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					            IAB Canada's 2008 Canadian Media Usage Trend Study (CMUST)




                                       PREPARED FOR IAB CANADA BY: PHD CANADA
                                        French Canada Focus: EXECUTIVE SUUMARY




                                                                                 1
Executive Summary, French Canada, January 2009
Background

Internet has had solid growth for eight years now.




We’ve traced the Internet’s growth pattern in Canada for eight years.

We’ve seen the Internet grow into the third most time consuming medium amongst adults.

Internet’s number 3 rank appears consistent across most Canadian media studies.

The “time spent” gap between Internet and the broadcast media is shrinking.




                                                                                         2
Purpose

To examine Internet’s current growth rate, by demo, relative to other media.



IAB Canada has commissioned this 5th media usage trend analysis and presentation.

It examines the 8-year period since 2000.

Canada’s main media surveys were analysed to create a ‘total media’ usage picture.

The studies are… PMB, NADbank, BBM RTS and comScore.

The Internet’s impact on advertiser media considerations is also highlighted.




                                                                                                                     3
A separate Executive Summary presentation is available that examines how the Internet is evolving in Total Canada.
Contents



 5   Key learning
 7   Methodology
 8   Reach trend
11   Audience composition
12   Time spent trend
16   Share of time-spent trend
20   Future forecasts
21   Internet Imperative
23   Conclusion
25   Appendix: Internet usage questions on syndicated surveys




                                                                4
       Key learning

       Internet‘s weekly reach…    Exceeds Magazine and is almost matching Newspaper.
                   Exceeds 18-34 year old Radio reach, fast approaching TV’s 18-24 reach.


       Internet’s growth rate…       Double and high single digit levels over the last 2 years.
                      Internet is now clearly Canada’s number 3 weekly time spent medium.
                     The gap in time spent between Internet and Radio continues to narrow.

       Internet’s share of media time…       Has grown from 11% in 2001 to 17% in 2007 in
                                                                          French Canada.




                                                                                                  5
NADbank studies.
       Key learning

       Internet demos of note...                            Women and 55+ very high growth rates.
                       While traditional media have flat weekly time across demographic segments.

       Internet usage in French Canada…                   Still lags English Canada time spent levels.

       Eight years from now…                     Today’s 18-24 year olds will become 25-34 years old.
                     As they age, the 18-24 year old will continue to exhibit intense Internet usage.
                   The Internet will be the #1 medium for tomorrow's 25-34 year old consumers and
                                     is gaining quickly against the next generation of 35-54 year olds.

       Shifting budget, TV to Internet…                Balances media weight across all age groups.
                                                Internet’s age profile provides a “mirror image” to TV.


       The Internet Imperative…                                 A Heavy Internet/Light TV segment.
                                                The group accounts for about 25% of the population.
                                        Consumer segment is a very important group of consumers.
                   Are prime prospects for a wide range of upscale consumer products and services.

       In other words…                                                       The Internet is Imperative!

                                                                                                          6
NADbank studies.
Methodology

NADbank is the primary data source because of its wealth of Internet data.


                      NADBANK              PMB          BBM RTS          COMSCORE
                      Daily   Weekly   Daily   Weekly   Daily   Weekly   Daily   Weekly
  INTERNET    Reach
               Time


TELEVISION    Reach
               Time


   RADIO      Reach
               Time


NEWSPAPER     Reach
               Time


 MAGAZINE     Reach
               Time




                                                                                          7
       Reach: all adults trend

       All studies show broadcast reach has been flat over the past                                                                                                                                                                    TELEVISION
                                                                                                                                                                                                                                       RADIO
       eight years. Internet reach is now higher than magazine and                                                                                                                                                                     INTERNET
       newspaper… in third place after TV and Radio.                                                                                                                                                                                   NEWSPAPER
                                                                                                                                                                                                                                       MAGAZINE



       COMSCORE                                            BBM RADIO RTS                                                                        PMB                                                                NADBANK
  DAILY REACH
                                                                                                                                                                                                                                                             100%
                                                                                                    89%                                                                                                                                                82%
                                                                                                    81%                                                                                                                                                       75%
                                                                                                                                                                                              68%                                                      68%
                                                                                                    58%
                                                                                                                                                                                                                                                       57% 57%50%
                                                                                                    50%                                                                                       45%                                                      48%
                                                                                                    30%                                                                                                                                                       25%
                                                                                                                                                                                              24%                                                      25%
                                                                                                                                                                                                                                                                 0%

 WEEKLY REACH
                                                                                                    95%                                                                                      98%                                                       94% 100%
                                                                                                                                                                                             84%                                                       79%   75%
                                                                                                    61%                                                                                                                                                66% 66%
                                                                                                                                                                                             62%
                                                                                                                                                                                                                                                       65%   50%
                                                                                                                                                                                                                                                       45%   25%
                                                                                                                                                                                                                                                                 0%
                                                                                                  2007
2000
2001
       2002
              2003
                     2004
                            2005
                                   2006
                                          2007




                                                        2000
                                                        2001
                                                               2002
                                                                      2003
                                                                             2004
                                                                                    2005
                                                                                           2006




                                                                                                                                                                                                    2000
                                                                                                                                                                                                           2001
                                                                                                                                                                                                                  2002
                                                                                                                                                                                                                         2003
                                                                                                                                                                                                                                2004
                                                                                                                                                                                                                                       2005
                                                                                                                                                                                                                                              2006
                                                                                                                                                                                                                                                     2007
                                                 2008




                                                                                                          2000 ‘01
                                                                                                                     2001 ‘02
                                                                                                                                2002 ‘03
                                                                                                                                           2003 ‘04
                                                                                                                                                      2004 ‘05
                                                                                                                                                                 2005 ‘06
                                                                                                                                                                            2006 ‘07
                                                                                                                                                                                       2007 ‘08


                                                                                                                                                                                                                                                             8
        Base: Adults 18+, French Canada
Reach: by age group
When we look at weekly reach by age group in the NADbank study, we see
that the Internet is the #2 reach medium for 18-24 and 25-34 year olds.

                          18+        25-34    55+   (%Reach)
                                18-24    35-54                 TELEVISION
                                                    100%
                                                               RADIO
                                                               INTERNET
                                                    90%        NEWSPAPER
                                                               MAGAZINE
                                                    80%


                                                    70%

                                                               This chart, from NADbank’07,
                                                    60%
                                                               plots weekly reach for each
                                                               medium over 5 age groups.
                                                    50%

                                                               The Internet reaches more adults
                                                    40%
                                                               each week than Magazines and
                                                               Newspapers; more 18-34 year
                                                    30%        olds each week than Radio.
                                                               Internet’s 18-24 weekly reach
                                                    20%        level is fast approaching TVs.

                                                    10%


                                                    0%
                                                                                                  9
Base: Adults 18+, French Canada, NADbank ‘07
Reach: by age group trend

We see dramatic growth when we compare the Internet’s current weekly
reach to NADBank’01 results (eight years ago) especially for Adults 55+.




                                                  18-24
                                                          25-34

                                                                  35-54
                                          18+




                                                                          55+
                                                                                (%Reach)
                                                                                100%


                                                                                90%
                                                                                                  Weekly Reach Growth
                                                                                                  NADBANK ’01 and ‘07
                                                                                80%
                                                                                           Ad 18+ 18-24   25-34   35-54    55+
                                                                                70%
      NADbank ‘07                                                                          +53%    32%    +40%    +53%    +160%
                                                                                60%


                                                                                50%

      NADbank ‘01
                                                                                40%


                                                                                30%


                                                                                20%


                                                                                10%


                                                                                0%
                                                                                                                                 10
Base: Adults 18+, French Canada, NADbank ’07 and ‘01
TheAudience composition suit.
   Internet’s strong youth profile


   The Internet is most highly developed among adults under 55 years.




      Internet Weekly reach composition by age
                                          Internet
                                        Weekly Reach                    Internet’s Age              This chart compares the
                             Population Composition                     Development                 proportion of Internet
                                                   NADbank ‘06         (Ad18+ = 100 index)          audiences that each age group
             18-24                11%                  16%                      145                 represents to its respective
             25-34                18%                  23%                      138                 percent of the all-adult
                                                                                                    population.
             35-54                40%                  43%                      108
               55+                31%                  18%                       58
        Adults 18+               100%                 100%                      100




                                                                                                                                      11
   Population composition based on PMB ’08, French Canada. Internet composition based upon weekly reach, French Canada, NADbank ‘07
         Time spent: all adults trend
                                                                                                                                                                                                                                                                      TELEVISION
               All studies show that time spent with the Internet is increasing.                                                                                                                                                                                      RADIO
               The Internet is Canada’s #3 weekly time spent medium                                                                                                                                                                                                   INTERNET
                                                                                                                                                                                                                                                                      NEWSPAPER
               according to NADbank.                                                                                                                                                                                                                                  MAGAZINE




               COMSCORE                                                     BBM RADIO RTS                                                                          PMB                                                                      NADBANK

       DAILY TIME (min)
                                                                                                                                                                                                                                                                               116    125
                                                                                                                                                                                                                                                                               114    100
                                                                                                                                                                                                                                                                                81 88
                                                                                                                                                                                                                                                                                       75
                                                                                                                                                                                                                                                                                    45      50
                                                                50                                                 33
                                                                                                                1,938                                                                                                                                                               12      25
                                                                                                                                                                                                                    1,476

                                                                                                                                                                                                                                                                                          1,000
WEEKLY TIME (min)                                                                                                                                                                                                    919
                                                                                                                                                                                                                                                                                    813
                                                                                                                                                                                                                                                                                           800
                                                                                                                                                                                                                                                                                    706
                                                                                                                                                                                                                                                                                           600
                                                                                                                                                                                                                     505                                                            413413
                                                                                                                                                                                                                                                                                           400
                                                            351                                                       234
                                                                                                                                                                                                                                                                                    219    200
                                                                                                                                                                                                                                                                                     85
                                                                                                                                                                                                                                                                                               0
                                                         2008




                                                                                                               2007




                                                                                                                                                                                                                                                                             2007
2000
        2001
               2002
                      2003
                             2004
                                    2005
                                           2006
                                                  2007



                                                                     2000
                                                                     2001
                                                                            2002
                                                                                   2003
                                                                                          2004
                                                                                                 2005
                                                                                                        2006




                                                                                                                                                                                                                            2000
                                                                                                                                                                                                                                   2001
                                                                                                                                                                                                                                          2002
                                                                                                                                                                                                                                                 2003
                                                                                                                                                                                                                                                        2004
                                                                                                                                                                                                                                                               2005
                                                                                                                                                                                                                                                                      2006
                                                                                                                            2000 ‘01
                                                                                                                                       2001 ‘02
                                                                                                                                                  2002 ‘03
                                                                                                                                                             2003 ‘04
                                                                                                                                                                        2004 ‘05
                                                                                                                                                                                   2005 ‘06
                                                                                                                                                                                              2006 ‘07
                                                                                                                                                                                                         2006 ‘08



                                                                                                                                                                                                                                                                                          12
               Base: Adults 18+, French Canada
Time spent: all adults trend
                                                                                                   TELEVISION
 All studies show that time spent with the Internet is increasing.                                 RADIO
 The Internet is Canada’s #3 weekly time spent medium                                              INTERNET
                                                                                                   NEWSPAPER
 according to NADbank.                                                                             MAGAZINE



       INTERNET
       Weekly Time Spent (minutes)

  +16% +12% +4% +13% +7% +1%
 245 286 319 332 376 401 413




                                                                          NADbank
                                                                                                                       1,000
                                                                                                                 813
                                                                                                                         800
                                                                                                                 706
                                                                                                                         600
                                                                                                                 413
                                                                                                                   413
                                                                                                                         400
                                                                                                                 219     200
 ‘01      ‘02      ‘03        ‘04   ‘05   ‘06   ‘07                                                               85
                                                                                                                              0




                                                                                                          2007
                                                         2000
                                                                2001
                                                                       2002
                                                                              2003
                                                                                     2004
                                                                                            2005
                                                                                                   2006
                                                                                                                         13
 Base: Adults 18+, French Canada
Time spent: by age

The Internet is now a solid #1 in weekly time-spent for Adults 18-24 and
is a strong contender amongst 25-34 year olds.




                                          18-24


                                                          35-54
                                                  25-34
                                  18+




                                                                  55+
                                                                        (Minutes)
                                                                                    TELEVISION
                                                                        1,800       RADIO
                                                                        1,700       INTERNET
                                                                        1,600       NEWSPAPER
                                                                        1,500
                                                                                    MAGAZINE
                                                                        1,400
                                                                        1,300
                                                                        1,200       This chart plots the per capita
                                                                        1,100       time spent per week for each of
                                                                        1,000       four age breaks, relative to
                                                                        900         adults 18+ for the five main
                                                                        800         media.
                                                                        700
                                                                        600
                                                                        500
                                                                        400
                                                                        300
                                                                        200
                                                                        100

                                                                        0
                                        NADbank ’07
                                                                                                                      14
Base: Adults 18+, French Canada
Time spent: by age

The Internet is a “mirror-image” of TV according to NADbank.
Those who spend the most time online, spend the least with TV.




                                          18-24
                                                  25-34
                                                          35-54
                                  18+




                                                                  55+
                                                                        (Minutes)
                                                                        1,800
                                                                        1,700
                                                                        1,600
                                                                        1,500
                                                                        1,400
                                                                        1,300
                                                                        1,200
                                                                        1,100
             TV older                                                   1,000
                                                                        900
Internet younger
                                                                        800
                                                                        700
                                                                        600
                                                                        500
                                                                        400
                                                                        300
                                                                        200
                                                                        100

                                                                        0
                                        NADbank ’07
                                                                                    15
Base: Adults 18+, French Canada
Share of time-spent trend

The tremendous increase in time spent with the Internet, +81% since
NADbank 2001, has resulted in a 7% increase in the total time people
spend with all media. The Internet’s share of time spent with all media has
grown from 11% to 18%.                                 TELEVISION
                                                                             RADIO
                                                                             INTERNET
 French 18+                                                                  NEWSPAPER
                       Share of Weekly Minutes Per Capita                    MAGAZINE
                                2001             2006       Index of
                            Min    Share     Min    Share   Change               Weekly Time Spent
                                                                                Minutes Per Capita
                                                               (min)
                                                                             (Minutes indexed to 2001)
          TV               799     38%       813      36%       102
       RADIO               741     35%       706      32%        95                        NADbank
    INTERNET               228     11%       413      18%       181                                                                     1,000
  NEWSPAPER                220     11%       219      10%       100                                                               813
                                                                                                                                         800
                                                                                                                                  706
    MAGAZINE               103      5%        85       4%        82                                                                      600
       TOTAL             2,091    100%     2,236     100%       107                                                               413413 (181)
                                                                                                                                         400
                                                            100 index =                                                           219    200
                                                             no change                                                             85
                                                                                                                                           0
  Share of time spent with all traditional media has




                                                                                                                           2007
                                                                          2000
                                                                                 2001
                                                                                        2002
                                                                                               2003
                                                                                                      2004
                                                                                                             2005
                                                                                                                    2006
  declined.



                                                                                                                                           16
Base: Adults 18+, French Canada
Share of time: men-women

Women’s rate of growth in time spent with the Internet has out paced
men since NADbank 2001… +100% growth for women versus +69% for
men.

 French 18+                                                    MEN 18+
                          Share of Weekly Minutes Per Capita   WOMEN 18+
                            Men 18+ Share    Women 18+ Share            Weekly Time Spent
                                                                         Minutes Per Capita
                            2001    2007      2001   2007             (Minutes indexed to 2001)
                                                                             NADbank
          TV                38%      33%      38%       40%
       RADIO                32%      31%      38%       32%
                                                                                                                 1,200
    INTERNET                14%      22%       8%       15%
  NEWSPAPER                                                                                                      1,000
                            11%      10%      10%        9%
    MAGAZINE                                                                                                     800
                             5%       4%       5%        4%
       TOTAL               100%     100%     100%      100%                                                      600
                                                                                                             505
                                                                                                            505 (169)
                                                                                                                 400
                                                                                                            328 (200)
                                                                                                             328 200
  The gap between men and women time spent
                                                                                                                 0
  with Internet usage has narrowed, with the
  Internet now accounting for 15% of women’s




                                                                                                         2007
                                                               2001

                                                                      2002

                                                                             2003

                                                                                    2004

                                                                                           2005

                                                                                                  2006
  media consumption.



                                                                                                                     17
 Base: Adults 18+, French Canada
     Share of time: language

       French speaking Canadians spend less time with the Internet
       than English speakers, unlike other media. Because usage is
       growing at comparable rate for both language groups, about
       +76% since NADbank 2001, this gap has not narrowed.
                                                                       TOTAL
        Total Canada                                                   ENGLISH
                                  Share of Weekly Minutes Per Capita
        Adults 18+                                                     FRENCH
                                  English 18+ Share French 18+ Share              INTERNET
                                   2001      2007    2001     2007             Weekly Time Spent
                                                                                 Minutes Per Capita
                 TV                  36%          34%    38%    36%           (Minutes indexed to 2001)
              RADIO                  34%          29%    35%    32%                   NADbank
           INTERNET                  14%          23%    11%    18%
         NEWSPAPER                   11%          10%    11%    10%                                                           1,200
           MAGAZINE                   5%           4%     5%     6%                                                           1,000
              TOTAL                 100%         100%   100%   100%                                                      574 (175)
                                                                                                                               800
                                                                                                                          574 600
                                                                                                                          543
                                                                                                                         543 (176)
                                                                                                                          413 400
       As a result, the Internet accounts for only 18% of                                                                      200
                                                                                                                         413 (181)
       time spent with all media by French speakers,                                                                          0
       compared to 23% for English speakers.

                                                                       2001

                                                                               2002

                                                                                      2003

                                                                                             2004

                                                                                                    2005

                                                                                                           2006

                                                                                                                  2007
                                                                                                                              18
Base: Adults 18+, Total, English and French Canada
Share of time: age
The older age groups have been the fastest growing users of the Internet
since NADbank 2001… +79% 25-34, +76% 35-54, 198% for 55+. Hence the
gap in time spent between younger and older age groups is narrowing.
French 18+
                         Share of Weekly Minutes Per Capita
                             18-24 Share       25-34 Share    French 18-24
                           2001     2007      2001     2007   French 25-34
                                                              French 35-54
                                                              French 55+
         TV                35%      29%       35%       31%
      RADIO                26%      25%       36%       33%                   Weekly Time Spent
   INTERNET                27%      34%       16%       25%                     Minutes Per Capita
 NEWSPAPER                  7%       6%        7%        7%                  (Minutes indexed to 2001)
   MAGAZINE                 6%       6%        6%        4%
      TOTAL                                                                            NADbank
                          100%     100%      100%      100%

                           35-54 Share          55+ Share                                                                1,200

                          2001     2007       2001     2007                                                               1,000
                                                                                                                    833
                                                                                                                    833 (167)
                                                                                                                          800
         TV               35%      34%        42%       42%                                                         586 (179)
                                                                                                                    586 600
      RADIO               39%      35%        30%       26%                                                               400
                                                                                                                    388 (176)
                                                                                                                    388
   INTERNET               12%      17%         3%        8%                                                         194 200
 NEWSPAPER                 9%       9%        14%       14%                                                               0
                                                                                                                    194 (298)
   MAGAZINE                5%       5%        10%        8%
      TOTAL              100%     100%       100%      100%




                                                                                                             2007
                                                               2001

                                                                      2002

                                                                                2003

                                                                                        2004

                                                                                               2005

                                                                                                      2006
                                                                                                                         19
Base: Adults 18+, French Canada
    Future forecasts
  The Internet… number one time-spent medium for the next generation
  of 25-34 year old consumers, and gaining quickly against the next
  generation of 35-54 year olds.

                                                                                                       TELEVISION
   NOW                                          8 years from NOW                                       RADIO
                                                                                                       INTERNET
                  18-24
                          25-34
                                  35-54




                                                          18-24


                                                                          35-54
                                                                  25-34
                                                                                                       NEWSPAPER
           18+




                                          55+




                                                    18+




                                                                                  55+
                                                                                        (Minutes)
                                                                                                       MAGAZINE
                                                                                        1,500
                                                                                        1,400       Consumers formulate their media usage
                                                                                        1,300       habits in their late-teens and early-20’s.
                                                                                        1,200
                                                                                                    As consumers age, these learned media
                                                                                        1,100
                                                                                                    usage habits persist. The high levels of
                                                                                        1,000
                                                                                                    Internet usage exhibited by 18-24 year
                                                                                        900         olds today, will stay with them as they
                                                                                        800         age into the 25-34 age group – and so on
                                                                                        700         with other age groups.
                                                                                        600
                                                                                                    This is reflected in their estimated
                                                                                        500
                                                                                                    Internet usage 8 years from now.
                                                                                        400
                                                                                        300
                                                                                        200
                                                                                        100

                                                                                        0


                                                                                                                                        20
NOW = NADbank 2007 … Base: Adults 18+, French Canada
       Internet Imperative

       We can examine the relationship between
       Internet use and TV exposure, when we look at
       this PMB 2008 analysis of cross media use.

                                                        HEAVIER
                                                  TELEVISION
                                                 Hours Per Week

               INTERNET             Q1          Q2            Q3         Q4      Q5
         Minutes Per Week           33+        22-33         15-22      9-15     <9

                        450+

                    151-450
 HEAVIER
                       1-151

                            0


                                   INTERNET                       TELEVISION   LIGHT/
                                                   DUAL
                                  IMPERATIVE                      IMPERATIVE   LIGHT


          Ad18+ Population          21%                19%           33%        25%



                                                                                        21
Base: Adults 18+, French Canada
       Product usage.
       We can examine the relationship between these four Internet/TV user
       groups and the consumption of products/services via PMB’08.
                                                    INTERNET                 TELEVISION     LIGHT/
                                                   IMPERATIVE      DUAL      IMPERATIVE     LIGHT

                                                 Indexed To French Canada Ad18+ Population Composition

                  Recently purchased new car          123           106          83           90

                     Spent $5,000+ traveling          158            116         53           72
                             outside Canada
                 Spent $1,500+ per month on           146            91          62           88
                                   credit card
                     Carry $250,000+ in Life          160           104          28          139
                                    Insurance
                      Make $10,000+ RRSP              147           100          57           85
                       contributions annually
                           Hold $250,000+ in          132            113         76           91
                          Securities/Savings
                           Own a vacation or          134            97          73          112
                              weekend home

                   Home valued at $500,000+           221            30          42           77
                  Spent $750+ in past year on         166            134         51          104
                           Sports Equipment

                   Own home theatre systems           133            128         64          103
                 Bought a Personal Computer
                                                      158            138         42           95
                                 in past year
                                                                                                         22
Base: Adults 18+, French Canada, PMB ‘08
Conclusions


Use the Internet to reach                                      More adults than Magazines and Newspapers.
                                                                            More 18-34 year olds than Radio.
                                                             18-24 year old reach. Almost matches TV levels.

Grow with the Internet                                              Now increasing at high single digit levels.
                                                             Internet is now Canada’s #3 time spent medium.
                                                                          Internet is approaching Radio levels.

Internet grows its share of media time                                  Up from 11% in 2001 to 18% in 2007.


Underdeveloped Internet demos growing fast                                                   Women and 55+.


Eight years from now                               The Internet will be the #1 medium for 18-34 year olds.


Shifting budget, TV to Internet                                                The Internet is “IMPERATIVE”!



For more information please go to www.iabcanada.com                                                               23
IAB Canada members can access the entire report in the member centre.
                 IAB Canada's 2008 Canadian Media Usage Trend Study




                                                                      24
Executive Summary, French Canada, November 2008
                                              APPENDIX

                               Summary of Internet Usage Questions
                                       asked by three top
                                Canadian Syndicated Media Surveys




                                                                     25
Executive Summary, French Canada, November 2008
                                      NADBANK


Daily market list (not full country).
NadBank ’06 study, 2 waves, Jan-June ‘06 and
Sept-Dec ‘06.


“Now thinking about the Internet, have you
personally accessed the Internet in the past three
months? And how much time did you spend on
the Internet in past week.”




                                                     26
                         PMB              NADBANK


PMB’07, 2 year study reflects fieldwork Oct’04-Sept’06.



“People log on to the Internet for different reasons.
Sometimes it is to send or receive e-mail, and sometimes
to access the world wide web. Have you personally
accessed the world wide web in the past month? “




                                                           27
    BBM RADIO RTS          PMB              NADBANK


BBM RTS Spring’07 study collected data Feb’06-Feb’07 from
Spring’06 and Fall’06 radio diary respondents,.

BBM RTS Internet Question
“Did you connect to and use the Internet in the Past 4 weeks
(e.g. email, world wide web, newsgroups)… at home, at
work, at school/college/university, at some other location?”




                                                           28
  COMSCORE
                      BBM RADIO RTS               PMB   NADBANK


All data is fall averaged for year in question.
Measures Internet only.
Added to prior 5 years of trending data.
Panel based.



Includes internet based e-mailing activity only.




                                                                  29

				
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