Overview of Results:

Winter 2019 Study

January, 2019

STUDY SCOPE – WINTER 201910 Provinces / 5 Regions / 44 Markets

• 43,028 Canadians aged 14+

(MM) = Major Markets (LM) = Local Markets

• 42,400 Canadians aged 18+

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# Market Smpl # Market Smpl # Market Smpl # Provinces1 Toronto (MM) 4663 18 North Bay (LM) 244 35 Winnipeg (MM) 1185 1 Alberta

2 Ottawa / Gatineau (MM) 2748 19 Cornwall (LM) 254 36 Brandon (LM) 270 2 British Columbia

3 Hamilton (MM) 1056 20 Timmins (LM) 250 37 Saint John (LM) 269 3 Manitoba

4 Kitchener (MM) 967 21 Owen Sound (LM) 249 38 St. John's (MM) 517 4 New Brunswick

5 London (MM) 967 22 Montréal (MM) 5192 39 Halifax (MM) 862 5 Newfoundland and Labrador

6 St. Catharines / Niagara (MM) 725 23 Québec City (MM) 1194 40 Cape Breton (LM) 266 6 Nova Scotia

7 Windsor (MM) 815 24 Sherbrooke (MM) 263 41 Summerside (LM) 247 7 Ontario

8 Guelph (LM) 438 25 Saguenay (MM) 275 42 Charlottetown (LM) 253 8 Prince Edward Island

9 Kingston (LM) 269 26 Trois-Rivières (MM) 261 43 Saskatoon (MM) 844 9 Quebec

10 Thunder Bay (LM) 298 27 Granby (LM) 262 44 Regina (MM) 819 10 Saskatchewan

11 Sudbury (LM) 258 28 Calgary (MM) 2236

12 Brantford (LM) 274 29 Edmonton (MM) 2238 # Regions

13 Peterborough (LM) 248 30 Lethbridge (LM) 269 1 Atlantic

14 Chatham (LM) 261 31 Medicine Hat (LM) 268 2 British Columbia

15 Belleville (LM) 267 32 Vancouver (MM) 3771 3 Ontario

16 Sarnia (LM) 260 33 Victoria (MM) 844 4 Prairies

17 Sault Ste. Marie (LM) 264 34 Prince George (LM) 252 5 Quebec

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TITLES REPORTEDMAGAZINES (62)• Air Canada enRoute • Report on Business • Urbania

• AMA Insider Magazine • Style at Home • Vivre Mieux

• Best Health • The Hockey News

• CAA Ontario & Atlantic • Today's Parent

• CAA Manitoba • Toronto Life

• CAA Saskatchewan • Vancouver Magazine

• CAA Magazine Summary • Westcoast Homes & Design

• Canada's History • Western Living

• Canadian Geographic • Zoomer Magazine

• CANADIAN HOUSE & HOME • 5 ingrédients - 15 minutes

• Canadian Living • 7 Jours

• Chatelaine • Bel Âge magazine

• Cineplex Magazine • CAA Québec

• Cottage Life • Châtelaine (Fr)

• ELLE CANADA • Clin d'oeil

• FASHION Magazine • Cool!

• Financial Post Magazine • Coup de pouce

• FOOD & DRINK • Dernière Heure

• Good Times • Échos Vedettes

• Hello! Canada • ELLE QUÉBEC

• Live Better • La Semaine

• Maclean's • L'actualité

• NOW • Les Affaires/Les Affaires Plus

• Ontario OUT OF DOORS • Les Idées de Ma Maison

• Our Canada • Magazine Espaces

• Outdoor Canada • Magazine Véro

• ParentsCanada (Digital) • RICARDO Magazine

• People • Sélection du Reader’s Digest

• Professionally Speaking • Star Système

• Reader's Digest • TV Hebdo

• The Daily Press

• The Edmonton Sun

• The Globe And Mail

• The Guardian

• The Hamilton Spectator

• The Journal Pioneer

• The Kingston Whig-Standard

• The Lethbridge Herald

• The London Free Press

• The Ottawa Sun

• The Owen Sound Sun Times

• The Peterborough Examiner

• The Province

• The Sarnia Observer

• The Sault Star

• The Standard

• The StarPhoenix

• The Sudbury Star

• The Telegram

• The Toronto Sun

• The Tribune

• The Vancouver Sun

• The Windsor Star

• The Winnipeg Sun

• Times Colonist

• Toronto Star

• Waterloo Region Record

• Winnipeg Free Press

• 24 Heures

• La Presse (Digital)

NEWSPAPERS (73)• Cape Breton Post

• Edmonton Journal

• Leader-Post (Regina)

• Medicine Hat News

• StarMetro/Metro Calgary (Print)

• StarMetro/Metro Edmonton (Print)

• StarMetro/Metro Halifax (Print)

• StarMetro/Metro Toronto (Print)

• StarMetro/Metro Vancouver (Print)

• Montreal Gazette

• National Post

• Niagara Falls Review

• North Bay Nugget

• Ottawa Citizen

• Prince George Citizen

• Standard-Freeholder

• The Belleville Intelligencer

• The Brandon Sun

• The Brantford Expositor

• The Calgary Herald

• The Calgary Sun

• The Chatham Daily News

• The Chronicle Herald

• The Chronicle Journal

• La Tribune

• La Voix de l’Est

• Le Devoir

• Le Droit

• Le Journal de Montréal

• Le Journal de Québec

• Le Nouvelliste

• Le Quotidien

• Le Soleil

• Métro (Montréal)

COMMUNITY TITLES

• Burnaby Now

• Burnaby Now/The Record

• North Shore News

• Richmond News

• Tri-City News

• Vancouver Courier

OTHER TITLES

• Business in Vancouver

• The Kit

• Toronto Star Wheels

Note on titles previously measured in print, now measured as digital only: Canadian Business, Flare, MoneySense and Sportsnet are no longer reported as magazines under “Readership Specific”. Past month Digital Audience for these titles will be listed under “Websites/Apps”.

MAGAZINES

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Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Generic Magazine – Past 3 Months Print/Digital

89%

British Columbia

90%

Prairies

90%

Ontario87%

Québec

87%

Atlantic

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Generic Magazine, Past 3 Months Print/Digital (18+)

Across Canada, Magazine Brands reach 9 of 10 adults.

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Magazine Types Read/Look through Usually or Sometimes (Print/Digital)

Food, Entertainment, and Health Magazines are the most popular among Canadians.

MAGAZINE TYPE REACH

11 Business/Finance 47%

12 Gardening 46%

13 Alternative News 45%

14 Fashion 43%

15 Art 42%

16 Men's 37%

17 Automotive/Motorcycle 35%

18 Parenting/Babies 32%

19 Children/Teen 29%

20 Bridal 15%

MAGAZINE TYPE REACH

1 Food/Recipes 69%

2 Entertainment/Celebrity 61%

3 Health/Fitness 60%

4 Travel/Tourism 59%

5 Technology/Science 59%

6 Home Improvement 56%

7 Nature 54%

8 Home Décor 52%

9 Sports/Recreation 48%

10 Women’s 47%

Magazine Rank by Type, Print/Digital (18+)

6

63%17%

4%

7%5%

1%3%

Print Only

Print & Computer & Mobile

Print & Computer Only

Print & Mobile Only

Computer & Mobile Only

Computer Only

Mobile Only

Any Magazine, Composition of Print/Digital AIR (18+)

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Any Magazine – Print AIR/Past Month Digital Readers (Unduplicated)

While 63% of Magazine Readers are reading exclusively via Print, 17% read Print in combination with more than one digital device.

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8

Print as a % of total audience Digital as a % of total audience

Print Dominates

More DigitalVariation

Mag

azin

e Ti

tles

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Print AIR/Past Month Digital Readers

Platform readership of Magazine Brands varies by title.

40%

18%

35%

26%

17%

25%

10%13%

20%

5% 9%

16%

Smartphone Tablet Computer

Millennials(1982-2001)

GenXers(1965-1981)

Baby Boomers(1945-1965)

Greatest Gen(1945-Earlier)

Any Magazine, Reach by Digital Device (18+)

Millennials & GenXers are more likely to read a Magazine’sdigital content, with more reading via a smartphone or computer.

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Any Magazine – Devices used to access digital content

9

40%

60% 59%

41%

26%

15%

39%

50% 49%

33%

17% 14%

43%46%

31%27%

12%16%

Directly to Website Via Search Engines Via Links-SocialMedia

Via Links-OthrWebsites

Via an App Some Other Way

Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

Any Magazine, Reach of Digital Readers (18+)

10Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Any Magazine – Digital Readers (Includes Duplication)Note: “Directly to website” = Subscription Including Digital Edition + Typing Website Address + Via Bookmark/Favorite/Homepage

Boomers predominantly access Digital Magazines via search & directly, while Millennials access via search & social media.

2 in 5 Magazine readers searched online for a product, brand, and/or service advertised, while nearly 1 in 5 made a purchase.

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Any Magazine – Print/Digital AR; (Unduplicated)Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended

41%

18%

26%21%

18%

27%

Searched onlinefor a product/brand/service

Purchased aproduct, brand,and/or service

Used a coupon Visited a retail/restaurant location

Attended an event(movie/theatre/show)

Spoke about thead/product/brand/service

online or elsewhere

Actions Taken After Seeing a Magazine Advertisement Any Magazine, Print/Digital AR (18+)

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NEWSPAPERS

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On a weekly basis, Newspaper Brands reach 3 out of 4 adults across Canada.

71%

71%

76%Vancouver

Edmonton

Regina

Toronto

Winnipeg

74%

Calgary

71%

Montreal

79%72%

Ottawa/Gatineau

Québec City

80%

Halifax

85%

73%

Victoria

68%

71%

London

73%

Hamilton

72%Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Average Weekly Print/Digital, La Presse Weekly Digital & All StarMetro Weekly Print.

St. John’s

Any Newspaper, Weekly Print/Digital Reach (18+)

13

42%

22%

8%

13%

6%6%3%

Print Only

Print & Computer & Mobile

Print & Mobile Only

Computer & Mobile Only

Mobile Only

Print & Computer Only

Computer Only

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital & StarMetro Weekly Print (Unduplicated)

Any Newspaper, Composition of Weekly Print/Digital Readers (Major Markets, 18+)

While print remains the dominant platform, 49% of Newspaper Brandreaders now access newspaper content on a mobile device.

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Mobile: 49%

15

Print as a % of total audience Digital as a % of total audience

Print Dominates

More DigitalVariation

New

spap

er T

itle

sSource: Vividata Winter 2019 StudyBase: Respondents aged 18+, 21 Major Markets, Average Weekly Print/Digital Readers

Platform readership of Newspaper Brands varies by title.

47%

31%

29%

34%

23%

35%

Weekend

Weekday

Print Only Both Digital Only

16

Weekday and Weekend AIR Readers (Major Markets, 18+)

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper - Average Weekly Print/Digital & La Presse Weekly Digital (Unduplicated), Not including 24 Heures, StarMetro and Metro Montreal

Newspaper Brand readers are more active on digital during the weekdays, and print dominates the weekends.

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Print Only Both Digital Only

Millennials & GenXers have greater digital reading than Boomers & Greatest Gen. Cross-platform readership is consistent for all generations.

67%

74%

78%

83%

Any Newspaper, Weekly Reach of Print/Digital (Major Markets, 18+)

% of Adult Population:

Millennials (1982-2001) 32%

GenXers(1965-1981) 30%

Boomers (1945-1965) 32%

Greatest Gen(Earlier-1945) 7%

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, 21 Major Markets, Any Newspaper – Average Weekly Print/Digital, & StarMetro Weekly Print & La Presse Weekly Digital (Unduplicated)

36%

59%64%

36%

21%

11%

42%

51% 49%

31%

22%

10%

55%

46%

28%24%

20%

8%

Directly to Website Via Search Engines Via Links-Social Media Via Links-OthrWebsites Via an App Some Other Way

Millennial Readers (1982-2001) GenXers (1965-1981) Boomer Readers (1945-1965)

Any Newspaper, Reach of Weekly Digital Readers (Major Markets, 18+)

18Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, 21 Major Markets - Any Newspaper – Digital Readers within Past Week (Includes duplication)Note: “Directly to website” = Subscription Including Digital Access + Typing Website Address + Via Bookmark/Favorite/Homepage

Boomers are more likely to access a newspaper’s digital content directly, while Millennials predominantly navigate via social media and search.

3 in 10 Newspaper Brand readers searched online for a product, brand, and/or service advertised, while 1 in 6 made a purchase.

31%16%

19% 18%15%

20%

Searched onlinefor a product/brand/service

Purchased aproduct, brand,and/or service

Used a coupon Visited a retail/restaurant location

Attended an event(movie/theatre/show)

Spoke about thead/product/brand/service

online or elsewhere

Actions Taken After Seeing a Newspaper Advertisement Any Newspaper, Weekly Print/Digital (Major Markets, 18+)

19Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, 21 Major Markets - , Any Newspaper – Average Weekly Print/Digital, StarMetro Print & La Presse Weekly Digital Note: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended

COMMUNITY NEWSPAPERS

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Community Newspapers achieve the highest reach in British Columbia and Prairies.

Reach of Community Newspapers (18+)

Community NewspaperReach % (Adults 18+)

Total Canada

BritishColumbia

Prairies Ontario Québec Atlantic

Weekly: 43% 52% 43% 44% 36% 40%

Monthly: 60% 68% 63% 60% 53% 57%

Longer Ago: 79% 84% 82% 80% 73% 77%

Source: Vividata Winter 2019 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) Within the Past Week/Month/Longer Ago

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Weekly Reach of Community Newspapers (18+)

Source: Vividata Winter 2019 StudyBase: Total Canada 18+, Read a Community Newspaper (Print/Digital) in the Past Week

Community Newspaper readership is stronger in smaller markets and readership increases with age.

43%

30%

43%

51%58%

52%

36%

54%59%

67%

Adults 18+ . Millennials(1982-2001)

Gen X(1965-1981)

Boomers(1945-1965)

Greatest Gen(1945-Earlier)

Total Canada Population Under 100,000

22

49%

37%32%

25%20%

16% 10%UnaddressedMail - to your

door

Addressed Mail CommunityNewspaper

Via E-Mail Online (viawebsite)

Daily Newspaper At Your LocalRetail Store

Source: Vividata Winter 2019 StudyBase: Total Canada 18+; How Currently Receive Flyers/Inserts

1 in 3 Canadians receive flyers/inserts from a Community Newspaper.

Method of Receiving Flyers/Inserts (18+)

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Community Newspaper readers use flyers/inserts to plan their purchase on…

12%

20%

26%

39%

45%

46%

48%

48%

49%

57%

59%

62%

77%

Fitness Clubs

Investments/Banking Services

Sports Equipment

Wireless Products (Cell Phones/Smartphones)

Computer Hardware/Software

Home Entertainment Items

Appliances/Furniture

Home Improvement Products and Services

Home Furnishings

Clothing and Accessories

Health Care/Personal Care Items

Entertainment/Restaurants

Groceries

24

Community Newspaper Readers – Past Week (18+)FLYER/INSERTS USED

TO PLAN PURCHASE OF:

Source: Vividata Winter 2019 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week; Use Flyers to Plan/Purchase Frequently/Sometimes

(105)

(107)

(108)

(107)

(107)

(112)

(109)

(105)

(106)

(105)

(110)

(106)

(100)

Source: Vividata Winter 2019 StudyBase: Total Canada 18+; Read a Community Newspaper (Print/Digital) in the Past Week

Sections Read in a Community Newspaper, Print/Digital AIR (18+)

Community Newspaper readers are more interested in local news.

58%

66%

78%

80%

82%

97%

Sports

Real Estate

Opinion

Crime

Entertainment

Local News

1 in 5 Community Newspaper readers visited a retail store or a restaurant after seeing an Ad.

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Read a Community Newspaper (Print/Digital) in the Past WeekNote: “Spoke about the ad/product/brand/service online or elsewhere” = Talked about, Commented on Social Media, and Recommended

20%

14%17%

19%

15%18%

Searched onlinefor a product/brand/service

Purchased aproduct, brand,and/or service

Used a coupon Visited a retail/restaurant location

Attended an event(movie/theatre/show)

Spoke about thead/product/brand/service

online or elsewhere

Actions Taken After Seeing a Community Newspaper Advertisement – Past Month, Community Newspaper Readers - Past Week (18+)

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VIVIDATA PROVIDES A COMPLETE MEDIA PROFILE

TELEVISIONINTERNET/SOCIAL OUT OF HOME

MAGAZINENEWSPAPER RADIO

0

5

10

15

20

25

30

0 10 20 30 40 50 60 70 80 90 100

Tim

e Sp

ent

in P

ast

Wee

k (H

rs)

% of Canadians (18+) Exposed in the Past Week

BusTaxi

Subway Magazine

Newspaper

Driving

Internet

TV

MobileSocial Media

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Past week reach by media, weekly time spent by media

Determine Cross-Media reach with Vividata.

28

Radio

ALWAYS ONTV is their most preferred and trusted source for news and information.

MEDIA INDIFFERENTWhile more likely to consume traditional media, they do not rely on any media to stay informed.

TRADITIONALISTSNewspapers are their most trusted and efficient way to receive news.

DIGITAL CONTENT CONSCIOUSNewspaper websites and apps provide them the most in-depth perspective on the news.

MEDIA OBSESSIVEUse all media to stay informed, but question accuracy of news presented online and through social media.

SOCIAL MEDIA FOCUSEDSocial media and other digital sources are their most efficient way to stay informed.

ATTITUDES TOWARD MEDIA SEGMENTS

Source: Vividata Winter 2019 StudyBase: Respondents aged 18+, Attitude Towards Media Segments

24%

21%

18%

14%

11%

11%

% of Canadian Adults:

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