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Total Canada

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Title: Total Canada


1
Online Offline
2010 Canadian Media Usage Trends Study
Commissioned By The Interactive Advertising
Bureau (IAB) of Canadawww.iabcanada.com
Prepared By PHD Canada
Total Canada June 2011
2
Online Offline Worlds Apart.
Online
Offline
3
Divergent Structure In The 2 Worlds.
Online
Offline
Private
Tripartite/Co-op
Measurement structures
Digital
Population
Universe
Daily
Weekly
Audience Time Units
Click/Engage/Acquire
Awareness
Performance Metrics
Click/Engage/Acquire
Exposure Opps
Analytics
Result
Brand
Marketing Task Focus
Fast
Slow
Vehicle Cycles
Immediate
Months out
Turnaround Expectation
8
10
Fragmentation
3rd party
1st Party
Data Verification
Online
Offline
Expertise from
10
4
Expert in
Borderless
National
Execution Border
Borderless
National/Regional
Knowledge Border
4
Must Become A Closer Part Of The mix.
MARKETING INTEGRATION
Online
Offline
5
Common Ground For Comparison. Weekly Reach Weekly
Time
6
CMUST Has Changed.
From
Single (NADbank) source
To
Buyer currency sources
BBM (TV, Radio)
PMB (Magazine)
NADbank (Newspaper)
Internet
No weekly data from comScore.
NADbank for weekly Internet data.
Use comScore in PMB fusion data base.
7
Six Buyer Currency Surveys Of Record.
PMB/comScore Fused Data Spring10
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.
TIME
REACH
IMPERATIVES 2D and 3D
F U S I O N
M O B I L E
10
How Have Media Reach Levels Changed Over Last 10
Years?
Source Total Canada, see Data Source slide
11
Internet Reach Has Increased By 37.
R A D I O
NEWSPAPER
INTERNET
MAGAZINE
TELEVISION
96
94
82
73
52
Source Total Canada, see Data Source slide
12
Examine Weekly Reach By Demographic Group.
18
09
Source Total Canada, see Data Source slide
13
18
99
99
97
97
95
92
91
83
82
82
79
77
71
72
71
66
60
61
62
58
53
Source Total Canada, see Data Source slide
14
Internet Is Under 55 Skewed.
2009 Weekly Reach
INTERNET
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
82
82
77
71
53
Source Total Canada, see Data Source slide
15
18
99
99
99
99
97
97
95
92
92
91
91
83
82
82
79
77
76
71
72
70
72
71
70
66
60
61
62
64
58
57
53
Source Total Canada, see Data Source slide
16
Internet Is Slightly Male Skewed.
2009 Weekly Reach
INTERNET
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
72
71
70
Source Total Canada, see Data Source slide
17
18
99
99
99
99
99
99
97
97
95
92
92
92
91
91
92
83
81
82
82
79
77
77
73
76
71
72
70
70
72
71
70
66
60
61
62
60
64
58
57
53
Source Total Canada, see Data Source slide
18
Internet Has Upper Income Skew.
2009 Weekly Reach
INTERNET
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
81
71
Source Total Canada, see Data Source slide
19
18
99
99
99
99
99
99
97
97
95
92
92
92
92
91
91
83
81
81
82
82
79
77
77
73
76
71
72
70
70
72
71
70
66
60
61
62
64
57
58
57
53
Source Total Canada, see Data Source slide
20
Internet Has University Skew.
2009 Weekly Reach
INTERNET
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
81
71
Source Total Canada, see Data Source slide
21
18
99
99
99
99
99
99
99
97
97
95
92
92
92
92
92
91
91
83
81
81
82
82
79
77
77
73
73
76
71
72
70
70
72
71
70
68
66
60
61
62
64
57
57
58
57
53
Source Total Canada, see Data Source slide
22
Internet Has Slight French Underdevelopment.
2009 Weekly Reach
INTERNET
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
71
68
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
Weekly Time Spent Is A Surrogate For Ad Exposure.
TIME
REACH
IMPERATIVES 2D and 3D
F U S I O N
M O B I L E
25
Weekly Time Spent Per Capita Allows For Media
Comparison.
Source Total Canada, see Data Source slide
26
Time Spent With Internet Has More Than Doubled
Since 2001.
TELEVISION
R A D I O
NEWSPAPER
INTERNET
MAGAZINE
1,531
1,282
311
161
77
Source Total Canada, see Data Source slide
27
Share Is A Helpful Way To Look At Time.
TELEVISION
R A D I O
NEWSPAPER
INTERNET
MAGAZINE
1,691
share
share
1,531
1,531 1,282 311 161 77
1,691 1,122 654 126 38
TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE
46 38 9 5 2 100
47 31 18 3 1 100
1,282
1,122
3,631
654
311
161
126
77
38
Source Total Canada, see Data Source slide
28
Total Time Spent With Media Grew By 8.
share
share
1,531 1,282 311 161 77
1,691 1,122 654 126 38
TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE
46 38 9 5 2 100
47 31 18 3 1 100
3,631
Source Total Canada, see Data Source slide
29
Internet Doubled Its Share Of Media Time Since
2001.
share
share
1,531 1,282 311 161 77
1,691 1,122 654 126 38
TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE
46 38 9 5 2 100
47 31 18 3 1 100
3,631
Source Total Canada, see Data Source slide
30
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
Source Total Canada, see Data Source slide
31
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
55
18
50
47
45
40
40
39
34
33
31
31
30
30
27
24
20
18
18
10
8
6
3
3
2
2
1
1
1
1
1
0
Source Total Canada, see Data Source slide
32
The Internet Has A Uniquely Strong Under-55 Skew.
2009 Share of Weekly Minutes Per Capita
INTERNET
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
18
50
40
39
30
27
20
18
18
10
8
0
Source Total Canada, see Data Source slide
33
Internet And TV Mirror Image Age Profiles.
2009 Share of Weekly Minutes Per Capita
TELEVISION
INTERNET
18
50
40
39
30
27
20
18
18
10
8
0
Source Total Canada, see Data Source slide
34
Internet Is Medium Of Record For 18-24 Year Olds.
2009 Share of Weekly Minutes Per Capita
TELEVISION
INTERNET
18
50
47
40
39
34
30
20
18
10
0
Source Total Canada, see Data Source slide
35
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
55
18
50
49
47
45
44
40
40
39
34
33
31
31
31
31
30
30
27
24
20
20
18
18
16
10
8
4
6
3
3
3
2
2
1
1
1
1
1
1
1
0
Source Total Canada, see Data Source slide
36
Internet Has A Moderate Male Skew.
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
INTERNET
18
50
40
30
20
20
18
16
10
0
Source Total Canada, see Data Source slide
37
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
55
18
50
49
47
45
44
40
40
39
38
34
33
33
31
31
31
31
30
30
27
24
24
20
20
18
18
16
10
8
4
4
6
3
3
3
2
2
1
1
1
1
1
1
1
1
0
Source Total Canada, see Data Source slide
38
Internet Has A Strong High Income Skew.
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
INTERNET
18
50
40
30
24
20
18
10
0
Source Total Canada, see Data Source slide
39
Internet And TV Mirror Image Income Profiles.
2009 Share of Weekly Minutes Per Capita
INTERNET
TELEVISION
18
50
40
30
24
20
18
10
0
Source Total Canada, see Data Source slide
40
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
55
18
50
49
47
45
44
40
40
39
39
38
34
33
33
31
31
31
31
30
30
30
27
25
24
24
20
20
18
18
16
10
8
4
4
6
4
3
3
3
2
2
1
1
1
1
1
1
1
1
1
0
Source Total Canada, see Data Source slide
41
Internet Has A Strong University Skew.
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
INTERNET
18
50
40
30
25
20
18
10
0
Source Total Canada, see Data Source slide
42
Internet And TV Mirror Image Education Profiles.
2009 Share of Weekly Minutes Per Capita
INTERNET
TELEVISION
18
50
40
30
25
20
18
10
0
Source Total Canada, see Data Source slide
43
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
55
18
50
49
49
47
45
44
40
40
39
39
38
34
33
33
31
31
31
31
31
30
30
30
27
25
24
24
20
20
18
18
16
16
10
8
4
4
6
3
4
3
3
3
2
2
1
1
1
1
1
1
1
1
1
1
0
Source Total Canada, see Data Source slide
44
Internets Share Slightly Lower In French Canada.
2009 Share of Weekly Minutes Per Capita
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET
INTERNET
18
50
40
30
20
18
16
10
0
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
REACH TIME
and 3D
IMPERATIVES 2D
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.
IAB-Commisioned Custom Coding Available.
Internet/TV Internet/Magazine Internet/Newspaper
Internet/Radio
49
Imperatives created through media usage
segmentation.
PMB Fall 10, Total 18 Base
50
4 Imperative segments of roughly equal size.
INTERNET IMPERATIVE
TV IMPERATIVE
DUAL
LIGHT
PMB Fall 10, Total 18 Base
51
A radar chart helps to explain propensity
indices.
Internet Imperative
Light
Dual
TV Imperative
52
Propensity index increases away from centre.
Internet Imperative
Light
Dual
TV Imperative
53
Average consumption propensity 100.
Internet Imperative
Light
Dual
TV Imperative
54
For example - a new, 50,000 car.
133
Internet Imperative
Light
Dual
100
96
TV Imperative
70
PMB Fall 10, Total 18 Base
55
33 More 50m Car Buyers In Internet Imperative
Group.
133
Internet Imperative
Light
Dual
100
96
TV Imperative
70
PMB Fall 10, Total 18 Base
56
Internet/TV Targets Upscale Product Purchasers
Upscale product purchasers
PMB Fall 10, Total 18 Base
57
Internet/Newspaper Targets Decision-Makers.
Business decision makers for
PMB Fall 10, Total 18 Base
58
Internet/Magazine Targets Tech-Literate
Travelers.
Tech-literate Travelers
PMB Fall 10, Total 18 Base
59
Internet/Radio Targets Entertainment Goers.
Entertainment goers
PMB Fall 10, Total 18 Base
60
Internet Imperative
INTERNET / TV
Upscale product purchasers.
INTERNET / NEWSPAPER
Decision-makers.
INTERNET / MAGAZINE
Tech-Literates/Travellers.
INTERNET / RADIO
Entertainment-goers.
61
REACH TIME
3D
IMPERATIVES 2D and 3D
IMPERATIVES
F U S I O N
M O B I L E
62
PMB created coding for 3D Imperatives.
Internet Magazine Television
63
IAB-Commissioned Coding For 3D Internet/Newspaper/
TV.
Internet
Newspaper
Magazine
Television
64
Think of 3D Imperatives as a 3 X 3 X 3 Rubiks
Cube.
65
3 slices describe heavy, medium and light Magazine
In the case of Internet, Magazine and TV
Heavy Magazine
Medium Magazine
Light Magazine
66
3 horizontal slices describe heavy, medium, light
Internet.
Heavy Internet
Medium Internet
Light Internet
67
Final 3 slices describe heavy, medium, light TV.
Light TV
Medium TV
Heavy TV
68
Singles are heavy users of one medium/light of
other two.
69
Singles include the Internet Imperative,
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
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
77
And Lite3 are triple-lite users of all three
media.
IH
MH
TH
IMD
ITD
TMD
ITMH
78
The Third Dimension Adds Clarity.
PMB Fall 10, Total 18 Base
79
In A 2 Dimensional Internet/Magazine World
Personal computer purchaser
PMB Fall 10, Total 18 Base
80
PC Buyers Are Heavy Internet And
Internet/Magazine Users.
Personal computer purchaser
PMB Fall 10, Total 18 Base
81
In 3D Imperative, a third, TV dimension, is added.
Personal computer purchaser
Triple
Dual
Single
Lite3
IMD
IH
MH
PMB Fall 10, Total 18 Base
82
PC Buyers Are Heavy Internet Users,
Personal computer purchaser
PMB Fall 10, Total 18 Base
83
And Heavy Internet/Magazine Users,
Personal computer purchaser
103
60
PMB Fall 10, Total 18 Base
84
BUT Also Heavy Internet/Magazine/TV Users.
Personal computer purchaser
103
60
109
82
88
PMB Fall 10, Total 18 Base
85
Re-examining Upscale Product Purchasers in 3D
PMB Fall 10, Total 18 Base
86
Use Internet With Magazine And With TV In Some
Cases.
Single
Dual
Triple
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
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
ITMH 66 102 79 99 121 136 107 56 122
Lite3 102 97 85 89 98 129 113 76 83
Upscale product purchasers
New 50,000 car
1,500 on credit card
500,000 Life Insurance
50,000 home improvements
Home worth 500,000
750 past year on Sports Clothing
2,000 in Jewelry
1 million in Securities/Savings
Premium Beer
PMB Fall 10, Total 18 Base
87
Re-examining Decision-Makers in 3D
PMB Fall 10, Total 18 Base
88
Use Internet With Newspaper And With TV In Some
Cases.
Single
Dual
Triple
Business decision makers for
IH 166 159 139 148 163 117
NH 113 99 106 110 97 114
TH 37 44 57 42 56 62
IND 175 214 192 256 207 198
ITD 84 93 89 66 67 104
NTD 49 43 43 35 42 26
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
89
Re-examining the Tech-literate/Traveler in 3D...
PMB Fall 10, Total 18 Base
90
Use Internet With Magazine With TV In All Cases.
Single
Dual
Triple
IMD 182 182 160 128 160 120
ITD 62 62 120 109 129 189
Tech-literate Traveler
IH 152 152 157 139 154 138
MH 92 92 85 103 74 68
TH 48 48 38 60 40 61
MTD 70 70 59 82 69 62
ITMH 143 143 147 120 145 105
Lite3 83 83 86 88 85 100
Heavy Business Traveler
Have a Home Office
3 Personal Computers in home
Purchased a Personal Computer past year
Have VOIP telephone service at home
Play video games 7 times/week
PMB Fall 10, Total 18 Base
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
comScore
F 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.
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.
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.
18 UV
comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar
comScore, Total Canada, Adults 18
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.
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.
Target Page Viewer Index
18 UV
Corporate Presence
75
News/Information
74
Conversational
74
132
Services
74
Entertainment
72
146
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
133
Auctions
45
Education
43
Health
40
Automobile
39
Career
28
Real Estate
27
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.
Target Page Viewer Index
18 UV
Corporate Presence
75
News/Information
74
Conversational
74
147
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
138
Education
43
Health
40
Automobile
39
Career
28
150
Real Estate
27
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.
102
35-54
Target Page Viewer Index
18 UV
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
111
Business/Finance
66
Travel
48
128
Sports
47
Games
45
Auctions
45
Education
43
Health
40
Automobile
39
151
Career
28
Real Estate
27
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.
103
Men 18.
Target Page Viewer Index
18 UV
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
149
Sports
47
Games
45
Auctions
45
Education
43
Health
40
137
Automobile
39
Career
28
Real Estate
27
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.
104
Women 18.
Target Page Viewer Index
18 UV
Corporate Presence
75
News/Information
74
120
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
Education
43
127
Health
40
Automobile
39
Career
28
Real Estate
27
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.
105
125,000 Personal Income
Target Page Viewer Index
18 UV
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
148
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
262
Education
43
Health
40
200
Automobile
39
Career
160
28
Real Estate
27
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.
106
I Love My Wheels
Target Page Viewer Index
18 UV
Infatuated with all things auto. A car tells a
lot about the owner.
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
132
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
124
Education
43
Health
40
Automobile
133
39
Career
28
152
Real Estate
27
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.
107
Sports-minded Jocks
Target Page Viewer Index
Pushed to physical limits. Keep fit. Tough
competitors. Not health nuts.
18 UV
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
128
Sports
47
Games
45
Auctions
45
Education
43
Health
40
Automobile
39
Career
28
119
Real Estate
27
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.
108
Label Queens
Target Page Viewer Index
18 UV
Keep abreast on fashion. Wear latest
styles. Enjoy shopping for clothes.
Corporate Presence
75
News/Information
74
Conversational
125
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
Education
43
171
Health
40
Automobile
39
Career
28
Real Estate
27
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.
109
The Get Set
Target Page Viewer Index
18 UV
Innovators. Leading edge for tech
gadgets. Interior design fans. Computer literate.
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
110
47
Games
45
Auctions
45
126
Education
43
Health
115
40
Automobile
39
Career
28
Real Estate
27
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.
110
Relaxed Nibblers
Target Page Viewer Index
18 UV
No guilt about eating junk food. Buy for whole
household. Enjoy variety.
Corporate Presence
75
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
130
Sports
47
Games
45
Auctions
45
115
Education
43
170
Health
40
Automobile
39
Career
28
Real Estate
27
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.
111
Cultured Active
Target Page Viewer Index
18 UV
Corporate Presence
75
Travelers to exotic destinations. Enjoy planning
the trip. Have a cultured lifestyle.
News/Information
74
Conversational
116
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
117
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
Education
43
Health
40
Automobile
39
Career
129
28
Real Estate
27
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.
112
Eat Hard, Play Hard
Target Page Viewer Index
18 UV
Non-nutritional food intake but Exercise hard.
Corporate Presence
75
126
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
120
Sports
47
Games
45
Auctions
45
130
Education
43
Health
40
Automobile
39
Career
28
Real Estate
27
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.
113
Liberal Materialists
Target Page Viewer Index
18 UV
Corporate Presence
75
Enjoy being extravagant. Great pleasure in new
purchase. Support same sex relationships.
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
66
Travel
48
Sports
47
Games
45
Auctions
45
Education
43
138
Health
40
Automobile
134
39
Career
28
124
Real Estate
27
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.
114
Shaken Not Stirred
Target Page Viewer Index
18 UV
Corporate Presence
75
Consume wide variety of BA. Very
sociable. Premium wine buyers.
News/Information
74
Conversational
74
Services
74
Entertainment
72
Directories/Resources
68
Retail
66
Business/Finance
119
66
Travel
48
Sports
47
Games
45
Auctions
45
Education
43
138
Health
40
Automobile
39
Career
28
135
Real Estate
27
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.
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
119
Cell Phone Monthly Usage Approaching 70.
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.
13 Penetration
March11
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.
13 Penetration
March11
Any Cell Phone
69
Nielsen Mobile Media Measurement Report, Q2
2009, Q2 2010, Total Canada 15 Base, comScore
Mobilens March 11
123
Mobile E-mailing Growing Apace.
13 Penetration
March11
Any Cell Phone
69
Nielsen Mobile Media Measurement Report, Q2
2009, Q2 2010, Total Canada 15 Base, comScore
Mobilens March 11
124
Texting Is Pushing 50 Penetration Monthly.
13 Penetration
March11
Any Cell Phone
69
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.
13 Penetration
March11
Any Cell Phone
69
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.
13 Penetration
March11
Any Cell Phone
69
5
Mobile Video
4
Nielsen Mobile Media Measurement Report, Q2
2009, Q2 2010, Total Canada 15 Base, comScore
Mobilens March 11
127
RIM Is The Smart Phone Leader In Canada.
13 Penetration
March11
Any Cell Phone
69
10 RIM 7 Apple 3 Google
Nielsen Mobile Media Measurement Report, Q2
2009, Q2 2010, Total Canada 15 Base, comScore
Mobilens March 11
128
Smart Phones Now Held By A Third Of Mobile Users.
13 Penetration
15 Penetration
Q2 10
March11
Any Cellphone
69
Any Cell Phone
67
Smart Phone OS
11
Nielsen Mobile Media Measurement Report, Q2
2009, Q2 2010, Total Canada 15 Base, comScore
Mobilens March 11
129
Mobile By The Numbers (Mobilens).
13 Usage Levels in March 11
69
Using Cell Phones.
45
Text.
23
Internet accessed.
23
Smart Phone.
33
Cell Phones that are Smart.
comScore Mobilens March 11
130
Online Occupies A Unique Position In The
Integrated World.
MARKETING INTEGRATION
On-Line
131
REACH TIME
Uniquely under-55 age skew and growing!
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
IMPERATIVE
The Internet is Uniquely Imperative!
136
Online Offline
2010 Canadian Media Usage Trends Study
Commissioned By The Interactive Advertising
Bureau (IAB) of Canadawww.iabcanada.com
Prepared By PHD Canada
French Canada June 2011
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
Newspaper and Magazine data in this study.
IAB CMUST Presentation Data Sources and
Definitions for CMUST 2010 Newspaper NADbank Mos
t 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 March08-March10 Start Data
Point (10 yrs back) PMB 01, fieldwork in period
Aug97-Sept99. . 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
PMB01 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 PMB01 and
PMB10. 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.
139
TV and Radio data in this study
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
didnt 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 points 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 Fall09.
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 points period
of time. Definition of weekly time spent Daily
minutes per capita, times 7 days. (Infosys TV)
140
The Fused data in this study
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 Spring10 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.
141
How Mobilens data was converted to population
universe.
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). Thats 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).
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