1 reach & time spent major media comparison may 2015

1

Reach & Time SpentMajor Media Comparison

May 2015

2

Reach & Time SpentBackground• To provide cross-media comparisons,

the RTS survey database has been used to produce figures for all major media

• Where available we have sourced unbiased electronic measurement from PPM and comScore to contrast against the survey data

• The electronic measurement clearly shows the superiority of television in terms of both daily reach and weekly time spent across all demos and regions

• The variance between electronically measured data and self-reported survey data clearly shows that people report what they “think” they do, and not what they actually do

3

Reach & Time SpentContents

1. Adults (pg.4)

2. Males (pg.19)

3. Females (pg.34)

4. English (pg.49)

5. French (pg.64)

6. British Columbia (pg.79)

7. Prairies (pg.94)

8. Ontario (pg.109)

9. Quebec (pg.124)

10. Quebec French (pg.139)

11. Atlantic (pg.154)

12. National TV Viewing Profile & Trends (pg.169)

4

ADULTS

5

Adults 18+Daily Reach / Average Weekly Per Capita Hours

TV PPM TV RTS Radio Internet comScore

Internet RTS

Daily Newspaper

Magazine Community Newspaper

0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404590.8%

81.0% 77.0% 78.0%

40.0%

24.0%15.0%

28.424.0

17.3 18.821.4

1.9 0.5 0.3

Daily Reach % Weekly Hours

Source Linear: BBM Analytics RTS Fall 2014 (Mon-Sun) Total; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week averageSource Digital: comScore Media Metrix Multi Platform; Total Minutes, 3-month avg. Dec-Jan 2014/15Note: 55+ population of 12,426,480 (Numeris estimate) used to calculate average weekly per cap hours over 3-month period Formula: [(sum3-mth min)*MM/60min/population/(sum 3-mth days)*7

6

Adults 18-24Daily Reach / Average Weekly Per Capita Hours

TV PPMTV RTS

Radio

Internet c

omScore

Internet R

TS

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

0

10

20

30

4084.9%

65.0% 64.0%

90.0%

21.0%12.0%

3.0%

19.712.4 11.0

24.5

37.1

0.4 0.2 0.1



7


TV PPMTV RTS

Radio

Internet c

omScore

Internet R

TS

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

0

10

20

30

4084.7%70.0% 71.0%

91.0%

25.0%16.0%

5.0%

19.915.3 13.3

24.2

33.0

0.6 0.2 0.1



8


TV PPMTV RTS

Radio

Internet c

omScore

Internet R

TS

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

0

10

20

30

4087.2%75.0% 75.0%

89.0%

28.0%18.0%

9.0%

21.617.8 15.3

24.728.1

0.8 0.3 0.2



9


TV PPM TV Radio Internet Daily Newspaper


0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.8%

77.0% 78.0%

89.0%

30.0%20.0%

10.0%

22.219.3

16.5

25.7

0.9 0.3 0.2


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average

10


TV PPMTV RTS

Radio

Internet c

omScore

Internet R

TS

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

0

10

20

30

4089.0%

79.0% 79.0%87.0%

33.0%21.0%

12.0%

23.6 20.3 17.323.7 24.3

1.1 0.4 0.3



11




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

90.0%81.0% 80.0%

87.0%

33.0%

21.0%12.0%

23.620.7

17.8

22.6

1.0 0.4 0.3



12




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404591.0%

82.0% 81.0% 85.0%

36.0%

22.0%14.0%

25.321.8

18.521.4

1.2 0.4 0.3



13




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.1%

89.0%80.0%

63.0%53.0%

32.0%23.0%

36.7

31.5

19.5

13.3

3.20.8 0.5



14


TV PPMTV RTS

Radio

Internet c

omScore

Internet R

TS

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

0

10

20

30

4095.5% 90.0%

80.0%

59.0% 56.0%

33.0%24.0%

38.533.4

19.3

9.8 12.03.7 0.9 0.5



15




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.9%

91.0%

79.0%

54.0%59.0%

36.0%

25.0%

40.5

34.6

19.3

10.7

4.21.0 0.5



16




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404596.2%

92.0%

77.0%

47.0%

61.0%

37.0%

26.0%

41.5

35.1

19.5

9.24.7

1.1 0.6



17

Flyer Usage - National

Daily Newspapers

Source: BBM Analytics RTS Fall 2014

A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

69.0%

86.0% 83.0%77.0% 75.0% 72.0% 71.0% 68.0%

58.0% 57.0% 57.0% 57.0%

31.0%

14.0% 17.0%23.0% 25.0% 28.0% 29.0% 32.0%

42.0% 43.0% 43.0% 43.0%

Neve/Seldom Read Occas./Freq.read

18

Flyer Usage - National

Community Newspapers


A18+ A18-24

A18-34

A18-49

A25-49

A25-54

A35-49

A35-54

A50+ A55+ A60+ A65+0%

20%

40%

60%

80%

100%

60%

92%84%

75%70% 67%

63% 60%

42% 39% 36% 35%40%

8%16%

25%30% 33%

37% 40%

58% 61% 64% 65%

Neve/Seldom Read Occas./Freq.read

19

MALES

20

Males 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

90.3%81.0% 77.0% 78.0%

42.0%

21.0%14.0%

27.122.8

17.0

22.8

2.0 0.5 0.3



21

Males 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

84.9%

64.0%58.0%

88.0%

26.0%

9.0%2.0%

20.3

9.6 10.5

37.4

0.4 0.1 0.1



22




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

84.6%

67.0% 67.0%

90.0%

28.0%

12.0%4.0%

18.9

13.1 13.3

35.1

0.7 0.2 0.1



23




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.9%

74.0% 73.0%

88.0%

32.0%

16.0%

70.0%

20.816.6 15.5

29.7

0.9 0.2 0.2



24




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.6%

77.0% 78.0%88.0%

33.0%

17.0%9.0%

21.218.5 17.0

27.6

1.1 0.3 0.2



25




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

88.7%79.0% 79.0%

86.0%

36.0%

18.0%10.0%

22.719.5

17.5

25.8

1.2 0.3 0.2



26




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

89.7%82.0% 81.0% 85.0%

36.0%

19.0%11.0%

23.520.6

18.5

23.6

1.2 0.3 0.3



27




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404590.8%

83.0% 82.0% 83.0%

39.0%

20.0%13.0%

24.721.5

18.821.9

1.4 0.4 0.3



28




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.7%

90.0%81.0%

64.0%55.0%

27.0%22.0%

35.130.9

18.8

13.8

3.50.7 0.5



29




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.0% 91.0%

80.0%

60.0% 57.0%

29.0%23.0%

36.933.0

18.5

12.7

3.90.8 0.5



30




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.5% 92.0%

79.0%

55.0%61.0%

31.0%26.0%

38.834.1

18.3

11.5

4.50.9 0.5



31




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.8% 92.0%

78.0%

47.0%

62.0%

33.0%28.0%

39.935.2

18.5

10.3

5.21.0 0.6



32

Flyer Usage - Males

Daily Newspapers


M18+ M18-24

M18-34

M18-49

M25-49

M25-54

M35-49

M35-54

M50+ M55+ M60+ M65+0%

10%20%30%40%50%60%70%80%90%

100%

71.0%

87.0% 86.0%

78.0% 75.0% 74.0%69.0% 68.0%

61.0% 60.0% 59.0% 60.0%

29%

13% 14%

22% 25% 26%31% 32%

39% 40% 41% 40%

Never/Seldon read Occas./Freq.read

33

Flyer Usage - Males



M18+ M18-24

M18-34

M18-49

M25-49

M25-54

M35-49

M35-54

M50+ M55+ M60+ M65+0%

10%20%30%40%50%60%70%80%90%

100%

65.0%

94.0%88.0%

79.0%74.0% 71.0% 68.0% 65.0%

47.0% 44.0%40.0% 37.0%35%

6%12%

21%26% 29% 32% 35%

53% 56%60% 63%

Never/seldom read Occas./Freq.read

34

FEMALES

35

Females 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404591.2%

82.0% 78.0% 78.0%

37.0%28.0%

16.0%

29.825.1

17.320.1

1.8 0.6 0.3



36

Females 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

85.2%

67.0% 70.0%

91.0%

16.0% 15.0%

4.0%

20.2

15.411.3

36.8

0.4 0.3 0.1



37




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

84.9%

72.0% 75.0%

92.0%

21.0% 19.0%

7.0%

21.117.7

13.5

30.8

0.5 0.3 0.1



38




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.5%

76.0% 77.0%

90.0%

25.0% 21.0%

10.0%

22.519.1

15.0

26.5

0.7 0.4 0.2



39




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

88.1%78.0% 79.0%

90.0%

27.0% 23.0%

12.0%

23.120.1

16.0

23.7

0.8 0.4 0.2



40




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

89.2%79.0% 79.0%

88.0%

30.0%24.0%

13.0%

24.521.1

17.0

22.8

0.9 0.4 0.3



41




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

90.3%80.0% 80.0%

89.0%

30.0%23.0%

14.0%

24.120.8

17.021.6

0.8 0.5 0.3



42




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404591.3%

81.0% 79.0%86.0%

32.0%25.0%

15.0%

25.922.1

18.020.9

1.0 0.5 0.3



43




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.5%

89.0%79.0%

63.0%

51.0%

36.0%

23.0%

38.1

32.0

20.0

12.9

3.00.9 0.5



44




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.9%

90.0%

79.0%

59.0% 55.0%

37.0%

25.0%

40.0

33.7

19.8

11.3

3.40.9 0.5



45




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404596.3%

91.0%

78.0%

53.0% 57.0%

40.0%

25.0%

41.9

35.0

20.3

10.0

3.91.1 0.5



46




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404596.5%

91.0%

77.0%

46.0%

60.0%

41.0%

25.0%

42.8

35.0

20.5

8.34.2

1.1 0.6



47

Flyer Usage - Females

Daily Newspapers


F18+ F18-24 F18-34 F18-49 F25-49 F25-54 F35-49 F35-54 F50+ F55+ F60+ F65+0%

10%20%30%40%50%60%70%80%90%

67.0%

85.0%80.0%

76.0% 74.0%71.0% 72.0%

68.0%

55.0% 55.0% 54.0% 55.0%

33%

15%20%

24% 26%29% 28%

32%

45% 45% 46% 45%

Never/Seldom Use Occas./Freq.read

48

Flyer Usage - Females



F18+ F18-24 F18-34 F18-49 F25-49 F25-54 F35-49 F35-54 F50+ F55+ F60+ F65+0%

10%20%30%40%50%60%70%80%90%

100%

55.0%

90.0%

81.0%

70.0%65.0%

62.0%59.0%

56.0%

38.0% 36.0%33.0% 33.0%

45%

10%

19%

30%35%

38%41% 42%

62% 64%67% 67%

Never/Seldom use Occas./Freq.read

49

ENGLISH

50

English 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

89.9%81.0% 78.0% 78.0%

39.0%

25.0%15.0%

27.324.2

17.0

22.2

1.8 0.5 0.3


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, Canada minus Quebec Franco

51

English 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

84.1%

64.0% 65.0%

89.0%

22.0%12.0%

3.0%

19.6

12.6 11.0

38.8

0.3 0.1 0.1



52




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

83.4%

68.0% 71.0%

91.0%

24.0%15.0%

5.0%

19.315.3

13.3

34.4

0.5 0.2 0.1



53




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.1%

74.0% 75.0%

89.0%

28.0%18.0%

9.0%

21.018.0

15.3

29.2

0.7 0.3 0.2



54




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.6%

76.0% 78.0%

89.0%

29.0%20.0%

11.0%

21.419.5

16.3

26.6

0.8 0.4 0.2



55




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.9%78.0% 78.0%

88.0%

32.0%

21.0%12.0%

22.820.5

17.0

25.1

0.9 0.4 0.3



56




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

89.1%80.0% 80.0%

87.0%

32.0%22.0%

14.0%

22.9 21.117.3

23.3

0.9 0.5 0.3



57




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

90.2%82.0% 80.0%

86.0%

36.0%

23.0%15.0%

24.622.2

18.022.1

1.1 0.5 0.3



58




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.6%

89.0%81.0%

65.0%

53.0%

33.0%23.0%

35.131.6

19.3

13.8

3.10.8 0.5



59




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.9% 91.0%

80.0%

61.0%55.0%

35.0%

24.0%

36.833.4

19.0

12.4

3.60.9 0.5



60




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.4% 92.0%

79.0%

56.0% 58.0%

38.0%

26.0%

38.734.8

19.3

11.1

4.11.0 0.5



61




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.7% 92.0%

78.0%

49.0%

60.0%

40.0%

26.0%

39.435.3

19.5

9.5

4.61.1 0.6



62

Flyer Usage – National English

Daily Newspapers


ENG 18+

ENG 18-24

ENG 18-34

ENG 18-49

ENG 25-49

ENG 25-54

ENG 35-49

ENG 35-54

ENG 50+

ENG 55+

ENG 60+

ENG 65+

0%10%20%30%40%50%60%70%80%90%

100%

70.0%

87.0% 86.0%79.0% 77.0% 74.0% 72.0% 70.0%

59.0% 58.0% 57.0% 57.0%

30%

13% 14%21% 23% 26% 28% 30%

41% 42% 43% 43%

Never/seldom read Occas/freque.read

63

Flyer Usage – National English



ENG 18+

ENG 18-24

ENG 18-34

ENG 18-49

ENG 25-49

ENG 25-54

ENG 35-49

ENG 35-54

ENG 50+

ENG 55+

ENG 60+

ENG 65+

0%10%20%30%40%50%60%70%80%90%

100%

59.0%

91.0%85.0%

74.0%69.0% 66.0%

62.0% 60.0%

41.0%

58.0%

34.0% 33.0%

41%

9%15%

26%31% 34%

38% 40%

59%

42%

66% 67%

Never/seldom use Occas/freq.

64

FRENCH

65

French 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6094.3%86.0%

77.0%67.0%

43.0%

21.0% 19.0%

33.328.4

18.814.9

2.5 0.6 0.4


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, Quebec Franco

66

French 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6088.0%

64.0% 65.0%

89.0%

22.0%12.0%

3.0%

20.4

12.6 11.0

38.8

0.3 0.1 0.1



67


TV PPM TVRadio

Internet

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

010203040506090.2%

77.0% 75.0%89.0%

24.0% 17.0%8.0%

0.0%

22.618.0 15.5

25.5

0.7 0.3 0.1



68




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6091.9%

80.0% 80.0%86.0%

28.0%

16.0%9.0%

24.320.1 18.0

21.4

0.9 0.3 0.2



69




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6092.9%

82.0% 83.0% 86.0%

30.0%

16.0%10.0%

25.421.6 19.5 19.2

1.1 0.3 0.2



70




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6093.4%85.0% 81.0% 81.0%

33.0%

18.0%13.0%

26.923.4

20.3 18.0

1.4 0.3 0.3



71




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6093.7%

83.0% 85.0% 83.0%

32.0%

16.0%9.0%

26.321.9 20.3 17.9

1.1 0.2 0.2



72




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6094.3%86.0% 82.0% 78.0%

35.0%

19.0%13.0%

28.224.2

21.016.7

1.5 0.3 0.3



73




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.0%91.0%

75.0%

54.0% 53.0%

25.0% 26.0%

42.3

34.1

19.0

10.5

3.50.9 0.6



74




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.3%90.0%

74.0%

51.0% 55.0%

25.0% 27.0%

44.7

35.4

18.3

9.53.9

1.0 0.6



75




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.7%91.0%

74.0%

45.0%

58.0%

28.0% 28.0%

47.0

36.0

17.5

8.04.6

1.1 0.6



76




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6098.0%91.0%

72.0%

37.0%

62.0%

28.0% 31.0%

48.5

36.2

17.5

7.1 5.11.2 0.7



77

Flyer Usage – National French

Daily Newspapers


FRE 18+

FRE 18-24

FRE 18-34

FRE 18-49

FRE 25-49

FRE 25-54

FRE 35-49

FRE 35-54

FRE 50+

FRE 55+

FRE 60+

FRE 65+

0%10%20%30%40%50%60%70%80%90%

100%

59.0%

87.0%

71.0% 69.0% 67.0%62.0%

67.0%61.0%

52.0% 53.0% 54.0% 57.0%

41%

13%

29% 31% 33%38%

33%39%

48% 47% 46% 43%

Never/seldom use Occas./freq.

78

Flyer Usage – National French



FRE 18+

FRE 18-24

FRE 18-34

FRE 18-49

FRE 25-49

FRE 25-54

FRE 35-49

FRE 35-54

FRE 50+

FRE 55+

FRE 60+

FRE 65+

0%10%20%30%40%50%60%70%80%90%

100%

59.0%

91.0%

77.0%

69.0%64.0%

60.0% 62.0%57.0%

52.0%

40.0% 38.0% 37.0%

47%

9%

23%

31%36%

40% 38%43%

48%

60% 62% 63%

Never/seldom use Occas./frequ.

79

BRITISH COLUMBIA

80

British Columbia Adults 18+Daily Reach / Average Weekly Per Capita Hours

TV PPM * TV Radio Internet Daily Newspaper


0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.1%79.0% 75.0%

81.0%

44.0%

24.0% 25.0%

23.0 22.5

14.8

23.0

1.7 0.5 0.4


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, * Vancouver/Victoria EM

81

British Columbia Adults 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

78.9% 78.0% 75.0%81.0%

41.0%

23.0% 23.0%14.2

22.0

14.0

23.4

1.6 0.5 0.4



82




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

76.0%

64.0%72.0%

92.0%

34.0%

11.0% 8.0%

15.412.6 11.0

37.3

0.6 0.2 0.2



83




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

80.7%

70.0% 74.0%

91.0%

36.0%

15.0% 15.0%

17.1 16.012.5

31.2

0.7 0.2 0.2



84




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

81.2%72.0% 76.0%

92.0%

35.0%

17.0% 17.0%

17.9 17.313.3

29.0

0.8 0.2 0.3



85




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

82.8%74.0% 76.0%

90.0%

36.0%

19.0% 18.0%

19.1 18.314.5

26.6

0.9 0.3 0.3



86




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.0%77.0% 77.0%

91.0%

37.0%

20.0% 22.0%

19.0 19.9

14.3

24.2

0.8 0.3 0.3



87




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.1%78.0% 76.0%

88.0%

38.0%

23.0% 23.0%

20.6 20.7

15.8

22.0

0.9 0.3 0.4



88




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404592.7% 89.0%

80.0%

63.0%53.0%

32.0%23.0%

30.2 31.5

19.5

13.3

3.20.8 0.5



89




0%10%20%30%40%50%60%70%80%90%

100%

0

5

10

15

20

25

30

3593.5% 90.0%

76.0%66.0%

56.0%

34.0%39.0%

31.6 31.9

16.5

12.8

3.41.0 0.6



90




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404593.9% 91.0%

74.0%

62.0%57.0%

36.0% 40.0%

32.9 33.1

17.3

11.9

3.81.1 0.7



91




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.5% 91.0%

72.0%

54.0% 58.0%

39.0% 42.0%

33.2 33.9

18.3

10.7

4.31.0 0.7



92

Flyer Usage - British Columbia

Daily Newspapers


A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

67.0% 68.0%

82.0%

74.0% 72.0% 70.0%66.0% 65.0%

58.0% 57.0% 56.0% 56.0%

33% 32%

18%

26% 28% 30%34% 35%

42% 43% 44% 44%

Never/seldom use Occas./Freq.

93

Flyer Usage - British Columbia



A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

53.0%56.0%

83.0%

70.0%65.0%

62.0%

55.0% 54.0%

42.0%

30.0% 28.0% 28.0%

47%44%

17%

30%35%

38%

45% 46%

58%

70% 72% 72%


94

PRAIRIES

95

Prairie Adults 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.3%81.0%

76.0% 80.0%

34.0%24.0%

10.0%

26.424.3

17.321.9

1.5 0.5 0.3


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, * [Calgary EM, Edmonton EM, Non C - Prairie/Western Bal]

96

Prairie Adults 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

78.6%

61.0% 60.0%

92.0%

12.0% 8.0%2.0%

16.912.4

9.8

39.2

0.2 0.1 0.0



97




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

78.4%69.0% 69.0%

92.0%

15.0% 14.0% 13.0%

17.4 16.413.3

31.5

0.4 0.2 0.1



98




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

82.3%74.0% 74.0%

90.0%

22.0% 18.0%

6.0%

19.2 18.915.8

27.8

0.6 0.3 0.2



99


TV PPM * TVRadio

Internet

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

0

10

20

30

4083.1% 78.0% 78.0%90.0%

25.0% 20.0%7.0% 0.0%

19.7 20.6 17.524.7

0.7 0.4 0.2



100




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

84.3%79.0% 79.0%

89.0%

27.0%21.0%

8.0%

21.4 21.517.8

23.7

0.8 0.4 0.2



101




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.7%80.0% 80.0%

88.0%

30.0%22.0%

9.0%

21.2 21.919.0

23.3

0.9 0.5 0.2



102




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.6%82.0% 81.0%

87.0%

33.0%23.0%

10.0%

23.5 22.919.3

22.1

1.0 0.5 0.2



103




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404592.7% 90.0%

79.0%

65.0%

52.0%

33.0%

16.0%

35.532.0

19.5

13.5

2.80.8 0.4



104




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404593.4% 90.0%

79.0%

65.0%

52.0%

33.0%

16.0%

37.3

32.0

19.5

13.5

2.80.8 0.4



105




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.3% 91.0%

78.0%

54.0% 57.0%

39.0%

19.0%

39.235.3

19.3

10.8

3.81.1 0.5



106




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.9% 93.0%

77.0%

47.0%

59.0%

39.0%

20.0%

40.337.2

19.5

9.3

4.41.2 0.5



107

Flyer Usage - Prairie

Daily Newspapers


A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

71.0%

85.0% 83.0%80.0% 78.0%

75.0% 75.0%71.0%

58.0% 58.0% 57.0% 56.0%

29.0%

15.0% 17.0%20.0% 22.0%

25.0% 25.0%29.0%

42.0% 42.0% 43.0% 44.0%

Never/seldom use Occas./Freq

108

Flyer Usage - Prairie



A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

65.0%

92.0%

84.0%78.0%

74.0%71.0% 69.0% 67.0%

48.0% 48.0%41.0% 40.0%

35.0%

8.0%

16.0%22.0%

26.0%29.0% 31.0% 33.0%

52.0% 52.0%59.0% 60.0%


109

ONTARIO

110

Ontario Adults 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404590.8%

81.0% 79.0% 78.0%

39.0%

26.0%

15.0%

28.123.5

17.3

22.8

1.9 0.5 0.3



111

Ontario Adults 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.0%

66.0% 66.0%

91.0%

21.0%14.0%

2.0%

22.2

12.5 11.8

39.0

0.4 0.1 0.1



112




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

85.5%

68.0% 71.0%

91.0%

24.0%17.0%

5.0%

21.1

15.0 13.5

35.0

0.6 0.2 0.1



113




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

87.5%

75.0% 75.0%

89.0%

28.0%20.0%

9.0%

22.117.4

15.3

29.6

0.8 0.3 0.2



114




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

88.0%

77.0% 78.0%

89.0%

30.0%22.0%

11.0%

22.118.8

16.3

27.0

0.9 0.4 0.2



115




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

89.1%79.0% 79.0%

87.0%

33.0%23.0%

12.0%

23.419.8

17.0

25.7

1.1 0.4 0.3



116




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

89.8%82.0% 80.0%

87.0%

32.0%24.0%

13.0%

23.320.2

17.3

23.6

1.0 0.4 0.3



117




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404590.9%

83.0% 82.0% 85.0%

36.0%

24.0%15.0%

24.921.3

17.8

22.5

1.2 0.4 0.3



118




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.8%

90.0%84.0%

65.0%

53.0%

33.0%23.0%

35.431.1

19.5

14.2

3.30.8 0.5



119




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.1%

90.0%83.0%

60.0%55.0%

35.0%

24.0%

37.233.1

19.5

12.7

3.70.8 0.5



120




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.4% 92.0%

82.0%

54.0% 58.0%

37.0%

25.0%

37.234.7

19.8

11.3

4.30.9 0.5



121




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.4% 92.0%

82.0%

47.0%

61.0%

39.0%

25.0%

40.1

34.8

19.5

9.24.8

1.0 0.6



122

Flyer Usage - Ontario

Daily Newspapers


A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

72.0%

89.0% 88.0%81.0% 79.0%

76.0%73.0% 71.0%

60.0% 59.0% 58.0% 58.0%

28%

11% 12%19% 21%

24%29% 29%

40% 41% 42% 42%

Never/seldom use Occas./freq.

123

Flyer Usage - Ontario



A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

58.0%

93.0%86.0%

74.0%68.0%

65.0%61.0%

57.0%

39.0%36.0%

33.0% 31.0%

42%

7%14%

26%32%

35%39%

43%

61%64%

67% 69%


124

QUEBEC

125

Quebec Adults 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6093.8%

83.1%76.6%

71.3%

42.2%

23.6%15.9%

32.3

24.8

18.3 16.6

2.1 0.6 0.3


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, [Quebec Franco, Non C – Montreal CMA Anglo]

126

Quebec Adults 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6088.1%

68.6% 66.7%

85.5%

24.2%15.5%

2.3%

19.915.4

11.8

27.5

0.4 0.2 0.1



127




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6089.2%

74.0% 72.1%

88.9%

24.3%15.5%

5.6%

21.817.7

14.5

25.6

0.6 0.2 0.1



128




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6091.0%

77.8% 76.6%85.5%

29.3%

18.6%

7.5%

23.719.3

16.321.4

0.8 0.3 0.2



129




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6091.8%

80.2% 79.2%85.5%

30.7%

19.4%

8.9%

24.820.4

17.5 19.7

0.9 0.3 0.2



130




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6092.5%

81.2% 80.0% 83.2%

33.6%

20.3%10.8%

26.321.5

18.3 18.8

1.1 0.4 0.3



131




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6093.0%

82.0% 81.5% 81.8%

34.9%

21.9%

9.7%

25.921.1

18.3 16.7

1.0 0.4 0.3



132




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6093.7%

82.9% 82.0% 79.3%

38.0%

22.6%12.2%

27.822.6

19.316.2

1.2 0.4 0.3



133




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6096.8%89.2%

76.6%

55.0% 57.0%

29.4% 25.7%

41.7

31.1

20.5

11.0

3.60.9 0.5



134




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.1%90.3%

74.8%

50.2%59.9%

30.6% 27.5%

44.1

32.3

20.3

10.14.1

1.0 0.5



135




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.5%91.1%

72.3%

43.4%

62.7%

32.6% 29.1%

46.3

33.2

19.8

9.14.6

1.1 0.5



136




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.8%90.3%

72.6%

37.0%

66.5%

33.1% 31.1%

47.8

33.0

20.0

7.95.2

1.2 0.6



137

Flyer Usage - Quebec

Daily Newspapers


A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

58.6%

80.1%74.2%

66.1%62.3% 60.7%

57.1% 56.2%50.0% 49.0% 48.8% 46.8%

20%14%

16%20% 21% 21% 24% 22%

19% 19% 20% 20%


138

Flyer Usage - Quebec



A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%

20%

30%

40%

50%

60%

70%

80%

51.6%

70.4%66.4%

58.7%55.6% 54.2%

50.1% 49.7%

43.5% 42.2% 42.2% 41.1%

21%17% 19%

23% 24% 24%27% 26%

19% 17% 17% 16%

Never use/seldom use Occas./Freq.

139

QUEBEC FRENCH

140

Quebec French Adults 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6094.3%86.0%

77.0%67.0%

43.0%

21.0% 19.0%

33.328.5

18.815.0

2.5 0.6 0.4


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, [Quebec Franco]

141

Quebec French Adults 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6088.1%

70.0% 70.0%

88.0%

20.0% 17.0%

2.0%

20.4

13.3 11.5

31.3

0.3 0.3 0.1



142




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6090.2%

77.0% 75.0%

89.0%

23.0%17.0%

8.0%

22.618.0 15.8

25.6

0.7 0.3 0.1



143




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6091.9%

80.0% 80.0%86.0%

28.0%

16.0%9.0%

24.320.1 18.3

21.5

0.9 0.3 0.2



144




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6092.9%

82.0% 82.0% 86.0%

30.0%

16.0%10.0%

25.421.6 19.7 19.2

1.1 0.3 0.2



145


TV PPM TVRadio

Internet

Daily Newsp

aper

Magazine

Community Newsp

aper0%

20%40%60%80%

100%

010203040506093.4%

85.0% 81.0% 81.0%

33.0%18.0% 13.0%

0.0%

26.9 23.4 20.5 18.1

1.4 0.3



146




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6093.7%

83.0% 85.0% 83.0%

32.0%

16.0%9.0%

26.321.9 20.3 17.9

1.1 0.2 0.2



147




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6094.3%86.0% 82.0%

77.0%

36.0%

18.0%13.0%

28.224.1

21.316.7

1.5 0.3 0.3



148




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.0%91.0%

74.0%

54.0% 53.0%

24.0% 25.0%

42.3

34.4

19.3

10.5

3.60.9 0.6



149




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.3%90.0%

74.0%

51.0%56.0%

25.0% 27.0%

44.7

35.7

18.5

9.63.9

1.0 0.6



150




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6097.7%91.0%

73.0%

45.0%

59.0%

27.0% 28.0%

47.0

36.3

17.5

8.04.7

1.1 0.6



151




0%10%20%30%40%50%60%70%80%90%

100%

0

10

20

30

40

50

6098.0%91.0%

71.0%

37.0%

63.0%

28.0% 31.0%

48.5

36.5

17.5

7.2 5.21.2 0.7



152

Flyer Usage - Quebec French

Daily Newspapers


A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

59.0%

78.0%

71.0% 69.0% 67.0%63.0%

68.0%62.0%

52.0% 52.0% 54.0%57.0%

41%

22%

29% 31% 33%37%

32%38%

48% 48% 46%43%


153

Flyer Usage - Quebec French



A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

52.0%

91.0%

77.0%

69.0%64.0%

60.0% 62.0%57.0%

41.0% 39.0% 38.0% 36.0%

48%

9%

23%

31%36%

40% 38%43%

59% 61% 62% 64%


154

ATLANTIC

155

Atlantic Adults 18+Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.0%

81.0% 82.0%76.0%

43.0%

26.0%

12.0%

32.1

26.0

19.0 19.9

2.0 0.6 0.3


Source: BBM Analytics RTS Fall 2014; InfoSys + TV PPM 2013/14 M-Su 2a-2a, 52-week average, * Non C - Atlantic

156

Atlantic Adults 18-24Daily Reach / Average Weekly Per Capita Hours



0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

86.5%

67.0% 70.0%80.0%

24.0%

13.0%6.0%

20.2

13.6 12.8

31.2

0.3 0.2 0.1



157




0%10%20%30%40%50%60%70%80%90%

100%

051015202530354045

90.4%

69.0%78.0%

89.0%

28.0%

14.0%7.0%

21.917.4

15.3

33.4

0.5 0.2 0.1



158




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404592.3%

74.0%81.0%

87.0%

31.0%

17.0%8.0%

26.3

20.716.3

27.2

0.8 0.4 0.2



159




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.1%

76.0%84.0%

89.0%

33.0%

18.0%9.0%

28.3

22.7

17.3

26.1

1.0 0.4 0.2



160




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.8%

77.0%85.0% 88.0%

36.0%

19.0%9.0%

29.4

23.4

18.0

24.8

1.1 0.4 0.2



161




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404594.4%

78.0%84.0% 86.0%

34.0%

20.0%

9.0%

31.2

24.1

17.520.8

1.2 0.6 0.2



162




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.2%

80.0%86.0% 85.0%

39.0%

21.0%

10.0%

32.0

24.7

18.520.5

1.3 0.6 0.2



163




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404596.1%

89.0%83.0%

65.0%55.0%

35.0%

15.0%

38.9

31.4

21.8

12.6

3.20.8 0.4



164




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404595.7%

90.0%81.0%

60.0% 56.0%

38.0%

16.0%

40.2

32.7

21.8

10.8

3.70.9 0.4



165




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404598.3%

92.0%83.0%

58.0% 59.0%

42.0%

17.0%

42.4

33.6

23.0

9.7

4.21.1 0.5



166




0%10%20%30%40%50%60%70%80%90%

100%

05101520253035404598.5%

91.0%81.0%

50.0%

62.0%

45.0%

13.0%

41.6

33.1

23.8

8.74.6

1.3 0.5



167

Flyer Usage - Atlantic

Daily Newspapers


A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

68.0%

87.0% 87.0%

77.0% 74.0% 71.0%67.0% 65.0%

58.0% 58.0% 58.0% 57.0%

32%

13% 13%

23% 26% 29%33% 35%

42% 42% 42% 43%


168

Flyer Usage - Atlantic



A18+ A18-24 A18-34 A18-49 A25-49 A25-54 A35-49 A35-54 A50+ A55+ A60+ A65+0%

10%20%30%40%50%60%70%80%90%

100%

68.0%

88.0%84.0%

78.0%75.0% 73.0% 72.0% 70.0%

53.0%50.0%

43.0% 43.0%

32%

12%16%

22%25% 27% 28% 30%

47%50%

57% 57%

Never/ seldom use Occas./Freq.

169

TV VIEWING PROFILE & TRENDS

170

Who’s watching

• Weekly Reach across all demos is very high

• Time spent across all demos is substantial & remarkably similar

• Variances in time spent depend on life stage and daily obligations

• Young people are watching TV and lots of it

• Online is increasing TV viewing

Everyone is watching TV

171

Who’s watchingAverage Weekly Reach

P2+ C2-11 T12-17

P2-17 A18+ A18-24

A18-34

A18-49

A25-54

A35-49

A50+ A55+ A60+ A65+

98.0% 96.9% 97.3% 97.1% 98.2% 97.2% 96.7% 97.4% 97.8% 98.3% 99.1% 99.1% 99.0% 99.1%

Source: BBM Canada InfoSys+ TV PPM; Total TV PPM; Total Canada 2+; M-Su 2a-2a; 2013/14 Broadcast Year

172

How much are they watchingAverage Weekly Per Capita Hours

P2+ C2-11 T12-17

P2-17 A18+ A18-24

A18-34

A18-49

A25-54

A35-49

A50+ A55+ A60+ A65+

26.9

20.0 19.4 19.8

28.4

19.7 19.9 21.6 23.6 23.6

36.7 38.5 40.5 41.5


173

GenderAverage Weekly Reach

Male Female

97.9% 98.1%


174

GenderAverage Weekly Per Capita Hours

Male Female

25.528.2


175

LanguageAverage Weekly Reach

English French Other

97.7% 99.7% 98.0%


176

LanguageAverage Weekly Per Capita Hours

English French Other

26.3

33.9

23.7


177

EducationAverage Weekly Reach

<Secondary Secondary Apprenticeship College University Post Grad

98.4% 98.6% 99.3% 98.5% 97.6% 95.6%


178

EducationAverage Weekly Per Capita Hours

<Secondary Secondary Apprenticeship College University Post Grad

25.2

31.4 33.0

27.7

21.518.8


179

Household IncomeAverage Weekly Reach

<$20K $20-29K

$30-39K

$40-49K

$50-59K

$60-74K

$75-99K

$100-124K

$125-149K

>$150K

98.9% 97.0% 98.1% 97.8% 97.1% 98.2% 98.4% 97.9% 98.4% 98.1%


180

Household IncomeAverage Weekly Per Capita Hours

<$20K $20-29K

$30-39K

$40-49K

$50-59K

$60-74K

$75-99K

$100-124K

$125-149K

>$150K

43.439.8

34.431.1

28.124.5 22.0 20.6 20.0 19.2


181

For more information please visit tvb.ca.

1 reach & time spent major media comparison may 2015

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