Daily Reach - Major Media May 2011. Daily Reach The statistics contained on the following pages...

Daily Reach - Major Media

May 2011

Daily Reach

• The statistics contained on the following pages provide a snap shot of the power of all major media to reach Canadians on a daily basis

• To provide an apples to apples comparison, we have used the RTS consumer data from BBM Analytics as the source for cross-media statistics

• RTS is a “return to sample” survey which is sent to those people who participate in the measurement of Radio in Canada; while it is based on a very robust sample of more than 50K people, it is a self reported survey that relies on the ability of people to recall their behaviour, a very difficult task; ultimately in surveys people report what they "think" they do, and this does not always correspond to what they actually do

• Therefore, on each slide we have included the reach data produced by Portable People Meters (PPM) which are the devices that produce the currency data on which television advertising is bought and sold in Canada; electronically measured, this system eliminates the misreporting inherent in recall surveys

• Without exception, television provides the greatest reach of every demographic group reported on the following pages

Adults

Reached Yesterday% Adults 18+

Television PPM

Television RTS

Radio Newspaper Magazine Internet

92.7

84.480.5

48.3

30.0

72.5

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week average

Reached Yesterday% Adults 18-34

Television PPM

Television RTS


88.3

78.0 75.7

31.4

22.7

86.6



Television PPM

Television RTS


90.2

80.6 79.9

37.4

24.8

83.2



Television PPM

Television RTS


90.6

82.8 82.9

39.1

25.8

82.1



Television PPM

Television RTS


91.4

83.5 82.9

41.8

26.7

80.8



Television PPM

Television RTS


92.2

83.3 84.2

43.7

27.1

79.7



Television PPM

Television RTS


92.9

84.2 83.9

46.5

28.1

78.4



Television PPM

Television RTS


95.989.6

81.3

62.8

36.8

58.4



Television PPM

Television RTS


96.290.4

80.8

65.2

38.5

53.6



Television PPM

Television RTS


96.891.0

79.9

67.0

40.0

49.0


Reached Yesterday% Males 18+

Television PPM

Television RTS


92.2

84.380.9

50.0

25.6

73.8


Reached Yesterday% Males 18-34

Television PPM

Television RTS


87.5

76.473.4

33.7

19.5

85.0



Television PPM

Television RTS


89.6

80.3 78.8

39.5

21.3

82.2



Television PPM

Television RTS


89.8

82.8 82.8

41.3

22.0

81.2



Television PPM

Television RTS


90.783.7 83.3

44.0

22.3

80.4



Television PPM

Television RTS


91.8

84.3 84.7

45.8

23.1

79.2



Television PPM

Television RTS


92.6

85.2 84.9

48.6

23.3

78.5



Television PPM

Television RTS


95.990.0

83.8

64.8

31.8

61.9



Television PPM

Television RTS


96.290.6

83.3

67.2

34.2

57.3



Television PPM

Television RTS


96.991.1

82.3

68.5

35.3

52.7


Females

Reached Yesterday% Females 18+

Television PPM

Television RTS


93.1

84.680.1

46.7

34.2

71.3


Reached Yesterday% Females 18-34

Television PPM

Television RTS


89.2

79.7 78.2

29.125.9

88.3



Television PPM

Television RTS


90.9

80.9 81.0

35.228.5

84.3



Television PPM

Television RTS


91.5

82.7 83.0

37.0

29.8

83.0



Television PPM

Television RTS


92.0

83.3 82.6

39.6

31.2

81.3



Television PPM

Television RTS


92.7

82.2 83.8

41.6

31.2

80.2



Television PPM

Television RTS


93.2

83.1 83.0

44.3

32.9

78.3



Television PPM

Television RTS


95.889.2

79.0

61.0

41.3

55.2



Television PPM

Television RTS


96.190.2

78.5

63.5

42.250.3



Television PPM

Television RTS


96.790.9

77.7

65.6

44.1 45.8


English

Reached Yesterday% English 18+

Television PPM

Television RTS


92.3

84.681.2

48.4

31.3

73.6


Reached Yesterday% English 18-34

Television PPM

Television RTS


88.2

78.1 75.7

30.3

23.0

87.1



Television PPM

Television RTS


89.9

80.7 79.9

36.9

25.9

84.0



Television PPM

Television RTS


90.3

83.0 82.9

39.2

27.1

82.8



Television PPM

Television RTS


91.0

83.5 83.1

41.8

27.9

81.5



Television PPM

Television RTS


91.7

83.5 84.3

43.9

29.0

80.7



Television PPM

Television RTS


92.3

84.2 84.2

46.4

29.7

79.3



Television PPM

Television RTS


95.489.8

82.9

63.6

38.4

60.0



Television PPM

Television RTS


95.790.9

82.5

66.4

40.3

55.4



Television PPM

Television RTS


96.491.6

81.9

68.3

41.6

51.0


French

Reached Yesterday% French 18+

Television PPM

Television RTS


96.4

84.479.4

49.0

26.8

68.1


Reached Yesterday% French 18-34

Television PPM

Television RTS


93.0

78.2 77.9

34.3

21.2

84.1



Television PPM

Television RTS


94.4

80.7 81.5

38.3

22.3

79.9



Television PPM

Television RTS


94.8

83.0 84.7

38.3

23.3

78.6



Television PPM

Television RTS


95.5

84.1 83.7

41.9

24.0

77.7



Television PPM

Television RTS


95.6

83.2 85.3

42.6

23.5

75.5



Television PPM

Television RTS


96.3

84.7 83.6

46.7

24.4

74.9



Television PPM

Television RTS


98.4

89.0

76.9

62.1

32.3

53.6



Television PPM

Television RTS


98.6

89.1

76.2

63.3

33.8

47.9



Television PPM

Television RTS


99.1

89.2

74.0

64.3

35.942.6


Regions

Reached Yesterday% B.C. Adults 18+

Television PPM *

Television RTS


91.7

82.177.9

48.3

30.6

77.3

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week average; * based on Van/Vic EM

Reached Yesterday% Prairies Adults 18+

Television PPM *

Television RTS


92.7

85.181.4

47.0

30.5

74.4

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week average; * based on Atlantic/Prairie average

Reached Yesterday% Ontario Adults 18+

Television PPM

Television RTS


92.4

84.581.1

47.9

31.3

73.9


Reached Yesterday% Quebec Adults 18+

Television PPM

Television RTS


94.2

84.679.1

48.9

27.2

67.2


Reached Yesterday% Quebec French Adults 18+

Television PPM

Television RTS


94.9

84.878.9

48.8

27.1

67.3


Reached Yesterday% Atlantic Adults 18+

Television PPM *

Television RTS


92.786.5 84.4

52.2

29.5

69.4

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week average; * based on Atlantic/Prairie average

Daily Reach - Major Media May 2011. Daily Reach The statistics contained on the following pages...

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