Dailies spur loyalty: Study

Canadians remain loyal to their daily newspapers and depend upon them for their news more than any other medium, says the just released NADbank '93 study.Overall readership among adult Canadians has been 'remarkably consistent' over the last five years, says the...

Canadians remain loyal to their daily newspapers and depend upon them for their news more than any other medium, says the just released NADbank ’93 study.

Overall readership among adult Canadians has been ‘remarkably consistent’ over the last five years, says the study, with 69% of adult Canadians reading a daily seven days a week.

NADbank ’93, organized by the Newspaper Marketing Bureau, is sponsored by Canada’s top 50 dailies and is aimed at advertisers and their agencies.

NADbank surveys 30 markets across the country, including all major cities and some secondary ones.

Each NADbank study conducts 24,000 interviews across the country.

The new study was introduced to actual and potential users at an official launch in Toronto Sept. 22.

The degree of commitment Canadians have to their daily newspapers ranges from 63% readership in Montreal to 75% readership in Calgary, NADbank ’93 says.

As for the time Canadians spent with daily newspapers, NADbank ’93 found all adults spend 48 minutes a day, adults aged 18-24 spent 37 minutes a day, adults aged 65+ spent 66 minutes a day and working women spent 41 minutes a day.

Other information the study reported included alcohol use, vehicle preference, cable and pay tv habits, renovations and seasonal activities.

For example, the data show 80% of those with pay tv read the previous weekend’s newspaper, as do 79% of those who garden.

Elsewhere, NADbank ’93 found 75% of Canadian households have a vcr, but only 10% of them have a boat for recreation and only 9% of them have a motor home or camper.

Other examples of the data available show more than 75% of all vehicles in Canadian households are domestic models; there are 2.3 million Ford owners in Canada; and the most popular brands of tires are Goodyear, Michelin and Motomaster.

As for alcohol, in the previous four weeks, 35% of Canadians drank liquor, 42% drank beer and 47% drank wine.