Overview of Results: Fall 2020 Study STUDY SCOPE – Fall 2020 10 Provinces / 5 Regions / 40 Markets • 32,738 Canadians aged 14+ • 31,558 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 Toronto (MM) 3936 17 Regina (MM) 524 33 Sault Ste. Marie (LM) 211 1 Alberta 2 Montreal (MM) 3754 18 Sherbrooke (MM) 225 34 Charlottetown (LM) 231 2 British Columbia 3 Vancouver (MM) 3016 19 St. John's (MM) 312 35 North Bay (LM) 223 3 Manitoba 4 Calgary (MM) 902 20 Kingston (LM) 282 36 Cornwall (LM) 227 4 New Brunswick 5 Edmonton (MM) 874 21 Sudbury (LM) 276 37 Brandon (LM) 222 5 Newfoundland and Labrador 6 Ottawa/Gatineau (MM) 1134 22 Trois-Rivières (MM) 202 38 Timmins (LM) 200 6 Nova Scotia 7 Quebec City (MM) 552 23 Saguenay (MM) 217 39 Owen Sound (LM) 200 7 Ontario 8 Winnipeg (MM) 672 24 Brantford (LM) 282 40 Summerside (LM) 217 8 Prince Edward Island 9 Hamilton (MM) 503 25 Saint John (LM) 279 9 Quebec 10 Kitchener (MM) 465 26 Peterborough (LM) 280 10 Saskatchewan 11 London (MM) 384 27 Chatham (LM) 236 12 Halifax (MM) 457 28 Cape Breton (LM) 269 # Regions 13 St. Catharines/Niagara (MM) 601 29 Belleville (LM) 270 1 Atlantic 14 Victoria (MM) 533 30 Sarnia (LM) 225 2 British Columbia 15 Windsor (MM) 543 31 Prince George (LM) 213 3 Ontario 16 Saskatoon (MM) 511 32 Granby (LM) 219 4 Prairies 5 Quebec (MM) = Major Markets (LM) = Local Markets Source: Vividata Fall 2020 Study 2 Base: Respondents aged 18+. TITLES REPORTED MAGAZINES (51) NEWSPAPERS (53) COMMUNITY TITLES (4) • Air Canada enRoute • Reader’s Digest • Cape Breton Post • The Standard • Mississauga News • AMA Insider Magazine • Real Simple • Edmonton Journal • The StarPhoenix • Brampton Guardian • Best Health • Report on Business • Leader-Post (Regina) • The Sudbury Star • Niagara This Week • CAA Ontario & Atlantic • Sports Illustrated • Montreal Gazette • The Telegram • Scarborough Mirror • CAA Manitoba • Style at Home • National Post • The Toronto Sun • CAA Saskatchewan • The Hockey News • Niagara Falls Review • The Tribune • CAA Magazine Summary • Toronto Life • North Bay Nugget • The Vancouver Sun OTHER TITLES (1) • Canada's History • Vancouver Magazine • Ottawa Citizen • The Windsor Star • Canadian Geographic • Western Living • Standard-Freeholder • The Winnipeg Sun • Toronto Star Wheels • CANADIAN HOUSE & HOME • Zoomer Magazine • The Belleville Intelligencer • Times Colonist • Canadian Living • 5 ingrédients - 15 minutes • The Brandon Sun • Toronto Star • Chatelaine • Bel Âge magazine • The Brantford Expositor • Waterloo Region Record • Cineplex Magazine • CAA Québec • The Calgary Herald • Winnipeg Free Press • Cottage Life • Châtelaine (Fr) • The Calgary Sun • La Presse (Digital) • ELLE CANADA • Clin d'oeil • The Chatham Daily News • La Tribune • FASHION Magazine • Coup de pouce • The Chronicle Herald • La Voix de l’Est • Financial Post Magazine • ELLE QUÉBEC • The Daily Press • Le Devoir • FOOD & DRINK • L'actualité • The Edmonton Sun • Le Droit • Good Times • Les Affaires/Les Affaires Plus • The Globe And Mail • Le Journal de Montréal • Hello! Canada • Les Idées de Ma Maison • The Guardian • Le Journal de Québec • InStyle • Magazine Véro • The Hamilton Spectator • Le Nouvelliste • Maclean's • RICARDO Magazine • The Kingston Whig-Standard • Le Quotidien • NOW • Sélection du Reader’s Digest • The London Free Press • Le Soleil • Our Canada • Urbania • The Ottawa Sun • Métro (Montréal) • Outdoor Canada • The Owen Sound Sun Times • People • The Peterborough Examiner • Professionally Speaking • The Province • The Sarnia Observer • 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 84% Québec 87% Ontario 84% 86% 83% Atlantic Source: Vividata Fall 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 43% 2 Travel/Tourism 59% 12 Gardening 42% 3 Health/Fitness 56% 13 Fashion/Beauty 41% 4 Entertainment/Celebrity 55% 14 Art 37% 5 Nature 55% 15 Alternative News 35% 6 Home Improvement 54% 16 Men's 32% 7 Technology/Science 53% 17 Automotive/Motorcycle 31% 8 Home Décor 51% 18 Parenting/Babies 23% 9 Sports/Recreation 47% 19 Children/Teen 23% 10 Women's 44% 20 Bridal 13% Source: Vividata Fall 2020 Study 6 Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) While 51% 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+) 6% Print Only 3% 5% Print & Computer & Mobile 11% Print & Computer Only 51% Print & Mobile Only 7% Computer & Mobile Only Computer Only 17% Mobile Only Source: Vividata Fall 2020 Study 7 Base: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated) Platform readership of Magazine Brands continues to vary by title. Print as a % of total audience Digital as a % of total audience Print Dominates Magazine Titles Magazine More Digital Variation Source: Vividata Fall 2020 Study 8 Base: Respondents aged 18+, Print AIR/Past Month Digital Readers Gen Z & Gen Y 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+) Gen Z Aged 14-24 Gen Y Gen X Baby Boomers Pre-Boomers (1996-2006) (1980-1995) (1966-1979) (1946-1965) (1946-Earlier) 46% 39% 40% 30% 26% 23% 18% 20% 16% 15% 13% 12% 10% 4% 7% Smartphone Tablet Computer Source: Vividata Fall 2020 Study 9 Base: Respondents aged 18+, Any Magazine – Devices used to access digital content Gen Z, Gen Y & Gen X predominantly access Digital Magazine content indirectly, via search and social media. Any Magazine, Reach of Digital Readers (18+) Gen Z Aged 14-24 (born 1996-2006) Gen Y (born 1980-1995) Gen X (born 1966-1979) Baby Boomers (born 1946-1965) Pre-Boomers (born before 1946) 63% 61% 58% 59% 46% 47% 46% 44% 43% 43% 45% 43% 37% 37% 37% 33% 30% 32% 26% 25% 24% 20% 16% 18% 15% 13% 14% 14% 14% 8% Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way Source: Vividata Fall 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 1 in 3 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+) 35% 25% 18% 17% 17% 13% 11% Searched online Spoke about the Purchased a Used a coupon Visited a retail/ Attended an event Downloaded a coupon for a product/ ad/product/brand/service product, brand, restaurant location (movie/theatre/show) brand/service online or elsewhere and/or service Source: Vividata Fall 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 65% Québec City 69% Regina Winnipeg Ottawa/ Montreal Vancouver Calgary Gatineau 82% 75% Victoria 72% 71% 63% 66% 71% 73% Halifax 65% London Toronto 74% 64% 64% Source: Vividata Fall 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 6% 8% Print & Computer & Mobile 32% Print & Mobile Only 12% Mobile: 54% Computer & Mobile Only 12% Mobile Only Print & Computer Only 17% 13% Computer Only Source: Vividata Fall 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 continues to vary by title. Print as a % of total audience Digital as a % of total audience Print Dominates Newspaper Titles Newspaper More Digital Variation Source: Vividata Fall 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 20% 31% 49% Weekend 37% 30% 33% Source: Vividata Fall 2020 Study Base: Respondents aged 18+, Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), 16 Not including Metro Montreal Gen Y & Gen X have greater digital reading than other generations. Interestingly, Gen Z are more likely read print only than digital only. Cross-platform readership is consistent for all generations. Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+) % of Adult Population: Print Only Gen Z Aged 14-24 (1996-2006) 10% 63% Gen Y (1980-1995) 28% 66% Gen X (1966-1979) 23% 67% Baby Boomers (1946-1965) 33% 72% Pre-Boomers (before 1946) 5% 79% Source: Vividata Fall 2020 Study Base: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & La Presse Weekly Digital (Unduplicated) 17