Percent of adults listening to ‘country’ radio in Atlantic Canada: 55. Percent in Quebec: 23.

Percent of Canadian households which are heavy users of calorie-reduced butter: 5.

38% of university graduates usually ‘fast forward’ through the commercials of recorded TV shows.

Percent of Canadians 12+ who listen to ‘Oldies’ radio stations: 35. Percent of 35-49’s: 41.

But are they really playing more of a role??? Percent of principal grocery shoppers who are male in PMB ’89: 35. Percent in PMB ’92……37.

Percent of ‘professionals’ who use upset stomach remedies: 32. Percent of clerical/secretaries…….31.

Percent of single-person households using headache pain relievers: 59. Percent of 3+ person households: 74.

Percent of females aged 50-64 who color their hair at home: 32. Over 65’s: 19%.

43% of females use pump hair spray bottles. 29% use aerosols.

48% of people who watch golf weekly on TV in season have household incomes over $50,000.

Maybe they are less keen…..Weekly TV NHL hockey watching index in Toronto: 63. Montreal: 112.

Percent of Quebecers who drink skim /2% milk: 52. Percent of Ontarians: 61.

Percent of adult joggers aged 25-34: 31.

Percent of females who use lipstick: 81.

Percent who use lip glosser: 27

The PMB Index provides a snapshot of how Canadians think and behave. For more information, please call Joanne Van der Burgt (416) 961-3205.