ADV ACCT MGT
AAM 406 Advertising Research
Eric Floresca (300507114), Luke Lopez (300526401)
Media Habits Report
Our target audience is those 18-49 years old who have a household income of +$50,000 who are group
1. To this we added those who have at least a University education this is group 2and those whose
occupations range from sales to professional, finally this is group 3. This is the base of the people whose
media habits we are looking at in this continuation of our PMB report focusing on what media they use
with a look at the possible reasons for their choices.
The people in our target market are newspaper readers. A third of them read it regularly with the rest
reading less frequently. According to our data all three of our groups have their highest significance in
reading the paper 3 days a week at i129, i125, and i134. They read the paper between 2-4 days a week;
these are busy people who want to stay informed but may not have the time to read the paper daily.
With those who read the paper 5 days a week are on or below the average in significance but still make
up 32 percent of the target with the target being 36 percent of them reading the paper 5 days a week.
This means that they are a huge market and must be considered even if they are not as significant.
Weekend Editions of Newspapers
For weekend editions of papers for Saturday and Sunday our groups were all significant in looking at
papers between 1 to 3 times during a 1 month period with the largest category being the ones with the
least significance for those that read the weekend paper in all 4 weeks in a month; at around a quarter
for group one on Saturday’s and close to 20 percent on Sunday’s. These individuals are less likely to read
the weekend paper and will be more likely to be occupied during the weekend socially and doing other
activities; may not be able to read the paper every weekend.
A third or more of our target markets in all three groups has read a magazine yesterday and with
another third within the last week. The other groupings of our target market also have a high level of
significance of when they have last read a magazine. Due to the nature of the medium it is something
that is found everywhere and is easy to read for someone who is time constrained.
Our target market with the highest significance watch television 1 to 4 days a week and the percentage
of people who watch TV 5 days a week is over 70 percent of our target market but have a lower
significance indexing at i89, i92 and i88 for groups 1, 2 and 3 respectively.
Those who watch television 5 days a week have a lower significance but make up the majority of
television viewers of our target market at over seven tenths with the other groups representing less
than three tenths of the whole of the market.
What this tells us is that most people watch television daily but that they watch it less than they should
for their population and this speaks to the demands on their time which may make watching television
more difficult. Compare this to their time watching television on the weekend and the significance of all
three groups increases to between 200 and 500 percent showing that when they do have time they will
make time to watch TV.
Our target group who listened to the radio yesterday were significant at index of i111, i109 and i113
making up over three quarters of the target market for each of the groups. They are much more likely to
listen to it 5 days a week with this group making almost eight tenths of the target market and those who
listen less a little over two tenths. Our target group listens to the radio to and from work and when they
are running errands. Our results followed when we added education and then both education and
occupations for groups 2 and 3. They are always on the run and listen to the radio for news, enjoyment
and to pass the time as they go from one place to another, and we suspect that these results would
parallel those who travel often using a vehicle.
Although they are busy people they do use the Internet, with average minutes during a seven day period
being as follows, for group one being 553, group 2 565 and group 3 609. This shows a gradual increase in
usage as education and occupation are added to the target market. When asked if they have used the
Internet in the past month, they are likely to use the internet a great deal because of their positions
which require it since their jobs range from tech/sales to professionals. For all groups at least eight tenth
of the target used the Internet sometime in the last month.
PMB Magazine Quintiles
Our target market is comprised of medium to heavy magazine readers. Every group showed a high level
of significance, comprising just over six tenths of the marketplace. These are people who are busy and
where the mobility and ease of use make magazines a popular option for them to stay informed
especially given the variety of topics and subjects covered in magazines.
PMB Newspaper Quintiles
Unlike magazines our target market are not as heavy newspaper readers. They are medium to medium
heavy newspaper readers. Those who are heavy readers represent over a tenth of newspaper readers at
13 percent and age about average in significance for their population. This tells us that our target
market reads the newspapers and it corresponds to our data saying that while they read the papers
often they don’t read it daily speaking to busy and unpredictable nature of their lives that may make
reading the paper 5 days a week difficult.
PMB Television Quintiles
For television our target market are more likely to be light to medium television watchers, with these
groups as a whole accounting for over half of our target market at a higher significance. What this shows
us is that they are not nearly as heavy television watchers. We have found that for the most part group
2 and 3 often follow a similar pattern to group 1 since they are subsets of this larger group. They do
other activities that may keep them busy from taking the time to watch TV which requires the time and
patience which means that they would have to remain relatively stationary in order to watch TV
compared with magazines or newspaper which can be read anywhere that cannot be said for the most
part with television.
With radio our target market is mostly found in the middle range in light medium, to heavy these were
the most significant out of all our quintiles. These category groupings account for just over half of our
target market and follow the information gathered about radio earlier that show regular usage of radio.
What this tells us is that they listen to a good amount of radio. We suspect a correlation between this,
their mode of transportation if it is a car and the distance travelled which makes radio the primary
channel when someone is travelling by car.
World Wide Web Quintiles
With the Internet we found that there was a general upward trend as we move through our groupings.
With education and then income leading to higher significances except for group 2 where there is a
decline in the medium level. In general though they show a high significance at medium light, medium,
medium heavy and heavy usage, and account for over half of our target with light users being a little
over a quarter of our target market the largest individual group but the lowest significance for our
groups or target. We found that those who are educated and have jobs in sales, technology up to
professionals are much more likely to use the Internet. Out of all our groups, group 3 had the highest
significance at 182 with more than a quarter of heavy Internet users being in group 3.
Media Imperatives English
When looking at the magazine and TV imperatives we found the magazine imperative of our target
market had a significance of i175, i143 and i179 which make up a third of our target market. If you
compare this to their TV imperative which is significantly under index at i39, i63, and i34 and make up
less than a tenth of the market. With the dual imperative they are only one or two off the average for
their respective groups. Finally they are more likely to have a light TV imperative with a significance of
i91, i103 and i97 which are all close to the average. What this tells us is that our target market is much
more into magazines than television as seen by the difference in their levels of significance.
For this imperative magazine held a strong significance at i138, i117 and i141 for group 1, 2 and 3
respectively making up over a fifth of the target market. Our target market has a much lower radio
imperative, which all are under significance for their populations. Their dual imperative for magazine
and radio was at i127, i116 and i128. This shows that they are focused on magazines, or magazines and
radio but the light imperative. The highest significance and was the largest single group at just over a
third having a dual imperative. What this tells us is that our target market is much more likely to use
radio in conjunction with some other activity and that magazines remain one of the media that they
respond to due to the nature of their lifestyle requiring more flexibility due to time poverty that is more
likely to be a part of their daily lives.
Our target market had a low TV imperative which validated our earlier findings regarding television with
them only representing over a tenth of our target market. In comparison radio held a much higher
significance at i130, i130 and i140 respectively and was the second highest group at just under a quarter,
being part of the target market. In the dual imperative we found that all three groups were in line at the
average significance but that this was the largest of all groups making up nearly 30 percent. What all this
tells us is that our target market uses both TV and radio but that it may not hold the same importance to
them as other media or media combinations. Radio is more relevant probably because one can do other
things while listening to it which is harder to do with TV because of both the audio and visual
components that require more attention from the user.
In-Town Travel - # of KM Traveled in the Past 7 Days
These are people that travel a lot locally and many at farther distances. Distance is broken down into KM
traveled with the most significance groups traveling 50-74 km, 75-149 km, 150-249 km, 250-500 km and
over 500 km. These groups overall had higher significance which means that they spend a lot of time on
the road traveling. Overall for the ranges that was significant made up between 10 percent and 17
percent of our target population. The largest single group was those that traveled 75-149 km who had a
significance of i107, i107 and i99. While group 3 had a lower significance it is still within the average
range for their population. These people travel a lot going to work, doing errands and other tasks and it
is no surprise that this is the case given what else we have found like their stronger radio imperative
when compared to TV. They will have more opportunities to see out of home advertising than if they
traveled less. Those that travel less only represent a quarter of our target market and so our focus will
be on those that travel a lot in a week.
Our target market used public transit 9 times in the past 7 days we believe that this group would be
more likely to be in larger metropolitan areas where public transit is better developed and that they
would have cars as well but use public transit for convenience and to avoid traffic and parking in large
How Often Read or Look Into
For our target, a fifth never look into brochures with two fifths looking into them sometimes. These are
the groups that had the highest significance, with the others making up only a fraction of our target
For newspaper and magazine flyers almost 13 percent never look into them with all but group to having
a more than average significance with group 1 at i109 and group 3 i107. For those that look at them
sometimes they have a higher significance and represent slightly over 30 percent of our target at our
base group 1. Then 23 percent of our target market looks into flyers often with only over 10 percent
looking into them always who also have a lower significance.
After taking a look at our target market we found that as we filtered them using education and
occupation as the touch points the general trends from our first group followed into the others with few
exceptions. Those exceptions do not constitute a significant difference which would require a change to
views to the target market as a whole.
We found that our target market are big magazine readers, it is a medium that is flexible and suited to
their busy lives. They don’t have as much time for television because for the most part they are always
on the go. They travel often with close to half between 75 and 500 km, as can be seen by the km they
traveled within a seven day period. They read the newspapers regularly, but may miss a day or so due to
timing. They listen to the radio daily because they pay attention to it one their way to work and when
they are out this is supported by the distance they travel as well. With distance traveled, out of home
advertising is something that will be valuable in targeting this group.
They use the Internet and we found that professionals spent the most time online. They are medium to
heavy magazine users, light to medium television users, and light medium to heavy radio listeners. For
Internet users we found that they were all in the light medium to heavy users. They have strong
magazine imperative and a strong dual imperative with magazine and television while they have a weak
television imperative. With their magazine and radio imperative having a significant magazine and week
radio. For radio and television they were strong in light, significantly weaker in TV and a strong radio
while the dual audience was on average for our target group. Our target sometimes looked at brochures
and sometimes to more often looked at flyers, with a little over 10 percent never doing so.
What this tells us about our target audience’s media habits is that to advertise notebook computers,
magazine would be the most favorable choice, while TV may not be as vital. It is a strongly used medium
for our target market and used on a regular basis. What is good about this is that they last a long time
and it may be assumed as a class-oriented media. Although that may be true, it is not something we
should ignore. We must focus in on the specific times and programs that are watched by our target
market. We should use it so that we can build frequency, which is difficult to do in print. They read the
paper regularly, though it may not be daily, due to the nature of their lives. Therefore it would be useful
in creating frequency with this audience.
Radio is a good choice because of the time they spend traveling to and from locations, but is more of a
passive channel, whereby an advertisement can be lost in the clutter. Internet may be useful in some
forms, but should be limited since it is a more self directed medium. It should only be targeted
selectively and intelligibly.