Supports The Climb To 70% Cell Phone Penetration.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Any Cell Phone 64%
67%
March’11
13+ Penetration
69% Any Cell Phone
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

122. Consistent Growth Rate For Mobile Access Of internet.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Access the Internet 12%
17%
Any Cell Phone 64%
67%
March’11
13+ Penetration
69% Any Cell Phone
23% Used browser
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

123. Mobile E-mailing Growing Apace.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Use E Mail 11%
15%
Any Cell Phone 64%
67%
Access the Internet 12%
17%
March’11
13+ Penetration
69% Any Cell Phone
23% Used browser
21% Used e-mail
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

124. Texting Is Pushing 50% Penetration Monthly.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Use E Mail 11%
15%
Any Cell Phone 64%
67%
Access the Internet 12%
17%
Text messaging
37%
32%
March’11
13+ Penetration
69% Any Cell Phone
23% Used browser
21% Used e-mail
45% Text
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

125. Video Accessing Remains A Relatively Minor Activity.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Use E Mail 11%
15%
Any Cell Phone 64%
67%
Access the Internet 12%
17%
Text messaging
37%
32%
Mobile Video 5%4%
March’11
13+ Penetration
69% Any Cell Phone
23% Used browser
21% Used e-mail
45% Used e-mail
4% Watch video
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

126. Smart Phone Penetration Of Population Is Accelerating.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Use E Mail 11%
15%
Any Cell Phone 64%
67%
Access the Internet 12%
17%
Text messaging
37%
32%
Mobile Video 5%4%
Smart Phone OS
11
%7%
March’11
13+ Penetration
69% Any Cell Phone
23% Used browser
21% Used e-mail
45% Used e-mail
23%
Smartphone OS
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
4% Watch video

127. RIM Is The Smart Phone Leader In Canada.
Q2 ‘09
15+ Monthly Penetration
Q2 ‘10
Any Cell Phone 64%
67%
Smart Phone OS
11
%7%
March’11
13+ Penetration
69% Any Cell Phone
23%
Smartphone OS
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
10% RIM
7% Apple
3% Google

128. Smart Phones… Now Held By A Third Of Mobile Users.
Any Cell Phone 67%
Smart Phone OS 11
%
Q2 ‘10
16%
March’11
13+ Penetration
69% Any Cellphone
23% Smartphone OS
33%
15+ Penetration
Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11

129. Mobile By The Numbers (Mobilens).
69% Using Cell Phones.
45% Text.
23% Internet accessed.
23% Smart Phone.
33% Cell Phones that are Smart.
comScore Mobilens March ‘11
13+ Usage Levels in March ‘11

130. On-Line
MARKETING
INTEGRATION
Online Occupies A Unique Position In The Integrated World.

131. Uniquely “under-55” age skew and growing!
REACH + TIME

132. IMPERATIVES – 2D and 3D
Uniquely predictive for a range of product purchasers.

133. F U S I O N
Uniquely capable of targeting demo/lifestyle segments

134. M O B I L E
Uniquely accessible.

135. The Internet is Uniquely Imperative!
IMPERATIVE

136. French Canada
June 2011
Online + Offline
Prepared By:
PHD Canada
Commissioned By:
The Interactive Advertising Bureau (IAB) of Canada
www.iabcanada.com
2010 Canadian Media Usage Trends Study

137. Definition of “French” by survey
PMB Magazine
Respondents in the province of Quebec, Ottawa/Gatineau CMA, Northern Ontario and New Brunswick
who claim to speak French most often at home.
NADbank Newspaper
Respondents in Canada who claim to speak French most often at home.
BBM Television
French-speakers in the Province of Quebec, (excluding Montreal Anglo EM) plus Gatineau/Hull.
Anglo/Franco assignment is based on the question covering language of conversation – “Which of
the following languages do you speak well enough to conduct a conversation. Check only one –
English – French - English and French - Neither English nor French.
BBM Radio
Respondents in Quebec, who claim their Official Language is “French” or “English and French”.

138. IAB CMUST Presentation
Data Sources and Definitions for CMUST 2010
Newspaper
NADbank
Most Recent Data Point
2009 All Market Readership Study, released March 2010.
Start Data Point (10 yrs back)
2000 NADbank Study, released March 2001.
Definition of weekly reach
7 day cume reflects aggregation of all measured daily newspaper titles.
Definition of weekly time spent
Total time spent reading last week, volume expressed per capita.
Magazine
PMB
Most Recent Data Point
Fall 2010 PMB, 2 year rolling, fieldwork in period March’08-March’10
Start Data Point (10 yrs back)
PMB 01, fieldwork in period Aug’97-Sept’99.
.
Definition of Weekly Reach
In Fall PMB ’10 generic question “When was the last time you read a magazine? Read a magazine in the past 7 days (which includes
yesterday).” In PMB’01 past 7 days was not available but read previous day is available. Looked at the relationship between “daily” and “weekly”
in PMB ’05, ’06, and ’07 and applied that relationship to daily to estimate weekly reach.
Definition of weekly time spent
Time spent per month with PMB measured titles is aggregated in PMB’01 and PMB’10. This number is divided by 4.3 to create a weekly time
spent and then divided by the target population to create a per capita weekly time spent. The sharp decline in time spent is due to the
disappearance of a number of weekly, TV listing titles.
Newspaper and Magazine data in this study.

139. IAB CMUST Presentation
Data Sources and Definitions for CMUST 2010
Television
BBM
Most Recent Data Point
January-August 2009, PMT to match the technology used at the start point. Quebec is an exception. The Quebec data is based upon PPM
technology. Quebec introduced PPM technology before the balance of Canada.
Start Data Point (10 yrs back)
This differs between Total Canada and Quebec Franco. For Total Canada we used January 1st
’02 – Dec 31 ’02, Picture Matching Technology
(PMT). National meter sample didn’t exist until Dec 31st
’01. In Quebec Franco the period is August 27 ’01-August 25th
’02, 9 years back,
because PMT was not available in ‘00/’01.
Definition of weekly reach
Reach is based upon average minute audience aggregated over all measured stations, spill in from US, specialty digital, traditional stations,
averaged over the data point’s period of time. (Infosys TV)
Definition of weekly time spent
Daily minutes per capita, times 7 days.(Infosys TV)
Radio
BBM
Most Recent Data Point
Fall’09. The 2009-‘10 Radio Data Book (that which was available in Nov 2010) contains data for the period Fall ’09 (Sept 7 ‘09-Nov 1 ’09). All
national data in this Radio Data Book and all of the work we did in this study is based upon Diary technology. (Micro BBM)
Start Data Point (10 yrs back)
Fall ’00 diary radio survey for Total Canada. French Canada is created by combining the target definition with official language French or
official language English and French (Franc and Bilinguals). (Micro BBM)
Definition of weekly reach
Reach is based upon average minute audience aggregated over all measured stations, spill in fro US, specialty digital, traditional stations,
averaged over the data point’s period of time.
Definition of weekly time spent
Daily minutes per capita, times 7 days. (Infosys TV)
TV and Radio data in this study

140. IAB CMUST Presentation
Data Sources and Definitions for CMUST 2010
Fused Data
PMB and comScore
Most Recent Data Point
The fused data in this presentation comes from the first used data base issued to the industry which is comprised of PMB Spring’10 data and
Jan/Feb/Mar ‘10 comScore data.
Reach
Monthly “Reach” data is made up of monthly unique visitor counts expressed against an adult 18+ population base to form a percentage.
Indices
Indices appear for some web site types and these indices reflect propensities based upon monthly page views. Page views are more indicative of site
“usage” than reach.
The Fused data in this study

141. comScore Mobilens Data
Public Press Release June 1 2011
March ’11
6.6 million people (13+) in Canada (total Canada) owned Smartphones (based upon phones OS).
That’s one third (32.8%) of mobile audience (13+ who used a mobile phone in March ‘11).
Therefore 13+ mobile audience is 20.1 million (100/32.8 X 6.6 million = 20.1 million).
13+ population in Canada is 29.1 million (PMB ‘11).
Therefore mobile penetration of 13+ population is 69% (20.1 million / 29.1 million = 69%).
Therefore smartphone penetration of 13+ population is 22.7% (6.6 million/29.1 million = 22.7%).
How Mobilens data was converted to population universe.