total canada june 2011 online + offline prepared by: phd canada commissioned by: the interactive...

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

Online Offline

Online + Offline – Worlds Apart.

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/Regional Knowledge Border

Online OfflineMARKETING

INTEGRATION

Must Become A Closer Part Of The “mix”.

Common Ground For Comparison.Weekly ReachWeekly Time

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.

Six Buyer Currency Surveys Of Record.

BBM PMT/Mark II Meter/PPM in QuebecJan-Dec ‘02/Jan-Aug ’09

TELEVISION

PMB Recent ReadingPMB’01/PMB Fall’10

MAGAZINE

NADbank Telephone Readership study2001/2009

NEWSPAPER

R A D I OBBM Diary

Fall’00/Fall’09

INTERNETNADbank Telephone Readership study

2001/2009

MOBILENielsen Mobile Media Measurement

2nd Quarter ’09/’10 comScore Mobilens March ‘11

PMB/comScore Fused DataSpring’10

http://www.tvguide.com/

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

Media Habits, On- + Offline, Over Last 10 Years.


F U S I O N

M O B I L E

+ TIMEREACH

How Have Media Reach Levels Changed Over Last 10 Years?

Source: Total Canada, see Data Source slide

Weekly ReachAdults 18+

20%

40%

60%

80%

0%

100%

‘00 ‘09

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

91982000 =100 index

Internet Reach Has Increased By 37%.

Weekly Reach

Adults 18+

71%

96%

TELEVISION

99%



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+



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%


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.



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%


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%


72% 70%

Internet Is Slightly Male Skewed.



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%


$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%


Internet Has Upper Income Skew.

81%



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%


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%


Internet Has University+ Skew.



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%


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%


Internet Has Slight French Underdevelopment.


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.


F U S I O N

M O B I L E

+ TIMEREACH

Weekly Time Spent Is A Surrogate For Ad Exposure.

2,000

1,000

500

1,500

‘00 ‘09

Weekly Time (minutes)Adults 18+

Weekly Time Spent Per Capita Allows For Media Comparison.


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.


110

210

49

7888

2000 =100 index

1,282

1,122

161 126

77 38

311

654



2,000

1,000

500

1,500

‘00 ‘09


Adults 18+

1,531

TELEVISION

1,691


1,282

1,122

161 126

77 38

311

654

Share Is A Helpful Way To Look At “Time”.

TELEVISIONR A D I O

INTERNETNEWSPAPER

MAGAZINE

1,5311,282

311161

77

46%38%

9%5%2%

100%

shareminutes

2000

shareminutes

2009

1,6911,122

654126

38

47%31%18%

3%1%

100%TOTAL 3,362 3,631


2,000

1,000

500

1,500

‘00 ‘09


Adults 18+

TELEVISIONR A D I O

INTERNETNEWSPAPER

MAGAZINE

1,5311,282

311161

77

46%38%

9%5%2%

100%

shareminutes

2000

shareminutes

2009

1,6911,122

654126

38

47%31%18%

3%1%

100%TOTAL 3,362 3,631

Total Time Spent With Media Grew By 8%.


2,000

1,000

500

1,500

‘00 ‘09


Adults 18+

TELEVISIONR A D I O

INTERNETNEWSPAPER

MAGAZINE

1,5311,282

311161

77

46%38%

9%5%2%

100%

shareminutes

2000

shareminutes

2009

1,6911,122

654126

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.


10%

20%

30%

40%

0%

50%

1,5311,282

311161

773,362

46%38%

9%5%2%

100%

shareminutes

2000

shareminutes

2009

1,6911,122

654126

383,631

47%31%18%

3%1%

100%

TELEVISIONR A D I O

INTERNETNEWSPAPER

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+



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%

39%

27%

18%

8%

47%

1 %

31%

3 %


18+


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+


INTERNET

39%

27%

18%

8%

The Internet Has A Uniquely Strong Under-55 Skew.



10%

20%

30%

40%

0%

50%

18%

18-24 25-34 35-54 55+18+


TELEVISION INTERNET

Internet And TV… Mirror Image Age Profiles.

47%

34%

40%

45%

55%

39%

27%

18%

8%


10%

20%

30%

40%

0%

50%

18%

18-2418+


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%


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%

39%

27%

18%

8%

M W

44%

49%

31% 31%

4% 3%

1% 1%

20%

16%

47%

1 %

31%

3 %


18+


10%

20%

30%

40%

0%

50%


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%


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%

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 %


18+


10%

20%

30%

40%

0%

50%


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 %


Internet Has A Strong High Income Skew.

18+


10%

20%

30%

40%

0%

50%


18%

$75 m+

24%

INTERNET

18+

TELEVISION

38%

47%

Internet And TV… Mirror Image Income Profiles.


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%

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 %


18+ Univ+

25%

39%

30%

4%

1%


10%

20%

30%

40%

0%

50%


18%


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%


10%

20%

30%

40%

0%

50%


18%

INTERNET

18+ Univ+

25%

TELEVISION

47%

39%

Internet And TV… Mirror Image Education Profiles.


10%

20%

30%

40%

0%

50%


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%


18+ Univ+

25%

39%

30%

4%

1%


10%

20%

30%

40%

0%

50%


18%

Fr

16%


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%


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.

and 3DIMPERATIVES – 2D

REACH + TIME

F U S I O N

M O B I L E

IMPERATIVES

Product users gravitate towards different media.

Internet Imperative Coding Available In PMB ‘10.

Internet/TV

Internet/Magazine

Internet/Newspaper

Internet/Radio

IAB-Commisioned Custom Coding Available.

Imperatives created through media usage segmentation.

LIGHTER INTERNET

HEAVIERINTERNET

HEAVIER TVLIGHTER TV

PMB Fall ‘10, Total 18+ Base

4 Imperative segments of roughly equal size.

LIGHTER INTERNET

HEAVIERINTERNET

HEAVIER TVLIGHTER TV

INTERNET IMPERATIVE

TV IMPERATIVE

DUAL

LIGHT


A radar chart helps to explain “propensity” indices.

Internet Imperative

Dual

TV Imperative

Light

Propensity index increases away from centre.

Internet Imperative

Dual

TV Imperative

Light

Average consumption propensity = 100.

Internet Imperative

Dual

TV Imperative

Light

Internet Imperative

Dual

TV Imperative

Light

For example - a new, $50,000+ car.

133

70

10096


Internet Imperative

Dual

TV Imperative

Light

33% More $50m+ Car Buyers In Internet Imperative Group.

133

70

10096


INTERNET IMPERATIVE

TVIMPERATIVE

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


Upscale product purchasers…

128Computers 59141 36

127Business Travel 64138 35

Business decision makers for…

Internet/Newspaper… Targets Decision-Makers.

INTERNET IMPERATIVE

NEWSPAPERIMPERATIVEDUAL LIGHT

122Banking and Finance 63 58130

122Telecommunications 62 46137

127Office Equipment 62 49132

Shipping and Distribution 52149 42117

140Involved in $500m+ Expenditures 64 27133


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

MAGAZINEIMPERATIVE

DUAL LIGHT

133Heavy Business Traveler 62119 54128

167Play video games 7+ times/week 70 7297


Tech-literate & Travelers…

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

RADIOIMPERATIVE

DUAL LIGHT


Entertainment goers …

Internet Imperative…

INTERNET / TV Upscale product purchasers.

INTERNET / NEWSPAPER Decision-makers.

INTERNET / MAGAZINE Tech-Literates/Travellers.

INTERNET / RADIO Entertainment-goers.

REACH + TIME

F U S I O N

M O B I L E

IMPERATIVES – 2D and 3DIMPERATIVES 3D

PMB created coding for 3D Imperatives.

Internet

Magazine

Television

NewspaperMagazine

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

Internet

Television

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

3 slices describe heavy, medium and light Magazine

Light Magazine

Heavy Magazine

Medium Magazine

In the case of Internet, Magazine and TV…

3 horizontal slices describe heavy, medium, light Internet.

Light Internet

Heavy Internet

Medium Internet

Final 3 slices describe heavy, medium, light TV.Light TV

Heavy TV

Medium TV

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

Singles include… the Internet Imperative,

IH

… the Magazine Imperative,

IH

MH

… and the TV Imperative.

IH

MH

TH

Duals are segments that are heavy users of 2 media.

IH

MH

TH

Duals include… heavy Internet/Magazine,

IH

MH

TH

IMD

… heavy Internet/TV,

IH

MH

TH

IMD

ITD

… and heavy TV/Magazine.

IH

MH

TH

IMD

ITD

TMD

Triples… Triple H are heavy users of all 3 media.

IH

MH

TH

IMD

ITD

TMD

ITMH

And Lite3 are triple-lite users of all three media.

IH

MH

TH

IMD

ITD

TMD

ITMH

Lite3

The Third Dimension Adds Clarity.



INTERNET IMPERATIVE

MAGAZINEIMPERATIVE

DUAL LIGHT

Personal computer purchaser

In A 2 Dimensional Internet/Magazine World…

126 114 81 69

PC Buyers Are Heavy Internet And Internet/Magazine Users.


INTERNET IMPERATIVE

MAGAZINEIMPERATIVE

DUAL LIGHT


In 3D Imperative, a third, TV dimension, is added.

Triple

Lite3ITMH

Dual

MTDITDIMD

Single

IH MH TH



139

Single

IH MH TH

Dual

MTD

Triple

ITMH Lite3ITDIMD



PC Buyers Are Heavy Internet Users,

139 103 60 128

Single

IH MH TH

Dual

MTD

Triple

ITMH Lite3ITDIMD



… And Heavy Internet/Magazine Users,

139 103 60 128

Single

IH MH TH

Dual

MTD

Triple

ITMH Lite3ITDIMD



BUT… Also Heavy Internet/Magazine/TV Users.

109 82 120 88


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


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


Use Internet With Magazine And With TV In Some Cases.



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


Re-examining Decision-Makers in 3D…

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



Use Internet With Newspaper And With TV In Some Cases.


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…

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

Use Internet With Magazine With TV In All Cases.

Tech-literate & Traveler…

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.

REACH + TIME


F U S I O N

M O B I L E

PMB comScoreF U S E D

Can Examine comScore Websites Through A PMB Lens.

1,000+ web sites.

27 site “types”.

29 magazine sites.

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.

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


Site “Types” Generating 40% Monthly Reach.

comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 18+







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


Site “Types” In The 20%/30% Monthly Reach Range.







Automobile 39% ex. kiJiJi

Career 28% ex WORKOPOLIS

Real Estate 27% ex MICASA.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


Can Website “Types” Target By Demo And Segments?

Age, sex, income.

PMB Life-style segments.

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+ UVTarget PageViewer Index


25-34.


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 74%


147

138

150

Automobile 39%

Career 28%

Real Estate 27%

Health 40%

Education 43%

18+ UV


Target PageViewer Index

35-54


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 74%


111

128

151

Automobile 39%

Career 28%

Real Estate 27%

Health 40%

Education 43%

18+ UV



Men 18+.


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 74%


149

137Automobile 39%

Career 28%

Real Estate 27%

Health 40%

Education 43%

18+ UV



Women 18+.


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 74%


120

127

Automobile 39%

Career 28%

Real Estate 27%

Health 40%

Education 43%

18+ UV



$125,000+ Personal Income


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 74%


262

200

160

148

Automobile 39%

Career 28%

Real Estate 27%

Health 40%

Education 43%

18+ UV



“I Love My Wheels”


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 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




Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 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



“Label Queens”


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 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



“The Get Set”


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 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



“Relaxed Nibblers”


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 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



“Cultured + Active”


Services 74%

Entertainment 72%


Retail 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



“Eat Hard, Play Hard”


Services 74%

Entertainment 72%


Retail 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



“Liberal Materialists”


Services 74%

Entertainment 72%


Retail 66%


Sports 47%

Travel 48%

Games 45%

Auctions 45%

Conversational 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



“Shaken Not Stirred”


Services 74%

Entertainment 72%


Retail 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



According To FUSION, Website “Types” Can Target!

CAN TARGET Age, sex, income.

CAN TARGET Lifestyle segments.

REACH + TIME


F U S I O N

M O B I L E

How Is Mobile Access Of The Internet Changing?

Nielsen Mobile Media Measurement

2nd Quarter 2010

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 PenetrationQ2 ‘10

Cell Phone Monthly Usage Approaching 70%.

Q2 ‘09


Any Cell Phone 64%67%


Additional Mobile usage data recently made available...

comScore MobiLens

March 2011

Mobilens Supports The Climb To 70% Cell Phone Penetration.

Q2 ‘09



March’11

13+ Penetration

69% Any Cell Phone


Consistent Growth Rate For Mobile Access Of internet.

Q2 ‘09


Access the Internet 12%

17%


March’11

13+ Penetration

69% Any Cell Phone

23% Used browser


Mobile E-mailing Growing Apace.

Q2 ‘09


Use E Mail 11%

15%



17%

March’11

13+ Penetration

69% Any Cell Phone

23% Used browser21% Used e-mail


Texting Is Pushing 50% Penetration Monthly.

Q2 ‘09


Use E Mail 11%

15%



17%

Text messaging

37%

32%

March’11

13+ Penetration

69% Any Cell Phone


45% Text


Video Accessing Remains A Relatively Minor Activity.

Q2 ‘09


Use E Mail 11%

15%



17%

Text messaging

37%

32%

Mobile Video 5% 4%

March’11

13+ Penetration

69% Any Cell Phone


45% Used e-mail

4% Watch video


Smart Phone Penetration Of Population Is Accelerating.

Q2 ‘09


Use E Mail 11%

15%



17%

Text messaging

37%

32%

Mobile Video 5% 4%

Smart Phone OS11%7%

March’11

13+ Penetration

69% Any Cell Phone


45% Used e-mail

23%Smartphone OS


4% Watch video

RIM Is The Smart Phone Leader In Canada.

Q2 ‘09



Smart Phone OS11%7%

March’11

13+ Penetration

69% Any Cell Phone

23%Smartphone OS


10% RIM 7% Apple 3% Google

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


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

On-LineMARKETING

INTEGRATION

Online Occupies A Unique Position In The Integrated World.

Uniquely “under-55” age skew and growing!

REACH + TIME


Uniquely predictive for a range of product purchasers.

F U S I O N

Uniquely capable of targeting demo/lifestyle segments

M O B I L E

Uniquely accessible.

The Internet is Uniquely Imperative!

IMPERATIVE

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

Definition of “French” by survey

PMB MagazineRespondents in the province of Quebec, Ottawa/Gatineau CMA, Northern Ontario and New Brunswick who claim to speak French most often at home.

NADbank NewspaperRespondents in Canada who claim to speak French most often at home.

BBM TelevisionFrench-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 RadioRespondents in Quebec, who claim their Official Language is “French” or “English and French”.

IAB CMUST PresentationData Sources and Definitions for CMUST 2010

NewspaperNADbank

Most Recent Data Point2009 All Market Readership Study, released March 2010.

Start Data Point (10 yrs back)2000 NADbank Study, released March 2001.

Definition of weekly reach7 day cume reflects aggregation of all measured daily newspaper titles.

Definition of weekly time spentTotal time spent reading last week, volume expressed per capita.

MagazinePMB

Most Recent Data PointFall 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 ReachIn 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 spentTime 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.


TelevisionBBM

Most Recent Data PointJanuary-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 reachReach 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 spentDaily minutes per capita, times 7 days.(Infosys TV)

RadioBBM

Most Recent Data PointFall’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 reachReach 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 spentDaily minutes per capita, times 7 days. (Infosys TV)

TV and Radio data in this study


Fused DataPMB and comScore

Most Recent Data PointThe 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.

IndicesIndices 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

comScore Mobilens DataPublic Press Release June 1 2011

March ’116.6 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.

total canada june 2011 online + offline prepared by: phd canada commissioned by: the interactive...

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