NADbank results: Half of adults read a daily

September 19, 2007 by Jesse Kohl

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%
Le Journal de Montréal	21%	36%	23%	15%	40%	n/a
La Presse	15%	23%	20%	14%	27%	9%
The Gazette	11%	16%	12%	10%	18%	4%
Metro	11%	20%	n/a	n/a	n/a	*
24 heures	8%	14%	n/a	n/a	n/a	*
The Globe and Mail	*	3%	1%	n/a	4%	2%
National Post	*	2%	*	n/a	3%	*

2006/2007 Readership Results

Vancouver CMA	Read Yesterday	5 Day Cume	Saturday	Sunday	6/7 Day Cume	Online Weekly
Any Paper	53%	74%	32%	23%	76%	15%
The Province	24%	43%	n/a	23%	46%	6%
The Vancouver Sun	26%	43%	29%	n/a	46%	8%
Metro	7%	15%	n/a	n/a	n/a	*
24 hours	12%	24%	n/a	n/a	n/a	*
The Globe and Mail	5%	13%	6%	n/a	14%	6%
National Post	4%	9%	4%	n/a	10%	2%

2006/07 Readership Results

Ottawa – Gatineau CMA	Read Yesterday	5 Day Cume	Saturday	Sunday	6/7 Day Cume	Online Weekly
Any Paper	51%	71%	50%	33%	75%	22%
Ottawa Citizen	28%	44%	32%	26%	49%	14%
The Ottawa Sun	14%	27%	12%	11%	29%	7%
Le Droit	10%	16%	11%	n/a	17%	5%
Metro	6%	14%	n/a	n/a	n/a	*
The Globe and Mail	6%	13%	7%	n/a	15%	6%
National Post	*	7%	*	n/a	7%	3%

* sample size too small to report

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NADbank results: Half of adults read a daily

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