BBM Canada

October 18, 2005 08:50 ET

BBM Canada Survey-Uncovers Surprising Insights on Consumers

TORONTO, ONTARIO--(CCNMatthews - Oct. 18, 2005) - BBM Canada announces the release of the latest RTS survey results. The October release points to unique findings, including that Playboy and Maxim are not just for men, teens shop at some unlikely places, Canadians are thinking hybrid for their next car purchase, casino visitors may not be who you think they are, meat alternatives are gaining ground and many other interesting consumer facts.

"What most advertisers want to know is who their consumers are, what they like, and how they can get their brand in front them," says Craig Dorning, Survey Product Development Manager, BBM Canada. "The RTS Survey is designed to give advertisers the edge they need to target major media buys. For example, in this last survey we asked young male consumers about where they shopped for clothes and the result was surprising to say the least. This niche consumer will help an advertiser better plan their marketing and cross-promotional campaigns."

RTS Canada provides unparalleled detail into the media and consumer preferences of Canadians. Survey highlights include:



- 31% of Canadians who shopped La Senza in the past year were men

- 23% of La Senza shoppers are teens 12-17

- 29% of Canadians who intend to buy a vehicle next year, are considering a Hybrid as a potential option

- Ontario and Quebec are the regions with the highest incidences of Hybrid interested buyers

- 311,000 Canadians visited casinos 12 or more times last year

- For 60%, high school is their highest level of schooling

- 38% are retired (2 times the national average), 9% are unemployed (2 times national avg.)

- 3.6 million Canadians (13%) consumed meat alternatives (Soy, Tofu, Tempeh) during the last 30 days.

- 440,000 Canadians (2%) read Playboy in the past month.

- 15% of Playboy readers are female

- 1.1 million Canadians (4%) read Maxim in past month

- 22% of Maxim readers are female

- 3.6 million Canadians (13%) download music occasionally/frequently

- 20% agreed with the statement "I feel very lonely" (2 times the national average)

- 2.9 million Canadians (11%) participate in discussion or chat groups occasionally/frequently

- 62% are under 24 years old (3 times national avg.)


About RTS Canada

With just over 61,000 respondents, RTS Canada is one of the largest syndicated consumer surveys in the world offering many unique features to Canadian marketers, including:

- National in scope, but offering remarkable detail at the local level

- Comprehensive measurement of all media including the top U.S. magazines

- Release of data every six months

Currently BBM RTS Canada data is available for: Canada, BC, Praires, Ontario, Quebec, Atlantic region and at the local level in: Victoria, Vancouver, Edmonton, Calgary, London, Kitchener-Waterloo, Hamilton, Toronto, Montreal, Quebec City and Halifax.

About BBM Canada

BBM Canada is a not-for-profit, broadcast research company that was jointly established in 1944 as a tripartite cooperative by the Canadian Association of Broadcasters and the Association of Canadian Advertisers.

Today, we are the leading supplier of radio and television audience ratings services to the Canadian broadcast advertising industry.

Contact Information

  • BBM Canada
    Craig Dorning
    Survey Product Development Manager
    (416) 847-2081
    cdorning@bbm.ca
    or
    Creativeworks Productions
    Doug Hohener
    PR Representative
    (416) 653-3053
    dword@sympatico.ca