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Overview of Results: Winter 2020 Study

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Overview of Results: Winter 2020 Study Overview of Results: Winter 2020 Study February 2020 STUDY SCOPE – Winter 2020 10 Provinces / 5 Regions / 41 Markets • 36,915 Canadians aged 14+ • 36,067 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 Montreal (MM) 4765 17 Saskatoon (MM) 515 33 North Bay (LM) 229 1 Alberta 2 Toronto (MM) 4655 18 St. John's (MM) 313 34 Sarnia (LM) 228 2 British Columbia 3 Vancouver (MM) 3597 19 Brantford (LM) 283 35 Sault Ste. Marie (LM) 225 3 Manitoba 4 Ottawa/Gatineau (MM) 1885 20 Saint John (LM) 275 36 Summerside (LM) 218 4 New Brunswick 5 Calgary (MM) 1592 21 Belleville (LM) 274 37 Timmins (LM) 214 5 Newfoundland and Labrador 6 Edmonton (MM) 1557 22 Kingston (LM) 271 38 Owen Sound (LM) 210 6 Nova Scotia 7 Winnipeg (MM) 868 23 Peterborough (LM) 271 39 Sherbrooke CMA 208 7 Ontario 8 Quebec City (MM) 860 24 Sudbury (LM) 267 40 Saguenay CMA 196 8 Prince Edward Island 9 Hamilton (MM) 814 25 Cape Breton (LM) 263 41 Trois-Rivières CMA 184 9 Quebec 10 Kitchener (MM) 713 26 Thunder Bay (LM) 259 10 Saskatchewan 11 London (MM) 648 27 Chatham (LM) 239 12 Halifax (MM) 638 28 Brandon (LM) 231 # Regions 13 St. Catharines / Niagara MM 572 29 Charlottetown (LM) 231 1 Atlantic 14 Victoria (MM) 567 30 Prince George (LM) 231 2 British Columbia 15 Windsor (MM) 536 31 Cornwall (LM) 230 3 Ontario 16 Regina (MM) 519 32 Granby (LM) 229 4 Prairies 5 Quebec (MM) = Major Markets (LM) = Local Markets 2 TITLES REPORTED MAGAZINES (54) NEWSPAPERS (54) COMMUNITY TITLES (6) • Air Canada enRoute • Style at Home • Cape Breton Post • The Standard • Burnaby Now • AMA Insider Magazine • The Hockey News • Edmonton Journal • The StarPhoenix • Burnaby Now/The Record • Best Health • Toronto Life • Leader-Post (Regina) • The Sudbury Star • Richmond News • CAA Ontario & Atlantic • Vancouver Magazine • Montreal Gazette • The Telegram • Tri-City News • CAA Manitoba • Westcoast Homes & Design • National Post • The Toronto Sun • Vancouver Courier • CAA Saskatchewan • Western Living • Niagara Falls Review • The Tribune • Prince George Citizen • CAA Magazine Summary • Zoomer Magazine • North Bay Nugget • The Vancouver Sun • Canada's History • 5 ingrédients - 15 minutes • Ottawa Citizen • The Windsor Star • Canadian Geographic • Bel Âge magazine • Standard-Freeholder • The Winnipeg Sun • CANADIAN HOUSE & HOME • CAA Québec • The Belleville Intelligencer • Times Colonist OTHER TITLES (2) • Canadian Living • Châtelaine (Fr) • The Brandon Sun • Toronto Star • Chatelaine • Clin d'oeil • The Brantford Expositor • Waterloo Region Record • Business in Vancouver • Cineplex Magazine • Cool! • The Calgary Herald • Winnipeg Free Press • Toronto Star Wheels • Cottage Life • Coup de pouce • The Calgary Sun • La Presse (Digital) • ELLE CANADA • ELLE QUÉBEC • The Chatham Daily News • La Tribune • FASHION Magazine • L'actualité • The Chronicle Herald • La Voix de l’Est • Financial Post Magazine • Les Affaires/Les Affaires Plus • The Daily Press • Le Devoir • FOOD & DRINK • Les Idées de Ma Maison • The Edmonton Sun • Le Droit • Good Times • Magazine Espaces • The Globe And Mail • Le Journal de Montréal • Hello! Canada • Magazine Véro • The Guardian • Le Journal de Québec • Live Better • RICARDO Magazine • The Hamilton Spectator • Le Nouvelliste • Maclean's • Sélection du Reader’s Digest • The Journal Pioneer • Le Quotidien • NOW • Urbania • The Kingston Whig-Standard • Le Soleil • Ontario OUT OF DOORS • Vivre Mieux • The London Free Press • Métro (Montréal) • Our Canada • The Ottawa Sun • Outdoor Canada • The Owen Sound Sun Times • People • The Peterborough Examiner • Professionally Speaking • The Province • Reader's Digest • The Sarnia Observer • Report on Business • The Sault Star 3 MAGAZINES 4 Across Canada, Magazine Brands reach 9 of 10 adults. Generic Magazine, Past 3 Months Print/Digital (18+) British Columbia Prairies 87% Québec 89% Ontario 87% 90% 87% Atlantic Source: Vividata Winter 2020 Study 5 Base: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital Food, Travel, 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 68% 11 Business/Finance 46% 2 Travel/Tourism 60% 12 Gardening 44% 3 Health/Fitness 59% 13 Fashion 43% 4 Entertainment/Celebrity 58% 14 Alternative News 40% 5 Technology/Science 57% 15 Art 40% 6 Home Improvement 56% 16 Men's 36% 7 Nature 55% 17 Automotive/Motorcycle 33% 8 Home Décor 53% 18 Parenting/Babies 27% 9 Sports/Recreation 48% 19 Children/Teen 26% 10 Women’s 46% 20 Bridal 14% Source: Vividata Winter 2020 Study 6 Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) While 61% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device. Any Magazine, Composition of Print/Digital AIR (18+) 3% 2% Print Only 5% Print & Computer & Mobile 8% 5% Print & Computer Only Print & Mobile Only 17% 61% Computer & Mobile Only Computer Only Mobile Only Source: Vividata Winter 2020 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 Print Dominates Magazine Titles Magazine More Digital Variation Source: Vividata Winter 2020 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) 39% 32% 25% 24% 19% 17% 17% 16% 10% 13% 5% 9% Smartphone Tablet Computer Source: Vividata Winter 2020 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) 60% 57% 51% 46% 43% 45% 39% 40% 40% 34% 30% 29% 27% 18% 14% 15% 11% 13% Directly to Website Via Search Engines Via Links-Social Via Links- Via an App Some Other Way Media OthrWebsites Source: Vividata Winter 2020 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 2 in 5 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+) 42% 28% 23% 21% 21% 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 Winter 2020 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 5 adults across Canada. Any Newspaper, Weekly Print/Digital Reach (18+) Edmonton St. John’s 68% Québec City 72% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 78% 76% Victoria 68% 73% 64% 63% 72% 74% Halifax 72% London Toronto 69% 74% 65% Source: Vividata Winter 2020 Study 13 Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital. Hamilton 54% of Newspaper Brand readers access newspaper content on a mobile device. Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+) Print Only 5%4% 9% Print & Computer & Mobile 36% Print & Mobile Only Mobile: 54% 15% Computer & Mobile Only Mobile Only 9% Print & Computer Only 21% Computer Only Source: Vividata Winter 2020 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 Winter 2020 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 25% 30% 45% Weekend 41% 28% 31% Source: Vividata Winter 2020 Study Base: Respondents aged 18+, Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), 16 Not including 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) 32% 63% GenXers (1965-1981) 30% 68% Boomers (1945-1965) 33% 74% Greatest Gen (Earlier-1945) 6% 81% Source: Vividata Winter 2020 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
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