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Online + Offline: Worlds Apart, Divergent Structure in the 2 Worlds

This study commissioned by the Interactive Advertising Bureau of Canada explores the usage trends of online and offline media in Canada. It examines the measurement structures, audience demographics, and reach levels of different media channels. The study emphasizes the need for marketing integration and understanding the common ground between online and offline media.

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Online + Offline: Worlds Apart, Divergent Structure in the 2 Worlds

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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

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