Overview of Results: Winter 2019 Study. January, 2019

Transcription

1 Overview of Results: Winter 2019 Study January, 2019

2 STUDY SCOPE WINTER Provinces / 5 Regions / 44 Markets 43,028 Canadians aged ,400 Canadians aged 18+ # Market Smpl # Market Smpl # Market Smpl # Provinces 1 Toronto (MM) North Bay (LM) Winnipeg (MM) Alberta 2 Ottawa / Gatineau (MM) Cornwall (LM) Brandon (LM) British Columbia 3 Hamilton (MM) Timmins (LM) Saint John (LM) Manitoba 4 Kitchener (MM) Owen Sound (LM) St. John's (MM) New Brunswick 5 London (MM) Montréal (MM) Halifax (MM) Newfoundland and Labrador 6 St. Catharines / Niagara (MM) Québec City (MM) Cape Breton (LM) Nova Scotia 7 Windsor (MM) Sherbrooke (MM) Summerside (LM) Ontario 8 Guelph (LM) Saguenay (MM) Charlottetown (LM) Prince Edward Island 9 Kingston (LM) Trois-Rivières (MM) Saskatoon (MM) Quebec 10 Thunder Bay (LM) Granby (LM) Regina (MM) Saskatchewan 11 Sudbury (LM) Calgary (MM) Brantford (LM) Edmonton (MM) 2238 # Regions 13 Peterborough (LM) Lethbridge (LM) Atlantic 14 Chatham (LM) Medicine Hat (LM) British Columbia 15 Belleville (LM) Vancouver (MM) Ontario 16 Sarnia (LM) Victoria (MM) Prairies 17 Sault Ste. Marie (LM) Prince George (LM) Quebec (MM) = Major Markets (LM) = Local Markets 2

3 MAGAZINES (62) Air Canada enroute Report on Business Urbania AMA Insider Magazine Style at Home Vivre Mieux Best Health The Hockey News CAA Ontario & Atlantic Today's Parent CAA Manitoba Toronto Life CAA Saskatchewan Vancouver Magazine CAA Magazine Summary Westcoast Homes & Design Canada's History Western Living Canadian Geographic Zoomer Magazine CANADIAN HOUSE & HOME 5 ingrédients - 15 minutes Canadian Living 7 Jours Chatelaine Bel Âge magazine Cineplex Magazine CAA Québec Cottage Life Châtelaine (Fr) ELLE CANADA Clin d'oeil FASHION Magazine Cool! Financial Post Magazine Coup de pouce FOOD & DRINK Dernière Heure Good Times Échos Vedettes Hello! Canada ELLE QUÉBEC Live Better La Semaine Maclean's L'actualité NOW Les Affaires/Les Affaires Plus Ontario OUT OF DOORS Les Idées de Ma Maison Our Canada Magazine Espaces Outdoor Canada Magazine Véro ParentsCanada (Digital) RICARDO Magazine People Sélection du Reader s Digest Professionally Speaking Star Système Reader's Digest TV Hebdo TITLES REPORTED NEWSPAPERS (73) Cape Breton Post Edmonton Journal Leader-Post (Regina) Medicine Hat News StarMetro/Metro Calgary (Print) StarMetro/Metro Edmonton (Print) StarMetro/Metro Halifax (Print) StarMetro/Metro Toronto (Print) StarMetro/Metro Vancouver (Print) Montreal Gazette National Post Niagara Falls Review North Bay Nugget Ottawa Citizen Prince George Citizen Standard-Freeholder The Belleville Intelligencer The Brandon Sun The Brantford Expositor The Calgary Herald The Calgary Sun The Chatham Daily News The Chronicle Herald The Chronicle Journal The Daily Press The Edmonton Sun The Globe And Mail The Guardian The Hamilton Spectator The Journal Pioneer The Kingston Whig-Standard The Lethbridge Herald The London Free Press The Ottawa Sun The Owen Sound Sun Times The Peterborough Examiner The Province The Sarnia Observer The Sault Star The Standard The StarPhoenix The Sudbury Star The Telegram The Toronto Sun The Tribune The Vancouver Sun The Windsor Star The Winnipeg Sun Times Colonist Toronto Star Waterloo Region Record Winnipeg Free Press 24 Heures La Presse (Digital) La Tribune La Voix de l Est Le Devoir Le Droit Le Journal de Montréal Le Journal de Québec Le Nouvelliste Le Quotidien Le Soleil Métro (Montréal) COMMUNITY TITLES Burnaby Now Burnaby Now/The Record North Shore News Richmond News Tri-City News Vancouver Courier OTHER TITLES Business in Vancouver The Kit Toronto Star Wheels Note on titles previously measured in print, now measured as digital only: Canadian Business, Flare, MoneySense and Sportsnet are no longer reported as magazines under Readership Specific. Past month Digital Audience for these titles will be listed under Websites/Apps. 3

4 MAGAZINES 4

5 Across Canada, Magazine Brands reach 9 of 10 adults. Generic Magazine, Past 3 Months Print/Digital (18+) British Columbia 89% Prairies 90% Ontario 90% Québec 87% 87% Atlantic Base: Respondents aged 18+, Generic Magazine Past 3 Months Print/Digital 5

6 Food, Entertainment, and Health Magazines are the most popular among Canadians. MAGAZINE TYPE REACH 1 Food/Recipes 69% 2 Entertainment/Celebrity 61% 3 Health/Fitness 60% 4 Travel/Tourism 59% 5 Technology/Science 59% 6 Home Improvement 56% 7 Nature 54% 8 Home Décor 52% 9 Sports/Recreation 48% 10 Women s 47% Magazine Rank by Type, Print/Digital (18+) MAGAZINE TYPE REACH 11 Business/Finance 47% 12 Gardening 46% 13 Alternative News 45% 14 Fashion 43% 15 Art 42% 16 Men's 37% 17 Automotive/Motorcycle 35% 18 Parenting/Babies 32% 19 Children/Teen 29% 20 Bridal 15% Base: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital) 6

7 While 63% 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+) 7% 5%1% 4% 17% 3% 63% Print Only Print & Computer & Mobile Print & Computer Only Print & Mobile Only Computer & Mobile Only Computer Only Mobile Only Base: Respondents aged 18+, Any Magazine Print AIR/Past Month Digital Readers (Unduplicated) 7

8 Magazine Titles Platform readership of Magazine Brands varies by title. Print as a % of total audience Digital as a % of total audience Print Dominates More Digital Variation Base: Respondents aged 18+, Print AIR/Past Month Digital Readers 8

9 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 (1945-Earlier) 40% 26% 35% 25% 18% 20% 17% 13% 10% 5% 9% Smartphone Tablet Computer 16% Base: Respondents aged 18+, Any Magazine Devices used to access digital content 9

10 Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media. Any Magazine, Reach of Digital Readers (18+) Millennial Readers ( ) GenXers ( ) Boomer Readers ( ) 60% 59% 40% 39% 43% 50% 49% 46% 31% 41% 33% 27% 26% 17% 15% 12% 14% 16% Directly to Website Via Search Engines Via Links-Social Media Via Links- OthrWebsites Via an App Some Other Way Base: Respondents aged 18+, Any Magazine Digital Readers (Includes Duplication) Note: Directly to website = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage 10

11 2 in 5 Magazine readers searched online for a product, brand, and/or service advertised, while nearly 1 in 5 made a purchase. 41% Actions Taken After Seeing a Magazine Advertisement Any Magazine, Print/Digital AR (18+) 18% 26% 21% 18% 27% Searched online for a product/ brand/service Purchased a product, brand, and/or service Used a coupon Visited a retail/ restaurant location Attended an event (movie/theatre/show) Spoke about the ad/product/brand/service online or elsewhere Base: Respondents aged 18+, Any Magazine Print/Digital AR; (Unduplicated) Note: Spoke about the ad/product/brand/service online or elsewhere = Talked about, Commented on Social Media, and Recommended 11

12 NEWSPAPERS 12

13 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 Victoria 73% Vancouver 71% 71% Calgary 74% Regina 71% Winnipeg 76% Ottawa/ Gatineau 72% Québec City Montreal 80% 79% Halifax 68% London Toronto 85% Base: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital & All StarMetro Weekly Print. 73% 72% Hamilton 71% 13

14 While print remains the dominant platform, 49% of Newspaper Brand readers now access newspaper content on a mobile device. Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+) 6% 6%3% Print Only 13% 8% 22% 42% Print & Computer & Mobile Print & Mobile Only Computer & Mobile Only Mobile Only Print & Computer Only Computer Only Mobile: 49% Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital & StarMetro Weekly Print (Unduplicated) 14

15 Newspaper Titles Platform readership of Newspaper Brands varies by title. Print as a % of total audience Digital as a % of total audience Print Dominates More Digital Variation Base: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers 15

16 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 31% 34% 35% Weekend 47% 29% 23% Base: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), Not including 24 Heures, StarMetro and Metro Montreal 16

17 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 ( ) 32% 67% GenXers ( ) 30% Boomers ( ) 32% Greatest Gen (Earlier-1945) 7% 74% 78% 83% Base: Respondents aged 18+, 21 Major Markets, Any Newspaper Average Weekly Print/Digital, & StarMetro Weekly Print & La Presse Weekly Digital (Unduplicated) 17

18 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 ( ) GenXers ( ) Boomer Readers ( ) 36% 42% 55% 59% 64% 51% 49% 46% 28% 36% 31% 24% 21% 22% 20% 11% 10% 8% Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way Base: Respondents aged 18+, 21 Major Markets - Any Newspaper Digital Readers within Past Week (Includes duplication) Note: Directly to website = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage 18

19 3 in 10 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+) 31% 16% 19% 18% 15% 20% Searched online for a product/ brand/service Purchased a product, brand, and/or service Used a coupon Visited a retail/ restaurant location Attended an event (movie/theatre/show) Spoke about the ad/product/brand/service online or elsewhere Base: Respondents aged 18+, 21 Major Markets -, Any Newspaper Average Weekly Print/Digital, StarMetro Print & La Presse Weekly Digital Note: Spoke about the ad/product/brand/service online or elsewhere = Talked about, Commented on Social Media, and Recommended 19

20 COMMUNITY NEWSPAPERS 20

21 Community Newspapers achieve the highest reach in British Columbia and Prairies. Reach of Community Newspapers (18+) Community Newspaper Reach % (Adults 18+) Total Canada British Columbia Prairies Ontario Québec Atlantic Weekly: 43% 52% 43% 44% 36% 40% Monthly: 60% 68% 63% 60% 53% 57% Longer Ago: 79% 84% 82% 80% 73% 77% Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago 21

22 Community Newspaper readership is stronger in smaller markets and readership increases with age. Weekly Reach of Community Newspapers (18+) 43% Total Canada Population Under 100,000 52% 54% 43% 36% 30% 51% 59% 58% 67% Adults 18+. Millennials ( ) Base: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week Gen X ( ) Boomers ( ) Greatest Gen (1945-Earlier) 22

23 1 in 3 Canadians receive flyers/inserts from a Community Newspaper. Method of Receiving Flyers/Inserts (18+) 49% 37% 32% 25% 20% 16% 10% Unaddressed Mail - to your door Addressed Mail Community Newspaper Via Online (via website) Daily Newspaper At Your Local Retail Store Base: Total Canada 18+; How Currently Receive Flyers/Inserts 23

24 Community Newspaper readers use flyers/inserts to plan their purchase on FLYER/INSERTS USED TO PLAN PURCHASE OF: Entertainment/Restaurants Health Care/Personal Care Items Clothing and Accessories Home Furnishings Home Improvement Products and Services Appliances/Furniture Home Entertainment Items Computer Hardware/Software Wireless Products (Cell Phones/Smartphones) Sports Equipment Investments/Banking Services Fitness Clubs Community Newspaper Readers Past Week (18+) Groceries (105) (107) (108) (107) (107) (112) (109) (105) (106) (105) (110) (106) (100) 12% 20% 26% 39% 46% 45% 49% 48% 48% 59% 57% 62% 77% Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes 24

25 Community Newspaper readers are more interested in local news. Sections Read in a Community Newspaper, Print/Digital AIR (18+) Local News 97% Entertainment 82% Crime Opinion 80% 78% Real Estate 66% Sports 58% Base: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week

26 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+) 20% 14% 17% 19% 15% 18% Searched online for a product/ brand/service Purchased a product, brand, and/or service Used a coupon Visited a retail/ restaurant location Attended an event (movie/theatre/show) Spoke about the ad/product/brand/service online or elsewhere Base: Respondents aged 18+, Read a Community Newspaper (Print/Digital) in the Past Week Note: Spoke about the ad/product/brand/service online or elsewhere = Talked about, Commented on Social Media, and Recommended 26

27 VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE NEWSPAPER MAGAZINE RADIO INTERNET/SOCIAL TELEVISION OUT OF HOME

28 Time Spent in Past Week (Hrs) Determine Cross-Media reach with Vividata TV Internet Social Media Newspaper Mobile Radio 5 Subway Taxi Bus Magazine Driving Base: Respondents aged 18+, Past week reach by media, weekly time spent by media % of Canadians (18+) Exposed in the Past Week 28

29 ATTITUDES TOWARD MEDIA SEGMENTS ALWAYS ON MEDIA INDIFFERENT TRADITIONALISTS DIGITAL CONTENT CONSCIOUS MEDIA OBSESSIVE SOCIAL MEDIA FOCUSED TV is their most preferred and trusted source for news and information. While more likely to consume traditional media, they do not rely on any media to stay informed. Newspapers are their most trusted and efficient way to receive news. Newspaper websites and apps provide them the most in-depth perspective on the news. Use all media to stay informed, but question accuracy of news presented online and through social media. Social media and other digital sources are their most efficient way to stay informed. % of Canadian Adults: 24% 21% 18% 14% 11% 11% Base: Respondents aged 18+, Attitude Towards Media Segments 29