Overview of Results: Spring 2019 Study
April, 2019 STUDY SCOPE – Spring 2019 10 Provinces / 5 Regions / 44 Markets • 43,266 Canadians aged 14+ • 42,581 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 Toronto (MM) 4,683 18 North Bay (LM) 255 35 Winnipeg (MM) 1,145 1 Alberta 2 Ottawa / Gatineau (MM) 2,763 19 Cornwall (LM) 257 36 Brandon (LM) 263 2 British Columbia 3 Hamilton (MM) 1,071 20 Timmins (LM) 248 37 Saint John (LM) 262 3 Manitoba 4 Kitchener (MM) 960 21 Owen Sound (LM) 253 38 St. John's (MM) 508 4 New Brunswick 5 London (MM) 965 22 Montréal (MM) 5,127 39 Halifax (MM) 868 5 Newfoundland and Labrador 6 St. Catharines / Niagara (MM) 833 23 Québec City (MM) 1,152 40 Cape Breton (LM) 257 6 Nova Scotia 7 Windsor (MM) 836 24 Sherbrooke (MM) 264 41 Summerside (LM) 250 7 Ontario 8 Guelph (LM) 462 25 Saguenay (MM) 264 42 Charlottetown (LM) 262 8 Prince Edward Island 9 Kingston (LM) 268 26 Trois-Rivières (MM) 261 43 Saskatoon (MM) 849 9 Quebec 10 Thunder Bay (LM) 330 27 Granby (LM) 263 44 Regina (MM) 838 10 Saskatchewan 11 Sudbury (LM) 258 28 Calgary (MM) 2,240 12 Brantford (LM) 280 29 Edmonton (MM) 2,211 # Regions 13 Peterborough (LM) 262 30 Lethbridge (LM) 263 1 Atlantic 14 Chatham (LM) 258 31 Medicine Hat (LM) 266 2 British Columbia 15 Belleville (LM) 264 32 Vancouver (MM) 3,708 3 Ontario 16 Sarnia (LM) 256 33 Victoria (MM) 850 4 Prairies 17 Sault Ste. Marie (LM) 256 34 Prince George (LM) 257 5 Quebec
(MM) = Major Markets (LM) = Local Markets 2 TITLES REPORTED
MAGAZINES (62) • The Daily Press • La Voix de l’Est • • • Air Canada enRoute • Report on Business • Urbania The Edmonton Sun Le Devoir • AMA Insider Magazine • Style at Home • Vivre Mieux • The Globe And Mail • Le Droit • Best Health • The Hockey News • The Guardian • Le Journal de Montréal • CAA Ontario & Atlantic • Today's Parent • The Hamilton Spectator • Le Journal de Québec • CAA Manitoba • Toronto Life NEWSPAPERS (64) • The Journal Pioneer • Le Nouvelliste • CAA Saskatchewan • Vancouver Magazine • The Kingston Whig-Standard • Le Quotidien • • CAA Magazine Summary • Westcoast Homes & Design Cape Breton Post • The Lethbridge Herald • Le Soleil • • Canada's History • Western Living Edmonton Journal • The London Free Press • Métro (Montréal) • Canadian Geographic • Zoomer Magazine • Leader-Post (Regina) • The Ottawa Sun • CANADIAN HOUSE & HOME • 5 ingrédients - 15 minutes • Medicine Hat News • The Owen Sound Sun Times • Canadian Living • 7 Jours • Montreal Gazette • The Peterborough Examiner • Chatelaine • Bel Âge magazine • National Post • The Province • Cineplex Magazine • CAA Québec • Niagara Falls Review • The Sarnia Observer COMMUNITY TITLES (6) • Cottage Life • Châtelaine (Fr) • North Bay Nugget • The Sault Star • • ELLE CANADA • Clin d'oeil • Ottawa Citizen • The Standard Burnaby Now • • FASHION Magazine • Cool! • Prince George Citizen • The StarPhoenix Burnaby Now/The Record • • Financial Post Magazine • Coup de pouce • Standard-Freeholder • The Sudbury Star North Shore News • • FOOD & DRINK • Dernière Heure • StarMetro Calgary • The Telegram Richmond News • • Good Times • Échos Vedettes • StarMetro Edmonton • The Toronto Sun Tri-City News • Hello! Canada • ELLE QUÉBEC • StarMetro Halifax • The Tribune • Vancouver Courier • Live Better • La Semaine • StarMetro Toronto • The Vancouver Sun • Maclean's • L'actualité • StarMetro Vancouver • The Windsor Star • NOW • Les Affaires/Les Affaires Plus • The Belleville Intelligencer • The Winnipeg Sun OTHER TITLES (2) • Ontario OUT OF DOORS • Les Idées de Ma Maison • The Brandon Sun • Times Colonist • The Brantford Expositor • Toronto Star • Our Canada • Magazine Espaces • Business in Vancouver • Outdoor Canada • Magazine Véro • The Calgary Herald • Waterloo Region Record • Toronto Star Wheels • ParentsCanada (Digital) • RICARDO Magazine • The Calgary Sun • Winnipeg Free Press • People • Sélection du Reader’s Digest • The Chatham Daily News • 24 Heures • Professionally Speaking • Star Système • The Chronicle Herald • La Presse (Digital) • Reader's Digest • TV Hebdo • The Chronicle Journal • La Tribune
Note on titles previously measured in print, now measured as digital only: Canadian Business, Flare, MoneySense and Sportsnet are no 3 longer reported as magazines under “Readership Specific”. Past month Digital Audience for these titles will be listed under “Websites/Apps”. MAGAZINES
4 Across Canada, Magazine Brands reach 9 of 10 adults.
Generic Magazine, Past 3 Months Print/Digital (18+)
British Columbia Prairies 89% Québec 90% Ontario 87% 90% 85%
Atlantic
Source: Vividata Spring 2019 Study 5 Base: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital Food, Entertainment, and Health Magazines are the most popular among Canadians. Magazine Rank by Type, Print/Digital (18+) MAGAZINE TYPE REACH MAGAZINE TYPE REACH 1 Food/Recipes 69% 11 Business/Finance 47% 2 Entertainment/Celebrity 62% 12 Gardening 47% 3 Health/Fitness 61% 13 Alternative News 46% 4 Travel/Tourism 61% 14 Fashion 44% 5 Technology/Science 59% 15 Art 43% 6 Home Improvement 57% 16 Men's 37% 7 Nature 55% 17 Automotive/Motorcycle 36% 8 Home Décor 53% 18 Parenting/Babies 32% 9 Sports/Recreation 49% 19 Children/Teen 30% 10 Women’s 48% 20 Bridal 16%
Source: Vividata Spring 2019 Study 6 Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) While 63% of Magazine Readers are reading exclusively via Print, 18% read Print in combination with more than one digital device.
Any Magazine, Composition of Print/Digital AIR (18+)
3% 1% Print Only 4% 7% Print & Computer & Mobile
4% Print & Computer Only
Print & Mobile Only 18% 63% Computer & Mobile Only Computer Only
Mobile Only
Source: Vividata Spring 2019 Study 7 Base: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated) Platform readership of Magazine Brands varies by title.
Print as a % of total audience Digital as a % of total audience
Dominates Magazine Titles Magazine More Digital Variation
Source: Vividata Spring 2019 Study 8 Base: Respondents aged 18+, Print AIR/Past Month Digital Readers Millennials & GenXers are more likely to read a Magazine’s digital content, with more reading via a smartphone or computer.
Any Magazine, Reach by Digital Device (18+)
Millennials GenXers Baby Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier)
38% 34% 26% 25% 19% 18% 17% 13% 16% 10% 5% 8% Smartphone Tablet Computer
Source: Vividata Spring 2019 Study 9 Base: Respondents aged 18+, Any Magazine – Devices used to access digital content Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media.
Any Magazine, Reach of Digital Readers (18+) Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)
62% 60%
50% 49% 44% 46% 40% 38% 40% 33% 32% 28% 24% 16% 15% 16% 12% 13%
Directly to Website Via Search Engines Via Links-Social Via Links- Via an App Some Other Way Media OthrWebsites
Source: Vividata Spring 2019 Study Base: Respondents aged 18+, Any Magazine – Digital Readers (Includes Duplication) 10 Note: “Directly to website” = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage 1 in 2 Magazine readers searched online for a product, brand, and/or service advertised, while 1 in 5 made a purchase.
Actions Taken After Seeing a Magazine Advertisement Any Magazine, Print/Digital AR (18+) 47%
31% 28% 23% 21% 21%
Searched online Purchased a Used a coupon Visited a retail/ Attended an event Spoke about the for a product/ product, brand, restaurant location (movie/theatre/show) ad/product/brand/service brand/service and/or service online or elsewhere
Source: Vividata Spring 2019 Study Base: Respondents aged 18+, Any Magazine – Print/Digital AR; (Unduplicated) 11 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended NEWSPAPERS
12 On a weekly basis, Newspaper Brands reach 3 out of 4 adults across Canada.
Any Newspaper, Weekly Print/Digital Reach (18+)
Edmonton St. John’s 70% Québec City 68% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 78% 79% Victoria 71% 75% 71% 71% 73% 74% Halifax 84% London Toronto 72% 74% 70% Source: Vividata Spring 2019 Study 13 Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital. Hamilton While print remains the dominant platform, 51% of Newspaper Brand readers now access newspaper content on a mobile device.
Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+)
Print Only 5%3% 7% Print & Computer & Mobile Print & Mobile Only 13% 41% Mobile: 51% Computer & Mobile Only 9% Mobile Only Print & Computer Only
22% Computer Only
Source: Vividata Spring 2019 Study 14 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital. Platform readership of Newspaper Brands varies by title.
Print as a % of total audience Digital as a % of total audience
Print Dominates
Newspaper Titles Newspaper More Digital Variation
Source: Vividata Spring 2019 Study 15 Base: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends.
Weekday and Weekend AIR Readers (Major Markets, 18+)
Print Only Both Digital Only
Weekday 30% 34% 36%
Weekend 45% 30% 25%
Source: Vividata Spring 2019 Study Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), 16 Not including 24 Heures, StarMetro and Metro Montreal Millennials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations.
Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+)
% of Adult Population: Print Only Both Digital Only Millennials (1982-2001) 33% 67%
GenXers (1965-1981) 30% 73%
Boomers (1945-1965) 32% 78%
Greatest Gen (Earlier-1945) 7% 83%
Source: Vividata Spring 2019 Study 17 Base: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & La Presse Weekly Digital (Unduplicated) Boomers are more likely to access a newspaper’s digital content directly, while Millennials predominantly navigate via social media and search.
Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+) Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)
61% 63% 55% 52% 50% 47% 42% 38% 37% 30% 30% 23% 21% 21% 20% 9% 9% 8%
Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way
Source: Vividata Spring 2019 Study Base: Respondents aged 18+, 21 Major Markets - Any Newspaper – Digital Readers within Past Week (Includes duplication) 18 Note: “Directly to website” = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage 3 in 8 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 6 made a purchase.
Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Weekly Print/Digital (Major Markets, 18+)
37%
24% 20% 20% 17% 18%
Searched online Purchased a Used a coupon Visited a retail/ Attended an event Spoke about the for a product/ product, brand, restaurant location (movie/theatre/show) ad/product/brand/service brand/service and/or service online or elsewhere
Source: Vividata Spring 2019 Study Base: Respondents aged 18+, 21 Major Markets - , Any Newspaper – Average Weekly Print/Digital & La Presse Weekly Digital 19 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended COMMUNITY NEWSPAPERS
20 Community Newspapers achieve the highest reach in British Columbia.
Reach of Community Newspapers (18+)
Community Newspaper Total British Prairies Ontario Québec Atlantic Reach % (Adults 18+) Canada Columbia Weekly: 41% 53% 41% 44% 31% 37% Monthly: 58% 68% 60% 60% 48% 54% Longer Ago: 79% 85% 81% 80% 70% 78%
Source: Vividata Spring 2019 Study 21 Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago Community Newspaper readership is stronger in smaller markets and readership increases with age.
Weekly Reach of Community Newspapers (18+)
Total Canada Population Under 100,000 64% 56% 56% 53% 50% 49% 41% 42% 36% 29%
Adults 18+ . Millennials Gen X Boomers Greatest Gen (1982-2001) (1965-1981) (1945-1965) (1945-Earlier) Source: Vividata Spring 2019 Study 22 Base: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week 1 in 3 Canadians receive flyers/inserts from a Community Newspaper.
Method of Receiving Flyers/Inserts (18+)
49% 38% 32% 27% 21% 16% 11% 8% 8% Unaddressed Addressed Community Via E-Mail Online (via Daily At Your Local In an App With Mail - to your Mail Newspaper website) Newspaper Retail Store Magazines door
Source: Vividata Spring 2019 Study 23 Base: Total Canada 18+; How Currently Receive Flyers/Inserts Community Newspaper readers use flyers/inserts to plan their purchase on… Community Newspaper Readers – Past Week (18+) FLYER/INSERTS USED TO PLAN PURCHASE OF: Groceries (104) 78% Entertainment/Restaurants (107) 63% Health Care/Personal Care Items (108) 60% Clothing and Accessories (107) 58% Home Improvement Products and Services (113) 49% Home Furnishings (107) 49% Appliances/Furniture (109) 47% Home Entertainment Items (106) 46% Computer Hardware/Software (105) 45% Wireless Products (Cell/Smartphones) (106) 39% Sports Equipment (107) 25% Investments/Banking Services (107) 21% Fitness Clubs (98) 12%
Source: Vividata Spring 2019 Study 24 Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes Community Newspaper readers are more interested in local news.
Sections Read in a Community Newspaper, Print/Digital Past Week (18+)
Local News 98%
Entertainment 83%
Crime 82%
Opinion 81%
Real Estate 68%
Sports 60%
Source: Vividata Spring 2019 Study Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week 1 in 5 Community Newspaper readers visited a retail store or a restaurant after seeing an Ad.
Actions Taken After Seeing a Community Newspaper Advertisement – Past Month, Community Newspaper Readers - Past Week (18+) 24% 21% 21% 18% 17% 16%
Searched online Purchased a Used a coupon Visited a retail/ Attended an event Spoke about the for a product/ product, brand, restaurant location (movie/theatre/show) ad/product/brand/service brand/service and/or service online or elsewhere
Source: Vividata Sprng 2019 Study Base: Respondents aged 18+, Read a Community Newspaper (Print/Digital) in the Past Week 26 Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE NEWSPAPER MAGAZINE RADIO
INTERNET/SOCIAL TELEVISION OUT OF HOME Determine Cross-Media reach with Vividata.
25 TV Internet
20
Social Mobile 15 Media
Radio 10 Newspaper
Driving 5 Subway Magazine Time Spent in Past Week (Hrs) Week Past in Spent Time Bus Taxi
0 0 10 20 30 40 50 60 70 80 90 100
% of Canadians (18+) Exposed in the Past Week Source: Vividata Spring 2019 Study 28 Base: Respondents aged 18+, Past week reach by media, weekly time spent by media ATTITUDES TOWARD MEDIA SEGMENTS
% of Canadian Adults: TV is their most preferred and trusted source for news ALWAYS ON and information. 24%
Newspapers are their most trusted and efficient way to TRADITIONALISTS receive news. 19%
While more likely to consume traditional media, they do MEDIA INDIFFERENT not rely on any media to stay informed. 18%
Newspaper websites and apps provide them the most DIGITAL CONTENT CONSCIOUS in-depth perspective on the news. 16%
Use all media to stay informed, but question accuracy of MEDIA OBSESSIVE news presented online and through social media. 13%
Social media and other digital sources are their most SOCIAL MEDIA FOCUSED efficient way to stay informed. 10%
Source: Vividata Spring 2019 Study 29 Base: Respondents aged 18+, Attitude Towards Media Segments