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NADbank results: Half of adults read a daily
Related Content:
Audience Measurement
NADbank released its 2006-07 readership study for selected markets this morning, highlighting results in Toronto, Montreal, Vancouver and Ottawa-Gatineau for surveys conducted in fall 2006 and spring 2007. The results show 50% of Canadian adults read a daily newspaper on an average weekday, while 75% pick up a daily in an average week.
Readership for online editions is growing. In terms of markets where adults read a newspaper online each week, Ottawa leads with 22%, followed by Toronto at 20%, while Montreal and Vancouver tie at at 15%.
Here are the readership study's highlights by market:
2006/07 Readership Results
| Toronto CMA | Read Yesterday | 5 Day Cume | Saturday | Sunday | 6/7 Day Cume | Online Weekly |
| Any Paper | 47% | 68% | 41% | 28% | 74% | 20% |
| Toronto Star | 23% | 40% | 30% | 18% | 47% | 12% |
| The Toronto Sun | 11% | 23% | 9% | 13% | 27% | 5% |
| The Globe and Mail | 9% | 18% | 9% | n/a | 19% | 7% |
| National Post | 5% | 10% | 5% | n/a | 11% | 2% |
| Metro | 9% | 19% | n/a | n/a | n/a | 1% |
| 24 hours | 8% | 17% | n/a | n/a | n/a | 2% |
2006/07 Readership Results
| Montréal CMA | Read Yesterday | 5 Day Cume | Saturday | Sunday | 6/7 Day Cume | Online Weekly |
| Any Paper | 51% | 70% | 50% | 35% | 75% | 15% |
