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Total CanadaJune 2011Online + OfflinePrepared By:PHD CanadaCommissioned By:The Interactive Advertising Bureau (IAB) of Can...
Online OfflineOnline + Offline – Worlds Apart.
Divergent Structure In The 2 Worlds.Online OfflinePrivate Tripartite/Co-opMeasurement structuresDigital PopulationUniverse...
Online OfflineMARKETINGINTEGRATIONMust Become A Closer Part Of The “mix”.
Common Ground For Comparison.Weekly ReachWeekly Time
CMUST Has Changed.From: Single (NADbank) sourceTo: Buyer currency sourcesInternet: No weekly data from comScore.NADbank fo...
Six Buyer Currency Surveys Of Record.BBM PMT/Mark II Meter/PPM in QuebecJan-Dec ‘02/Jan-Aug ’09TELEVISIONPMB Recent Readin...
Media Habits, On- + Offline, Over Last 10 Years.REACH + TIMEIMPERATIVES – 2D and 3DF U S I O NM O B I L E
Media Habits, On- + Offline, Over Last 10 Years.IMPERATIVES – 2D and 3DF U S I O NM O B I L E+ TIMEREACH
How Have Media Reach Levels Changed Over Last 10 Years?Source: Total Canada, see Data Source slideWeekly ReachAdults 18+20...
20%40%60%80%0%100%‘0073%94%82%52%‘09R A D I O NEWSPAPER INTERNETMAGAZINE60%73%92%1031378291982000 =100 indexInternet Reach...
20%40%60%80%0%100%TELEVISION R A D I O NEWSPAPERINTERNET MAGAZINE‘0971%60%73%92%99%Examine Weekly Reach By Demographic Gro...
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %18-24 25-34 35-54 55+83%71%60%92%66%61%72%62%91%79%58%2...
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 Re...
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%76%57%92%70%64%18-24 25-34 35-54 55+83%71%60%92%6...
M W20%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%...
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%76%57%92%70%64%18-24 25-34 35-54 55+83%71%60%92%6...
$75 m+20%40%60%80%0%100%18+71%M W91%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%...
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%76%57%92%70%64%18-24 25-34 35-54 55+83%71%60%92%6...
20%40%60%80%0%100%18+71%Univ+M W91%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%...
TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%76%57%92%70%64%18-24 25-34 35-54 55+83%71%60%92%6...
20%40%60%80%0%100%Fr68%18+71%M W91%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%...
Internet Reach…10 YEAR GROWTH Most rapid.AGE Under 55 skewed.SEX Slight male skew.INCOME Upper income skew.EDUCATION Unive...
IMPERATIVES – 2D and 3DF U S I O NM O B I L E+ TIMEREACHWeekly Time Spent Is A Surrogate For Ad Exposure.
2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+Weekly Time Spent Per Capita Allows For MediaComparison.Source: To...
2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+1,531TELEVISION1,691Time Spent With Internet Has More Than Doubled...
2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+1,531TELEVISION1,691R A D I O NEWSPAPER INTERNETMAGAZINE1,2821,122...
2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+TELEVISIONR A D I OINTERNETNEWSPAPERMAGAZINE1,5311,2823111617746%3...
2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+TELEVISIONR A D I OINTERNETNEWSPAPERMAGAZINE1,5311,2823111617746%3...
10%20%30%40%0%50%1,5311,282311161773,36246%38%9%5%2%100%shareminutes2000shareminutes20091,6911,122654126383,63147%31%18%3%...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3% 6%1% 1% ...
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 Weekl...
10%20%30%40%0%50%18%18-24 25-34 35-54 55+18+2009 Share %of Weekly Minutes Per CapitaTELEVISION INTERNETInternet And TV… Mi...
10%20%30%40%0%50%18%18-2418+2009 Share %of Weekly Minutes Per CapitaTELEVISION INTERNETInternet Is Medium Of Record For 18...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3% 6%1% 1% ...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%M W18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3% 6%1% ...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3% 6%1% 1% ...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%$75 m+24%18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3%...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%$75 m+24%INTERNET18+TELEVISION38%47%Internet And TV… Mirror Im...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3% 6%1% 1% ...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNETIntern...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%INTERNET18+ Univ+25%TELEVISION47%39%Internet And TV… Mirror Im...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%Fr16%18-24 25-34 35-54 55+34%40%45%55%24%30%33%31%2% 2% 3% 6%1...
10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%Fr16%TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNETI...
Internet Time Spent…10 YEAR GROWTH Most rapid… doubled +.AGE #1 for 18-24. Uniquely under 55.SEX Moderate male skew.INCOME...
and 3DIMPERATIVES – 2DREACH + TIMEF U S I O NM O B I L E
IMPERATIVESProduct users gravitate towards different media.
Internet Imperative Coding Available In PMB ‘10.Internet/TVInternet/MagazineInternet/NewspaperInternet/RadioIAB-Commisione...
Imperatives created through media usage segmentation.LIGHTERINTERNETHEAVIERINTERNETHEAVIER TVLIGHTER TVPMB Fall ‘10, Total...
4 Imperative segments of roughly equal size.LIGHTERINTERNETHEAVIERINTERNETHEAVIER TVLIGHTER TVINTERNET IMPERATIVETV IMPERA...
A radar chart helps to explain “propensity” indices.Internet ImperativeDualTV ImperativeLight
Propensity index increases away from centre.Internet ImperativeDualTV ImperativeLight
Average consumption propensity = 100.Internet ImperativeDualTV ImperativeLight
Internet ImperativeDualTV ImperativeLightFor example - a new, $50,000+ car.1337010096PMB Fall ‘10, Total 18+ Base
Internet ImperativeDualTV ImperativeLight33% More $50m+ Car Buyers In Internet Imperative Group.1337010096PMB Fall ‘10, To...
INTERNETIMPERATIVETVIMPERATIVEDUAL LIGHT133New $50,000+ car 70100 96$2,000+ in Jewelry 132 51121 79128 61107 104Home worth...
128Computers 59141 36127Business Travel 64138 35Business decision makers for…Internet/Newspaper… Targets Decision-Makers.I...
129Have a Home Office 67126 57139Have 3+ Personal Computers in home 60128 50126Purchased a Personal Computer in the year 8...
123Attended at least one event past year 74116 72128Attended at least one attraction past year 73115 69113Attended 10+ con...
Internet Imperative…INTERNET / TV Upscale product purchasers.INTERNET / NEWSPAPER Decision-makers.INTERNET / MAGAZINE Tech...
REACH + TIMEF U S I O NM O B I L EIMPERATIVES – 2D and 3DIMPERATIVES 3D
PMB created coding for 3D Imperatives.InternetMagazineTelevision
NewspaperMagazineIAB-Commissioned Coding For 3D Internet/Newspaper/TV.InternetTelevision
Think of 3D Imperatives as a 3 X 3 X 3 Rubik’s Cube.
3 slices describe heavy, medium and light MagazineLight MagazineHeavy MagazineMedium MagazineIn the case of Internet, Maga...
3 horizontal slices describe heavy, medium, light Internet.Light InternetHeavy InternetMedium Internet
Final 3 slices describe heavy, medium, light TV.Light TVHeavy TVMedium TV
Singles are heavy users of one… medium/light of other two.
Singles include… the Internet Imperative,IH
… the Magazine Imperative,IHMH
… and the TV Imperative.IHMHTH
Duals are segments that are heavy users of 2 media.IHMHTH
Duals include… heavy Internet/Magazine,IHMHTHIMD
… heavy Internet/TV,IHMHTHIMDITD
… and heavy TV/Magazine.IHMHTHIMDITDTMD
Triples… Triple H are heavy users of all 3 media.IHMHTHIMDITDTMDITMH
And Lite3are triple-lite users of all three media.IHMHTHIMDITDTMDITMHLite3
The Third Dimension Adds Clarity.PMB Fall ‘10, Total 18+ Base
PMB Fall ‘10, Total 18+ BaseINTERNETIMPERATIVEMAGAZINEIMPERATIVEDUAL LIGHTPersonal computer purchaserIn A 2 Dimensional In...
126 114 81 69PC Buyers Are Heavy Internet And Internet/Magazine Users.PMB Fall ‘10, Total 18+ BaseINTERNETIMPERATIVEMAGAZI...
In 3D Imperative, a third, TV dimension, is added.TripleLite3ITMHDualMTDITDIMDSingleIH MH THPMB Fall ‘10, Total 18+ BasePe...
139SingleIH MH THDualMTDTripleITMH Lite3ITDIMDPMB Fall ‘10, Total 18+ BasePersonal computer purchaserPC Buyers Are Heavy I...
139 103 60 128SingleIH MH THDualMTDTripleITMH Lite3ITDIMDPMB Fall ‘10, Total 18+ BasePersonal computer purchaser… And Heav...
139 103 60 128SingleIH MH THDualMTDTripleITMH Lite3ITDIMDPMB Fall ‘10, Total 18+ BasePersonal computer purchaserBUT… Also ...
PMB Fall ‘10, Total 18+ BaseRe-examining Upscale Product Purchasers in 3D…SingleIH121110162145106105111163149MH10211212915...
SingleIH121110162145106105111163149MH102112129154126129117111125TH626240485845436855DualIMD138140163136157121118230162ITD1...
PMB Fall ‘10, Total 18+ BaseSingleIH166159139148163117NH1139910611097114TH374457425662DualIND175214192256207198ITD84938966...
SingleIH166159139148163117NH1139910611097114TH374457425662DualIND175214192256207198ITD8493896667104NTD494343354226TripleIT...
PMB Fall ‘10, Total 18+ BaseRe-examining the Tech-literate/Traveler in 3D...Single Dual TriplePlay video games 7+ times/we...
Single Dual TriplePMB Fall ‘10, Total 18+ BasePlay video games 7+ times/weekHeavy Business TravelerHave a Home Office3+ Pe...
3D Imperatives Help To Clarify Complex MediaRelationships.INTERNET Often a “driver” medium.INTERNET ALONE Captures a large...
REACH + TIMEIMPERATIVES – 2D and 3DF U S I O NM 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 ReachcomScore/PMB Fusion Data Base 2010, Jan/Feb...
Site “Types” In Higher 18+ Reach Realm.Corporate Presence 75% ex. MSN.ca HomepageServices 74% ex. Windows Live HotmailEnte...
Site “Types” Generating 40% Monthly Reach.comScore/PMB Fusion Data Base 2010, Jan/Feb/Mar comScore, Total Canada, Adults 1...
Site “Types” In The 20%/30% Monthly Reach Range.Corporate Presence 75% ex. MSN.ca HomepageServices 74% ex. Windows Live Ho...
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%...
25-34.Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Sports 47%...
35-54Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Sports 47%T...
Men 18+.Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Sports 4...
Women 18+.Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Sports...
$125,000+ Personal IncomeCorporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Fi...
“I Love My Wheels”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 6...
Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Sports 47%Travel...
“Label Queens”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Sp...
“The Get Set”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 66%Spo...
“Relaxed Nibblers”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance 6...
“Cultured + Active”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance ...
“Eat Hard, Play Hard”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Financ...
“Liberal Materialists”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finan...
“Shaken Not Stirred”Corporate Presence 75%Services 74%Entertainment 72%Directories/Resources 68%Retail 66%Business/Finance...
According To FUSION, Website “Types” Can Target!CAN TARGET Age, sex, income.CAN TARGET Lifestyle segments.
REACH + TIMEIMPERATIVES – 2D and 3DF U S I O NM O B I L E
How Is Mobile Access Of The Internet Changing?Nielsen Mobile Media Measurement2ndQuarter 2010
Mobile usage over two points in time.Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, com...
Cell Phone Monthly Usage Approaching 70%.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Any Cell Phone 64%67%Nielsen Mobile Media Meas...
Additional Mobile usage data recently made available...comScore MobiLensMarch 2011
Mobilens Supports The Climb To 70% Cell Phone Penetration.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Any Cell Phone 64%67%March’11...
Consistent Growth Rate For Mobile Access Of internet.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Access the Internet 12%17%Any Cell...
Mobile E-mailing Growing Apace.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%67%Access the Interne...
Texting Is Pushing 50% Penetration Monthly.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%67%Access...
Video Accessing Remains A Relatively Minor Activity.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%...
Smart Phone Penetration Of Population Is Accelerating.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 6...
RIM Is The Smart Phone Leader In Canada.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Any Cell Phone 64%67%Smart Phone OS11%7%March’1...
Smart Phones… Now Held By A Third Of Mobile Users.Any Cell Phone 67%Smart Phone OS 11%Q2 ‘1016%March’1113+ Penetration69% ...
Mobile By The Numbers (Mobilens).69% Using Cell Phones.45% Text.23% Internet accessed.23% Smart Phone.33% Cell Phones that...
On-LineMARKETINGINTEGRATIONOnline Occupies A Unique Position In The Integrated World.
Uniquely “under-55” age skew and growing!REACH + TIME
IMPERATIVES – 2D and 3DUniquely predictive for a range of product purchasers.
F U S I O NUniquely capable of targeting demo/lifestyle segments
M O B I L EUniquely accessible.
The Internet is Uniquely Imperative!IMPERATIVE
French CanadaJune 2011Online + OfflinePrepared By:PHD CanadaCommissioned By:The Interactive Advertising Bureau (IAB) of Ca...
Definition of “French” by surveyPMB MagazineRespondents in the province of Quebec, Ottawa/Gatineau CMA, Northern Ontario a...
IAB CMUST PresentationData Sources and Definitions for CMUST 2010NewspaperNADbankMost Recent Data Point2009 All Market Rea...
IAB CMUST PresentationData Sources and Definitions for CMUST 2010TelevisionBBMMost Recent Data PointJanuary-August 2009, P...
IAB CMUST PresentationData Sources and Definitions for CMUST 2010Fused DataPMB and comScoreMost Recent Data PointThe fused...
comScore Mobilens DataPublic Press Release June 1 2011March ’116.6 million people (13+) in Canada (total Canada) owned Sma...
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Canada Media Usage Trends

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Canada Media Usage Trends

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Canada Media Usage Trends

  1. 1. Total CanadaJune 2011Online + OfflinePrepared By:PHD CanadaCommissioned By:The Interactive Advertising Bureau (IAB) of Canadawww.iabcanada.com2010 Canadian Media Usage Trends Study
  2. 2. Online OfflineOnline + Offline – Worlds Apart.
  3. 3. Divergent Structure In The 2 Worlds.Online OfflinePrivate Tripartite/Co-opMeasurement structuresDigital PopulationUniverseDaily WeeklyAudience Time UnitsClick/Engage/Acquire AwarenessPerformance MetricsClick/Engage/Acquire Exposure OppsAnalyticsResult BrandMarketing Task FocusFast SlowVehicle Cycles∞ 10FragmentationOnline OfflineExpertise from10 4Expert inImmediate Months outTurnaround Expectation3rdparty 1stPartyData VerificationBorderless NationalExecution BorderBorderless National/RegionalKnowledge Border
  4. 4. Online OfflineMARKETINGINTEGRATIONMust Become A Closer Part Of The “mix”.
  5. 5. Common Ground For Comparison.Weekly ReachWeekly Time
  6. 6. CMUST Has Changed.From: Single (NADbank) sourceTo: Buyer currency sourcesInternet: 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. 7. Six Buyer Currency Surveys Of Record.BBM PMT/Mark II Meter/PPM in QuebecJan-Dec ‘02/Jan-Aug ’09TELEVISIONPMB Recent ReadingPMB’01/PMB Fall’10MAGAZINENADbank Telephone Readership study2001/2009NEWSPAPERR A D I OBBM DiaryFall’00/Fall’09INTERNETNADbank Telephone Readership study2001/2009MOBILENielsen Mobile Media Measurement2ndQuarter ’09/’10comScore Mobilens March ‘11PMB/comScore Fused DataSpring’10
  8. 8. Media Habits, On- + Offline, Over Last 10 Years.REACH + TIMEIMPERATIVES – 2D and 3DF U S I O NM O B I L E
  9. 9. Media Habits, On- + Offline, Over Last 10 Years.IMPERATIVES – 2D and 3DF U S I O NM O B I L E+ TIMEREACH
  10. 10. How Have Media Reach Levels Changed Over Last 10 Years?Source: Total Canada, see Data Source slideWeekly ReachAdults 18+20%40%60%80%0%100%‘00 ‘09
  11. 11. 20%40%60%80%0%100%‘0073%94%82%52%‘09R A D I O NEWSPAPER INTERNETMAGAZINE60%73%92%1031378291982000 =100 indexInternet Reach Has Increased By 37%.Weekly ReachAdults 18+71%96%TELEVISION99%Source: Total Canada, see Data Source slide
  12. 12. 20%40%60%80%0%100%TELEVISION R A D I O NEWSPAPERINTERNET MAGAZINE‘0971%60%73%92%99%Examine Weekly Reach By Demographic Group.Weekly ReachAdults 18+TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %18+Source: Total Canada, see Data Source slide
  13. 13. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 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. 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 INTERNETINTERNET82%82%77%53%Internet Is Under 55 Skewed.Source: Total Canada, see Data Source slide
  15. 15. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%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. 16. M W20%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 INTERNETINTERNET72% 70%Internet Is Slightly Male Skewed.Source: Total Canada, see Data Source slide
  17. 17. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%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. 18. $75 m+20%40%60%80%0%100%18+71%M W91%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 INTERNETINTERNETInternet Has Upper Income Skew.81%Source: Total Canada, see Data Source slide
  19. 19. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%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. 20%40%60%80%0%100%18+71%Univ+M W91%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 INTERNETINTERNETInternet Has University+ Skew.Source: Total Canada, see Data Source slide
  21. 21. TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET2009 Weekly Reach %M W91%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%Fr92%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. 22. 20%40%60%80%0%100%Fr68%18+71%M W91%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 INTERNETINTERNETInternet Has Slight French Underdevelopment.Source: Total Canada, see Data Source slide
  23. 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. 24. IMPERATIVES – 2D and 3DF U S I O NM O B I L E+ TIMEREACHWeekly Time Spent Is A Surrogate For Ad Exposure.
  25. 25. 2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+Weekly Time Spent Per Capita Allows For MediaComparison.Source: Total Canada, see Data Source slide
  26. 26. 2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+1,531TELEVISION1,691Time Spent With Internet Has More Than Doubled Since 2001.R A D I O NEWSPAPER INTERNETMAGAZINE1102104978882000 =100 index1,2821,122161 12677 38311654Source: Total Canada, see Data Source slide
  27. 27. 2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+1,531TELEVISION1,691R A D I O NEWSPAPER INTERNETMAGAZINE1,2821,122161 12677 38311654Share Is A Helpful Way To Look At “Time”.TELEVISIONR A D I OINTERNETNEWSPAPERMAGAZINE1,5311,2823111617746%38%9%5%2%100%shareminutes2000shareminutes20091,6911,1226541263847%31%18%3%1%100%TOTAL 3,362 3,631Source: Total Canada, see Data Source slide
  28. 28. 2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+TELEVISIONR A D I OINTERNETNEWSPAPERMAGAZINE1,5311,2823111617746%38%9%5%2%100%shareminutes2000shareminutes20091,6911,1226541263847%31%18%3%1%100%TOTAL 3,362 3,631Total Time Spent With Media Grew By 8%.Source: Total Canada, see Data Source slide
  29. 29. 2,0001,0005001,500‘00 ‘09Weekly Time (minutes)Adults 18+TELEVISIONR A D I OINTERNETNEWSPAPERMAGAZINE1,5311,2823111617746%38%9%5%2%100%shareminutes2000shareminutes20091,6911,1226541263847%31%18%3%1%100%TOTAL 3,362 3,631+1 points- 7 points+9 points- 2 points- 1 pointInternet Doubled Its Share Of Media Time Since 2001.Source: Total Canada, see Data Source slide
  30. 30. 10%20%30%40%0%50%1,5311,282311161773,36246%38%9%5%2%100%shareminutes2000shareminutes20091,6911,122654126383,63147%31%18%3%1%100%TELEVISIONR A D I OINTERNETNEWSPAPERMAGAZINETOTAL+1 points- 7 points+9 points- 2 points- 1 point2009 Share %of Weekly Minutes Per Capita47%1 %31%18%3 %18+TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETSource: Total Canada, see Data Source slide
  31. 31. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%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 INTERNET18+Source: Total Canada, see Data Source slide
  32. 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 CapitaINTERNET39%27%18%8%The Internet Has A Uniquely Strong Under-55 Skew.TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETSource: Total Canada, see Data Source slide
  33. 33. 10%20%30%40%0%50%18%18-24 25-34 35-54 55+18+2009 Share %of Weekly Minutes Per CapitaTELEVISION INTERNETInternet And TV… Mirror Image Age Profiles.47%34%40%45%55%39%27%18%8%Source: Total Canada, see Data Source slide
  34. 34. 10%20%30%40%0%50%18%18-2418+2009 Share %of Weekly Minutes Per CapitaTELEVISION INTERNETInternet 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. 35. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%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 W44%49%31% 31%4%3%1% 1%20%16%47%1 %31%3 %TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET18+Source: Total Canada, see Data Source slide
  36. 36. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%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 INTERNETINTERNETInternet Has A Moderate Male Skew.18+20%16%Source: Total Canada, see Data Source slide
  37. 37. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%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 W44%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 INTERNET18+Source: Total Canada, see Data Source slide
  38. 38. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%$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 W44%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 INTERNETINTERNETInternet Has A Strong High Income Skew.18+Source: Total Canada, see Data Source slide
  39. 39. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%$75 m+24%INTERNET18+TELEVISION38%47%Internet And TV… Mirror Image Income Profiles.Source: Total Canada, see Data Source slide
  40. 40. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%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 W44%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 INTERNET18+ Univ+25%39%30%4%1%Source: Total Canada, see Data Source slide
  41. 41. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNETInternet 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 W44%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. 42. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%INTERNET18+ Univ+25%TELEVISION47%39%Internet And TV… Mirror Image Education Profiles.Source: Total Canada, see Data Source slide
  43. 43. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%Fr16%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 W44%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 INTERNET18+ Univ+25%39%30%4%1%Source: Total Canada, see Data Source slide
  44. 44. 10%20%30%40%0%50%2009 Share %of Weekly Minutes Per Capita18%Fr16%TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNETINTERNETInternet’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 W44%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. 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. 46. and 3DIMPERATIVES – 2DREACH + TIMEF U S I O NM O B I L E
  47. 47. IMPERATIVESProduct users gravitate towards different media.
  48. 48. Internet Imperative Coding Available In PMB ‘10.Internet/TVInternet/MagazineInternet/NewspaperInternet/RadioIAB-Commisioned Custom Coding Available.
  49. 49. Imperatives created through media usage segmentation.LIGHTERINTERNETHEAVIERINTERNETHEAVIER TVLIGHTER TVPMB Fall ‘10, Total 18+ Base
  50. 50. 4 Imperative segments of roughly equal size.LIGHTERINTERNETHEAVIERINTERNETHEAVIER TVLIGHTER TVINTERNET IMPERATIVETV IMPERATIVEDUALLIGHTPMB Fall ‘10, Total 18+ Base
  51. 51. A radar chart helps to explain “propensity” indices.Internet ImperativeDualTV ImperativeLight
  52. 52. Propensity index increases away from centre.Internet ImperativeDualTV ImperativeLight
  53. 53. Average consumption propensity = 100.Internet ImperativeDualTV ImperativeLight
  54. 54. Internet ImperativeDualTV ImperativeLightFor example - a new, $50,000+ car.1337010096PMB Fall ‘10, Total 18+ Base
  55. 55. Internet ImperativeDualTV ImperativeLight33% More $50m+ Car Buyers In Internet Imperative Group.1337010096PMB Fall ‘10, Total 18+ Base
  56. 56. INTERNETIMPERATIVETVIMPERATIVEDUAL LIGHT133New $50,000+ car 70100 96$2,000+ in Jewelry 132 51121 79128 61107 104Home worth $500,000+Internet/TV… Targets Upscale Product Purchasers121 66112$1,500+ on credit card 94161 45 91$500,000+ Life Insurance 105149 53$50,000+ home improvements 12490123 48119$750+ past year on Sports Clothing 110$1 million+ in Securities/Savings 150 4997 112Premium Beer 149 45 90110PMB Fall ‘10, Total 18+ BaseUpscale product purchasers…
  57. 57. 128Computers 59141 36127Business Travel 64138 35Business decision makers for…Internet/Newspaper… Targets Decision-Makers.INTERNETIMPERATIVENEWSPAPERIMPERATIVEDUAL LIGHT122Banking and Finance 63 58130122Telecommunications 62 46137127Office Equipment 62 49132Shipping and Distribution 52149 42117140Involved in $500m+ Expenditures 64 27133PMB Fall ‘10, Total 18+ Base
  58. 58. 129Have a Home Office 67126 57139Have 3+ Personal Computers in home 60128 50126Purchased a Personal Computer in the year 81114 69140Have VOIP telephone service at home 68116 63Internet/Magazine… Targets Tech-Literate & Travelers.INTERNETIMPERATIVEMAGAZINEIMPERATIVEDUAL LIGHT133Heavy Business Traveler 62119 54128167Play video games 7+ times/week 70 7297PMB Fall ‘10, Total 18+ BaseTech-literate & Travelers…
  59. 59. 123Attended at least one event past year 74116 72128Attended at least one attraction past year 73115 69113Attended 10+ concerts past year 92107 82147Attended Night Clubs/Bars 10+ times past year 70122 35135Ate at sub-sandwich restaurant 5+ times/month 70121 51117Ate at high quality restaurant 4+times/month79118 68128Used health/fitness club 10+ times past year 65121 67160Visited Art Gallery 10+ times past year 36136 36156Went to Movies 6+ times past 3 months 61109 61Internet/Radio… Targets Entertainment Goers.INTERNETIMPERATIVERADIOIMPERATIVEDUAL LIGHTPMB Fall ‘10, Total 18+ BaseEntertainment goers …
  60. 60. Internet Imperative…INTERNET / TV Upscale product purchasers.INTERNET / NEWSPAPER Decision-makers.INTERNET / MAGAZINE Tech-Literates/Travellers.INTERNET / RADIO Entertainment-goers.
  61. 61. REACH + TIMEF U S I O NM O B I L EIMPERATIVES – 2D and 3DIMPERATIVES 3D
  62. 62. PMB created coding for 3D Imperatives.InternetMagazineTelevision
  63. 63. NewspaperMagazineIAB-Commissioned Coding For 3D Internet/Newspaper/TV.InternetTelevision
  64. 64. Think of 3D Imperatives as a 3 X 3 X 3 Rubik’s Cube.
  65. 65. 3 slices describe heavy, medium and light MagazineLight MagazineHeavy MagazineMedium MagazineIn the case of Internet, Magazine and TV…
  66. 66. 3 horizontal slices describe heavy, medium, light Internet.Light InternetHeavy InternetMedium Internet
  67. 67. Final 3 slices describe heavy, medium, light TV.Light TVHeavy TVMedium TV
  68. 68. Singles are heavy users of one… medium/light of other two.
  69. 69. Singles include… the Internet Imperative,IH
  70. 70. … the Magazine Imperative,IHMH
  71. 71. … and the TV Imperative.IHMHTH
  72. 72. Duals are segments that are heavy users of 2 media.IHMHTH
  73. 73. Duals include… heavy Internet/Magazine,IHMHTHIMD
  74. 74. … heavy Internet/TV,IHMHTHIMDITD
  75. 75. … and heavy TV/Magazine.IHMHTHIMDITDTMD
  76. 76. Triples… Triple H are heavy users of all 3 media.IHMHTHIMDITDTMDITMH
  77. 77. And Lite3are triple-lite users of all three media.IHMHTHIMDITDTMDITMHLite3
  78. 78. The Third Dimension Adds Clarity.PMB Fall ‘10, Total 18+ Base
  79. 79. PMB Fall ‘10, Total 18+ BaseINTERNETIMPERATIVEMAGAZINEIMPERATIVEDUAL LIGHTPersonal computer purchaserIn A 2 Dimensional Internet/Magazine World…
  80. 80. 126 114 81 69PC Buyers Are Heavy Internet And Internet/Magazine Users.PMB Fall ‘10, Total 18+ BaseINTERNETIMPERATIVEMAGAZINEIMPERATIVEDUAL LIGHTPersonal computer purchaser
  81. 81. In 3D Imperative, a third, TV dimension, is added.TripleLite3ITMHDualMTDITDIMDSingleIH MH THPMB Fall ‘10, Total 18+ BasePersonal computer purchaser
  82. 82. 139SingleIH MH THDualMTDTripleITMH Lite3ITDIMDPMB Fall ‘10, Total 18+ BasePersonal computer purchaserPC Buyers Are Heavy Internet Users,
  83. 83. 139 103 60 128SingleIH MH THDualMTDTripleITMH Lite3ITDIMDPMB Fall ‘10, Total 18+ BasePersonal computer purchaser… And Heavy Internet/Magazine Users,
  84. 84. 139 103 60 128SingleIH MH THDualMTDTripleITMH Lite3ITDIMDPMB Fall ‘10, Total 18+ BasePersonal computer purchaserBUT… Also Heavy Internet/Magazine/TV Users.109 82 120 88
  85. 85. PMB Fall ‘10, Total 18+ BaseRe-examining Upscale Product Purchasers in 3D…SingleIH121110162145106105111163149MH102112129154126129117111125TH626240485845436855DualIMD138140163136157121118230162ITD101119806881751286173MTD1077968576840832349TripleITMH66102799912113610756122Lite3102978589981291137683New $50,000+ car$1,500+ on credit card$500,000+ Life Insurance$2,000+ in Jewelry$1 million+ in Securities/Savings$50,000+ home improvementsHome worth $500,000+$750+ past year on Sports ClothingPremium BeerUpscale product purchasers…
  86. 86. SingleIH121110162145106105111163149MH102112129154126129117111125TH626240485845436855DualIMD138140163136157121118230162ITD101119806881751286173MTD1077968576840832349TripleITMH66102799912113610756122Lite3102978589981291137683New $50,000+ car$1,500+ on credit card$500,000+ Life Insurance$2,000+ in Jewelry$1 million+ in Securities/Savings$50,000+ home improvementsHome worth $500,000+$750+ past year on Sports ClothingPremium BeerPMB Fall ‘10, Total 18+ BaseUse Internet With Magazine And With TV In Some Cases.Upscale product purchasers…
  87. 87. PMB Fall ‘10, Total 18+ BaseSingleIH166159139148163117NH1139910611097114TH374457425662DualIND175214192256207198ITD8493896667104NTD494343354226TripleITNH8612514410612188Lite3917078707598Banking and FinanceComputersOffice EquipmentBusiness TravelShipping and DistributionInvolved in $500m+ ExpendituresBusiness decision makers for…Re-examining Decision-Makers in 3D…
  88. 88. SingleIH166159139148163117NH1139910611097114TH374457425662DualIND175214192256207198ITD8493896667104NTD494343354226TripleITNH8612514410612188Lite3917078707598Banking and FinanceComputersOffice EquipmentBusiness TravelShipping and DistributionInvolved in $500m+ ExpendituresPMB Fall ‘10, Total 18+ BaseBusiness decision makers for…Use Internet With Newspaper And With TV In Some Cases.
  89. 89. PMB Fall ‘10, Total 18+ BaseRe-examining the Tech-literate/Traveler in 3D...Single Dual TriplePlay video games 7+ times/weekHeavy Business TravelerHave a Home Office3+ Personal Computers in homePurchased a Personal Computer past yearHave VOIP telephone service at homeIH152152157139154138MH9292851037468TH484838604061IMD182182160128160120ITD6262120109129189MTD707059826962ITMH143143147120145105Lite38383868885100Tech-literate & Traveler…
  90. 90. Single Dual TriplePMB Fall ‘10, Total 18+ BasePlay video games 7+ times/weekHeavy Business TravelerHave a Home Office3+ Personal Computers in homePurchased a Personal Computer past yearHave VOIP telephone service at homeIH152152157139154138MH9292851037468TH484838604061IMD182182160128160120ITD6262120109129189MTD707059826962ITMH143143147120145105Lite38383868885100Use Internet With Magazine With TV In All Cases.Tech-literate & Traveler…
  91. 91. 3D Imperatives Help To Clarify Complex MediaRelationships.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. 92. REACH + TIMEIMPERATIVES – 2D and 3DF U S I O NM O B I L E
  93. 93. PMB comScoreF U S E D
  94. 94. Can Examine comScore Websites Through A PMB Lens.1,000+ web sites.27 site “types”.29 magazine sites.
  95. 95. A Rank Of Website “Types” By PMB Adults 18+.60%20%30%40%50%70%18+ Monthly ReachcomScore/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. 96. Site “Types” In Higher 18+ Reach Realm.Corporate Presence 75% ex. MSN.ca HomepageServices 74% ex. Windows Live HotmailEntertainment 72% ex. YouTubeDirectories/Resources 68% ex. Google MapsRetail 66% ex. Future ShopBusiness/Finance 66% ex. Globe InvestorConversational 74% ex. Word PressNews/Information 74% ex. CBC.ca18+ UVcomScore/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. 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 HomepageServices 74% ex. Windows Live HotmailEntertainment 72% ex. YouTubeDirectories/Resources 68% ex. Google MapsRetail 66% ex. Future ShopBusiness/Finance 66% ex. Globe InvestorSports 47% ex. Yahoo SportsTravel 48% ex. ExpediaGames 45% ex. Wild TangentAuctions 45% ex. eBay CanadaHealth 40% ex. Canoe HealthConversational 74% ex. Word PressNews/Information 74% ex. CBC.caEducation 43% ex About.com18+ UVcomScore/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. 98. Site “Types” In The 20%/30% Monthly Reach Range.Corporate Presence 75% ex. MSN.ca HomepageServices 74% ex. Windows Live HotmailEntertainment 72% ex. YouTubeDirectories/Resources 68% ex. Google MapsRetail 66% ex. Future ShopBusiness/Finance 66% ex. Globe InvestorAutomobile 39% ex. kiJiJiCareer 28% ex WORKOPOLISReal Estate 27% ex MICASA.caConversational 74% ex. Word PressNews/Information 74% ex. CBC.caSports 47% ex. Yahoo SportsTravel 48% ex. ExpediaGames 45% ex. Wild TangentAuctions 45% ex. eBay CanadaHealth 40% ex. Canoe HealthEducation 43% ex About.com18+ UVcomScore/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. 99. Can Website “Types” Target By Demo And Segments?Age, sex, income.PMB Life-style segments.
  100. 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%132146133Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVTarget PageViewer IndexcomScore/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. 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%147138150Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  102. 102. 35-54Corporate 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%111128151Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  103. 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%149137Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  104. 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%120127Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  105. 105. $125,000+ Personal IncomeCorporate 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%262200160148Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  106. 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.133132124152Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  107. 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”128119Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  108. 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.171125Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  109. 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%126Innovators.Leading edge for tech gadgets.Interior design fans.Computer literate.110115Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  110. 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.115170130Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  111. 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.129116117Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  112. 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% 126Non-nutritional food intake but…Exercise hard.130120Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  113. 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.134124138Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  114. 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.119135138Automobile 39%Career 28%Real Estate 27%Health 40%Education 43%18+ UVcomScore/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 PageViewer Index
  115. 115. According To FUSION, Website “Types” Can Target!CAN TARGET Age, sex, income.CAN TARGET Lifestyle segments.
  116. 116. REACH + TIMEIMPERATIVES – 2D and 3DF U S I O NM O B I L E
  117. 117. How Is Mobile Access Of The Internet Changing?Nielsen Mobile Media Measurement2ndQuarter 2010
  118. 118. Mobile usage over two points in time.Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘1150%10%20%30%40%60%Q2 ‘0915+ Monthly PenetrationQ2 ‘10
  119. 119. Cell Phone Monthly Usage Approaching 70%.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Any Cell Phone 64%67%Nielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  120. 120. Additional Mobile usage data recently made available...comScore MobiLensMarch 2011
  121. 121. Mobilens Supports The Climb To 70% Cell Phone Penetration.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Any Cell Phone 64%67%March’1113+ Penetration69% Any Cell PhoneNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  122. 122. Consistent Growth Rate For Mobile Access Of internet.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Access the Internet 12%17%Any Cell Phone 64%67%March’1113+ Penetration69% Any Cell Phone23% Used browserNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  123. 123. Mobile E-mailing Growing Apace.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%67%Access the Internet 12%17%March’1113+ Penetration69% Any Cell Phone23% Used browser21% Used e-mailNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  124. 124. Texting Is Pushing 50% Penetration Monthly.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%67%Access the Internet 12%17%Text messaging37%32%March’1113+ Penetration69% Any Cell Phone23% Used browser21% Used e-mail45% TextNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  125. 125. Video Accessing Remains A Relatively Minor Activity.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%67%Access the Internet 12%17%Text messaging37%32%Mobile Video 5%4%March’1113+ Penetration69% Any Cell Phone23% Used browser21% Used e-mail45% Used e-mail4% Watch videoNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  126. 126. Smart Phone Penetration Of Population Is Accelerating.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Use E Mail 11%15%Any Cell Phone 64%67%Access the Internet 12%17%Text messaging37%32%Mobile Video 5%4%Smart Phone OS11%7%March’1113+ Penetration69% Any Cell Phone23% Used browser21% Used e-mail45% Used e-mail23%Smartphone OSNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘114% Watch video
  127. 127. RIM Is The Smart Phone Leader In Canada.Q2 ‘0915+ Monthly PenetrationQ2 ‘10Any Cell Phone 64%67%Smart Phone OS11%7%March’1113+ Penetration69% Any Cell Phone23%Smartphone OSNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘1110% RIM7% Apple3% Google
  128. 128. Smart Phones… Now Held By A Third Of Mobile Users.Any Cell Phone 67%Smart Phone OS 11%Q2 ‘1016%March’1113+ Penetration69% Any Cellphone23% Smartphone OS33%15+ PenetrationNielsen Mobile Media Measurement Report, Q2 2009, Q2 2010, Total Canada 15+ Base, comScore Mobilens March ‘11
  129. 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 ‘1113+ Usage Levels in March ‘11
  130. 130. On-LineMARKETINGINTEGRATIONOnline Occupies A Unique Position In The Integrated World.
  131. 131. Uniquely “under-55” age skew and growing!REACH + TIME
  132. 132. IMPERATIVES – 2D and 3DUniquely predictive for a range of product purchasers.
  133. 133. F U S I O NUniquely capable of targeting demo/lifestyle segments
  134. 134. M O B I L EUniquely accessible.
  135. 135. The Internet is Uniquely Imperative!IMPERATIVE
  136. 136. French CanadaJune 2011Online + OfflinePrepared By:PHD CanadaCommissioned By:The Interactive Advertising Bureau (IAB) of Canadawww.iabcanada.com2010 Canadian Media Usage Trends Study
  137. 137. Definition of “French” by surveyPMB MagazineRespondents in the province of Quebec, Ottawa/Gatineau CMA, Northern Ontario and New Brunswickwho 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 ofthe 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”.
  138. 138. IAB CMUST PresentationData Sources and Definitions for CMUST 2010NewspaperNADbankMost 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.MagazinePMBMost Recent Data PointFall 2010 PMB, 2 year rolling, fieldwork in period March’08-March’10Start 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 includesyesterday).” 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 timespent and then divided by the target population to create a per capita weekly time spent. The sharp decline in time spent is due to thedisappearance of a number of weekly, TV listing titles.Newspaper and Magazine data in this study.
  139. 139. IAB CMUST PresentationData Sources and Definitions for CMUST 2010TelevisionBBMMost 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 PPMtechnology. 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)RadioBBMMost 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). Allnational 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 orofficial 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
  140. 140. IAB CMUST PresentationData Sources and Definitions for CMUST 2010Fused DataPMB and comScoreMost 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 andJan/Feb/Mar ‘10 comScore data.ReachMonthly “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
  141. 141. comScore Mobilens DataPublic Press Release June 1 2011March ’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.

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