the pmrs ottawa chapter would like to acknowledge the support of the following organizations

1

OttawaPMRS pres.

The PMRS Ottawa Chapter would like to acknowledge the support of the following

organizations.

Without their kind donations we could not continue to offer quality programs such as the one

you are about to see.

PMB A not for profit association

Over 475 MembersOver 475 Members

PublishersPublishers

AgencieAgenciess

AssociatAssociateses

AdvertiserAdvertiserss

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OttawaPMRS pres.

50 PlusBritish Columbia MagazineCanadian BusinessCanadian FamilyCanadian Gardening Canadian GeographicCanadian Hockey MagazineCanadian Home & CountryCanadian Home WorkshopCanadian House & HomeCanadian LivingChatelaineCottage LifeenRoute Magazineeye WeeklyFamous MagazineFashionFashion 18FlareFood & DrinkGardening LifeGardenWise

Globe Television GlowGoing PlacesGolf CanadaGood TimesHamilton MagazineHarrowsmith Country LifeHomemaker's MagazineHourInside EntertainmentJourneyLeisureWaysMaclean'sMirrorNational Post BusinessNOWOntario Golf Ontario Out of DoorsOttawa City MagazineOutdoor CanadaPeopleProfessionally Speaking

ProfitReader's DigestRevR.O.B. MagazineSaturday NightSpectator TVSports IllustratedStarweekStyle at HomeTeen TributeThe Toronto SunTimeToday's ParentToronto LifeTribute TV GuideTV TimesTV WeekVancouver MagazineWestern LivingWestworldWhere Canada

Publisher Members (English)

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OttawaPMRS pres.

7 JoursAffaires PlusCapital SantéChâtelaineClin d'oeilCOOLCote JardinsCoupe de PouceDécoration Chez SoiDécormagDernière Heure Echos-Vedettes EclatElle QuébecEn PrimeurFemme d’Aujourd’huiFemme PlusFilles d'aujourd'huiFleurs Plantes et Jardins ICI MontréalL’ActualitéLa revue des fonds mutuelsLe Bel Âge

Le DevoirLe Journal de MontrealLe LundiLe Magazine Enfants QuébecLes AffairesMadameMagazine Hockey CanadienMagazine les Ailes Magazine PMEPrimeurs Québec ScienceRecevoirRénovation BricolageRevue CommerceSélection du Reader's DigestSentier Chasse-PêcheStar Inc.Styles de VieTouring TV 7 Jours/TV HebdoVoila!VOIR

Publisher Members (French)

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OttawaPMRS pres.

Agency MembersAgency MembersAd Express CanadaAllard Johnson CommunicationsAmalgame Cargo Inc.AOR Media ManagementArmada, Agence de PubliciteAxmith McIntyre WichtBBDOBos Media SolutionsBrainstorm GroupBristol GroupCampbell Michener & LeeCarat CanadaCopeland CommunicationsCorporate CommunicationsCossette CommunicationsCramer KrasseltDCC CommunicationsDDB CanadaDoner CanadaDue North CommunicationsGaggi MediaGJP AdvertisingGenesis MediaGlobal Television Agency

.

Groupe BCP Ltee Hewson Bridge & SmithInitiative MediaJAN Kelley MarketingJeffrey Simbrow AssociatesJohn StreetLXBM2 UniversalMarketing Communication Inc.Magi CommunicationsM/A/R/C Inc.MAXX MediaMcKim CommunicationsMedia Buying ServicesMedia DimensionsMedia ExpertsMediaVest CanadaMediavision W.W.P.Mindshare CanadaOMD CanadaONE CompanyOptimedia CanadaOptimum MediaPadulo Advertising

Palm PubliciteParallelPHD Canada Phoenix GroupPublicite Martin Inc.Saatchi & SaatchiSGCI Marketing Comm.Sharpe BlackmoreStarcom WorldwideTarget Marketing Comm.Taylor George DesignTBWA/Chiat DayTequila CommunicationsThe Media Edge (Y&R)The Richards GroupThom GroupTMM Taylor Made MediaTN MediaTouche! Troutbeck ChernoffWalker Media Inc.Wasserman & PartnersWills & CompanyWolf AdvertisingZoum Communications

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OttawaPMRS pres.

A&WAeroplanAGF Funds Inc.AIM FundsAir CanadaAmerican ExpressApple CanadaArt Gallery of OntarioAventis PharmaBank of MontrealBayer Consumer CareBell CanadaBenjamin Moore CampbellsCanadian TireCara OperationsChurch & DwightCoca Cola Limited Compaq CanadaCorby DistillersDaimler ChryslerDiageo

E&J Gallo WinesEnergizer CanadaFidelity InvestmentsFord Motor CompanyFrito-LayFutureshopGeneral MillsGeneral Motors Georgia PacificGlaxo SmithklineHershey CanadaIkea CanadaImperial OilImperial TobaccoInvestors GroupKellogg CanadaKodak Canada Kraft CanadaLabattsL’oreal

Manulife FinancialMcDonald’s RestaurantsMolson Breweries Nestle CanadaNovartisOntario Power GenerationPetro CanadaPfizer Warner LambertProcter & GambleQuaker Tropicana GatoradeReckitt BenckiserRevlonRogers AT&TRoyal BankScotiabankScott PaperTD Canada TrustUnileverVisa CanadaWrigley Canada

Advertiser Members (200+ members)

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OttawaPMRS pres.

Examples of products and services :

What is the ownership of hand held organizers?

• Which province’s retail scene has the highest share for “Big Box Stores”?

• To what extent is travel to the far east driven by ethnic origin?

• What do the owners of SUV’s think about environmental issues?

• How many professionals fly West Jet?

• What is the level of ownership of investment real estate by province?

PMB answers thousands of questions.

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OttawaPMRS pres.

Handheld Organizers / PDAIn PMB 2004, 9% of respondents reported ownership

in past 12 months, and 1% reported purchase .

PMB 2004 database All respondents aged 12+

Base …… 25,230

% claiming to have handheld organizer

9%

% claiming to have bought handheld organizer

1%

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OttawaPMRS pres.

Uptake by younger people is well ahead of older people.

% claiming to have handheld organizer

% of respondents aged 25-49 11%

% aged 65+ 3%

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OttawaPMRS pres.

The question as it appeared the first time in PMB survey .

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OttawaPMRS pres.

The question is now updated to reflect the how the market is developing.

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OttawaPMRS pres.

Questionnaire update – driven by membership

• Members have the opportunity for input in the spring of each year.

• Reviewed by Research Committee for entry into fall fieldwork.

• Results available approximately 18 months later

• Next opportunity for updates: Spring 2005 Results: PMB 2007

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OttawaPMRS pres.

Usage of retail stores is measured in 32 different product areas

OTC MedicinePrescriptionsPrescription Eyewear

CosmeticsGrocery Stores Convenience StoresPet Food

Women’s Clothing Men’s ClothingShoesChildren’s Clothing/ShoesSporting Goods/Clothing

Toys & GamesArts & CraftsBooks

Home ImprovementsGardening/Lawn Care

FurnitureBedding & Bath GoodsHousehold AppliancesSmall Electric Appliances

Audio, Video Equipment Personal ComputersSoftware

Video TapesTapes/Compact Discs

CamerasFilm/Photofinishing

Automotive SuppliesTools

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OttawaPMRS pres.

Example ----

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OttawaPMRS pres.

“Big Box” has higher usage level in Prairies and Atlantic provinces

0

10

20

30

40

50

60

70

80

BC Prs Ont Que Atl

"Big Box"Dep't store

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OttawaPMRS pres.



Which province’s retail scene has the highest share for “Big Box Stores”?

To what extent is travel to the far east driven by ethnic origin?

• What do the owners of SUV’s think about environmental issues?




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OttawaPMRS pres.

Far Eastern travel by ethnic background

Traveled to far east in past 3 years (leisure travel)

Base 748

% claiming ethnic background – Asian

55%

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OttawaPMRS pres.

“To which of these groups do you belong?”

• Aboriginal

• Black

• White

• Filipino

• South Asian

• East/South Asian

• West Asian

• Arab

• Latin/Central American

• Chinese

• Japanese

• Korean

• Other

The PMB Study• Annual study• Nationally representative sample• Stratified random sample

• 2-year sample size: 25,230

2000 E.A.’s selected

10 H.H. per E. A.

1 respondent per H.H.

47,000 Enumeration Areas

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OttawaPMRS pres.

Response rates controlled by city,income, occupation

National

Major cities

High income areas

Toronto: high income

Toronto: managerial

Goal

65%

60%

60%

60%

60%

PMB 2003

66.1%

60.1%

60.4%

59.6%

60.1%

PMB 2004

66%

60%

60%

60%

60%

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OttawaPMRS pres.

Verification procedures:to achieve 99% accuracy

• Fieldwork verification checks

- 3 out of every 7 interviews

(TNS Canadian Facts and PMB)

- 99.5% validation required

• Data entry

- 99.5% validation required

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OttawaPMRS pres.

Key demographic data are matched to Statistics Canada

Matching done within Region Province Toronto, Montreal, Vancouver Other cities grouped by size

Age

Gender

Household Size

Personal & Household Income

Language

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OttawaPMRS pres.

Toronto

68

18

84 1

68

18

84 1

0

50

100

% Census 2001 PMB 2003

Whit

e

Asian

Black

Aborig

inal

Latin

Am

erica

n

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OttawaPMRS pres.

Montreal

86

72 1 3

86

72 1 3

0

50

100


Whit

e

Asian

Black

Aborig

inal

Latin

Am

erica

n

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OttawaPMRS pres.

Vancouver

71

26

1 1 1

71

26

1 1 10

50

100


Whit

e

Asian

Black

Aborig

inal

Latin

Am

erica

n

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OttawaPMRS pres.





What do the owners of SUV’s think about environmental issues?




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OttawaPMRS pres.

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OttawaPMRS pres.

Environmental attitudes do not show much variation by type of vehicle in household.

SUV Compact Luxury

Base – Respondents in household with this type of vehicle. . . .

2515 7282 2273

% agreeing with statement “Willing to pay more for environmentally friendly products”

49% 52% 53%

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OttawaPMRS pres.

Environmental attitudes do not show much variation by type of SUV.

Entry level SUV

Mid size SUV

Full size SUV

Luxury

SUV

Base – Respondents in household with this type of vehicle. . . .

935 1288 297 78

% agreeing with statement “Willing to pay more for environmentally friendly products”

52% 47% 49% * Base too small for reporting

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OttawaPMRS pres.

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OttawaPMRS pres.

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OttawaPMRS pres.

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OttawaPMRS pres.

Web access to PMB information

* Top-line product data

* Questionnaires

* Resource Centre - Definitions

* PMB Study Guide

* Technical Volume

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OttawaPMRS pres.





What do the owners of SUV’s think about environmental issues?

How many professionals fly West Jet? – 110,000



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OttawaPMRS pres.

Close to one-third of respondents flying West Jet are MOPE’s (Managers/professionals/owners)

Occupation of of respondents claiming to fly each airline

Other major Canadian Airline

West Jet

Base (PMB 2004 1 year) 2405 623

Professionals 12% 8%

Senior Managers/ owners 6% 8%

Other managers 16% 15%

Total MOPE’s 34% 31%

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OttawaPMRS pres.

Ownership of investment real estate

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OttawaPMRS pres.

BC respondents claim highest level of ownership of investment real estate

0

50

100

150

200

Index to national average

95 57 109 88 166

Atl Que Ont Prs BC

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OttawaPMRS pres.

By contrast, cottages have a higher incidence in the east

0

50

100

150

Cottage ownership - index to national average

124 129 96 88 61

Atl Que Ont Prs BC

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OttawaPMRS pres.

Examples of contemporary issues Canadians views’ on Canada – US relations : are there

geographical or educational differences?

• Are parents more concerned about nutrition issues than non-parents?

• How many Albertans favour strengthening Canada’s social welfare net?

• Do young people read magazines as much as other Canadians?

• What do gay women think about legalizing marijuana?

• How many Canadians are active in social or community projects, are there differences by occupation?


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OttawaPMRS pres.

Proportion of respondents agreeing with statement “Canada is becoming too closely linked to USA”

0

10

20

30

40

50

A higher proportion of Quebec and BC respondents agree with statement

42 33 48 41 38 46

Natn' Atl Que Ont Prs BC

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OttawaPMRS pres.

Are parents more concerned about nutrition issues than non-parents?

• No, both claim to be informed on nutrition at the same level.

• However, there is a substantial difference by education.

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OttawaPMRS pres.

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OttawaPMRS pres.

19% of Albertans strongly agree with statement : I support the maintenance and strengthening of Canada’s social welfare net.

0%

5%

10%

15%

20%

25%

30%

19% 23% 16% 13% 14%

Strongly agree '3-4 5 '6-7 Strongly disagree

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OttawaPMRS pres.

Albertans have on average the same view on this measure as other English Canadians, it is Quebec that is most different.

Quebec respondents index 28% higher on support for social welfare net.

0

50

100

150

93 128 89 83 93 97

Atl Que OntMan/Sa

skAlberta BC

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OttawaPMRS pres.

Young people 18-24 have highest level of magazine reading across all age groups.

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0Number of issues of PMB measured publications read per month

6.3 7.3 6.8 7.0 6.2 4.6

Age 12-17 18-24 25-34 35-49 50-64 65+

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OttawaPMRS pres.

Readership technique

“Recent Reading”

New methodology adopted in 2001

Compatible with international magazine reading measures

Supported by all sectors of PMB membership, advertisers, agencies and publishers.

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OttawaPMRS pres.

Complete interview is a 45 minute in home interview

Initial screening stage - Respondents shown a logo card of each publication

Asked if they have read any issue of the publication in the past 12 months

Stage 1 of two stage process - Screening

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OttawaPMRS pres.

Respondents passing screening stage …

“ when they last read or looked into any issue of the publication”

Shown a time scale card …..

Stage 2 – Detailed Readership

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OttawaPMRS pres.

Card A

Weekly/Bi-Weekly

WHEN LAST READ OR LOOKED INTOYesterday Past 2 to 3 Days Past Week (7 Days)Past 2 Weeks (14 Days)Past 3 Weeks (21 Days)Past Month (30 Days)Longer Ago

Weekly

Bi-Weekly

1

23

4

5

6

7

50

OttawaPMRS pres.

Card B

10/11/12 times a year

WHEN LAST READ OR LOOKED INTO

Past Week (7 Days) Past 2 Weeks (14 Days) Past Month (30 Days)Past 5 Weeks Past 6 Weeks Past 2 Months (60 Days)Longer Ago

11/12 times

10 times

1

234

5

6

7

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OttawaPMRS pres.

Card C

7/8/9 times a year

WHEN LAST READ OR LOOKED INTOPast Week (7 Days)Past Month (30 Days)Past 6 Weeks Past 7 Weeks Past 2 Months (60 Days) Past 3 Months (90 Days)Longer Ago

8/9 times

7 times

1

23

4

5

6

7

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OttawaPMRS pres.

Card D

4/5/6 times a year

WHEN LAST READ OR LOOKED INTOPast Week (7 Days)Past Month (30 Days)Past 2 Months (60 Days) Past 3 Months (90 Days)Past 4 Months (120 Days) Past 6 MonthsLonger Ago

5/6 times

4 times

1

234

5

6

7

Additional Readership Information : Frequency of reading

Reading occasions

Time spent reading

Source of copy

Where read

Interest score

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OttawaPMRS pres.

Examples of

contemporary issues.

Canadians views’ on Canada – US relations : are there geographical or educational differences?

Quebec and BC are more concerned than others

Are parents more concerned about nutrition issues than non-parents?

No, it is education

How many Albertans favour strengthening Canada’s social welfare net?

25%, but Quebec much higher

Do young people read magazines as much as other Canadians?

Yes, more than any other age group

What do gay women think about legalizing marijuana?

How many Canadians are active in social or community projects, are there differences by occupation?

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OttawaPMRS pres.

Sexual Orientation Data

• Question tested in Summer 2002

• Included in product questionnaire in 2003 fieldwork

• First reporting: PMB 2004

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OttawaPMRS pres.

Question Details (1)

Partnership

You personally

Traditional married

Same sex married

Common Law – Opposite sex

– Same sex

No Partner

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OttawaPMRS pres.

Question Details (2)

If No PartnerPreferred

Partnership

Traditional married

Same sex married

Common Law – Opposite sex

– Same sex

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OttawaPMRS pres.

Sexual orientation: analysis

PARTNERSHIP

Same Opposite

Traditional Married X

Same sex Married X

Common Law – Opposite sex X

– Same sex X

No Partner

PREFERENCE (if no partnership)

Traditional Married X

Same sex Married X

Common Law – Opposite sex X

– Same sex X

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OttawaPMRS pres.

Sexual orientation: Summary

Partnership/ Preference

(000) %

Same sex 274 1.1

Opposite sex 15,509 63.3

No answer 8,709 35.6

TOTAL 12587 100%

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OttawaPMRS pres.

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OttawaPMRS pres.

24

79

28

0

5

10

15

20

25

30

Actively worked for apolitical party or

candidate

Written to the editor of anewspaper or magazine

Written to a publicofficial

Active in a social issue orcommunity project

Did volunteer work

9% of Canadians claim involvement in social or community project (within past 2 years)

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OttawaPMRS pres.

There are major differences in participation according to occupation

Active in social or community issues Index to national average

0

50

100

150

200

250

206 158 137 107 65 83 129

Prof SnrMgrTech, Sales,

TeachClerical/sctl Skill/unskill Retired Semi Retd

63

OttawaPMRS pres.

Other examples of contemporary

issues.

What are the income differences for Canadians who work for large corporations vs. small business?

+22% average income

What do Canadians report as the incidence of asthma and other conditions?

How many Canadians use herbal supplements and vitamins?

How many Canadians have written their will?

How do we determine the best location for opening a new service or store?

What are the savings and assets of “boomers” as they approach retirement age?

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OttawaPMRS pres.

CONDITIONS:

Arthritis

Asthma

Depression

Diabetes

Erectile Difficulties

High Blood Pressure

High Cholesterol

Incontinence

Overactive Bladder

Ulcer

MEDICAL CONDITIONS / PRESCRIPTION REMEDIES(available for first time in PMB 2005)

KINDS:

Anti-Arthritics

Anti-Asthmatics

Anti-Cholesterol

Anti-Depressants

Anti-Hypertensives

Prescription Painkillers

BRANDS:

Accupril

Celebrex

Prozac

Viagra

Vioxx

Other

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OttawaPMRS pres.

Expanded health care information

• Medical conditions and prescriptions

• Use of vitamins, minerals, supplements

• Types of health professional visited (past 6 months)

• Home health care products (hearing aids etc)

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OttawaPMRS pres.

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OttawaPMRS pres.


issues.


+22% average income


Available in 2005 in expanded health care section


41%

How many Canadians have written their will? 61% of age 65+



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OttawaPMRS pres.

PMB Partnerships/linkages

Geodemographic Linkage

• Map Info

• Generation 5

• Optima

• A.C. Nielsen

• Environics-Analytics

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OttawaPMRS pres.


issues.


+22% average income


Available in 2005 in expanded health care section


41%

How many Canadians have written their will? 61% of age 65+


Geodemographic linkages


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OttawaPMRS pres.

Multiple measures for assets

• $ amount of securities and savings

• Home ownership and value

• Other real estate – cottage, farm, retirement property, undeveloped land.

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OttawaPMRS pres.

Each measure shows increasing wealth of 50 – 64 age group

0

20

40

60

80

100

120

140

160

180

200

Savings ($000) Home value ($000)

25-34 35-49 50-64 65+

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OttawaPMRS pres.

Each measure shows increasing wealth of 50 – 64 age group

0

10

20

30

40

50

60

70

80

90

Other real estate (%) Home ownership %

25-34 35-49 50-64 65+

Print MediaPrint MediaPlanning/BuyingPlanning/Buying

ProductProductUsageUsage

TVTVProgramsPrograms

DemographicsDemographics

LifestylesLifestylesPsychographicsPsychographics

Retail StoreRetail StoreDataData

Other MediaOther MediaLinkagesLinkages

The Value of PMB Data

BrandsBrands

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OttawaPMRS pres.

It’s Your Study

the pmrs ottawa chapter would like to acknowledge the support of the following organizations

Documents

media managementarmada

troutbeck chernoffwalker

vietouring tv

awaeroplanagf funds

jourstv hebdovoila

magi communicationsmarc

mediatn mediatouche

profit associationover