Time Spent – Major Media May 2011. Time Spent The statistics contained on the following pages provide a snap shot of the time Canadians spend on a weekly.

Time Spent – Major Media

May 2011

Time Spent• The statistics contained on the following pages provide a snap shot of the time

Canadians spend on a weekly basis with major media

• To provide an apples to apples comparison, we have used the RTS consumer data from BBM Analytics as the source for cross-media statistics

• RTS is a “return to sample” survey which is sent to those people who participate in the measurement of Radio in Canada; while it is based on a very robust sample of more than 50K people, it is a self reported survey that relies on the ability of people to recall their behaviour, a very difficult task; ultimately in surveys people report what they "think" they do, and this does not always correspond to what they actually do

• Therefore, on each slide we have included the time spent data produced by Portable People Meters (PPM) which are the devices that produce the currency data on which television advertising is bought and sold in Canada; electronically measured, this system eliminates the misreporting inherent in recall surveys

• Likewise, through measurement by comScore the online industry also provides measured rather than reported data for online usage, and where this data has been made available to TVB we have also included it on the following pages

• Based on the measured data from PPM and comScore, Television remains the medium to which Canadians allocate most of their time spent with media

Adults

Average Per Capita Weekly Time SpentHours - Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; comScore 3-month Avg Q2-2011

Television PPM

Television RTS

Radio Newspaper Magazine Internet comScore

Internet RTS

29.4

23.7

18.3

2.50.8

10.1

17.2

Average Per Capita Weekly Time SpentHours - Adults 18-34

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; comScore 3-month Avg Q2-2011

Television PPM

Television RTS

Radio Newspaper Magazine Internet comScore

Internet RTS

22.4

19.2

14.0

0.9 0.4

10.5

25.1

Average Per Capita Weekly Time SpentHours - Adults 18-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; comScore 3-month Avg Q2-2011

Television PPM

Television RTS

Radio Newspaper Magazine Internet comScore

Internet RTS

23.7

20.4

16.5

1.20.5

10.8

21.5

Average Per Capita Weekly Time SpentHours - Adults 25-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

23.8

21.4

17.5

1.30.5

19.4

Average Per Capita Weekly Time SpentHours - Adults 25-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; comScore 3-month Avg Q2-2011

Television PPM

Television RTS

Radio Newspaper Magazine Internet comScore

Internet RTS

25.0

22.0

18.0

1.50.6

10.8

18.7

Average Per Capita Weekly Time SpentHours - Adults 35-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

25.0

21.6

19.0

1.50.5

17.8

Average Per Capita Weekly Time SpentHours - Adults 35-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

26.4

22.5

19.3

1.70.6

17.2

Average Per Capita Weekly Time SpentHours - Adults 50+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

36.9

28.0

20.8

4.2

1.1

11.6

Average Per Capita Weekly Time SpentHours - Adults 55+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; comScore 3-month Avg Q2-2011

Television PPM

Television RTS

Radio Newspaper Magazine Internet comScore

Internet RTS

38.8

28.9

21.0

4.8

1.3

8.410.4

Average Per Capita Weekly Time SpentHours - Adults 60+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

40.5

29.4

21.0

5.3

1.3

9.3

Males

Average Per Capita Weekly Time SpentHours - Males 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

28.0

22.8

18.8

2.50.6

18.7

Average Per Capita Weekly Time SpentHours - Males 18-34

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

21.4

18.0

14.8

0.9 0.3

26.5

Average Per Capita Weekly Time SpentHours - Males 18-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

22.5

19.5

17.3

1.30.3

22.9

Average Per Capita Weekly Time SpentHours - Males 25-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

22.4

20.7

18.5

1.50.4

21.0

Average Per Capita Weekly Time SpentHours - Males 25-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

23.7

21.4

19.0

1.60.4

20.1

Average Per Capita Weekly Time SpentHours - Males 35-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

23.7

21.220.3

1.70.4

19.0

Average Per Capita Weekly Time SpentHours - Males 35-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

25.2

22.120.3

1.90.5

18.2

Average Per Capita Weekly Time SpentHours - Males 50+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

35.5

27.4

20.8

4.3

1.0

12.8

Average Per Capita Weekly Time SpentHours - Males 55+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

37.4

28.3

21.0

4.9

1.1

11.8

Average Per Capita Weekly Time SpentHours - Males 60+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

39.0

28.8

20.5

5.3

1.2

10.8

Females

Average Per Capita Weekly Time SpentHours - Females 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

30.8

24.5

17.8

2.50.9

15.8

Average Per Capita Weekly Time SpentHours - Females 18-34

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

23.4

20.5

13.5

0.8 0.5

23.6

Average Per Capita Weekly Time SpentHours - Females 18-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

24.8

21.3

15.5

1.1 0.6

20.2

Average Per Capita Weekly Time SpentHours - Females 25-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

25.1

22.0

16.8

1.1 0.6

17.7

Average Per Capita Weekly Time SpentHours - Females 25-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

26.3

22.6

17.0

1.3 0.7

17.2

Average Per Capita Weekly Time SpentHours - Females 35-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

26.2

22.1

17.8

1.3 0.7

16.7

Average Per Capita Weekly Time SpentHours - Females 35-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

27.7

22.9

18.0

1.60.7

16.2

Average Per Capita Weekly Time SpentHours - Females 50+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

38.2

28.6

20.8

4.21.3

10.4

Average Per Capita Weekly Time SpentHours - Females 55+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

40.0

29.5

21.3

4.7

1.4

9.2

Average Per Capita Weekly Time SpentHours - Females 60+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

41.8

29.9

21.3

5.2

1.4

8.1

English

Average Per Capita Weekly Time SpentHours - English 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

28.5

23.9

18.3

2.50.8

18.0

Average Per Capita Weekly Time SpentHours - English 18-34

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

22.4

19.3

13.8

0.8 0.4

26.0

Average Per Capita Weekly Time SpentHours - English 18-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

23.3

20.6

16.3

1.20.5

22.4

Average Per Capita Weekly Time SpentHours - English 25-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

23.321.6

17.5

1.3 0.5

20.2

Average Per Capita Weekly Time SpentHours - English 25-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

24.4

22.2

17.8

1.50.6

19.5

Average Per Capita Weekly Time SpentHours - English 35-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

24.2

21.9

19.0

1.50.6

18.6

Average Per Capita Weekly Time SpentHours - English 35-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

25.6

22.7

19.0

1.70.6

18.0

Average Per Capita Weekly Time SpentHours - English 50+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

35.3

28.2

20.8

4.3

1.1

12.2

Average Per Capita Weekly Time SpentHours - English 55+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

37.0

29.1

21.3

4.9

1.2

11.0

Average Per Capita Weekly Time SpentHours - English 60+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

38.5

29.7

21.3

5.3

1.3

9.8

French

Average Per Capita Weekly Time SpentHours - French 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

37.3

23.8

19.3

2.60.8

14.0

Average Per Capita Weekly Time SpentHours - French 18-34

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

27.6

19.3

15.8

1.0 0.4

20.5

Average Per Capita Weekly Time SpentHours - French 18-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

28.8

20.3

18.0

1.2 0.4

17.6

Average Per Capita Weekly Time SpentHours - French 25-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

28.9

21.520.0

1.3 0.5

15.7

Average Per Capita Weekly Time SpentHours - French 25-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

30.8

22.220.0

1.5 0.5

15.2

Average Per Capita Weekly Time SpentHours - French 35-49

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

30.0

21.4 20.8

1.50.5

14.5

Average Per Capita Weekly Time SpentHours - French 35-54

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

32.2

22.520.8

1.80.5

14.1

Average Per Capita Weekly Time SpentHours - French 50+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

45.4

28.1

20.8

4.31.3

9.5

Average Per Capita Weekly Time SpentHours - French 55+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

47.7

28.9

20.8

4.81.4

8.6

Average Per Capita Weekly Time SpentHours - French 60+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

50.7

29.4

20.8

5.31.5

7.9

Regions

Average Per Capita Weekly Time SpentHours - B.C. Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; * based on Van/Vic EM

Television PPM *

Television RTS

Radio Newspaper Magazine Internet

27.3

22.7

16.3

2.30.7

18.5

Average Per Capita Weekly Time SpentHours - Prairies Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; * based on Atlantic/Prairie average

Television PPM *

Television RTS

Radio Newspaper Magazine Internet

30.0

24.4

18.0

2.40.7

17.9

Average Per Capita Weekly Time SpentHours - Ontario Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

27.9

23.5

18.3

2.50.7

18.6

Average Per Capita Weekly Time SpentHours - Quebec Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

33.0

23.8

19.3

2.70.8

14.0

Average Per Capita Weekly Time SpentHours - Quebec French Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg

Television PPM

Television RTS

Radio Newspaper Magazine Internet

34.2

23.9

19.5

2.60.8

13.8

Average Per Capita Weekly Time SpentHours - Atlantic Adults 18+

Source: BBM Analytics RTS Spring 2011; BBM PPM 2010/11 52-week Avg; * based on Atlantic/Prairie average

Television PPM *

Television RTS

Radio Newspaper Magazine Internet

30.0

24.6

19.5

2.60.9

16.2