Aegis Media

Aegis Media

November 24, 2010 11:13 ET

Largest Consumer Insights Study Finds Younger Canadians Are More Receptive to Advertising

-11,000 Canadians Surveyed on Media Consumption in Their Daily Lives-

TORONTO, ONTARIO--(Marketwire - Nov. 24, 2010) - Aegis Media and its media buying agencies Vizeum and Carat Canada today released some of the findings from its Consumer Connection Study (CCS), which delivers a far better understanding of Canadian consumer's communication behaviours.

The largest media receptivity study in Canadian history explored 70 different media touch points, asking 11,000 respondents (8,000 English and 3,000 French) on how, when and why they consume media in their daily lives. Most interestingly, it turns out Canadians are far more receptive to advertising in various forms than previously believed.

"We were surprised by how much this study bucked the traditional belief that people, especially younger adults were tuning out advertising," explained Jennifer Clark, Vice President of Consumer Insights for Aegis Media Canada. "Whether we like it or not, consumer advertising is a part of our common culture. This study gives us a better understanding into how we consume media."

Caroline Gianias, Vice President of Media Services for Carat added, "So, for example, advertisers who want to reach younger adults need to find ways to provide interest, entertainment and most importantly, useful content."

Going well beyond standard media usage data, CCS drills down deeper to examine consumer segmentation, media usage, channel planning, media involvement, attitudes to advertising, social media segmentation, brand loyalty and a "Day in the Life" of specific types of consumers.

"The fact is most marketers today are working with consumer data that only tells a small part of the story and has them guessing on how best to reach their audience," said Annette Warring, COO of Vizeum Canada. "This study takes us to a new level of understanding of the Canadian consumer and will allow advertisers to engage people when they want to have a conversation."

While marketers may know that young people are highly involved in social networking, CCS quantifies the need to integrate campaigns through a variety of marketing channels (including social media). Some of the most interesting data points include:

  • 38 per cent of 18-24 year olds find ads on TV interesting as they give them something to talk about. In fact, 18-24's are 17 per cent more likely to agree with this statement than all respondents.
  • 40 per cent of 15-34's will search for more information on the Internet after seeing something interesting on TV (15 per cent more likely than all respondents).
  • 28 per cent of 15-17s agree that online ads can improve the way they perceive a brand and they are 58 per cent more likely to agree that online advertising can increase their purchase intention.
  • 18-24s are 89 per cent more likely to have used their cell to interact with a digital billboard if the ad is interesting.
  • 61 per cent of 18-24s visit Facebook, but only 13 per cent visit Twitter at least once a week.
  • 18-24's openly declare their interests and are 87 per cent more likely to become a fan of a brand/TV show/film/celebrity.

The study goes much deeper and has been rolled out globally in 30 countries to over 340,000 respondents. The data is proprietary to Aegis Media and its clients which include adidas, Alberto Culver, Black & Decker, Corbys, Kohler, Mattel, Nokia, Panasonic, P&G, RONA, Sobeys, Subway and many more.

About Aegis Group plc:

Aegis Group plc is one of the world's fastest growing independent marketing communications groups. It operates in media communications with Aegis Media, which includes Carat, Vizeum, Posterscrope, Isobar and iProspect. Aegis is listed on the London Stock Exchange. More information can be found at:

About Carat:

Carat ( is a global independent media communications network, with over 100 offices in over 80 countries. As part of the Aegis Group plc, Carat provides a full range of services – including media and market research; communications planning; media planning and buying; multicultural communications; corporate trade; branded entertainment; direct and digital marketing; experiential and sponsorship services; and marketing analytics and consulting.

About Vizeum:

Vizeum ( is an independent media network and part of the Aegis Group plc. Launched in June 2003, Vizeum has more than 61 offices in 50 countries globally. Vizeum challenges conventional media thinking by combining an understanding of consumer motivation with profound media expertise to create stronger connections between brand and consumer.

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