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Total Canada June 2011

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  1. Online + Offline 2010 Canadian Media Usage Trends Study Commissioned By: The Interactive Advertising Bureau (IAB) of Canadawww.iabcanada.com Prepared By: PHD Canada Total Canada June 2011

  2. Online + Offline – Worlds Apart. Online Offline

  3. Divergent Structure In The 2 Worlds. Online Offline Measurement structures Private Tripartite/Co-op Universe Digital Population Audience Time Units Daily Weekly Performance Metrics Click/Engage/Acquire Awareness Analytics Click/Engage/Acquire Exposure Opps Marketing Task Focus Result Brand Vehicle Cycles Fast Slow Turnaround Expectation Immediate Months out ∞ Fragmentation 10 Data Verification 3rd party 1st Party Expertise from Online Offline Expert in 10 4 Execution Border Borderless National Knowledge Border Borderless National/Regional

  4. Must Become A Closer Part Of The “mix”. MARKETING INTEGRATION Online Offline

  5. Common Ground For Comparison. Weekly Reach Weekly Time

  6. CMUST Has Changed. From: Single (NADbank) source To: Buyer currency sources BBM (TV, Radio) PMB (Magazine) NADbank(Newspaper) Internet: No weekly data from comScore. NADbank for weekly Internet data. Use comScore in PMB fusion data base.

  7. Six Buyer Currency Surveys Of Record. TELEVISION BBM PMT/Mark II Meter/PPM in Quebec Jan-Dec ‘02/Jan-Aug ’09 R A D I O BBM Diary Fall’00/Fall’09 INTERNET MOBILE Nielsen Mobile Media Measurement 2nd Quarter ’09/’10 comScoreMobilens March ‘11 NADbank Telephone Readership study 2001/2009 NEWSPAPER NADbank Telephone Readership study 2001/2009 MAGAZINE PMB/comScore Fused Data Spring’10 PMB Recent Reading PMB’01/PMB Fall’10

  8. Media Habits, On- + Offline, Over Last 10 Years. REACH + TIME IMPERATIVES – 2D and 3D F U S I O N M O B I L E

  9. Media Habits, On- + Offline, Over Last 10 Years. REACH + TIME IMPERATIVES – 2D and 3D F U S I O N M O B I L E

  10. How Have Media Reach Levels Changed Over Last 10 Years? Adults 18+ Weekly Reach 100% 80% 60% 40% 20% 0% ‘00 ‘09 Source: Total Canada, see Data Source slide

  11. Internet Reach Has Increased By 37%. TELEVISION R A D I O NEWSPAPER MAGAZINE INTERNET Adults 18+ Weekly Reach 99% 96% 100% 94% 92% 82% 80% 137 73% 73% 71% 103 60% 60% 2000 =100 index 52% 98 91 82 40% 20% 0% ‘00 ‘09 Source: Total Canada, see Data Source slide

  12. Examine Weekly Reach By Demographic Group. 2009 Weekly Reach % TELEVISION R A D I O NEWSPAPER MAGAZINE INTERNET TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET Adults 18+ Weekly Reach 18+ 99% 100% 92% 80% 73% 71% 60% 60% 40% 20% 0% ‘09 Source: Total Canada, see Data Source slide

  13. 2009 Weekly Reach % TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 18+ 18-24 25-34 35-54 55+ 99% 99% 99% 97% 97% 100% 95% 92% 91% 92% 83% 82% 82% 77% 79% 80% 73% 71% 72% 71% 66% 60% 61% 62% 60% 58% 60% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  14. Internet Is Under 55 Skewed. 2009 Weekly Reach % INTERNET TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 18+ 18-24 25-34 35-54 55+ 99% 99% 99% 97% 97% 100% 95% 92% 91% 92% 83% 82% 82% 77% 79% 80% 73% 71% 72% 71% 66% 60% 61% 62% 60% 58% 60% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  15. 2009 Weekly Reach % TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 91% 91% 92% 83% 82% 82% 77% 79% 80% 73% 76% 71% 72% 70% 72% 71% 70% 66% 60% 61% 62% 60% 64% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  16. Internet Is Slightly Male Skewed. 2009 Weekly Reach % INTERNET TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 91% 91% 92% 83% 82% 82% 77% 79% 80% 73% 76% 71% 72% 70% 72% 71% 70% 66% 60% 61% 62% 60% 64% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  17. 2009 Weekly Reach % TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET $75 m+ 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 92% 91% 91% 92% 83% 81% 82% 82% 77% 79% 77% 80% 73% 76% 71% 72% 70% 70% 72% 71% 70% 66% 60% 61% 62% 60% 64% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  18. Internet Has Upper Income Skew. 2009 Weekly Reach % INTERNET TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET $75 m+ 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 92% 91% 91% 92% 83% 81% 82% 82% 77% 79% 77% 80% 73% 76% 71% 72% 70% 70% 72% 71% 70% 66% 60% 61% 62% 60% 64% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  19. 2009 Weekly Reach % TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET $75 m+ Univ+ 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 92% 92% 91% 91% 92% 83% 81% 81% 82% 82% 77% 79% 77% 73% 80% 73% 76% 71% 72% 70% 70% 72% 71% 70% 66% 60% 61% 62% 60% 64% 57% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  20. Internet Has University+ Skew. 2009 Weekly Reach % INTERNET TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET $75 m+ Univ+ 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 92% 92% 91% 91% 92% 83% 81% 81% 82% 82% 77% 79% 77% 73% 80% 73% 76% 71% 72% 70% 70% 72% 71% 70% 66% 60% 61% 62% 60% 64% 57% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  21. 2009 Weekly Reach % TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET $75 m+ Univ+ Fr 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 92% 92% 92% 91% 91% 92% 83% 81% 81% 82% 82% 77% 79% 77% 73% 73% 80% 73% 76% 71% 72% 70% 70% 72% 71% 70% 68% 66% 60% 61% 62% 60% 64% 57% 57% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  22. Internet Has Slight French Underdevelopment. 2009 Weekly Reach % INTERNET TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET Univ+ $75 m+ Fr 18+ 18-24 25-34 35-54 55+ M W 99% 99% 99% 99% 99% 99% 99% 99% 97% 97% 100% 95% 92% 92% 92% 92% 92% 91% 91% 92% 83% 81% 81% 82% 82% 77% 79% 77% 73% 73% 80% 73% 76% 71% 72% 70% 70% 72% 71% 70% 68% 66% 60% 61% 62% 60% 64% 57% 57% 58% 60% 57% 53% 40% 20% 0% Source: Total Canada, see Data Source slide

  23. Internet Reach… 10 YEAR GROWTH Most rapid. AGE Under 55 skewed. SEX Slight male skew. INCOME Upper income skew. EDUCATION University+ skew. LANGUAGE Slight French underdevelopment.

  24. Weekly Time Spent Is A Surrogate For Ad Exposure. REACH + TIME IMPERATIVES – 2D and 3D F U S I O N M O B I L E

  25. Weekly Time Spent Per Capita Allows For Media Comparison. Adults 18+ Weekly Time (minutes) 2,000 1,500 1,000 500 ‘00 ‘09 Source: Total Canada, see Data Source slide

  26. Time Spent With Internet Has More Than Doubled Since 2001. TELEVISION R A D I O NEWSPAPER MAGAZINE INTERNET Adults 18+ Weekly Time (minutes) 210 2,000 1,691 1,531 1,500 1,282 110 1,122 2000 =100 index 88 1,000 78 49 654 500 311 161 126 77 38 ‘00 ‘09 Source: Total Canada, see Data Source slide

  27. Share Is A Helpful Way To Look At “Time”. TELEVISION R A D I O NEWSPAPER MAGAZINE INTERNET Adults 18+ Weekly Time (minutes) 2,000 2000 2009 1,691 minutes share minutes share 1,531 1,531 1,282 311 161 77 1,691 1,122 654 126 38 TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE 46% 38% 9% 5% 2% 100% 47% 31% 18% 3% 1% 100% 1,500 1,282 1,122 TOTAL 3,362 3,631 1,000 654 500 311 161 126 77 38 ‘00 ‘09 Source: Total Canada, see Data Source slide

  28. Total Time Spent With Media Grew By 8%. Adults 18+ Weekly Time (minutes) 2,000 2000 2009 minutes share minutes share 1,531 1,282 311 161 77 1,691 1,122 654 126 38 TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE 46% 38% 9% 5% 2% 100% 47% 31% 18% 3% 1% 100% 1,500 TOTAL 3,362 3,631 1,000 500 ‘00 ‘09 Source: Total Canada, see Data Source slide

  29. Internet Doubled Its Share Of Media Time Since 2001. Adults 18+ Weekly Time (minutes) 2,000 2000 2009 +1 points minutes share minutes share 1,531 1,282 311 161 77 1,691 1,122 654 126 38 TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE 46% 38% 9% 5% 2% 100% 47% 31% 18% 3% 1% 100% - 7 points 1,500 +9 points - 2 points - 1 point TOTAL 3,362 3,631 1,000 500 ‘00 ‘09 Source: Total Canada, see Data Source slide

  30. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 18+ 50% 47% 2000 2009 +1 points minutes share minutes share 40% 1,531 1,282 311 161 77 3,362 1,691 1,122 654 126 38 3,631 TELEVISION R A D I O INTERNET NEWSPAPER MAGAZINE 46% 38% 9% 5% 2% 100% 47% 31% 18% 3% 1% 100% - 7 points +9 points - 2 points 31% 30% - 1 point TOTAL 20% 18% 10% 3 % 1 % 0% Source: Total Canada, see Data Source slide

  31. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 55% 18+ 18-24 25-34 35-54 55+ 50% 47% 45% 40% 40% 39% 34% 33% 31% 31% 30% 30% 27% 24% 20% 18% 18% 10% 8% 6% 3 % 3% 2% 2% 1 % 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  32. The Internet Has A Uniquely Strong Under-55 Skew. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET INTERNET 55% 18+ 18-24 25-34 35-54 55+ 50% 47% 45% 40% 40% 39% 34% 33% 31% 31% 30% 30% 27% 24% 20% 18% 18% 10% 8% 6% 3 % 3% 2% 2% 1 % 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  33. Internet And TV… Mirror Image Age Profiles. 2009 Share % of Weekly Minutes Per Capita TELEVISION INTERNET 55% 18+ 18-24 25-34 35-54 55+ 50% 47% 45% 40% 40% 39% 34% 30% 27% 20% 18% 18% 10% 8% 0% Source: Total Canada, see Data Source slide

  34. Internet Is Medium Of Record For 18-24 Year Olds. 2009 Share % of Weekly Minutes Per Capita TELEVISION INTERNET 55% 18+ 18-24 25-34 35-54 55+ 50% 47% 45% 40% 40% 39% 34% 30% 27% 20% 18% 18% 10% 8% 0% Source: Total Canada, see Data Source slide

  35. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 55% 18+ 18-24 25-34 35-54 55+ M W 50% 47% 49% 45% 44% 40% 40% 39% 34% 33% 31% 31% 31% 31% 30% 30% 27% 24% 20% 20% 18% 18% 16% 10% 8% 4% 6% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  36. Internet Has A Moderate Male Skew. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET INTERNET 55% 18-24 25-34 35-54 55+ 18+ M W 50% 47% 49% 45% 44% 40% 40% 39% 34% 33% 31% 31% 31% 31% 30% 30% 27% 24% 20% 20% 18% 18% 16% 10% 8% 4% 6% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  37. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 55% $75 m+ 18+ 18-24 25-34 35-54 55+ M W 50% 47% 49% 45% 44% 40% 40% 39% 38% 34% 33% 33% 31% 31% 31% 31% 30% 30% 27% 24% 24% 20% 20% 18% 18% 16% 10% 8% 4% 4% 6% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  38. Internet Has A Strong High Income Skew. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET INTERNET 55% $75 m+ 18+ 18-24 25-34 35-54 55+ M W 50% 47% 49% 45% 44% 40% 40% 39% 38% 34% 33% 33% 31% 31% 31% 31% 30% 30% 27% 24% 24% 20% 20% 18% 18% 16% 10% 8% 4% 4% 6% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  39. Internet And TV… Mirror Image Income Profiles. 2009 Share % of Weekly Minutes Per Capita TELEVISION INTERNET $75 m+ 18+ 50% 47% 40% 38% 30% 24% 20% 18% 10% 0% Source: Total Canada, see Data Source slide

  40. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 55% $75 m+ Univ+ 18+ 18-24 25-34 35-54 55+ M W 50% 47% 49% 45% 44% 40% 40% 39% 39% 38% 34% 33% 33% 31% 31% 31% 31% 30% 30% 30% 27% 25% 24% 24% 20% 20% 18% 18% 16% 10% 8% 4% 4% 6% 4% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  41. Internet Has A Strong University+ Skew. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET INTERNET 55% $75 m+ Univ+ 18+ 18-24 25-34 35-54 55+ M W 50% 47% 49% 45% 44% 40% 40% 39% 39% 38% 34% 33% 33% 31% 31% 31% 31% 30% 30% 30% 27% 25% 24% 24% 20% 20% 18% 18% 16% 10% 8% 4% 4% 6% 4% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  42. Internet And TV… Mirror Image Education Profiles. 2009 Share % of Weekly Minutes Per Capita TELEVISION INTERNET Univ+ 18+ 50% 47% 40% 39% 30% 25% 20% 18% 10% 0% Source: Total Canada, see Data Source slide

  43. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET 55% $75 m+ Univ+ Fr 18+ 18-24 25-34 35-54 55+ M W 50% 49% 47% 49% 45% 44% 40% 40% 39% 39% 38% 34% 33% 33% 31% 31% 31% 31% 31% 30% 30% 30% 27% 25% 24% 24% 20% 20% 18% 18% 16% 16% 10% 8% 4% 4% 6% 4% 3% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  44. Internet’s Share Slightly Lower In French Canada. 2009 Share % of Weekly Minutes Per Capita TELEVISION R A D I O MAGAZINE NEWSPAPER INTERNET INTERNET 55% $75 m+ Univ+ Fr 18+ 18-24 25-34 35-54 55+ M W 50% 49% 47% 49% 45% 44% 40% 40% 39% 39% 38% 34% 33% 33% 31% 31% 31% 31% 31% 30% 30% 30% 27% 25% 24% 24% 20% 20% 18% 18% 16% 16% 10% 8% 4% 4% 6% 4% 3% 3 % 3% 3% 2% 2% 1 % 1% 1% 1% 1% 1% 1% 1% 1% 1% 0% Source: Total Canada, see Data Source slide

  45. Internet Time Spent… 10 YEAR GROWTH Most rapid… doubled +. AGE #1 for 18-24. Uniquely under 55. SEX Moderate male skew. INCOME Strong high income skew. EDUCATION Strong university+ skew. LANGUAGE Slightly lower in French Canada.

  46. REACH + TIME IMPERATIVES – 2D and 3D F U S I O N M O B I L E

  47. IMPERATIVES Product users gravitate towards different media.

  48. IAB-Commisioned Custom Coding Available. Internet Imperative Coding Available In PMB ‘10. Internet/TV Internet/Magazine Internet/Newspaper Internet/Radio

  49. Imperatives created through media usage segmentation. LIGHTER TV HEAVIER TV HEAVIER INTERNET LIGHTER INTERNET PMB Fall ‘10, Total 18+ Base

  50. 4 Imperative segments of roughly equal size. LIGHTER TV HEAVIER TV HEAVIER INTERNET INTERNET IMPERATIVE TV IMPERATIVE DUAL LIGHT LIGHTER INTERNET PMB Fall ‘10, Total 18+ Base