TORONTO, Feb. 3 /CNW/ - The Interactive Advertising Bureau of Canada
(IAB) released its annual Canadian Media Usage Trends Study (CMUST) in
presentations to packed houses of marketers in both Montreal and Toronto as
part of Advertising Week 2009.
The CMUST study, which is compiled using data from within Canada's major
syndicated research studies (PMB, NADbank, BBM RTS and comScore Media Metrix),
compares year-over-year changes in media usage by men and women, various age
demographics and English and French Canadian consumers. First commissioned in
2001, CMUST now contains a full eight years of data, providing Advertisers
with a heightened understanding of just how much the media habits of consumers
have changed in recent years. "It's a presentation that boils down literally
thousands of media facts and figures into the simple story of Canadians'
amazing and continued migration towards Online media," says noted researcher
Rob Young, Sr. V.P. Planning Services, PHD Canada, who prepared the study for
Among other insights, the CMUST study shows:
- The Internet now stands third - just behind TV and Radio - in terms
of total weekly time spent by all adults with all media.
- In English Canada, the Internet has experienced a remarkable growth
in terms of share of time spent with media between 2001 (14%) and
2007 (23%). In this same time, French Canada's growth in share of
time has increased from 11% to 18%.
- The Internet is the number one medium in terms of percent share of
weekly time spent for both 18-24 (40%) and 25-34 (33%) year-olds in
English Canada. In French Canada, the Internet is also the number one
medium in terms of time spent for 18-24 year-olds, and is fast
approaching Radio and TV time spent levels amongst 25-34 year olds.
- The Internet now reaches more adults each week than either Magazines
- Among 18-24 and 25-34 year-olds, the Internet has a higher reach than
- The Internet is neck-and-neck with TV for weekly reach among 18-24
Helping The Same Marketing Budget Work Harder:
- The Internet provides marketers with a "mirror image" of the age
profile other major media.
- This is particularly true when comparing the Internet to TV.
Therefore, shifting a portion of the advertising budget from TV to
Internet will help balance media weight across all age groups.
And while 18-24 year-olds may not be the target market for a whole host
of Advertisers today, IAB Canada's CMUST study also demonstrates that
Canadians carry their media habits with them as they age. Because the high
levels of Internet usage exhibited by 18-24 and 25-34 year olds today will
become high levels of usage for the 35-54 year-old age group eight years from
now, Advertisers whose target market is in that range, have only a short time
to learn how to use Online media channels such as Video and Social Media to
drive results for their brands.
As a complement to the study, IAB Canada is also launching its NEW! Media
Imperatives Tool which allows media planners and buyers who are subscribers to
PMB, see a dramatic and graphic depiction of how various levels of Internet
and TV media usage relate back to actual consumer product usage and purchasing
Advertisers and Agencies may be surprised to know that Internet
Imperatives (consumers who are heavy Internet users, but only light TV
viewers), index highest as:
- Consumers who spend $1,500+ monthly on Credit Cards;
- Consumers who own $5,000+ Personal Computing Systems;
- Consumers make $10,000+ RRSP Contributions annually;
- Consumers who own or recently purchased a new, $50,000+ Car;
- Consumers who spent $50,000+ in Home Improvements in the past year;
- Consumers who carry $500,000+ in Life Insurance;
- Consumers with a Home valued at $500,000+;
- Consumers who personally hold $500,000+ in Securities and Savings.
"The connection between heavy Internet usage and increased purchasing
power becomes even more impactful than a simple list of facts when it's
presented in the type of graphical format that's generated within IAB Canada's
new Media Imperatives Tool," says Steve Rosenblum, Director of Research, IAB
Canada, "In the end, the Media Imperatives Tool vividly demonstrates over and
over again, that among purchasers of mid- and up-market goods and services,
it's imperative that Internet advertising be on the plan."
The Executive Summary of the results of IAB Canada's Canadian Media Usage
Trends Study (Total Canada, Focus On French Canada) is available Online at
www.iabcanada.com, The Detailed CMUST Reports (Total Canada and Focus On
French Canada) are available to IAB Canada Members only.
The Interactive Advertising Bureau of Canada (www.iabcanada.com), is the
national voice and de facto thought leader of the Canadian Interactive
marketing and advertising industry, and is a not-for-profit association
representing a membership composed of advertisers, agencies, publishers and
Interactive service associates.
For further information:
For further information: To become a Member of IAB Canada, or for more
information, please contact: Paula Gignac, President, IAB Canada,
iabcanada.com, (416) 598-3400 (ext. 26)