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BBM Snapshot: Everything you wanted to know about nature and eco mag buffs

Among the unique attributes of Canadians with an interest in flora and fauna magazines is the fact that they're 50% more likely than their fellow citizens to have a bird as a pet. And for those not tasked with placing bird feed ads, here are some other interesting proclivities of the 5.9 million (20%) Canadians who habitually read "green" magazines.

▪ They're 30% more likely not to have a vehicle in their household.

▪ When they do drive a car, they're 40% less likely to drive a Cadillac than average Canadians, and 40% more likely to drive a Volvo.

▪ They're avid newspaper readers, spending 40% more time reading local newspapers each week than other Canadians.

▪ They're twice as likely to have visited an antique shop one or more times in the past month.

▪ They're also twice as likely to have pet insurance.

▪ They're 2.3 times more likely to have visited Australia or New Zealand in the past three years.

▪ They're twice as likely to have purchased pre-paid funeral services for themselves or someone else in the past two years.

▪ Their top three media are TV (88%), Radio (85%) and Internet (63%) (yesterday's exposure).

▪ News/Talk (41%), Adult Contemporary (28%) and Hot Adult Contemporary (19%) are the top three formats by weekly radio reach for Canadians in this group.

▪ And the top three television program types watched in an average week by nature and ecology magazine readers are news/current affairs (63%), movies (60%) and documentaries (46%).

The preceding information is from BBM RTS (BBM RTS Canada Spring '08, Individuals 12+), a syndicated consumer-media survey of over 64,000 Canadians, conducted twice a year by BBM Analytics. For more information contact Nini Larsen at nlarsen@bbmanalytics.ca.

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