24 Hours

24 Hours

September 29, 2011 08:00 ET

2010/11 NADbank Survey: 10 Years of Growth for the Free Commuter Daily 24 Heures!

MONTREAL, QUEBEC--(Marketwire - Sept. 29, 2011) - Results of the 2010/11 NADbank Survey, which measured the readership rates of major dailies across the country, have confirmed that the free commuter daily 24 Heures is pursuing its sustained growth in the Montreal market, achieving its best results of the past 10 years. 24 Heures has seen its readership grow by 45,000 readers, an increase of 8.1% since the last survey. With these outstanding results, the free commuter daily 24 Heures now attracts 599,600 readers per week.


The free commuter daily 24 Heures attracts 310,000 readers on weekdays, which is 30,400 more readers since the last survey (+10.9%). In addition to experiencing a stronger percentage growth than its competitor, 24 Heures recorded the strongest growth among all paid and free dailies in Montreal, as compared with the 2010 NADbank Survey.

Profile of weekday readers

The free commuter daily 24 Heures has seen its readership grow significantly among readers aged 18 to 49. Survey results show a growth of 15% in the 18-24 age group, +4% in the 25-34 age group and +12% in the 35-49 age group. 24 Heures also posted results of +40% among university students and graduates and +23% among homeowners.

The latest NADbank Survey also confirmed an increase of 10% in average household income among readers of the free commuter daily 24 Heures, which is now $66,595. There was also an increase of 15% among readers with a household income of $50,000 and up.

It is worth noting that, in December 2010, the free commuter daily 24 Heures signed a partnership agreement for exclusive distribution rights within the 68 stations of the STM network. This agreement, along with its distribution partnership with AMT, enables 24 Heures to reach all mass transit users every day of the week. In ongoing efforts to give readers even more, the free commuter daily 24 Heures welcomes many new columnists this fall, including Nathalie Lambert, Jean-Sébastien Marsan, Isabelle Conan-Cormier, Louis-François Marcotte, Kim Rusk, Jacynthe René and Varda Étienne.

The free commuter daily 24 Heures thanks its many readers for 10 years of sustained growth and pledges to continue to provide advertisers with new opportunities designed to boost their performance and grow their customer base!

Source: NADbank, 2010/11, Montreal CMA, adults 18+, read yesterday and 5-day cumulative.

Sun Media Corporation

Sun Media Corporation, a subsidiary of Quebecor Media, is Canada's largest newspaper publisher based on printing of paid-circulation and free newspapers, with close to 15.1 million copies published each week. With 42 paid-circulation and free dailies throughout Canada, all with their own dedicated websites, and almost 200 community newspapers, shopping guides and other specialty publications, Sun Media Corporation's English and French language papers are leaders in providing local news and information. Sun Media Corporation aggregates the activities of Osprey Media and Canoe.ca, an integrated company offering e-commerce, information and communication services. It owns the Canoe Network, which attracts 8.7 million unique visitors per month in Canada, including 4.1 million in Québec. Sun Media Corporation provides a range of commercial printing and related services as well as distribution for newspapers, flyers and magazines. For additional details, visit the parent company's website at www.quebecor.com.

Contact Information

  • Source:
    J. Serge Sasseville
    Vice President, Corporate and Institutional Affairs
    Quebecor Media Inc.

    Media contact:
    Denise Lareau
    Vice President, Communications and Promotion
    Québec Operations - Sun Media Corpration
    514.521.4545, extension 2573