ComBase Market Focus: 18- to 34-year-old demo in Ontario

The 18- to 34-year-old demo is a very desirable consumer group for many advertisers. As a consequence of this target becoming increasingly difficult to reach using traditional media, a number of new free dailies have been launched (Dose, 24 Hours, Metro) to seek them out.

Eighteen- to 34-year-olds are considered by many to be 'media grazers':
* 29% can't be reached with daily newspapers in Ontario.
* 25% can't be reached with radio in Ontario.
* 27% didn't watch TV yesterday/last weekend in Ontario.

But in Ontario, community newspapers reach 70% of 18- to 34-year-olds with weekday editions. Even in the Toronto GTA the reach is 65% (per ComBase Pilot Study - Toronto GTA).

Source: ComBase 2003-2004 Study
ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.
By Staff 
April 28, 2005

The 18- to 34-year-old demo is a very desirable consumer group for many advertisers. As a consequence of this target becoming increasingly difficult to reach using traditional media, a number of new free dailies have been launched (Dose, 24 Hours, Metro) to seek them out.

Eighteen- to 34-year-olds are considered by many to be ‘media grazers’:

* 29% can’t be reached with daily newspapers in Ontario.

* 25% can’t be reached with radio in Ontario.

* 27% didn’t watch TV yesterday/last weekend in Ontario.

But in Ontario, community newspapers reach 70% of 18- to 34-year-olds with weekday editions. Even in the Toronto GTA the reach is 65% (per ComBase Pilot Study – Toronto GTA).

Source: ComBase 2003-2004 Study

ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.